European and US agencies are usually seen heading up the finalist table, but this year marks a breakthrough. The top spot goes to BigTime Creative Shop from Riyadh, Saudi Arabia, with a total of 19 shortlisted entries. Behind them, with 18 entries, is Publicis Groupe Middle East, says the Cresta Awards.

More familiar services return with Serviceplan/Plan.Net of Germany putting in a strong performance with 17 finalists. Potential major winners are multiple agencies with strong work from across the BBDO and Dentsu networks, says the Cresta Awards.

"It's terrific to see both fresh and familiar stand-out performances with our shortlist," says Lewis Blackwell, Director of the Cresta Awards. “We have been to the fore in the past few years in recognising the growth in quality and quantity of creative work and creative strategy coming out of the Middle East. Our jury has clearly been further persuaded of those credentials this year, and the finalist roll consolidates it. Of course, the ultimate test now is how much of that can convert into big winners next week."

Blackwell predicts that the winners reveal will "look set to cast the limelight on significant emerging trends and tendencies."

For more than 30 years, the Cresta Awards has focused on a highly independent approach dedicated to identifying and promoting creativity in communication. Its jury is deliberately kept apart, with expert practitioners sharing their individual opinions without any 'groupthink,' which can often apply in other approaches to judging and jury management, says the Cresta Awards.

Cresta votes are compiled and averaged with no intrusion of a dominant individual or group into the decisions. The overall Jury Chair, which this year is Helen Pak of Disney, reviews the decisions but has "no authority to change what the vote maths say." Instead, the chair gets to make a personal statement in identifying key works that may merit special consideration, concludes the Cresta Awards.

For more information, visit www.cresta-awards.com. You can also follow the Cresta Awards on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor