Middle East Tops Shortlist for First Time
For the first time ever, agencies from the Middle East have topped the shortlist totals at the Cresta Awards.
Middle East agencies top the Cresta Awards 2025 shortlist—Saudi shops lead the surge
For the first time in the award’s history, agencies from the Middle East have outpaced Europe and the U.S. on the Cresta shortlist. Riyadh’s BigTime Creative Shop heads the table with 19 shortlisted entries, followed closely by Publicis Groupe Middle East with 18. Germany’s Serviceplan/Plan.Net follows on 17, while strong showings from the BBDO and Dentsu networks signal a wide-open race for trophies.
Cresta’s leadership frames the moment as the culmination of a multi‑year rise in both the quality and quantity of work from the region—momentum the jury has clearly recognized this year. The question now is conversion: how much of that shortlist dominance becomes metal when winners are announced?
How the judging works (and why that matters).
Cresta is built around an intentionally independent process: jurors assess work separately to avoid “groupthink,” with scores averaged so no single voice can sway outcomes. In 2025 the overall Jury Chair is Helen Pak, SVP of Creative – Marketing, Design and Content at Disney; she reviews decisions but has no authority to alter the vote math, though she may issue a personal statement about standout pieces. The winners reveal is set for 24 September 2025, after a summer of judging by a refreshed, 120+‑strong global Grand Jury.
Saudi standouts on the slate.
BigTime’s haul spans multiple categories, including high‑profile work for Riyadh Season such as Call of the Kings, Everything or Nothing, Obsession and more—an indicator of the scale and range of entertainment briefs now originating in the Kingdom.
Also representing Saudi Arabia among this year’s finalists is Whizz Film, shortlisted twice in Film Craft:
- “The Inbred Mountains” (Outstanding Direction of a Brand‑funded Film), for Laverne’s Saudi Founding Day.
- “A Nation Built” (Outstanding Cinematography in a Brand‑funded Film), for Misk Foundation’s Saudi Founding Day.
Whizz Film is a Riyadh‑based production house with a Dubai presence and is part of the Media Turtles Network, a Middle Eastern venture builder that describes itself as transforming creativity into sustainable economic value—context that underlines how local production infrastructure is maturing alongside agency firepower.
Why it’s a milestone.
Historically, Cresta shortlists have been led by European and U.S. names. Seeing the Middle East take the top slots in 2025 signals a broader shift in where ambitious, globally resonant ideas are being made—and a jury system designed to reward work on merit alone makes that shift especially telling.
Key details at a glance
- Top of the shortlist: BigTime Creative Shop (19), Publicis Groupe Middle East (18), Serviceplan/Plan.Net (17).
- Judging approach: independent, score‑averaged; Jury Chair Helen Pak (Disney) cannot change results.
- Winners announcement: 24 September 2025.
- Saudi production note: Whizz Film earns two Film Craft shortlistings; part of Media Turtles Network.
If the shortlist is any guide, expect this year’s Crestas to spotlight Middle Eastern craft and storytelling on a scale not seen before. The only suspense left is how much of that momentum turns into gold.
