In a statement today, the regional media communications network announced that it won the ‘Best Social Media Campaign’ at the M&M Awards, which held its silver anniversary this year. The category was one of three new awards classes introduced for the first time in the program, which honors excellence in the international advertising industry.

Initiative MENA received the award for a campaign conducted for KFC Arabia, titled: ‘Kintacky! Kintacky! Kintacky!’

“Our strategy of turning ordinary moments into extraordinary experiences paid off well. The judges said that our entry stood out because we reacted to an opportunity and hit such a resonant tone. They were impressed that a lot of the content was created by the audience, rather than the agency,” says Spencer Moody, regional strategy director, Initiative MENA.

“Our teams readiness for reactive real time marketing opportunities allowed us to trigger, fuel and grow a media activity has never been seen before in the region,” said  Ziad Ghorayeb, Director MENA for digital at Initiative.

“We are very proud of our win at the M&M Awards in our first ever participation. It caps an impressive awards season for the agency, which has picked up major accolades and honours at the Internationlists, Effies, Dubai Lynx, global Crystals and a gold at the Festival of Media,” added Ramzy Abouchacra, regional managing director, Initiative.

The 25^th edition of the M&M Awards took place earlier this month in London, U.K. Alongside ‘Best Social Media Campaign,’ the special anniversary event also featured the new categories ‘Best Entertainment Platform’ and ‘Best Content Creation Award.’ The milestone edition featured a segment dedicated to looking back over the changes in the industry it has witnessed in that time.