Trix van der Vleuten to chair Campaign Global Agency of the Year Awards 2024

For the fifth iteration of Campaign’s Global Agency of the Year Awards, the leader of the judges will be Trix van der Vleuten, chief marketing officer at The Social Hub, with previous roles at Versuni (formerly Philips Consumer Lifestyle), KFC, KraftHeinz, SABMiller, and Pepsico.

Having served as a judge for last year’s awards, van der Vleuten explains that she decided to take up the role of chair judge this year for the chance to “set the guardrails that allow diverse perspectives to thrive.”

The true strength of Campaign’s Global Agency of the Year Award, she says, lies in its global reach.

“As judges for these awards, we have the privilege of evaluating work that spans cultures, industries, and regions, and this diversity enriches the entire process. Where we may not have direct familiarity, we rely on the expertise of others, ensuring we celebrate the creativity and brilliance from every corner of the world. It’s this collective wisdom that shapes the future of our industry.”

Van der Vleuten is particularly excited to see more work from Asia this year, explaining that the region has been “at the forefront of social commerce innovation, blending technology and human interaction in ways that are truly transforming how consumers engage with brands.”

She believes Asia is leading the charge in creating seamless, interactive, personalised experiences that go beyond traditional e-commerce.

“There’s much the world can learn from the creativity and agility we’re seeing across this region, especially when it comes to redefining the future of commerce with a more human touch.”

Recognition: A powerful differentiator

Van der Vleuten explains that these awards are “incredibly important” because they offer agencies the recognition they truly deserve, while holding significant commercial value for agencies, with clients often regarding them as a benchmark for success, and a shorthand for quality and innovation.

“These global awards give weight and credibility to the work, serving as a tangible testament to the agency’s creativity and strategic prowess. Winning not only validates the agency’s expertise but also strengthens client relationships, instilling confidence that their brand is in capable hands.”

In a competitive market, she explains, this recognition can be a powerful differentiator, opening doors to new opportunities, while also reinforcing trust with existing clients. It’s a way for agencies to showcase their leadership, set benchmarks, and demonstrate the lasting impact they are making.

But—as van der Vleuten points out—winning isn’t just about external validation.

“It’s a powerful source of pride and motivation within the agency itself. It acknowledges the hard work, creativity, and innovation that teams pour into their craft.”

How to create entries that make a real impact

As chair judge, van der Vleuten hopes to see entries that make a real impact, work that “goes beyond creativity to drive meaningful change,” whether through innovation, sustainability, or cultural relevance.

“It’s not just about capturing attention, but about creating lasting value and fostering genuine connections,” she says. “Humanisation is key. In a world increasingly driven by technology, I’m looking for campaigns that prioritise empathy, understanding, and connection.”

Van der Vleuten say the entries that will stand out most for her are those that bring human experience to the forefront, “telling stories that resonate deeply and make people feel seen and valued—that’s where true brand loyalty is built.”

Her insight for creating the perfect entry is this: “Be authentic and intentional in everything you present. While creativity is vital, it’s equally important to ensure your entry is clear and structured so we can assess it fairly alongside others. What truly sets an agency apart is when they showcase their uniqueness, rather than simply following the latest industry trends.”

Finally, van der Vleuten emphasises the importance of taking time to put “real care” into a submission: “Judges, much like agencies and clients, can sense when there’s thoughtfulness, passion, and attention to detail. That extra level is what resonates most and makes a lasting impression. It’s not just about meeting expectations; it’s about exceeding them with heart and authenticity.”

Winners will be revealed at Campaign’s Agency of the Year Global Awards ceremony at London’s Carlton Tower Jumeirah on 12 June; ideal timing for a pre-Cannes Lions Festival warm-up en route to the sunny Promenade de la Croisette.

The black-tie event will bring together judges and the world's top agencies, with a sparkling drinks reception followed by a three-course dinner, before the unveiling of the 2024 winners, with time to network and celebrate.

Entries are now open: Enter here.

See the full list of last year’s winners here: Campaign Agency of the Year Global Awards