New for 2018


Reflecting the growth of the industry in the MENA region, 2018 sees the introduction of the Healthcare Awards at Dubai Lynx to celebrate brave and innovative ideas within health, wellness and pharmaceutical communications. Game-changing creativity within this strictly regulated space has the potential not just to win awards and drive business, but to change lives.


Creative Effectiveness

Creativity can be a powerful force for good, so this year we are introducing a category to prove it. Creative Effectiveness for Good will celebrate the measurable impact of creativity with social purpose at its heart. We are also adding Long-Term Creative Effectiveness, which will reward campaigns that achieve sustained brand effectiveness over a longer period. 



Direct marketing has embraced technology to push boundaries and personalise communications. To reflect this we are introducing two new categories covering Use of Technology and Use of Mobile.


Branded Content & Entertainment

In tune with the power of music and brand collaboration, this year we have introduced a whole playlists worth of new categories that celebrate fan engagement, live experience, product integration and excellence in music / brand partnership.



Internet users are now predominantly using more than one connected device, switching from desktop to mobile to accomplish tasks, consume content and interact. To reflect this more fluid approach to digital communications, a new Cross-device Campaign category has been added. We also have three new social categories for you to like, share and tweet. This year we are introducing real-time response, community building/management and use of data & insight.



Context is everything for Media, therefore breadth and clarity is required in order to recognise communication that truly shines. Refinements this year include a new Use of Mobile added to our channels categories. In response to industry demand we have also added Use of Data, plus a new ‘Excellence in Media’ section, which aims to recognise the media agencies and the craft behind the best work.



Introducing a more nuanced campaign section this year, Mobile now has its very own campaign category. We also now have a new Cross-device Campaign led by mobile, In line with our changes to interactive (see above).



A couple of new additions to ensure all specialisms are being celebrated in PR. This year sees the introduction of Business Citizenship / Environmental and Content-led Engagement & Marketing.


Promo & Activation

Promo & Activation returns to celebrate engaging brand storytelling with brand new Immersive Customer Experience and Use of Mobile categories.


Radio & Audio

As traditional radio and streaming services become more analogous, this year we introduce two new categories to celebrate Use of Audio Technology and Use of Branded Content / Programming / Podcasts.


MBC Student Hack

Students are challenged to respond to a Corporate Social Responsibility brief and deliver a solution within just 24 hours. All successful applicants get mentoring and training and the opportunity to visit MBC before the challenge, as well as a complimentary festival pass for Dubai Lynx. The winning team wins a trophy and a one-month job shadowing a senior role at MBC. Find out more >