Who Sparked Innovation in Advertising? This Year's MAD STARS Special Award Winners Announced

Special Awards Honor Global Impact in Advertising
UN Women Recognized for Ending Child Marriage in Pakistan
Yoo Junggeun of Samsung Lions Celebrated as a Living Legend in Korean Advertising

The Busan International Marketing and Advertising Festival (MAD STARS) has announced this year's recipients of its special awards, recognizing individuals and organizations that have made innovative contributions to the advertising industry.

UN Women, an organization dedicated to eliminating gender discrimination worldwide, and Yoo Junggeun, CEO of Samsung Lions, will both receive special awards.

Each year, MAD STARS presents special awards to individuals or organizations in the domestic and international advertising industry and academia who have achieved innovative accomplishments or results. This year, the International Honor Award goes to UN Women, a United Nations entity established in 2011 that has led institutional reforms and shifts in social awareness to close the global gender gap and advance the rights of women and girls.

In 2022, in collaboration with the Ministry of Gender Equality and Family, UN Women established the UN Women Knowledge and Partnership Center in Seoul, serving as a central institution for gender equality in the Asia-Pacific region and leading efforts to promote gender equality both domestically and internationally.

Additionally, UN Women received the Grand Prix of the Year in the Public Service Announcement (PSA) group, the highest honor at MAD STARS, for the "Child Wedding Cards" campaign produced by IMPACT BBDO of the United Arab Emirates (UAE) last year.

This campaign was designed to call for legal reform in Pakistan, where approximately 19 million girls under the age of 18 have been subjected to child marriage. Invitations to fictional weddings, illustrated by girls aged 5 to 15, were sent to members of the Pakistani parliament, urging them to join the movement against child marriage. The campaign played a pivotal role in the Federal Shariat Court passing a bill that set the minimum marriage age for both men and women at 18. UN Women was honored with the award for redefining the social role of advertising by spreading messages of gender equality through creative communication.

The Achievement Award will be presented to Yoo Junggeun (former President of Cheil Worldwide and current CEO of Samsung Lions), who joined Cheil Worldwide in 1987 and led major campaigns for brands such as Anycall, OB Beer, Samsung Card, and KT.

In 2004, he was recognized for his expertise by being named a "Master," an honor awarded to Cheil Worldwide's top advertising and marketing professionals. He later held positions as Head of the Anycall Group, Head of Domestic Business at The SOUTH Company, Head of Campaign Division 2, Head of Solutions, and Head of Business Division 2. In 2017, he became CEO and President, leading the company until 2022, where he spearheaded efforts to enhance global competitiveness and foster a creative corporate culture.

Since December 2022, he has contributed to sustainable growth and enhanced management transparency as Chairman of the Board at Cheil Worldwide. Since January 2023, he has served as both owner and CEO of Samsung Lions, working to engage with fans and strengthen the club's competitiveness.

Yoo Junggeun, CEO of Samsung Lions.

This Achievement Award recognizes his more than 35 years of dedication to the advancement of the advertising and marketing industry, his role in elevating the global status of Korea's advertising sector, and his contributions to nurturing creative talent.

Choi Hwanjin, Co-Executive Chairperson of the Busan International Marketing and Advertising Festival, stated, "The International Honor Award and Achievement Award are given to individuals and organizations that have consistently made a positive impact not only in advertising and marketing but across society as a whole," adding, "This year's recipients exemplify how creative communication can drive social change and industrial innovation."

The special awards ceremony will take place at the MAD STARS 2025 opening ceremony, scheduled for August 27 at Signiel Busan.

The 2025 Busan International Marketing and Advertising Festival (MAD STARS 2025), sponsored by the Ministry of Culture, Sports and Tourism and the City of Busan, will be held from August 27 to 29 at Signiel Busan and throughout the Haeundae area. For more information about the program, please visit the official MAD STARS website.

This content was produced with the assistance of AI translation services.