Irvine Partners is celebrating a major creative milestone as Executive Creative Director Emma Cox has been named Creative Professional of the Year at the SABRE EMEA Awards. Emma leads creative strategy for Irvine Partners’ clients across Africa, the UK, and Europe, shaping high-impact campaigns for clients such as Uber, Spotify, and Google.

A powerhouse in the industry, Emma has conceptualised and executed innovative brand storytelling that drives real audience engagement and cultural impact. Her creative leadership has been instrumental in positioning Irvine Partners at the forefront of disruptive, insight-led campaigns that spark conversation and deliver results.

Beyond individual recognition, Irvine Partners also took home the EMEA award for Best Employee Program for #IPExchange, its industry-first, boundary-blurring initiative designed to foster deep cultural insight, creative collaboration, and market immersion.

“Twice a year, our team swaps cities, shifts perspectives, and immerses themselves in new markets. Built on a passion for travel and a deep curiosity for the nuances that shape our industry, #IPExchange creates real connections, fuels fresh thinking, and elevates creative excellence across borders,” says Rachel Irvine, CEO at Irvine Partners.

Irvine Partners was also shortlisted for multiple campaign awards, including:

• From A Decade of Amapiano (Spotify)
• Get Ready With Music (Spotify)
• Give Gogo Mzansi (Uber)

These nominations showcase Irvine Partners’ ability to blend storytelling with disruptive strategies, creating bold, culturally relevant work that resonates across diverse audiences.

“Creativity is at the core of everything we do at Irvine Partners. Emma’s well-deserved win, alongside our recognition for #IPExchange and our nominated campaigns, reflects our commitment to pushing boundaries, sparking conversations, and delivering impactful work for our clients,” adds Irvine.