London, UK (June 24, 2025) — The Advertising & Marketing Independent Network (AMIN) Worldwide unveiled the winners of the 5th annual Globey Awards at the Global CEO  Conference in London this week. The Globey Awards celebrate excellence in advertising,  highlighting the most creative, effective, and collaborative campaigns from AMIN’s member  agencies.

This year, the Globeys received many outstanding entries. With 60+ member agencies,  teams were honored for their remarkable contributions in the following categories: People’s Choice for Best in  Show, Most Creative, Most Effective/Results Driven, and Best Collaboration among AMIN  member organizations.

“The Globeys celebrate the outstanding achievements of visionary minds who have redefined  storytelling with passion and precision,” said Brendan Cumiskey, President at Dalton and  Member Engagement Committee Lead at AMIN. “These awards stand as a testament to the  remarkable creativity and dedication to shaping narratives that resonate globally.”

The 2025 Globey Award winners include:

Most Creative

Agency: Cayenne Creative (Alabama)

Client: United Way

We’ve all said it at one time or another, “Somebody should help that guy,”; or, “Somebody should do something about that problem.”. We say this because, frankly, we don’t know what to do about the issue we’re pointing out. We can see there’s a problem, we just don’t know how to fix it. But United Way does.

Our campaign, designed to encourage workplace donations, included experiential elements, employee engagement activations, posters, swag, brochures, pledge cards, social filters and dimensional environmental installations. Collectively, it reminded people of the need that exists all around us – problems we see every day that cause us to say, “Somebody should do something about that” – and showed them that when they give to United Way of Central Alabama, they can be that somebody.

Most Effective

Agency: H/L Agency (California)

Client: Toyota Northern California

Brock Purdy Giveaway

From a joke in the huddle, to a national phenomenon.

When H/L signed breakout quarterback Brock Purdy to be the spokesperson for Toyota in Northern California in his first full season as starter for the San Francisco 49ers, we knew he had potential. What we didn’t know was just how fast the spotlight would find him. As Purdy led the team to victory after victory, he also delivered viral moments—including a lighthearted “Mic’d Up” clip where he joked about buying his offensive linemen Camrys.

That offhand comment took on a life of its own—circulating through sports media, memes, and fan chatter all season. So, in partnership with Toyota and the 49ers, H/L turned the joke into a brand-amplification moment. In December, Brock surprised his entire offensive line with a fleet of vehicles—five Toyota TRD Pro Tundras and five TRD Pro Sequoias—turning a sideline laugh into a headline-grabbing gesture of gratitude.

The story exploded. It was covered coast-to-coast with over 343 articles, 249 broadcast video segments, and more than $29 million in earned media value. The stunt hit every note: generous, authentic, and brand-connected—aligning perfectly with Toyota’s identity and elevating its presence with a key fan base.

What began as a viral soundbite became one of the most talked-about giveaways in sports marketing—and a cultural moment that made Toyota feel both big-hearted and boldly relevant.

The only question now is: What will Brock give away next season?

People’s Choice for Best in Show

Agency: Signal Theory  (Missouri)

Client: American Pecan Promotion Board (APPB)

Pecans had a problem—not of awareness, but perception. They were seen as a holiday nut: something you dust off for pie, then forget until next Thanksgiving. Despite their buttery flavor and antioxidant-rich nature, pecans were stuck in the baking aisle while other nuts had broken into the $114 billion snack market. We wanted a piece of that pie.

Our insight: Pecans are the only nut that act like health food but snack like a treat. While others chased health halos, we pounced at the opportunity in the snacking space.

We set out to reframe pecans from a baking ingredient to a modern snack hiding in the baking aisle.

“Surprisingly Snackable Pecans”; launched across connected TV, social, digital, influencer, out-of-home, retail, and point-of-purchase. We disrupted shopping habits with signage in both the baking and snack aisles.

Since launch, the campaign has driven a 728% increase in return on ad spend, with 18% of purchases coming from new buyers. In-store signage led to a 15.1% sales lift and sampling created an additional 143% increase in sales. Retail media outperformed category norms, with placements returning up to 115.79 Return On Ad Spend (ROAS).

By claiming the industry’s blind spot, we turned pecans from a seasonal baking ingredient to an everyday snack.

Best Collaboration

Agencies: Sasquatch Agency, Cayenne Creative and MARCA Miami

This collaborative campaign was a true cross-agency partnership between Sasquatch Agency, Cayenne Creative and MARCA Miami. What started as a shared brief became a fully integrated effort—blending bold ideas, uninhibited brainstorming, and cultural insight to develop fresh new creative and a Hispanic marketing strategy for a major CPG brand. Collaboration happened across time zones, disciplines, and perspectives as we shared data, challenged assumptions, and built new and lasting bonds between teams. The result? A unified campaign that was a real testament to the depth of talent, creativity, and powerful resources within the AMIN network

The honorees were judged by a panel of esteemed judges, including:

Shingy, Digital Prophet, Guest Judge

Kristi Anderson, AMIN, Global Executive Director

Bart van Wageningen, Campagne, Creative Director

Chris Moehn, Simantel, VP: Creative

Brendan Cumiskey, Dalton Agency, President

Kelly Ferguson, Meyocks, President

Trey Curtola, H/L, Chairman

Mark Demuro, Cronin, Chairman & CEO

John January, Signal Theory, Co-CEO

Karen Stanton, Slingshot, CFO

Jan Schraeyen, iO Digital, Head of Creation & Creative Director

Richard Ralphsmith, DPR&Co, Executive Creative Director & Co-Founder

Keving Flynn, CVR, President

About AMIN Worldwide 

The Advertising & Marketing Independent Network (AMIN) Worldwide is a coalition of over 60  independent marketing agencies, with about 30 located in the United States. Spanning the Americas,  Europe, Africa, the Middle East, Australia, and Asia, AMIN represents more than 30 countries and  employs over 5,000 professionals. Since 1932, AMIN has been fostering collaboration and innovation in  the advertising industry. The network supports its members through shared resources, educational  conferences, and global market insights, helping them adapt to the dynamic landscape of advertising.  AMIN’s member agencies manage over $1 billion in client media spend and serve numerous global  Fortune 500 clients.