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Awards season is here

The 2025 Academy Awards have shone a spotlight on some of the most unique and innovative advocacy programs; organisations which are paving the way with their use of AI, embedding their program firmly into the wider business, and inspiring their customers through personalised offerings that put them at the centre.

We’re so proud of all our winners and finalists and the amazing work they do every day. A huge thank you to everyone who entered; your passion and creativity really blew us away.

Please join us in congratulating the Advocate Marketing Academy Awards class of 2025. Read their applications below to discover their recipes for advocacy success.

The Judges

Pascale Royal, Director, Customer Marketing, F5

As an industry-recognised marketing leader, Pascale specialises in building customer experiences that drive loyalty, amplify voice-of-customer insights, and strengthen brand relevance.

Currently at F5, Pascale leads the strategy behind some of the most visible and valued customer moments, shaping experiences that highlight innovation, elevate advocates, and reflect the stories that matter most to the audience.

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Claire Grove, Consultant – Customer Advocacy, Trusted

Curious, creative, and strategic customer advocacy professional with 25+ years of experience building world-class programs for organisations including ServiceNow and Microsoft.

Claire has a passion for customer storytelling and empowering teams to elevate customer voices, driving value, loyalty, and impact across enterprise organisations. She is also co-host of the ‘Pink & Ginge’ podcast, sharing authentic stories about life in tech marketing.

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Viktoriya Chamata, Customer Advocacy Marketing Director, ServiceNow

An accomplished PR and customer marketing leader, Viktoriya crafts high-impact media narratives, builds executive visibility, and leads award-winning campaigns across B2B tech, SaaS, and B2G sectors across Asia-Pacific and Japan.

Her strategic thinking, experience in media, and passion for creative customer storytelling combine into one exceptional storytelling professional who has been building media relations, executing PR programs, and driving customer engagement for 20 years.

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Valerio Battelli, Voice of Customer, Market & Consumer Insights Lead, Taboola

With 12 years of dedicated experience in customer marketing and advocacy, Valerio is a passionate advocate for customer success, inclusive teamwork, and the vital role of fostering inclusivity. He embodies a “people-driven” and “customer-obsessed” philosophy, consistently demonstrating how a single voice can drive meaningful change and impact.

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Stefania Cugini, Global Customer Advocacy and Loyalty Leader

With 25 years of experience in leading global technology companies, Stefania is in the unique position of having worked in both the customer advocacy and loyalty worlds. Her marketing leadership in HP and VMware, her experience as a strategic marketing consultant, and her extended expertise in integrated customer marketing expanded her understanding of the synergies and integration points between advocacy and loyalty from a customer perspective while feeding her passion for customer marketing. 

The Categories

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AI Innovator

This title will be awarded to teams that utilise AI so effectively and innovatively that it visibly enhances or streamlines their program and serves as a learning opportunity.

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Program Integration

Winners of this title are masters of designing advocacy programs which are truly embedded within the wider organization, clearly showcasing their voice and personality.

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Exceptional Customer Story

Awarded for standing out from the crowd, this title focuses on strong and emotive customer stories, different and original methods of storytelling, or clear business benefits achieved as a result.

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Program of the Year

This title is awarded for the most powerful, unusual, or impactful program as a whole. Your results will speak for themselves. 

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Best B2B Community

This award recognises the most vibrant and supportive business-to-business community that has achieved significant impact and business growth through fostering creativity, exceptional engagement, and innovation.

Frequently asked questions

Can I nominate someone who is too humble to apply?

Absolutely! It’s the same process as if you were nominating yourself.

It would be ideal for you to use their name and email, so giving them a fair warning is recommended. This would also help make sure that they don’t ignore or delete the confirmation email or any awards updates from us.

How do I apply?

Follow this link to the nominations page. The process shouldn’t take more than seven minutes. We simply ask for your name, the category you wish to enter, and a short description (audio, video, or text) of the reasons why you deserve to win.

What’s the process?

Using the ProofPoints awards submissions, our independent panel of judges will create a shortlist of 4-5 nominees for each award. If you’re shortlisted, we’d hope to schedule a call with a friendly inEvidence writer to chat about your program, achievements, and objectives.

Our independent panel will then select each winner based on the interview as well as the original submission.

Who are the judges?

All the submissions will be judged by an independent panel of experts and respected advocacy professionals with exceptional careers. You can read more about them soon.

When will the awards be announced?

You can expect the announcement in the early autumn.

Will there be an awards ceremony?

We would love to host an Oscars-style event, but our entrants are scattered around the globe. So, instead, you can look forward to us to making a big deal about it in the virtual world.

What do I get?

You will obviously get to lord your win over everyone else in this space! And we’d love to interview you for a short video that highlights your achievements. This is something you might want to use to promote your services or your team.

The application process is really fun. Can I learn more about it?

It’s called ProofPoints and it was developed by Robin Hamilton. Feel free to reach out. He loves telling people all about it.