Celebrating the Best in Audio Creativity: Highlights from the 35th Annual Radio Mercury Awards

The advertising industry's best radio and audio creative took center stage at the 35th Annual Radio Mercury Awards, last night at Sony Hall in New York City. For 35 years, the Radio Mercury Awards have served as the premier competition dedicated exclusively to recognizing excellence in radio and audio advertising, celebrating the creativity, innovation and storytelling that make sound one of marketing's most powerful tools.

Leading this year's winners was Progressive Insurance and Arnold Worldwide, whose "Truckers Unite the World" campaign earned the competition's highest honor, Best of Show. The winning campaign stood out among an impressive field of entries, demonstrating the power of audio storytelling to capture attention, build emotional connections and deliver memorable brand experiences.

This year's competition highlighted the continued evolution of audio as a medium, honoring creative work across broadcast radio, streaming audio, podcasts and integrated audio campaigns. From national brands and agencies to local advertisers, radio stations and emerging creative talent, the winning entries showcased the versatility and effectiveness of audio advertising across platforms.

The awards program continues to serve as a showcase for the creativity that drives successful audio marketing. According to Mike Hulvey, president and chief executive officer of RAB and chair of the Radio Creative Fund, the competition reflects the innovation and craftsmanship that continue to make audio a powerful medium for brands.

"For 35 years, the Radio Mercury Awards have showcased the very best our industry has to offer — bold ideas, exceptional craft and creative work that proves the enduring ability of sound to connect with audiences in authentic, memorable ways," Hulvey said.

This year's competition was led by Chief Judge Danny Gonzalez, co-chief creative officer and co-founder of Bandits & Friends, alongside a distinguished panel of creative leaders representing agencies, brands and media companies from across the industry. One theme consistently emerged throughout the judging process: great writing remains the foundation of great audio advertising.

While technology, platforms and consumer listening habits continue to evolve, the judges noted that the strongest work paired compelling ideas with sharp, purposeful writing that connected emotionally and delivered clear brand messages. The ability to tell memorable stories through sound remains one of audio's greatest strengths.

The breadth of winning work reflected the diversity of today's audio landscape. Major brands including Progressive Insurance, Amazon, Liberty Mutual Insurance, Huggies, Duke's Mayo and Avocados from Mexico were recognized for campaigns that leveraged humor, music, sound design, technology and performance to engage audiences in meaningful ways. At the same time, local advertisers, radio stations and independent creative teams demonstrated that impactful audio storytelling can succeed at every level of the industry.

The competition also highlighted the industry's future through its student category, recognizing emerging creative talent and reinforcing the importance of developing the next generation of audio storytellers.

Beyond celebrating individual winners, the Radio Mercury Awards serve as a reminder of audio's unique ability to connect with consumers. In an increasingly fragmented media environment, audio remains one of the most personal and immersive forms of communication, capable of informing, entertaining and inspiring audiences through the power of sound.

Thirty-five years after its founding, the Radio Mercury Awards continue to recognize the creativity that elevates radio and audio advertising while demonstrating the enduring relevance of sound in today's marketing landscape. The 2026 winners showcased not only exceptional creative execution, but also the continued ability of audio to build brands, move audiences and deliver results.

This year’s sponsors included livestream sponsor Hubbard Radio, Bonneville International, Katz Radio Group, Nueva Network, Xperi, Audacy, Cox Media Group, iHeartMedia, Nielsen, Skyview Networks, Triton Digital, Urban Radio - Radio One, Zimmer Radio and Marketing Group and Auditory FX.

To hear this year's winning work or to watch the event celebration in its entirety on demand, visit the Radio Mercury Awards website.