The winner of the 23rd Zlatý středník competition. The Project of the Year award went to the initiative "Díky, že můžem" for the project "Svoboda nás spojuje". The most successful agency was MSL Czech Republic, which received the Grand Prix for the Best Agency. The title of PR Personality goes to Michaela Studená from the Pod svícnem initiative, and the Talent of the Year is Daniel Drake from the Ministry of Foreign Affairs. The results were announced at a gala dinner at the Empire Hall in Prague, which is organised annually by the professional organisation ASCOPA.
A total of six Grand Prix were awarded
Project of the Year - the "Svoboda nás spojuje" campaign of the Díky, že můžem initiative - commemorated 35 years since the Velvet Revolution and showed that freedom remains a value that unites across generations in a divided society. It engaged businesses, non-profits, influencers and the public both online and in real space.
The Grand Prix award for Responsible Communication went to the campaign "Obtěžování do MHD* nepatří*", created by Konsent together with the City Hall. Prague City Council and Prague Integrated Transport. The campaign opened a society-wide debate on harassment in public transport.
The Grand Prix for measuring efficiency went to the crowdfunding campaign "Vražedná efektivita". It combined the world of a true crime podcast and a board game with authentic reactions from escape room influencers. The result was the most successful campaign in the history of the Startlab platform - with a budget of €3k, it raised over €110k. The team behind the idea is Vražedné psyché and the agency PS:Digital.
MSL Czech Republic wins Agency of the Year award; source: AscopaThe Best Agency award went to the MSL Czech Republic team, part of the Publicis Groupe communications group. The agency has been operating on the Czech market since 2018, when it was formed by the merger of Kindred (formerly Inspiro Solutions) and Publicis Groupe's PR teams. The agency is led by Radek Vítek, who last year won the title of PR Personality.
The Grand Prix Talent Award was presented to Daniel Drake, spokesperson for the Ministry of Foreign Affairs, for his professional approach to strategic state communication in a sensitive international context. In crisis situations, he is able to work ahead of time and set the information framework so that the media and the public receive timely and understandable information. She systematically builds content on the MFA and Minister's social media channels, contributes to the development of scenarios for key events and actively responds to disinformation narratives. Notable outputs of his work include the Prokremel Tales project or the information campaign for the DROZD app.
This year, the PR Personality award was presented to Michaela Studená for her outstanding contribution to the promotion of key social issues through communication. She is the co-author of the initiative as well as the podcast Pod svícnem, which opens a public debate on domestic and sexualised violence. She is actively involved in legislative changes in this area. Thanks to her work, a proposal to introduce the so-called Children's Certificate was approved in the Chamber of Deputies. Together with other experts, she also contributed to the promotion of an amendment redefining the crime of rape.
The Czech Philharmonic scored points in the professional categories
In the most populated category of Corporate Social Responsibility, Sustainability and ESG, the first place went to the Czech and Slovak Tesco with the project "Menstruačné šaty".
The Czech Philharmonic was successful in three main categories - Audio and Video Presentation, Integrated Campaign and Structure, Content and Storytelling, always with the project "Nezapomeňte".
In the Creative Idea category, the jury was most impressed by the project "Nenasaditelný prsten", which was created in cooperation between the initiative Jsme fér, MSL Czech Republic and Leo Burnett. In the Events category, the Apropo Jičín team won with the campaign "Zaseli jsme péči a sklidili jsme 800 000 Kč". The win in the Internal Communication and Employee Engagement category was secured by Česká spořitelna in cooperation with the agencies JuiceUp and Webout You for "Personalised video invitation to the 200th anniversary".
Source: MSLIn the Launch, relaunch and rebranding category, Partners Banka won the first prize together with Konektor PR for the project "Vstup Partners Banky na trh". The award in the category Use of Social Media and Influencer Marketing goes to the project "Influendcérky" by Orange and Made by Vaculik. In the Podcast category, the winner was the "Let's Talk About It" series from Henkel Slovakia and Seesame.
The Low Budget and Efficiency category was dominated by the project "Absurdní kampaň proti absurdní výchově – Vypráskaná výchova", implemented by Centrum Locika in cooperation with MSL Czech Republic and Saatchi & Saatchi. In the new Regions category, the project "To za nás nebylo", which was backed by the Educational Institute for Moravia and the B team, succeeded.
The jury in the Crisis Communication, Change Communication and Public Affairs category was most impressed by the project "Povodně 2024" by the Ministry of the Interior. The winner of the Website category was "Digitální křižovatka" by Coca-Cola HBC Czech Republic and Slovakia. The gold for Mobile App and Innovation goes to the organisation Nepanikař for the app of the same name.
In the Electronic Magazine, Blog and Newsletter category, the winner was the redesign of the blog "Jídlo a radost" produced by Ambiente and A Manual. The best Internal Print Magazine and Newsletter was "Ranvej" produced by Aero Vodochody Aerospace and Boomerang Communication. The award for the best External Printed Magazine and Newspaper went to "EduRevue" from the National Institute of Education of the Czech Republic.
The National Theatre produced the best Annual Report, while the Brochure, Yearbook and Catalogue category was awarded to "Magazín Odvaha" from the PPF Foundation.
This year's entries were evaluated by a total of 18 juries, comprising 141 professionals from the fields of public relations, marketing and audiovisual.
The PR personality is Michaela Studená; Source: Ascopa
Talent of the Year is Daniel Drake; Source: AscopaWinners of the 23rd Zlatý středník competition
Source: mediaguru.cz