Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has today announced the 2025 Awards are open for submissions, in addition to revealing a refresh to its Awards and an evolution to its platform.
Dubai Lynx is evolving from an annual Festival to a series of year-round events, experiences and learning opportunities designed to support the evolution of the marketing and communications industry in the region. This approach will drive greater opportunities for different audiences to connect with the platform year-round, while allowing Dubai Lynx to support its ongoing commitment to showcasing and fostering talent in the region by providing more networking and learning opportunities that focus on the challenges and topics relevant to MENA. The Awards will culminate in the live Awards Ceremony, held in April next year, and continue to set the benchmark for creative excellence in MENA while providing an opportunity for the industry to come together to network and celebrate.
New for the 2025 Dubai Lynx Awards, the Digital Lynx has now evolved into the Digital Craft Lynx, in order to reflect the importance of technological artistry across platforms. Following on from the success of the introduction of the Humour category at Cannes Lions 2024, entrants will be able to enter relevant work in a specific category as part of the cultural and context sections, to celebrate entertaining and effective work in branded communications. Other changes include an update to the Audio & Radio Lynx Award to reflect the expansion of Audio work across the industry, a refresh to the PR Lynx Award to accurately reflect the current PR industry and a refresh to the Social & Influencer Award to recognise and celebrate the pivotal role that creators play in shaping and amplifying brand messages. Dubai Lynx has also evolved its entry process to focus on areas of Sustainability, DEI and Cultural Context. Entrants will have the option to have their answers to Sustainability and DEI questions seen by their respective Jury, to encourage entrants that are making progress in these areas to provide that additional perspective. Entrants will be required to answer a compulsory question about the cultural context, to provide the Jury with as full a picture as possible when it comes to the cultural nuances of the work.
Philip Thomas, Chairman, Dubai Lynx, commented: “MENA is a creative powerhouse when it comes to craft, innovation and storytelling. It’s inspiring to see the region’s commitment to creativity, showcased through an 84% increase year on year in Creative Effectiveness entries at the 2024 Dubai Lynx Awards. The evolution of the Dubai Lynx platform will offer more tailored experiences for the industry to engage with each other throughout the year and to celebrate creativity year-round.”
Ian Fairservice, Vice Chairman, Dubai Lynx, added: “We’ve identified the key areas that are top of mind for our industry and community and used these insights to design a year-round series of events that are impactful, focused, and enriching to the MENA community. Every year, the work and the winners give us a glimpse into the future, the evolving shape of creativity and how to prepare for what’s coming next. We look forward to celebrating the body of work that will emerge and benchmark creativity in the region.”
