Team Denmark Win Next-Gen PR World Cup

LEAD Agency’s Sofie Rebecca Høj and Advice’s Morten Vester Haldrup of Denmark have won Gold at the 2nd annual ICCO Next Generation PR Word Cup. Argentina’s Guido Zanoni and Agustina Mikulka won Silver, and Poland’s Ewa Grabek and Szymon Dziewięcki claimed Bronze.

The winning team represented Kreativitet & Kommunikation – Denmark’s national PR & communications body. From 7thto 10th November, the two competed against 12 national and regional teams in the final round of the Cup to be crowned champions.

In the final, pairs representing Argentina, Austria, Denmark, France, Hungary, India, Italy, Kenya, Poland, Singapore, the United Arab Emirates, the United Kingdom, and Ukraine responded to a brief set by this year’s charity partner, the World Wildlife Fund. Teams were given the task of creating a campaign idea and then presenting it to judges in a five-minute video pitch explaining how they would approach the execution of the idea.

Holly McKinlay, Director of Strategic Communications & Brand, World Wildlife Fund and Jury Chair said:

“Huge congratulations to team Denmark. Their ideas were so evidently well thought out and we enjoyed their use of insights to support their strategy. I’ve been hugely impressed at the level of creativity and care that has gone into these campaign pitches, and all with only a couple of days prep. There were elements of each idea that I can imagine working in a WWF campaign”

Rob Morbin, Deputy Chief Executive, ICCO, said:

“Congratulations to the Danish team for an excellent pitch, and to the teams from Argentina and Poland too, who both narrowly missed out. The World Wildlife Fund provided a tough brief and each team rose to the challenge. This year’s PR World Cup was a wonderful showcase of the global PR industry’s emerging creative talent”.

The winning team receives a paid trip to the 2023 ICCO Global Summit held in Warsaw, Poland and a main stage speaking slot. Both Sofie and Morten will also be appointed to the Global PR Youth Board – a youth lead advisory group fostering collaboration and creativity among young public relations professionals across the globe. Click here to learn more about the Next Generation PR World Cup.



Sofie Rebecca Høj, Advisor, LEAD Agency

Morten Vester Haldrup, Advisor, Advice


Guido Zanoni, Regional Senior Account Executive, Alurralde, Jasper & Asociados

Agustina Mikulka, Project Leader, Alurralde, Jasper & Asociados


Ewa Grabek, Junior Account Manager, SEC Newgate CEE

Szymon Dziewięcki, Account Executive, SEC Newgate CEE