What began as a way to celebrate the best work happening across the network has grown into one of the network’s most anticipated annual traditions.

Every network has a story to tell about its members. Our story has always been about independent agencies doing remarkable work and about what becomes possible when those agencies have allies around the world. The Globey Awards were created to tell that story.

Today, the Globeys recognize the most creative, effective and collaborative work from across the AMIN network. But the awards began with a somewhat different name and a simple idea: The Best in AMIN Showcase.

It started with a showcase, not an awards show.

In 2021, AMIN’s Global Board began developing a new way to recognize the talent, creativity and expertise within the network.

The original concept was called The Best in AMIN Showcase.

The goal was bigger than simply handing out awards. The proposal described an opportunity to “merchandise AMIN” to celebrate the work of member agencies and their clients while giving the network a platform to demonstrate what its collective talent could accomplish.

The vision was built around four goals:

• Celebrate the work and the clients behind it
• Promote AMIN and its member agencies beyond the network
• Create a sense of pride among members and recipients
• Make the awards a significant moment during AMIN’s Global Conference

That last point was particularly important. The awards were envisioned not simply as an industry competition, but as a celebration of the network itself and something members could experience together.

Collaboration was built into the idea from the beginning.

Among the original proposed categories was a Cooperative Project award recognizing work created across multiple AMIN agencies. Other proposed categories included Innovative Use of Data, Creative, Talent of the Year, Small Campaign/Big Reward, Client Cooperation and an open category for work agencies were especially proud of.

The categories would eventually change. The philosophy wouldn’t.

The First Best in AMIN Showcase

The inaugural ceremony was held in Washington, D.C., in 2021, bringing the concept to life as part of AMIN’s global gathering.

The original awards were designed to recognize the circumstances behind great work — not just the finished creative product.

The submission process asked agencies to explain the challenge or opportunity facing their client, how they responded, and why the work deserved recognition.

That approach remains at the heart of the Globeys today. AMIN’s current program asks agencies to submit a short video, narrative and campaign still, with judges evaluating work based on their own experience, expertise and perspective.

In other words, the Globeys have never been intended to be simply a beauty contest for advertising.

They’re about the thinking, partnership, creativity and results behind the work.

And then came the Globeys.

The First Annual Globey Awards | 2022

The new name better captured what the awards had become: a celebration of the best work happening across a truly global network of independent agencies.

By then, the awards had narrowed their focus to three core areas:

Most Collaborative. Most Effective. Most Creative.

The 2022 awards video captures that early Globey identity and the range of work the program was designed to celebrate.

2022 Most Effective Winner | Avidly 

 

The Globeys gave AMIN something else: a way to tell the world about that work.

The original 2021 plan called for winners to be featured through AMIN’s website, social channels and press outreach, with member agencies encouraged to amplify their own recognition. That same philosophy continues today, with winning work showcased through AMIN’s collective communications and PR channels.

From New Idea to Global Tradition

What started as a new conference recognition has grown with AMIN itself.

The awards have traveled with the network, with ceremonies taking place in Washington, D.C., Iceland, Bangkok and San Francisco, among other Global Conference destinations. By 2023, the program had become well known as the Globey Awards with a handly little jingle to accompany the name.

Globeys 2023 Promo 

 

The 2024 Globeys brought another evolution: the introduction of Best in Show alongside Most Creative, Most Effective/Results Driven and Best Collaboration. H/L was recognized for Most Effective with its work with Toyota while Cronin took home the award for Most Creative for an exceptional brand campaign for Modern Woodmen.

By 2025, the Globeys had reached their fifth annual edition. The program continued to recognize Most Creative, Most Effective/Results Driven and Best Collaboration, while introducing People’s Choice for Best in Show. The 2025 winners showed a range of impressive work from agencies around the globe.

The categories, name and award itself may have evolved, but the core reason for the Globeys remains remarkably close to that of its inception.

They were about giving an agency in one part of the world a chance to see what an agency somewhere else was capable of. They were about giving agency clients a moment in the spotlight alongside the agencies that helped them succeed. They were about creating pride among independent agencies that might compete in their local markets but choose to collaborate when they have the opportunity. And they were about demonstrating something AMIN has believed since its earliest days: independent agencies are stronger when they have allies.

Every year, the work changes, new agencies submit, new clients are celebrated, and new ideas emerge. But the bigger story stays the same. Great work is happening across the network, and the Globeys give us a reason to stop, celebrate it, share it and perhaps most importantly; learn from one another.

From The Best in AMIN to The Globeys, what began as a showcase has become a tradition. This year, we travel to Mexico City to award some of the best work in the network, and keep the tradition alive.  Submissions are in, and we can’t wait to see the incredible work our AMIN agencies have done for their clients in the last year.

Cheers to all of our agencies and to the future of the Globeys!