The 5th ASEAN PR Excellence Award

Winners of ASEAN Young Practitioner of the Year

ASEAN Young Practitioner of the Year

Gold Award: Prilly Latuconsina – Sinemaku Pictures – Indonesia

Prilly Latuconsina is the Co-Founder and Chief Marketing Officer (CMO) of Sinemaku Pictures, as well as a multifaceted communication professional whose career spans acting, producing, activism, and academia. A top graduate of LSPR Jakarta, where she received the “Best of the Best Graduate” honor and a full scholarship for her Master’s in Strategic Communication, Prilly combines strong academic foundations with extensive hands-on experience in managing media narratives, building public trust, and leading high-impact campaigns. She currently serves as Chairperson of the Indonesian Film Festival (FFI) 2024–2026, where she oversees media relations, stakeholder communication, and public engagement strategies for one of Indonesia’s most prestigious cultural platforms.

Beyond the entertainment industry, Prilly has emerged as a powerful voice for social and environmental advocacy. She was appointed Whale Shark Conservation Ambassador by Konservasi Indonesia in 2024, spearheading campaigns that blended grassroots education with digital storytelling. Her film Ku Kira Kau Rumah became both a box office success and a case study in using media to advance mental health awareness. In 2025, she joined LSPR as a lecturer, teaching personal branding, media relations, sound design, and storytelling—bridging theory with practice to inspire the next generation of PR practitioners. With her authenticity, credibility, and compassion, Prilly continues to demonstrate how strategic communication can create meaningful cultural and social impact.

Silver Award: Pandu Setio – Sharp Electronics – Indonesia

Pandu Setio won the “Indonesia PR Practitioners of the Year 2024”, held by MIX MarComm Magazine, for the Senior Practitioners (Journalist Choice) category. Pandu is known as a communicative PR practitioner who has succeeded in building good relationships with the media. The Senior PR & Brand Communication Manager of Sharp Electronics Indonesia is also known as the person who initiated the SHARP CARES initiative—an acronym for Creativity, Attention, Recovery, Earth, Sincerity, a Sharp Indonesia sustainability initiative. Successfully leading the PR Division, in October 2010, Pandu won an award as Best Employee and received appreciation in the form of a trip to Japan.

According to Pandu, the challenge in building and developing the PR and CSR Department at Sharp Indonesia is how to communicate the program to management from Japan. So, apart from dealing with external parties, such as the media, for Pandu, internal communication is no less important.

Winners of Best Campaign

Best PR Campaign

Diamond Award: PERHUMAS: Purposeful Influence for the Common Good – WPRF 2024 Campaign – Indonesia

“Purposeful Influence for the Common Good” was WPRF 2024’s theme as well as Perhumas’ PR campaign to build awareness for WPRF 2024 and an opportunity to drive conversations regarding the PR profession. This integrated PR campaign was conducted through offline event and digital platforms, which includes online & offline pre-events, webinars through IG Live, and a dedicated WPRF 2024 website. The campaign successfully engaged local and international audiences using strategic storytelling, influencer partnerships, and cultural narratives. The campaign amplified the values of ethical communication and international collaboration, putting Indonesia on the global communication conversation.

Gold Award: Indah Water Konsortium Sdn Bhd – “IWK 2024 PR Campaign: Celebrating 30 Years of Environmental Stewardship” – Malaysia

In 2024, Indah Water Konsortium (IWK) Sdn. Bhd. proudly celebrated three decades of safeguarding public well-being through responsible sewerage management. Since its inception in 1994, IWK has remained committed to enhancing Malaysia’s environmental quality and ensuring efficient wastewater management for a sustainable future. To mark this milestone, IWK launched the year-long “IWK30” PR campaign on 1 January 2024, culminating on 31 December 2024, with the objective of enhancing visibility and appreciation for its 30-year legacy of service and innovation, educating the public on the value of its work, and strengthening connections with communities and stakeholders.

The campaign faced unique challenges, including generating public interest in a technical and often overlooked industry, which was addressed by highlighting the dangerous, dirty, and difficult (3D) nature of sewerage work in relatable ways. Communicating tariff adjustments (RM8 to RM10 in 2023 and RM10 to RM12 in 2024) also required careful messaging to balance public concerns with the celebratory tone of the campaign. During the Masjid India sinkhole crisis, IWK pivoted its efforts to support Search and Rescue (SAR) operations, scaling back festivities while managing on-site media and showcasing its critical role in public safety. Once the crisis subsided, celebrations resumed, reinforcing IWK’s identity as both a service provider and a steward of public health and the environment.

Silver Award: Ardent Communications, Inc.: Spotify’s Authenticity on Aux – Philippines

Spotify’s Authenticity on Aux campaign boldly celebrated individuality and free expression, championing the diverse ways users and creators embody authenticity. As a PR-led integrated initiative, it positioned Spotify at the heart of the cultural zeitgeist by showcasing how its products—music, podcasts, and hyper-personalized tools— empower audiences to embrace the values they care about most.

Tapping into the essence of Pride Month, when expressions are most vibrant, it featured a dazzling disco-inspired event at NoKal Manila, spotlighting the unique voices of RADAR artist and LGBTQIA+ icon Jason Dhakal and podcaster Dani Barretto. Through creative storytelling, interactive activations, and targeted media engagement, the campaign didn’t just amplify Spotify’s brand — it created a cultural moment. By combining in-real-life experiences, strategic PR efforts, and a strong digital media presence, Authenticity on Aux positioned Spotify as not only a streaming platform but as a lifestyle brand that continuously drives cultural conversations, amplifies diverse voices, and fosters identity year-round.

Bronze Award: PNJ: Chỉ cần có nhau! – Vietnam

From the onset, this campaign’s objective was singular: To further establish PNJ’s position as the market leader of the jewelry industry in Vietnam via a breakthrough in the wedding jewelry playground. This objective was as exciting as it was challenging since wedding jewelry is such a dynamic and competitive category. As is the norm in most Asian markets which have always placed jewelry as one of the most essential items on the big day of the happy couples, wedding jewelry is critical for all jewelry brands to strategically approach and recruit potential customers.

Winners of Best Crisis Management

Best Crisis Management

Diamond Award: Malaysian Anti-Corruption Commission (MACC): Crisis Management in the Investigation of Former Prime Minister Dato’ Sri Ismail Sabri – Malaysia

In early 2024, the Malaysian Anti-Corruption Commission (MACC) faced a major test of credibility when it launched an investigation into former Prime Minister Dato’ Sri Ismail Sabri over the alleged misuse of RM700 million in public funds under the “Keluarga Malaysia” campaign. Initial raids uncovered RM170 million in foreign currencies and 16kg of gold, but MACC’s decision not to immediately name Ismail Sabri triggered speculation, accusations of bias, and claims of political interference. Categorising the situation as “highly critical,” MACC activated its crisis communication protocol—issuing press statements, disclosing seized assets in a high-profile press conference, and reaffirming its neutrality. Despite criticism for perceived “media theatrics,” the Commission framed transparency as a necessity to counter misinformation and rebuild public trust.

By combining clear leadership under Chief Commissioner Tan Sri Azam Baki, fact-based messaging, and third-party endorsements from civil society groups, MACC gradually shifted public sentiment from scepticism to confidence in its professionalism. Media coverage began to validate the Commission’s evidence-driven approach, transforming a politically charged crisis into a showcase of credible enforcement. While the probe remains ongoing, MACC’s structured, transparent handling of the case has set a benchmark for managing investigations involving politically exposed persons—reaffirming its institutional commitment to act independently, with integrity, and to be seen doing so.

Gold Award: Maverick-Hasbro – Indonesia

Established in 2002, Maverick has built up a reputation as one of the top PR agencies in Indonesia by delivering communication services that create impact rather than demonstrating busy-ness. We use data and wield insights to develop communication strategies that resonate and connect with the people most important to your business. We then execute against these strategies through Paid, Earned, Shared or Owned channels. The outcomes of our communications programs and the value they bring to your company are measurable and used for refining your future communications strategies. Maverick is also widely recognized for its specialization in Crisis and Issues Management, Media Training and Measurement of communication success.

Silver Award: Danone Indonesia – Indonesia

Danone adopts a measured approach to crisis management, choosing not to react impulsively when issues surface in the media. Instead, the company prioritizes mitigation by gathering and analyzing all necessary information to resolve the situation quickly while minimizing financial losses and business disruptions. According to Arif Mujahidin, Corporate Communication Director of Danone Indonesia, every division within Danone operates with a “radar” system to detect early signals of potential crises—whether stemming from products, services, facilities, distribution, or broader political, economic, social, and natural disaster factors.

In practice, the Corporate Communications (CorComm) team plays a central role by exchanging data with other business divisions, both internally and across countries, depending on the issue at hand. All relevant data then serves as the foundation for crisis response, such as assessing production or distribution disruptions during natural disasters. Crisis handling is conducted under a formal Crisis Management System, led by a specially trained and audited team. The classification of an incident as a crisis follows a defined mechanism, with final determination made at the global management level, ensuring consistency and accountability across the organization.

Winners of Government PR

Best Government PR

Diamond Award: ASEAN International Film Festival Sarawak Team Led By Ms Livan Tajang – Malaysia

The ASEAN INTERNATIONAL FILM FESTIVAL & AWARDS was held from 02 – 04 August 2023 in Kuching, Sarawak. This exciting 3-day event saw the best in the ASEAN film industry celebrate, honour and recognise excellence among their peers. AIFFA brought together a diverse range of film participants from the 10 ASEAN countries and is a significant event in the film industry calendar. ASEAN directors, cinematographers, actors, actresses, celebrities, film students and fans converged to be enthralled by the finest movies, entertained by first-rate artistes and educated by the most outstanding filmmakers in the region. The star celebrity was Rain from South Korea.

AIFFA presented a whole range of film activities from the ASEAN region leading to the highlight of the celebrations where the 2023 award winners were announced. Sarawak filmmakers and multimedia students were given priority to attend so they could network and learn from professionals. Local SMEs also had the opportunity to display their creative works at the exhibitions. This report covers the preparation works pre-AIFFA, the events itself and the post AIFFA activities. More importantly, is the ROI for the value AIFFA brings to the Ministry of Tourism, Creative Industry and Performing Arts. The Management has tried to capture as best possible the measurements. However, many news item and social media postings in ASEAN countries may not have been counted because of the language differences. However, the feedback received from delegates and locals have been positive, and some are shown here.

Gold Award: Malaysian Anti-Corruption Commission: Corruption Perceptions Index (CPI) Media Management Plan – Malaysia

In recent years, the Malaysian Anti-Corruption Commission (MACC) and the Government of Malaysia have faced widespread criticism following Malaysia’s declining position in the Corruption Perceptions Index (CPI). Criticisms focused on perceived weaknesses in anti- corruption enforcement and controversial court rulings involving high-profile cases discharged without acquittal (DNAA). This negative attention not only damaged the reputation of MACC and the Government but also eroded public trust in the country’s efforts to combat corruption. In response, starting in 2024, MACC’s Strategic Communications Division (BKS) developed and implemented its first structured and comprehensive Media Management Plan ahead of the 2024 CPI announcement by Transparency International – Malaysia (TI-M) on 11 February 2025. The plan aimed to proactively manage public perception, mitigate negative fallout, and increase awareness of government and MACC initiatives designed to improve Malaysia’s CPI ranking.

Silver Award: Pertamina Hulu Energy (PHE) – Indonesia

PT Aroma Operations Services (AOS) was established in 1989 pursuant to Deed No. 245 dated 17 November 1989. AOS is a subsidiary of PT Pertamina (Persero), which was formed to support the operation of a petrochemical refinery in Cilacap, Central Java, Indonesia. AOS changed its name to PT Pertahulu Energy in 2002, and then to PT Pertamina Hulu Energi (PHE) in 2007. The name change was approved through Deed No. 5 dated 4 August 2008 and is pursuant to Law No. 22 of 2001 on Oil and Gas (Oil and Gas Law). In line with the establishment of PT Pertamina (Persero) as an oil and gas holding, PHE was appointed as Subholding Upstream in 2021, pursuant to the Decree of the Board of Directors No. Kpts- 19/C0000/2020-50 dated 16 June 2020.

PHE acquired all shares owned by PT Pertamina (Persero) in 11 (eleven) Upstream Subsidiaries of PT Pertamina in accordance with the Circular Resolution of Shareholders dated 1 September 2021 regarding the Implementation of the Upstream Subholding Establishment (Legal End State), PHE Subholding Upstream manages Work Areas on’a regional basis, taking into account factors such as production volume, regional geography, and operational complexity PHE Subholding Upstream serves as a planner, validator, and police maker. Regional, on the other hand, focuses on optimizers and integrators, as well as on increasing safety, production, and oil and gas reserves. Until the end of 2021 PHE Subholding Upstream consisted of 68 Subsidiaries. Additionally, PHE has 6 (six) joint venture and international branches.

Bronze Award: Ministry of Tourism of the Republic of Indonesia – Indonesia

To encourage the development of the Indonesian tourism industry and creative economy, the Ministry of Tourism and Creative Economy (Kemenparekraf) of the Republic of Indonesia has embraced journalists to help publish national tourism and creative economy. According to journalists, the Kemenparekraf communication team is very proactive in helping media crews in carrying out journalistic duties. In addition, the team is also cooperative by providing access for face-to-face or telephone interviews. The closeness of the Kemenparekraf communication team to the media crew creates a harmonious relationship based on professionalism. It is no wonder that the Kemenparekraf communication team in 2023 became the best team in the Government Body category (journalist choice). This team is considered cooperative and supports the media in carrying out journalistic duties.

Winner of Exellence in PR Institution

Excellence in PR Institution

Diamond Award: Universiti Teknologi Mara (UITM), Shah Alam – Malaysia

Over half a decade ago, at the School of Communication, Institut Teknologi MARA (ITM) a first full-fledged communication based academic programme was born — one that sought not just to teach public relations, but to redefine how communication shapes societies. Today, 53 years later, that programme stands tall, anchoring the Public Relations education, under what we know now as Universiti Teknologi MARA (UiTM), a cornerstone of excellence in Malaysian higher education and a leading light in Southeast Asia’s PR landscape. As the current course coordinator, we’ve witnessed how our programme has grown — not just in size, but in soul. Ranked 1 st in Malaysia and 7 th in Asia for the Best PR Programme offered in a Malaysian university by EduRank in 2025, we don’t just produce graduates; we nurture changemakers. And we do it with three unwavering pillars: Curriculum, Connections, and Carriers. Here’s our story.

Gold Award: Monash University – Malaysia

Monash University Malaysia is committed to delivering transformative, socially engaged education. The university emphasizes graduate employability, interdisciplinary learning, and real-world impact. The School of Arts and Social Sciences (SASS) embodies these goals through applied, student-centered pedagogy. Within SASS, the Public Relations stream develops ethical, reflective, and industry-ready communicators. The unit AMU2814: Transforming Communities- Project Design and Public Relations for Social Campaigns supports this vision by enabling students to design advocacy campaigns grounded in justice, empathy, and equity.

Silver Award: RMIT University – Vietnam

The Bachelor of Professional Communication offers in-depth knowledge in both Public Relations and Advertising. It aims to prepare future PR professionals who are digitally savvy, creative, socially responsible, and multi-skilled. The program provides a comprehensive and personalized educational experience. It begins with a compulsory introductory block focused on core skills and knowledge, guiding their academic and career decisions. Students then tailor their learning pathway through single or double majors in PR, combined with related minors in digital communication, advertising, and related fields. This helps them to develop multiple skills and quickly adapt to the changing PR landscape. In the final year, students complete a real-world PR project and a compulsory internship to ensure workplace readiness.

Bronze Award: Communication and Journalism Department, De La Salle University- Dasmariñas – Philippines

The Communication and Journalism Department of DLSU-D exemplifies excellence in Public Relations education and practice. Through immersive learning, student-led campaigns, and community- centered initiatives, the department fosters ethical, creative, and socially responsible communicators. Its dynamic programs and partnerships empower students to lead in media, advocacy, and strategic communication. With a strong commitment to Lasallian values and innovation, the department stands out as a transformative institution shaping the future

Winners of ASEAN PR Excellence Student

ASEAN PR Excellence Student

Diamond Award: Eco Gang: Live Green For Green City – Vietnam

“Live Green for Green City” is a collaborative campaign between Van Lang University and the Ho Chi Minh City Environmental Protection Agency (HEPA), aiming to inspire and empower citizens of Ho Chi Minh City to adopt sustainable living practices. By blending digital engagement with real-life interaction, this campaign transforms sustainability from abstract awareness into everyday action. Guided by the mindset “It’s not hard, it’s just new”, it reframes green living as a series of small, intentional choices—making climate responsibility both personal and empowering in the context of modern urban life.

Gold Award: ASEAN-Korea Youth Influencers Project: LSPR Institute of Communication and Business – Indonesia

The ASEAN-Korea Youth Influencers Project (AKYIP) is the first regional initiative co-organised by the ASEAN Foundation (AF) and the Republic of Korea Mission to ASEAN to engage youth influencers in promoting ASEAN-Korea relations through digital diplomacy. Developed and led as a non-thesis project under the LSPR Postgraduate Programme (PGP), AKYIP served as both an academic initiative and a real-world solution, demonstrating that student-led strategy, innovation, and coordination could achieve professional-level outcomes. AKYIP significantly outperformed earlier ASEAN SMI initiatives, achieving a 90.9% influencer engagement rate—more than double that of AFIP (39.7%) and KAOS (27%).

Using a high-impact, low-budget model, it blended mass-reach digital campaigns with curated special events to build meaningful relationships between influencers and institutions. Structured across pre-, main-, and post-activity phases, and applying the PESO (Paid, Earned, Shared, Owned) media model, the project enabled influencers to produce 572 original content pieces (target: 330), reaching 1.96 million accounts and generating 2.48 million views. To ensure long-term impact, AKYIP also established an alumni network, supporting continued content creation and influencer engagement beyond the official campaign period.

Silver Award: Green Gen: Mentoring Eco Green Project – Vietnam

The Mentoring Eco Green Project, initiated by Public Relations students from HUTECH University under the team name Green Gen (Gen Xanh), is a pupil-centered environmental campaign designed not only to raise awareness about the dangers of used batteries and electronic waste, but also to foster a long-term legacy of environmental responsibility through education, mentorship, and intergenerational inheritance.

Bronze Award: Valensia: LSPR Institute of Communication and Business – Indonesia

A communication initiative focused on youth empowerment through education. The first phase involved serving as Social Media Manager for a volunteer teaching program at an informal school in North Jakarta, collaborated with Lions Club International. Responsibilities included content planning and digital engagement. The second phase centered on promoting Betawi cultural heritage, with the role expanded to Social Media Manager and Media Relations. Key responsibilities included strategic content development, public engagement, media coordination, and press release creation. This phase was conducted in collaboration with local government and community-based organizations to raising cultural awareness through experiential and interactive learning activities.

Winner of Best Communication Use of Social Media

Best Communication Use of Social Media

Diamond Award: YeaH1: Concert “Anh Trai Vuot Ngan Chong Gai” – Vietnam

From the widespread influence of the reality TV show “Anh Trai Vượt Ngàn Chông Gai 2024”, YeaH1 has recognized a powerful wave of enthusiasm from audiences—not only a desire to enjoy art but also a deep yearning for immersive entertainment experiences that resonate emotionally and celebrate national cultural values. Amidst the ongoing transformation of Vietnam’s entertainment industry, the “Anh Trai Vượt Ngàn Chông Gai” concert emerges as a pivotal milestone—not just to satisfy the public’s passion for music but also to mark the beginning of a new chapter for the country’s entertainment sector. This event is more than just a music night; it is a cultural journey where music tells stories, bridges generations, and ignites national pride. With a far-reaching vision, the concert not only reinforces YeaH1’s position in the entertainment industry but also contributes to advancing Vietnam’s music and cultural industry toward greater professionalism, quality, creativity, and a stronger national identity.

Gold Award: Malaysian Anti-Corruption Commission (MACC): Revolutionising MACC’s Promotion and Publicity Through Artificial Intelligence (AI) – Malaysia

The MACCNews initiative marks a significant step in the Malaysian Anti-Corruption Commission’s (MACC) digital transformation, modernising its public communication strategy by harnessing artificial intelligence (AI). Previously reliant on a five-person team and manual production processes that took up to three days, MACC shifted in late 2024 to using tools such as ChatGPT, Resemble AI, Dreamface, Heygen, Runway ML, Google Gemini, and others. This adoption reduced production time to less than 24 hours with only two officers involved, cutting costs while maintaining storytelling quality and improving operational efficiency. The first AI-powered MACCNews video, launched on 4 December 2024, featured “Sara” (Saya Antirasuah), an AI-generated avatar, and garnered over 41,000 TikTok views within hours—quickly drawing national media coverage and validating the initiative’s innovation.

Between January and 12 June 2025, MACC produced 17 AI-based news videos, averaging 54,271 views within ten days of release and surpassing 922,000 views in total. A standout video, “Pegawai SPRM Menyamar Jadi Tauke Rumah Urut” (“MACC Officer Goes Undercover as Massage Parlour Boss”), alone attracted 599,000 views. These results highlight how AI integration not only streamlined content production but also significantly amplified audience engagement and extended MACC’s reach through compelling, relevant storytelling—cementing the initiative as a national benchmark in modern public sector communication.

Silver Award: Mang Inasal Nation Facebook Group: Pork BBQ Media Launch – Philippines

Faced with declining organic reach on Facebook, Mang Inasal launched Mang Inasal Nation, the first restaurant-managed Facebook Group in the Philippines. This bold shift from traditional marketing to community-powered public relations on social media created a space where customers became storytellers, advocates, and co-creators of the brand experience. The group fostered real-time dialogue, authentic engagement, and vibrant sharing of Ihaw-Sarap (deliciously grilled) and Unli-Saya (unlimited fun) moments. By prioritizing interaction over promotion, Mang Inasal turned one-way messaging into meaningful two-way communication that deepened brand affinity. It became a platform for exclusive content, real-time feedback, and user-generated stories that organically amplified campaigns. Loyal fans, families, and foodies were empowered to connect and celebrate their love for Mang Inasal. The group also served as a valuable listening and engagement tool. Mang Inasal Nation redefined how social media public relations can build connection, strengthen loyalty, and drive measurable impact through authentic, community-first communication.

Bronze Award: Maverick-Hasbro: The “Transformers ONE – Exclusive Merchandise Hunt” Campaign – Indonesia

Winners of Best Communication Use of Digital Platform

Best Communication Use of Digital Platform

Diamond Award: Ogilvy Group Vietnam: Viet-names in Paris – Vietnam

Mispronouncing Vietnamese athletes’ names at global sports events unintentionally diminishes their identity and national pride. “Learn To Speak Việt-Names” changes that at the 2024 Olympics and Paralympics. Each Vietnamese name carries deep cultural significance, and to honour this, 23 slam poems were created for the 23 Vietnamese athletes competing. These audio pieces, crafted from the meaning behind each name, accompanied by meticulous sound design, are written in repetitive iambic pentameter – allowing sports commentators to learn correct pronunciation without even realizing it. The campaign achieved a record-high accuracy in name pronunciation at the Olympics and Paralympics, sparking widespread talkability from global press – the biggest global coverage for MILO Vietnam; to local communities – the highest value of earned media ever for the brand.

Gold Award: Astra International: Desa Sejahtera Astra (DSA) – Indonesia

Desa Sejahtera Astra (DSA) is Astra’s flagship rural empowerment program that blends grassroots community development with digital innovation to achieve SDG-aligned impact. Operating in more than 1,060 villages across 37 provinces, DSA has generated over 20,000 new jobs and increased household incomes in sectors such as agriculture, fisheries, tourism, and creative industries. What sets DSA apart is its innovative use of digital platforms to engage stakeholders and amplify visibility. In 2021, it pioneered a virtual press tour that brought journalists and influencers on a digital journey to Temanggung’s coffee villages, using Zoom, interactive videos, and livestreams to create an immersive and shareable experience—a new standard for rural CSR publicity.

From 2022 to 2024, DSA sustained momentum with webinars, social media storytelling, YouTube mini-documentaries, and a dedicated microsite. At FEKDI 2023, it was featured alongside fintech leaders in a virtual booth, showcasing how digital strategies can expand rural product access. Virtual workshops further trained local entrepreneurs in branding, digital sales, and sustainability storytelling. Culminating in the prestigious Indonesia SDGs Action Award 2024, presented by the Vice President, and achieving a Social Return on Investment (SROI) of 4.09, DSA demonstrates how strategic communication and PR can build awareness while delivering scalable, sustainable impact.

Silver Award: Mang Inasal’s: Pork BBQ Media Launch – Philippines

In June 2024, Mang Inasal redefined digital brand storytelling with the relaunch of its Pork BBQ by transforming a single product push into a viral, emotionally resonant, and youth-powered cultural moment. Anchored by the breakout loveteam of Maris Racal and Anthony Jennings, the brand sparked intense digital engagement through an immersive, multi-platform strategy that fused entertainment, fan culture, and community-driven content. What began as a teaser campaign evolved into a full-scale movement online, fueled by sharable storytelling, creator partnerships, interactive livestreams, and a digital-first PR strategy. With minimal paid amplification, Mang Inasal’s campaign set new benchmarks for organic reach, audience participation, and cultural relevance in the quick-service restaurant (QSR) category. This proved how a smart, insight-driven use of digital platforms can turn one dish into a national sensation.

Bronze Award: XLSmartfren: Teman UMKM – Indonesia

Smartfren’s “Teman UMKM” program in Cikalong Wetan, West Bandung, empowered local small businesses through a three-month (March–May 2024) digital literacy training series. Tailored to MSMEs’ needs, the training covered social media, WhatsApp Business, and website creation, including the launch of umkmcikalongwetan.com to market local products. The initiative gained positive coverage in West Java’s online media, generated participant-driven content, and achieved the highest engagement index among PR of the Year 2024 programs, based on Ripple 10’s digital listening analysis.

Winners of Best PR Agencies

Best PR Agencies

Diamond Award: EloQ – Vietnam

EloQ Communications is an award-winning public relations and integrated marketing agency headquartered in Ho Chi Minh City, Vietnam. As the Vietnamese representative of the Public Relations Network (PRN) and a founding member of the ASEAN sustainability-focused alliance One Atmosphere, EloQ bridges global communication standards with deep local insight. Since its founding, EloQ has delivered over 100 successful campaigns for regional and international clients including AstraZeneca, Hong Kong Tourism Board, TCP Vietnam, Booking.com, Duolingo, and Intel. The agency excels in digital strategy, media relations, CSR communication, and crisis management, ensuring results that are both measurable and meaningful. In 2021, EloQ was honored with the Bronze Award for Best PR Agencies at the ASEAN PR Excellence Awards. Continuing this legacy, EloQ strives to lead with creativity, credibility, and purpose in every campaign it undertakes.

Gold Award: Inke Maris & Associates – Indonesia

Inke Maris & Associates (IM&A) Strategic Communications was named PR Agency of the Year 2024 based on a survey of Indonesian journalists by MIX MarComm Magazine. According to Audrey, a journalist for SWA Magazine, one of the respondents, IM&A provides fast, responsive, and communicative services to its stakeholders. Its commitment to always providing creative, down-to-earth communication strategies and excellent implementation makes it respected by clients and the public. The message in its communication is also easy to understand, she said. “This PR company also has a good reputation, a professional and experienced team, and an innovative communication strategy.” Eni, a journalist for Hidupgaya.com, another respondent, assessed that IM&A has a long track record in its work in the PR world, with various clients in various industries. “The average retention of PR personnel is long, making it easier for journalists and companies/clients to communicate. IM&A also excels in government relations,” Eni said.

Silver Award: Ardent Communications, Inc. – Philippines

ArdentComm thrives as an independent agency that seamlessly combines global expertise with deep local insights. By partnering with regional and global organizations, we stay ahead of international trends while leveraging our profound understanding of the Philippine media landscape to craft impactful, culturally relevant campaigns. Being an independent agency also provides us the agility and flexibility to swiftly respond to evolving client needs, ensuring personalized service and quick decision-making. This has also led us to successfully expand from tech to lifestyle and FMCG sectors. In the past year, we’ve secured prestigious clients like Disney and Coca-Cola, among other global brands. Our approach—anchored on innovation, storytelling, and data-driven insights—has fueled exceptional growth for our clients. Because of our firm commitment to excellence and a forward-thinking mindset, ArdentComm continues to thrive and build on its success,

Bronze Award: PRecious Communications – Singapore

PRecious Communications has established itself as Southeast Asia’s most integrated independent communications agency, trusted by global brands, regional scale-ups, and emerging innovators alike. In just over a decade, we’ve evolved from a boutique PR firm into a multi- market strategic partner operating across six core Southeast Asian markets and expanding into Australia. Our success is built on two proprietary frameworks—Adaptive Communications and the ONE PRecious operating model—which help clients move beyond media visibility to achieve tangible business outcomes including market entry, investor trust, leadership positioning, and stakeholder influence.

Winners of Best PR Programme

Best PR Programme

Diamond Award: PERHUMAS: World Public Relations Forum (WPRF) – Indonesia

At the World Public Relations Forum (WPRF) 2024, Perhumas represented Indonesia with a clear mission: to elevate public relations as a force that serves not just corporations, government institutions, organizations, but society at large. Under the global theme “Purposeful Influence for the Common Good,” Perhumas emphasized the Indonesian commitment to communication that is ethical, inclusive, and nation-building. Through active dialogue, strategic panels, and global engagement, Perhumas showcased how Indonesia blends local wisdom with global insight — demonstrating that influence, when rooted in purpose, drives lasting impact for communities and the public good. The impact: A renewed international role for Indonesia in the global PR conversation, deeper alliances across borders, and stronger recognition that Indonesia’s voice is essential in shaping a more responsible and human-centered communication future.

Gold Award: PRecious Communications & Palo Alto Networks: Igniting Trust, Awareness and Action: Palo Alto Networks’ AI-Focused Cybersecurity Conversations Across ASEAN – Singapore

In a rapidly evolving cybersecurity landscape dominated by artificial intelligence (AI), PRecious Communications spearheaded a multi- market campaign to position Palo Alto Networks as the leading AI cybersecurity authority across the ASEAN region. Launched in March 2024, the programme spanned five diverse markets—Singapore, Thailand, the Philippines, Indonesia, and Malaysia—with the overarching objective of transforming AI cybersecurity conversations from abstract hype and skepticism into nuanced discussions underscoring real risks and actionable solutions tailored to each local context.

Silver Award: Otsuka Group: Free TBC At Workplaces “Creating Tuberculosis Free Workplaces & Eliminating TBC Stigma” – Indonesia

Otsuka Group Indonesia, through its flagship CSR initiative Free Tuberculosis at Workplaces, leads the fight against TB in the private sector. Launched in July 2022, the program provides assistance on free mass screening, education, tele-health consultation by providing doctors and nutritionists, as well as nutritional support for employees and their families. Implemented in partnership with the Ministry of Health and the Ministry of Manpower, it now spans over 80 companies across Indonesia. The initiative promotes early detection, treatment adherence, and stigma elimination through a digital app and community engagement. By integrating health access into the workplace ecosystem, Otsuka demonstrates a sustainable model of corporate responsibility that protects workers’ health and advances Indonesia’s national TB elimination goals. The program has screened over 200,000 workers and empowered companies to become agents of change in public health.

Bronze Award: Amanah Raya Berhad: Amanahraya 2024 Corporate Social Responsibility (CSR) Campaign – Malaysia

AmanahRaya-Kenedix REIT Manager Sdn Bhd (AKRM), the appointed manager of the AmanahRaya REIT (ARREIT) listed on Bursa Malaysia since 2007, achieved a major milestone in investor and public relations through ARREIT Connect 2025. Held on 29 May 2025 at Vista Tower—one of ARREIT’s flagship properties—the event centered on the signing of a Sales & Purchase Agreement and underscored AKRM’s commitment to transparency, stakeholder engagement, and long-term value creation. The venue choice also allowed investors to directly experience the quality of ARREIT’s assets, earning positive feedback for its strategic and community-building value in line with IPRM’s mandate.

The event showcased ARREIT’s latest acquisition: a newly completed industrial facility in Telok Panglima Garang, Selangor, valued at RM39 million, secured with a 10-year triple net master lease agreement with Alpha Express Sdn Bhd (AESB). The proceedings were elevated by the presence of former TV3 host Dr. Kartini Kamalul Ariffin as emcee, while the highlight was the formal signing and exchange of contracts between Mr. Lee Kiam Hoong, Director of AESB, and Mr. Edward Cheah Ken Sze, Director of Pacific Trustee Berhad, representing AmanahRaya REIT.

Winners of Best PR Practitioner

Best PR Practitioner

Diamond Award: Nguyen Minh Huong – Founder and CEO of Golden Communication Group, Vietnam

Nguyen Minh Huong is a pioneering PR strategist and thought leader whose career has shaped the ethical and strategic foundations of Vietnam’s communication sector for over two decades. As the founder and CEO of Golden Communication Group, she has led more than 100 campaigns across diverse sectors while also designing internal communication systems and crisis response frameworks for top-tier organizations. Her distinct contribution lies in translating communications into long-term impact through CSR, ESG integration, and talent development. From nation-wide health messaging to building a culture of education and social equity, her work consistently delivers measurable results with purpose-driven integrity. Ms. Huong’s influence extends beyond Vietnam, positioning her as a regional benchmark for the evolving discipline of Southeast Asian public relations.

Gold Award: Ameira Nur Iliany Binti Ibrahim – INTI International University, Nilai Campus – Malaysia

Ms. Ameira Nur Iliany Ibrahim is a public relations educator, industry leader, and mentor whose career bridges academia, practice, and community engagement. A lecturer at INTI International University and Co-Director of Education at IPRM, she is known for her dynamic teaching style, strong industry networks, and dedication to student growth. Beyond the classroom, she actively contributes to NGOs, CSR campaigns, national events, and international forums, while balancing her role as a single mother with resilience and grace. Recognized as a speaker, trainer, and award-winning presenter, she exemplifies compassion, professionalism, and leadership in the PR field.

Silver Award: Mr. Nguyen Van Thang Long – Associate Professor at RMIT University, Vietnam

As an Associate Professor at RMIT University Vietnam with over a decade of industry experience, he has established himself as Vietnam’s leading advocate for bridging academic theory and Public Relations (PR) practice. His 2023-24 achievements demonstrate how strategic academic-industry integration can elevate entire ecosystems, creating measurable value for Vietnam’s communication sector through education innovation and knowledge translation that positions Vietnamese PR expertise on the international stage.

Bronze Award: Leidena Sekar Negari – Senior Government PR Officer at the Secretariat General of the House of Representatives of Indonesia

Leidena Sekar Negari is a Senior Government PR Officer at the Secretariat General of the House of Representatives of Indonesia. She is highly dedicated to government public relations, especially in parliamentary education, which presents complex communication challenges. Her passion drives her to continuously innovate and evaluate her work and performance. Since 2015, Leidena has been actively involved in IPRAHUMAS, where her expertise in strategic communication and stakeholder engagement is evident in her ability to maintain strong external relationships. In 2022, she achieved top marks at the IPRAHUMAS Awards, earning the Government PR Award from IPRAHUMAS Indonesia. Her accomplishments continued on the global stage, as she was named Global PR Rising Star of the Year at the World PR Forum in 2024. Based on her outstanding contributions and consistent excellence, we are honored to nominate Leidena Sekar Negari as one of the Best PR Practitioners at the APRN Awards 2025.

ASEAN Lifetime Achievement Awards 2025

Mr. Tony Wenas – President of PT Freeport Indonesia

As President Director of PT Freeport Indonesia, Tony has overseen one of the country’s most complex industrial operations while driving transformative efforts in internal communication, brand reputation, and community relations, building stronger narratives around sustainability, transparency, and inclusive growth. Known for his impactful public addresses and open communication style, he fosters trust across employees, stakeholders, and national audiences. Beyond corporate leadership, he serves as Chair of the Europe Permanent Committee at KADIN and advisor to The Nature Conservancy Indonesia, underscoring his commitment to economic diplomacy and environmental stewardship. With prior leadership roles at RAPP and PT Vale Indonesia, where he navigated crises and regulatory challenges through transparent messaging, Tony has established himself as a leader who blends strategic vision with empathy and integrity, proving that great public relations is about long-term relationships built on trust and shared values.

ASEAN Lifetime Achievement Awards 2025

Prof. Dato’ Sri Dr. Syed Arabi Bin Syed Abdullah Idid – Chairman of the Institute of Public Relations Malaysia Accreditation Board

Dr. Syed Arabi Idid is a Professor of Communication at the International Islamic University Malaysia (IIUM), with a distinguished career spanning academia, journalism, and professional leadership. A former BERNAMA journalist and Sabah Bureau Chief (1968–1971), he later served Universiti Kebangsaan Malaysia (UKM) for 22 years before joining IIUM in 1999, where he has held key academic and administrative roles. He is a founding member of the Asian Network for Public Opinion Research (ANPOR) and WAPOR Asia, and actively contributes to international bodies such as ICA, AAPOR, WAPOR, PSA, and AMIC, having also served as President of the Commonwealth Association for Education in Journalism and Communication. Nationally, he has led the Malaysian Communication Association and the Institute of Public Relations Malaysia (IPRM), and currently advises the Malaysian Association of Communication Educators (MACE). With a BA from Universiti Malaya and MA and PhD from the University of Wisconsin-Madison, Dr. Syed Arabi is widely respected as a scholar, mentor, and advocate for journalism, communication, and public opinion research.

ASEAN PR Social Impact Award

The Ministry of Women, Family and Community Development of Malaysia

The Ministry of Women, Family and Community Development (KPWKM) is a Malaysian government ministry responsible for social welfare including women, families, children, older people, the homeless, disabled, and disaster victims. Established on 17 January 2001, it expanded its scope over time to include family and community affairs, and now also handles social welfare and gender equality policies.

Its organisational structure includes departments such as the Department for Women’s Development, the Social Welfare Department, and the National Population & Family Development Board, among others. The Ministry’s initiatives include crafting policies to promote equal opportunities for women, reviewing laws to better protect vulnerable groups, empowering social welfare services, and integrating family and gender perspectives into national development planning.

ASEAN PR Statesman Award

Mr. Boy Kelana Soebroto – Chair of the Indonesia PR Association

Boy Kelana Soebroto, General Chairperson of the Indonesian Public Relations Association (Perhumas) since 2021, is widely respected for his humble, friendly, and supportive character, making him a familiar figure among journalists. Voted Indonesian PR Ambassador in the Indonesia PR of the Year 2024 by MIX MarComm Magazine (SWA Media Group), Boy has led Perhumas in strengthening the profession through international-standard seminars, workshops, and major events such as the AMEC Asia Pacific Regional Summit on Measurement and Evaluation in 2023—pushing Indonesian companies beyond outdated PR Value metrics toward more professional communication measurement. Under his leadership, Perhumas also actively promotes the #IndonesiaBicaraBaik campaign to build a positive image of Indonesia at home and abroad, reinforcing the association’s role in advancing PR excellence and national reputation.

ASEAN Women of Impact Award

Ms. Nurhayati Subakat – Founder of Paragon Technology and Innovation (Paragon Group), Indonesia

Her name appears on the radar of figures who deserve the Lifetime Achievement award chosen by journalists for her dedication to PT Paragon Technology, a global Indonesian cosmetics company with more than 10 thousand employees and a factory area of around 20 hectares. Nurhayati pioneered her business through PT Pusaka Tradisi Ibu (PTI) on a home scale in 1985. PTI then became PT Paragon Technology and Innovation (PTI) which has a number of brands, including Wardah, Make Over, Emina, Kahf, Laboré, Biodef, Instaperfect, and Crystallure. Nurhayati was chosen by journalists in a poll for the 2024 Indonesia PR Practitioner of the Year, Lifetime Achievement Category. Nurhayati Subakat is considered a figure who has dedicated her life to the success of Paragon Technology and Innovation’s communications.

ASEAN Innovative Impact Leadership for Internal Communication

Ms. Anggadewi Widyastuti – Manager of Internal Communication of PT. Pertamina Hulu Energy

Manager of Internal Communication of PT. Pertamina Hulu Energy. Member of Perhumas and has certified expertise in the fields of Risk Management, Certified ISO 37101, Senior Lead Implementer Management System for Sustainable Development in Communities, Corporate Social Responsibility and Public Relations as well as Law in the Advocate Profession which supports work in the field of Corporate Communication.