The top lists and awards that recognise marketing professionals mostly identify top executives in large companies. But behind every successful marketing communications campaign, often invisibly, there is a good operational professional: project manager, brand manager, trade marketing manager or marketer. They are the experts who manage the corporate strategy and objectives at the implementation level, drive the agency team, and treat the brand's market presence. Their role is most often seen by their partner companies and agencies on the operational level – that’s why the idea of acknowledging these professionals is coming from here.

We don’t believe in hierarchies. We believe in shared responsibility. To us, industry players aren’t labels — they’re equal partners. Because only this way can we build honest, predictable, and genuinely fruitful relationships. That’s why we’ve laid down the principles and recommendations that frame this mindset. Not as limitations, but as guide rails — to make sure collaboration isn’t just effective, but also transparent and built to last.