The National Business Communication Efficiency Award honors the strongest teams among Russian agencies, brands, and media that excel in the field of business communication. Organized by the Association of Communications Agencies of Russia (AKAR), the award program makes its evaluations based on the perspectives of market-leading companies. This collaborative approach ensures that the judging process reflects real-world standards and practices observed by top players in the industry.
Entries submitted under the External Communications category are assessed by a diverse panel comprising 110 managers who specialize in marketing, strategic development, and customer service from prominent Russian brands and agencies. The judging panel is designed to capture a wide range of viewpoints, from brand builders to performance strategists, ensuring that the outcomes represent a balanced view of excellence in communication across the market.
Winners emerge through a careful selection process overseen by senior executives from well-known brands and media companies, industry experts, and independent auditing and research organizations. This mix of perspectives helps validate each candidate’s contribution to the field and reinforces the award’s credibility within the media ecosystem. The evaluation framework emphasizes measurable impact, innovation, and the ability to drive meaningful engagement with audiences.
Notable participants in the evaluation pool include high-level professionals such as the Director of Information Policy and Corporate Communications at LSR Group, the Marketing and Digital Customer Experience Director at M.Video-Eldorado, and the Head of Advertising Products and Technologies at Sberbank. Their involvement reflects the breadth of expertise sought to recognize true leadership in business communication across different sectors and company scales.
Organizers point out that each year the award attracts a community of experts who continually demonstrate how to build strong brands and capable teams. Winning remains prestigious, but participation itself is also considered a mark of professional excellence and a sign of active contribution to the industry’s growth.
According to a jury member who serves as the Marketing and Advertising Director for a major property and development group, NPBC Productivity functions as a repository of knowledge. It offers a venue for discovering creative approaches and even forging collaborations that can propel projects forward. This sentiment underscores the event’s role as a catalyst for innovation and cross-pollination among organizations seeking new ways to engage audiences and enhance brand value.
Industry voices also emphasize the benefits that come with participation for organizations at all levels. One executive notes that involvement in the award helps protect corporate reputation and affirms the professionalism of personnel across teams. The act of submitting work and undergoing evaluation signals a commitment to excellence that can resonate with stakeholders, partners, and customers alike.
Applications are open through March 1, inviting teams to showcase their best practices, campaigns, and performance metrics. The process provides an opportunity for brands to benchmark their communication strategies against peers and to receive structured feedback that can guide future initiatives. The award’s overall strategic partnership is held by the media holding company Rambler&Co, underscoring a strong alignment with contemporary media ecosystems and the cross-platform execution required for modern business communication.
The National Business Communication Efficiency Award serves as a platform where Russian organizations can highlight how they translate strategy into visible results. It recognizes not just creative flair but the operational discipline that supports consistent brand messaging, customer experience improvements, and measurable business outcomes. As the competition evolves, it continues to attract participants who are dedicated to elevating standards in corporate communications, brand stewardship, and audience engagement across diverse markets.
For applicants and observers across Canada and the United States, the award signals the availability of a rigorous, industry-respected benchmark. It demonstrates how Russian market leaders approach integrated communications, demonstrating that strong messaging, data-driven insights, and agile collaboration can drive success on an international stage. The event’s ongoing collaboration with a broad network of executives and researchers helps disseminate knowledge about best practices in branding, media strategy, and customer experience management.
In summary, the National Business Communication Efficiency Award is more than a prize. It is a collaborative ecosystem where leading professionals come together to set standards, share insights, and propel the practice of business communication forward. The program invites robust participation from teams across various disciplines, reinforcing the idea that excellence in communication is a shared responsibility that benefits the entire industry. The deadline remains March 1, and the award continues to be shaped by the active involvement of top-tier brands, agencies, and media organizations who value rigorous evaluation and credible recognition of outstanding work.