Prodigi represented Armenia at GALA 2025

From November 19-21, Thailand hosted the Global Agency Leadership Awards (GALA) 2025 – an annual gathering organized by Yandex that brings together leading marketing agencies from around the world. 

The event recognizes companies that are shaping the industry through innovation, measurable results, and forward-thinking approaches.

This year’s GALA brought together more than 80 agencies from over 30 markets, including Singapore, the UAE, the United States, Brazil, China, Colombia, Mexico and others.

The 2025 theme, “AdTech Reimagined: Making Advertising Great Work Again,” centered on how the industry is adapting to rapid technological and behavioral shifts. Throughout the event, participants explored how AI is influencing creativity and planning, why cultural context matters more than ever, how ethical data use is becoming a foundational expectation, and what new ways of evaluating performance look like in a fast-changing environment.

For the first time, an Armenian agency was among the invited participants – Prodigi.

The company was represented by co-founder Boris Sahakyan, who took part in the working sessions and conversations, sharing insights on Armenia’s digital market and regional developments.

Reflecting on the event, he highlighted a few points that stood out across conversations:

●    AI is shifting from a tool to a mindset, reshaping both creative work and media strategies.
●    Localization is becoming a global expectation, with cultural understanding playing a key role in how campaigns perform across markets.
●    Data ethics is gaining priority, as trust and transparency increasingly influence long-term brand success.
●    Traditional metrics are being reconsidered, with more attention on real business outcomes rather than surface-level indicators.

During GALA 2025, Prodigi also received the Leading Partner 2025 award, recognizing the agency’s work and collaborations over recent years.