UAE Government Media Office Shines at AME Awards 2022

The AME Agency Report honors agencies that have produced cutting-edge and measurably effective creative work on behalf of prominent advertisers. The AME Brand Report recognizes risk-taking brands that approved game-changing work that contributed to the brand's position on the AME ranking report.

For 2022, the UAE Government Media Office led the AME Agency and Brand Report with an unprecedented dual honor, achieving the top rank on both the Agency and Brand Report. This is the first time in the history of the AME Report that an agency/brand earned the number one spot on both reports.

Innovative and results-driven campaigns submitted by the UAE Government Media Office “The Warm Winter Livestream,” “The Donation Plate,” and “A Winter Through My Eyes” earned the Media Office the highest number of total points in this year’s competition.

Commenting on the winning streak, Khaled AlShehhi, Executive Director of Marketing and Communication, UAE Government Media Office,  “At the UAE Government Media Office, we go much further than brief agencies and assess the performance of our campaigns. We are actively involved in the full process from ideation to execution, so much so that we’re acting as an agency as much as a client. While we work closely with our agency partners, we also have a strong in-house creative resource, collaborating to build on insights and creative sparks to turn them into award-winning and goal-achieving work. I couldn’t be prouder of my team as we are recognized as the Agency of the Year at the New York Festivals AME Awards in 2022."

“We’re thrilled for the UAE Government Media Office, their top tier creative and effective campaigns catapulted them to the top of the annual AME Awards Report,” said Gayle Seminara Mandel, Executive Director, New York Festivals AME Awards.

“I understand it’s a rare occurrence for a client to achieve this and even rarer, as it never happened before, for the same company to be the Brand and Agency of the Year at the same time. The lines of demarcation are clearly changing, and structures are reshaping in front of our eyes. Brave and effective is certainly a description that we share with the AME Awards and this trophy is the perfect illustration of our forward-thinking method of working,” said Khaled AlShehhi.

Top-scoring campaigns for 2022 improved brand awareness, engaged consumers, and succeeded in driving results for global brands. Global agencies earning a place on the AME Agency Report employed first-of-its-kind technology, crowdsourcing, omnichannel marketing, media-led engagement, OOH activations, branded entertainment, experiential marketing, gamification, influencer-led campaigns, guerilla marketing, donation-driven-initiatives to improve brand relevance, create contextual engagement, achieve growth, and deliver stunning bottom-line results.

High-scoring work from agencies within MENA earned a place on the 2022 AME Report.  Havas Middle East earned 5^th place on the AME report for their multi-gold winning campaign Liquid Billboard” which invited women to become the heroes of Adidas new inclusive line. “Empty Plates” created by Saatchi & Saatchi MEA for the UAE Government Media Office amplified awareness around world hunger and was honored with an impressive number of awards landing the agency in the 8^th slot globally on the ranking report.

2022 AME Agency Report

1. UAE Government Media Office
2. Zulu Alpha Kilo
3. Seven.One AdFactory / Creative House / White Rabbit Budapest / WallDecaux**
4. AMVBBDO United Kingdom
5. Havas Middle East
6. ALMA DDB
7. Energy BBDO
8. Saatchi & Saatchi MEA
9. Special New Zealand
10. Leo Burnett Group Manila

 **Multiple agencies working together

The 2022 AME Brand Report honors risk-taking global brands for their innovative and strategic campaigns that delivered measurable results. Brands approved game-changing strategies, utilized first-of-its-kind technology, shined a spotlight on diversity and inclusion, partnered with influencers, rallied on behalf of those less fortunate, embraced social marketing, created unique partnerships, went head to head with environmental challenges, and created new ways to support communities.

Inventive campaigns demonstrating results submitted by Havas Middle East, MullenLowe MENA, and Saatchi & Saatchi MEA contributed to the UAE Government Media Office's meteoric rise to the top of the AME Brand Report. 

“The New York Festivals AME Awards have always held a special place for us as they reward brave and effective work, two aspects that dominate in our approach for they are major success factors. Winning a single award is a celebration in itself but being named Brand of the Year is simply spectacular. Whether it be our short history as a brand, our home market, or the fact that we are a public sector entity, this accolade is a deeply meaningful validation of all our efforts to date to stand out and be counted. Our work and missions are varied and complex, but each gives us an opportunity to raise the bar and make a difference to many. To be judged against stringent international standards and receive this level of recognition is not only a dream come true but also an amazing motivation to do even more and better, with the knowledge we’re aiming in the right direction,” further added Khaled AlShehhi.

In the image above:

Havas Middle East’s impressive work for Adidas saw the brand soar to the number 3 spot on the global brand report.

2022 AME Brand Report

1. UAE Government Media Office
2. Flutwein
3. adidas
4. Extra
5. Motor Neurone Disease New Zealand/Pepsi/Sheba*
6. McDonald's / Black Business and Professional Association, Toronto Metropolitan University’s Diversity Institute, Canadian Congress on Inclusive Diversity and Workplace Equity, and Pride at Work*
7. Hondao Senior Citizen's Welfare Foundation
8. Harry Rosen
9. Pfaff Harley-Davidson®
10. Fenty Beauty

*Tie in brand rank

All 2022 AME award-winning entries were determined by the AME Grand Jury. The results of these jury panels determine an entry’s score and its placement within the AME annual rankings brief.

To view the entire 2022 AME Report (Agency & Brand) visit: HERE. To view the 2022 AME Awards winner’s showcase, visit: HERE.