Latvia’s communication campaign about influencer marketing has become a sensation in the global public relations competition

Latvian communication agency “A. W. Olsen & Partners” has been awarded in the world’s largest public relations competition, the IPRA Golden World Awards (IPRA GWA) 2021, in 3 nominations. The awards are given for the communication campaign “Esi reāls!” (Be Real!), which has been developed for the Consumer Rights Protection Center of Latvia, to help the audience more critically perceive the content of social networks, as well as to stimulate influencers and brands that work with them not to mislead consumers.

 The campaign “Esi reāls!” (Be Real!) is recognized as the best in the nominations “Integration of traditional and new media” (agency), “Social media” (agency) and “Influencer management” (agency). This year “A. W. Olsen & Partners” became the only recipient of the prestigious award from Latvia.

“I am really proud of our and “A. W. Olsen & Partners” work in the implementation of the “Esi reāls!” (Be Real!) campaign! The key to success is that we, as a public institution, have boldly focused on one very important area, influencer marketing, enhanced surveillance and consumer protection, but “A. W. Olsen & Partners helped deliver important messages to audiences. It is also appreciated internationally! At the same time, we are aware that much remains to be done to improve this area and we will continue to work!” Baiba Vītoliņa, Director of the Consumer Rights Protection Center.

“There are a number of challenges in the field of influencer marketing that are important to solve systematically. One of them is the transparency of the relationship between advertisers and influencers. At once, three awards in the most important world-class competition confirm that this issue is relevant not only in Latvia. We will continue to work on the development of the influencer marketing industry, talking not only about its advantages, but also about the problems, ways to solve them and current trends. Thus, we plan to organize a RigaComm Influencers Marketing Conference on October 14 this year in cooperation with BT1,” points out the agency’s “A. W. Olsen & Partners” partner Olga Kazaka.

The IPRA GWA award has been evaluating the best communication projects from around the world for more than thirty years, considering the project’s complexity, creativity, originality and similar criteria in the context of the local community, country, region or even the world“This year we had a record number of entries and a cascade of imagination,” sais Philippe Borremans, IPRA’s President and chairman of the jury.

The list of all winners is available here:

Campaign „Esi reāls!” (Be real!) video case:

The submitted projects were evaluated by a professional judges’ panel, which included global experts from countries such as Austria, Belgium, Bulgaria, Japan, Russia, Saudi Arabia, Turkey, the Philippines, the United States and the United Kingdom.

About the Golden World Awards for Excellence

The annual IPRA Golden World Awards (GWA) initiative, established in 1990, recognizes excellence in public relations practice worldwide in a variety of categories. Recipients of the award take particular pride in the recognition granted to their entry as meeting international standards of excellence in public relations. An overall IPRA Grand Prix for Excellence is presented each year to the entry judged as representing the highest standards that year. While there are many national and regional PR awards, there is only one truly global scheme: the GWA.