The “Promotion of the Year 2025” awards were presented on Promotions Day

This year’s competition attracted entries in 6 categories from brand manufacturers, execution agencies, and retailers. The number of entries exceeded expectations, leading to category divisions, so eventually, 8 categories were awarded, along with several special prizes. The results were based on the evaluations of a 13-member professional jury and consumer research conducted by Kantar Hoffmann through four focus groups.

The event was accompanied by a full-day professional program titled “Promotional trends and successful promotional campaigns.”

Hermann Zsuzsanna

In her opening speech, Zsuzsanna Hermann, managing editor of Trade magazine, highlighted the strong presence of promotions in retail due to the current market conditions, and reflected on this year’s competition — including promotional trends and concrete campaign examples, which also inspired the conference title.

Tamás Barna

The opening presentation was given by Tamás Barna, owner and CEO of Republic Group, who discussed domestic and international promotional trends. He emphasized European consumers’ caution and price sensitivity, noting that 54% won’t buy a product until it’s on promotion. He showcased numerous campaign types from various global markets that presented new ways for brands to engage consumers — even in uncertain, polycrisis times. 

Tünde Turcsán

Tünde Turcsán, Managing Director of YouGov, presented insights based on household data on who, where, when, how much, and why consumers shopped promotions. Her analysis detailed changes in shopping habits and promotional effectiveness across different markets, showing how the current economic environment impacts consumer decision-making.

Gábor Tolnai

Gábor Tolnai, Division Director at Kantar Hoffmann, then analyzed the 29 entries submitted this year based on feedback from focus group participants. Attendees learned both the positive and negative comments from consumers, as well as suggestions for improving the promotional ideas.

Following Gábor Tolnai’s presentation, the winners and special prize recipients presented their entries, sharing firsthand insights, exclusive behind-the-scenes details, winning mechanics, and campaign results.

Norbert Madar

The final professional lecture of the day was delivered by Norbert Madar, PwC’s Manager responsible for e-commerce. His presentation topped off the day with a comprehensive overview of how online marketplaces like Temu and Shein operate and succeed both in Hungary and internationally.

The Promotion Day event and award ceremony were moderated by Judit Kutasi.

Judit Kutasi

A detailed report on Promotion Day will appear in issues 6–7 of Trade magazine (print and digital), including in-depth summaries of the presentations and a brief showcase of the top-ranked and special award-winning campaigns.

Competition sponsor: MagyarBrands, Superbrands
Professional partners: POPAI Hungary Association, Trade Marketing Club
Research partner: Kantar Hoffmann
Organizer: Trade magazine