FIAP announces second edition of audience-chosen Premio WOW

FIAP has announced the second edition of the Premio WOW!, an award designed to incorporate audience feedback into the evaluation of creative ideas. The initiative aims to complement professional jury assessments by measuring the actual reactions of consumers to brand messaging.

The decision to continue the award follows the significant engagement seen during its 2025 debut. In the first edition, competing pieces accumulated over 46,000 views and approximately 3,000 interactions, including likes, comments, and shares, with more than 1,500 participants. The inaugural winner was the ‘Nescafé Decaf Billboards’ campaign by Star5 Creative Panamá for Nescafé.

Daniel Marcet, CEO of FIAP, stated that the high level of social media interaction confirmed the value of involving the public in creative evaluation, noting that a great idea must generate a genuine reaction from people rather than just surprising the industry.