Why This Year's PR Awards Shortlist Signals a Shift to Measurable Impact

The PR Awards Southeast Asia 2026 shortlist has been released, naming the strongest public relations campaigns across Southeast Asia, South Asia, and Oceania. Now in its 13th year, the program recognizes agencies, brands, and in-house teams producing measurable communications work across the region.

Golin has been named Overall Champion Agency, earning the title based on cumulative gold, silver, and bronze trophies across all categories. The gala dinner is scheduled for April 17, 2026.

AI, Purpose, and Measurable Results Define the 2026 Shortlist

Three themes dominate this year's recognized campaigns: technology integration, purpose-driven storytelling, and results that can be clearly measured.

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CapitaLand Malls won Gold in Best Use of Tech/AI for PR for its CapitaVerse campaign. Unilever's Magnum AI Pleasure Express also earned recognition in the same category. The results signal that AI is now an active part of campaign execution, not just a planning tool.

McDonald's Singapore won Gold in Best PR-led Integrated Communications for Lovin' Me, a youth mental wellness initiative. The win reflects growing judge preference for campaigns that connect brand values to real social issues across multiple channels.

Marriott International's Luxury Group won Gold in both Best Corporate Affairs Strategy and Best Media Relations Strategy for a single campaign, Savor the Journey. The dual recognition shows how one well-built strategy can perform across different audiences without losing focus.

Judges Highlight Clarity, Data, and Stakeholder Impact

The judging panel included senior communications leaders from across the region. Entries were scored across five dimensions: Objectives and Budget, Target Audience and Strategy, Implementation and Creativity, Challenges Overcome, and Results and Evaluation, each rated on a one-to-10 scale.

Azmi Yaakop, Chief Strategic Communications Officer at FGV Holdings, said standout entries demonstrated "tangible impact delivered to stakeholders and target audiences, a true testament to purposeful storytelling backed by data, creativity, and disciplined execution."

Sanjay Nair, Head of Public Affairs and Communications at FrieslandCampina, noted that "the strongest work paired smart channel choices with impact that was measurable and easy to validate."

To qualify for the Campaign of the Year Grand Prix, entrants must win a minimum of three Gold awards. Points are allocated as Gold equals 10, Silver equals eight, and Bronze equals six.

In-House Teams and Startups Earn Prominent Recognition

Air Selangor, Malaysia's national water utility, won Gold in Best CSR Communications for Sesama Mara (Together We Move Forward). The organization was also shortlisted for PR Team of the Year (Brand), with communications director Elina Baseri shortlisted for PR Champion of the Year.

Advance Intelligence Group won Gold in Best PR Campaign for Start-Up/Small Business for a campaign supporting its growth from startup to a US$2 billion AI company. The campaign was executed with agency partner Ellerton & Co., which was also shortlisted in the B2B category.

Delivery Hero Philippines (foodpanda) earned Gold in both Best CSR Communications and Best Use of Social Media for Crisis Communications, making it one of the few organizations recognized across two separate campaign disciplines in 2026.

A Broader Regional Competitive Landscape

Eight agencies were shortlisted for PR Team of the Year (Agency), including CampaignLab, Mutant, Ellerton & Co., and Upcycle Communications. The list reflects a competitive field extending well beyond traditional large agency networks.

The Best Insights-Driven PR shortlist featured campaigns from five markets: Malaysia, Philippines, Vietnam, and Singapore (two entries), spanning financial services, media, recruitment, and telecommunications. The spread confirms that data-backed communications is now a regional standard across sectors.

Sentosa Development Corporation won Gold in Best PR Campaign for Government/Public Services, demonstrating that government-linked organizations are producing campaign work competitive with private sector entries.

The full shortlist is available now, with winners to be announced at the April 17 gala dinner.