Dragons of MENA brought together its inaugural winners, agencies, clients, partners and industry guests in Dubai for the programme’s first physical gathering, held at Cinema Akil at 25hours Hotel One Central.
Around 100 guests attended, from more than 50 agencies and specialist communications businesses, alongside clients, brands, in-house marketing teams, winners, partners and selected media.
The morning included an Alliance of Independent Agencies Middle East session, followed by a screening of selected winning work from Dragons of Asia and Dragons of MENA , trophy presentations and informal networking.
The inaugural Dragons of MENA attracted entries from seven markets across the Middle East and North Africa , with winning work representing six countries: the UAE, Oman, Bahrain, Egypt, Morocco and Tunisia.
Julián Hernández , MENA Partner, Dragons of MENA , said, “The industry has changed, but most award programmes haven’t changed with it. Great work now comes from all kinds of agencies, specialists, independents, in-house teams and brands, and not all of them have the same access to enter and compete. That is why it is exciting to see Dragons of MENA creating a platform where more of the people actually making the work can participate and be recognised.”
The winners reflected a broad cross-section of the marketing communications industry, including advertising and PR agencies, experiential and specialist businesses, consultancies, independent teams and brands entering their own work.
Momentum ME was named the inaugural Dragons of MENA Agency of the Year, with its No Paws Left Behind campaign for MARS UAE receiving two Gold Dragons, one Silver Dragon and two Black Dragons across the programme.
David Paysant , Chief Growth Officer at Momentum ME , said , “Strategy, cultural understanding and a purpose the brand actually believes in. That is what makes work effective here, and it is what No Paws Left Behind was built on. Good to see a programme judge the whole thing rather than just the idea.”
The Romans UAE received the Blue Dragon for Best Campaign in the UAE for Porsche x The Black Mambas, as well as two Golds in MENA, and a Bronze in Asia for Innovative Idea or Concept. The Romans UAE also picked up a Black Dragon in Public Relations .
Joe Lipscombe , Partner, The Romans , said, “A PR agency winning the Blue Dragon for the UAE is a tentpole moment for the industry. It proves that PR has the capabilities, talent, ambition, and drive to deliver creative work that stands shoulder to shoulder with the rest of the marcomms world.
Lipscombe added, “The Black Mambas is an incredibly beautiful piece of work. It combines exceptional storytelling with real-world action and purpose. That is what has captured the attention of people around the world and the Dragons judges. Huge credit to Porsche Middle East and Africa on this project. Not many brands, particularly of their stature and legacy, dedicate so much energy and resources to something like that. They deserve all the credit they’re getting.”
Other Gold-winning work came from The Romans UAE, Clockwork Bahrain, Amber Communications UAE, The Global Advisors Public Relations Consultancy UAE, Bullseye Middle East, inDrive Egypt and inDrive Morocco.
Hernández added, “Wider access does not mean easier recognition. The judging is rigorous and not everything gets awarded. The Social Media category this year had no winner, because the work did not reach the requi…