2025 Golden Award of Montreux, Serviceplan and BETC Paris Among Top Winners

The winners of the 2025 Golden Award of Montreux have been announced, with BETC Paris’ Alien for Citroën earning the title of Ad of the Year. Serviceplan Group was named Agency of the Year, while Havas secured the Network of the Year award for the second consecutive year.

Established in 1989, the Golden Award of Montreux has become one of Europe’s key advertising competitions, recognising outstanding creative achievement across the communications industry. As one of the first major events of the annual awards calendar, it helps set the tone for the year ahead and underscores the essential role advertising plays in business, culture, and public dialogue.

This year’s top honour went to Alien, a 60-second spot directed by Gary Freedman through Very Content. Inspired by E.T. The Extra Terrestrial but with a comedic twist, the film also collected a Gold Medal in the Automotive category. BETC Paris continued its success with additional Gold Medals in the Humour, Social Media, and Online categories for work with Canal+, Seconde Chance, and Heetch.

Other notable winners included W Conran Design, which won Gold in the Set Design/Architecture category for its work on the Paris 2024 Olympics for LVMH. Havas Play also earned a Gold Medal for the partnership between LVMH and the Paris 2024 Olympic Games - a collaboration that redefined the relationship between a brand and the Olympics. Germany’s Cheil collected three Gold Medals for Samsung campaigns, recognised across the categories of Digital Out of Home, Games, and Temporary Thematic Exhibition.

Serviceplan Group emerged as the most awarded agency of the competition, securing five Gold Medals. Among their winning entries was All it Takes is a Yes, a three-minute film for Lufthansa promoting travel and spontaneity, which earned Gold in the Online Video category. Another standout project, 855-HOW-TO-QUIT-(OPIOIDS), claimed two Gold Medals in the Website Public Interest and User Experience categories.

Indian agencies also performed strongly, replicating last year’s success with four Gold Medals. Havas India, Tree Design, Enormous Brands, and Tribes Communication each received top honours across categories including Print Media, Packaging Design, Food/Beverages, and Ambient Media.

Ajay Chandwani, managing committee member of The Advertising Club India, highlighted the breadth of the country’s success, “From design rooted in India's visual traditions to innovative storytelling, Indian agencies continue to earn global recognition.”

In total, the 2025 Golden Award of Montreux awarded 41 Gold Medals, 36 in the main competition and five as part of the Talent Awards.

This year’s jury, representing 16 countries, included CEOs, creative directors, marketing executives, and academics. Eduardo Basque, vice president and creative director at FCB Health New York, said the level of submissions made judging especially challenging. “The quality of entries was consistently outstanding,” he said.

In an era of rapid change, platforms like the Golden Award of Montreux remain crucial, not only celebrating the finest work but also pushing the boundaries of creativity and inspiring the next generation of communicators worldwide.

For further information and a full list of jurors, winners and nominees, click here.