We’ve been shouting about this from the rooftops but, in case you haven’t heard us, we’ve created the 2025 Advocate Marketing Academy Awards as an open stage to celebrate customer advocacy’s best and most successful campaigns and individuals. An independent judging panel of experts and respected advocacy professionals, all with exceptional careers, will shortlist and select the winners.

And while we’re thrilled to have them, they’re also excited about finding this year’s winning entries. To give yourself an edge, find out more about what they’re looking for and what parts of customer advocacy get them inspired.

Pascale Royal is most excited to judge the Accessibility/Diversity Champion category because “Representation and inclusion is not just good practice, it’s essential in building authentic, relatable brands”.

Claire Grove’s guiding principle is focusing on customer value. This should give you a hint that she is looking forward to judging the Program Integration category as it’s “fundamental to the success of any customer advocacy program”.

Viktoriya Chamata focuses on strategic thinking that acknowledges our need for recognition. In fact, she believes the Academy Awards are “very important for the advocacy community to nurture our talent” and, obviously, we couldn’t agree more.

Stefania Cugini believes that one of the main challenges today is “maintaining authenticity and trust in a world that is increasingly automated”. Which is why she’ll obviously be looking for authenticity, measurable results and innovation.

Here is a reminder of the seven categories for the Academy Awards:

• AI Innovator: For teams using AI to enhance or streamline their program.
• Accessibility/Diversity Champion: For programs that genuinely showcase a range of voices and stories accessible to all.
• Program Integration: For advocacy programs truly embedded within their organisation.
• Influencer: Recognising individuals whose dedication and inventiveness inspire others.
• Exceptional Customer Story: Awarded for strong, emotive and original customer storytelling.
• Program of the Year: For the most powerful, unusual or impactful program overall.
• Best B2B Community: For the most vibrant and supportive business-to-business community achieving significant impact.

To learn more about our panel of judges, which also includes the wonderful Valerio Battelli, go to our Awards page. And while you’re there, nominate your team. Or nominate yourself. It only takes seven minutes.

Pascale is excited about people celebrating their own successes, so don’t disappoint her. In her words: “Toot your own horn!”