For Immediate Release
Contact: Sara O’Neil or Veronica Ferguson
Marketing and Public Relations
soneil@meetings-incentives.com
vferguson@meetings-incentives.com

Caledonia, WI (August 11, 2025) – Global event agency Meetings & Incentives Worldwide, Inc. (M&IW) announced the winners of the 2025 Moxie Awards at their signature event, the M&IW Summit, on August 5. The Moxie Awards celebrate M&IW’s customers and partners that exhibited excellence, embraced the power of human connection, and made an impact in the meetings, events, and incentives industry in the past year.

“Celebrating the Moxie Award winners is always a highlight of the M&IW Summit,” said Tina Madden, CEO, M&IW. “We have the best customers and partners in the industry, and it’s an honor to recognize their inspiring achievements this year. Congratulations to the 2025 winners!”

2025 Customer Moxie Award Winners

M&IW’s annual Customer Moxie Awards recognize the company’s customers and their noteworthy accomplishments. Nomination submissions are provided by M&IW employees, and the final nominees and winners are determined by M&IW’s senior leadership team. The one exception is the People’s Choice Award, which is voted on by M&IW Summit attendees.

The winners of the 2025 Customer Moxie Awards are:

Customer Partner of the Year: AF Group

The Customer Partner of the Year Award celebrates the partnership that shone brightly through shared goals, celebrated wins, and weathered storms. The 2025 Customer Partner of the Year Award went to AF Group.

M&IW and AF Group’s partnership is built not just on strategy but on genuine relationships and mutual trust. Despite a multiyear, stop-start initial RFP process due to the pandemic, their shared spirit of collaboration shone through and laid the foundation for a lasting partnership that continues to bring value and mutual growth.

The 2025 M&IW Summit’s theme was The Power of Human Connection, and this theme is reflected in AF Group’s every action. Their programs include countless details and special touches to ensure each attendee feels seen and valued. Beyond that, AF Group understands the importance of connecting and educating young talent in the meetings and incentives industry and sharing best practices and solutions to help all event professionals thrive.

New Customer Partner of the Year: AbbVie

This category celebrates the nominees who partnered with M&IW in the past year in pursuit of excellence. The 2025 New Customer Parter of the Year Award went to AbbVie.

Although AbbVie had previously partnered with M&IW, their return in 2024 brought renewed enthusiasm and a fresh perspective. The re-engagement began with a comprehensive, multiday, in-person onboarding session. AbbVie’s structured approach and well-established Standard Operating Procedures guide every phase of the meeting lifecycle, ensuring consistency and excellence.

There’s a strong collaborative spirit with exceptional proactivity and engagement from both AbbVie and M&IW, exemplifying true partnership.

Elevated Event Award: Anheuser-Busch

The nominees for the Elevated Event Award infused creative design and meaningful purpose, both of which were fueled by the spirit of collaboration. The 2025 Elevated Event Moxie Award went to Anheuser-Busch for their SAMCOM program.

SAMCOM is Anheuser-Busch’s largest annual internal-facing event, designed to align and inspire its national wholesaler network. The 2025 event focused on strategic alignment, brand immersion, and community connection.

Thanks to thoughtful and impactful elements like an opening night parade and venue takeovers, the Budweiser Immersion Zone, a Vendor Village, and targeted content and programming, SAMCOM 2025 successfully aligned the national wholesaler network under a shared strategy, deepened brand engagement, and energized attendees for the year ahead.  

Innovation Award: Duke’s

Celebrating ingenuity and vision, the Innovation Award recognizes the customer who used technology and/or innovation to further ignite their idea, creatively delivering impactful results and unforgettable experiences. The 2024 Innovation Moxie Award went to Duke’s.

Facing the challenge of uniting a workforce that is predominantly on the road, Duke’s partnered with M&IW to create a web-based incentive and engagement experience.

This program leveraged technology to deliver personalized recognition and rewards in a points-based system that elevates morale and leans into Duke’s unique values, all while connecting employees with tangible perks that are valuable to them. Duke’s creative use of technology has ignited engagement, delivered measurable results, and set a new benchmark for impactful workforce innovation. 

Strategic Impact Award: BeOne Medicines

The Strategic Impact Award recognizes a visionary customer who stretched the boundaries within their meeting and events program. Through the relentless pursuit of continuous improvement, they elevated the experience and left a lasting impression. The 2025 Strategic Impact Moxie Award went to BeOne Medicines.

BeOne Medicines demonstrated exceptional foresight and leadership in transforming their rapidly expanding Global Congresses & Meetings Program.

They partnered with M&IW’s Intent Strategy Group to optimize Cvent for greater efficiency and scalability, streamlining workflows and implementing automation to enhance resource allocation. Their efforts extended beyond technology; they introduced a global meetings policy, refreshed brand elements, and centralized post-event data reporting for visibility and consistency. Through their strategic vision, adaptability, and commitment to operational excellence, BeOne Medicines established a new benchmark for meeting and congress program management. Their impact is both measurable and transformative. 

People’s Choice Award: Takeda Pharmaceuticals

Designed to recognize outstanding creative work from Flow, M&IW’s creative agency, the People’s Choice Award celebrates outstanding graphic design and event creative elements from the past year. M&IW Summit attendees voted, and the 2025 People’s Choice Moxie Award went to Takeda Pharmaceuticals.

Flow provided gifting, digital and print creative services, and video production for Takeda’s incentive trip.

The meeting materials—specifically the logo—drew inspiration from the program’s destination: Aruba. The logo’s design captured the island’s rippling turquoise waters and vibrant pink sunsets. A flowing wave element conveyed a sense of calm movement and was carried throughout the materials, paired with a “happy island” color palette of blues, teals, and pinks to maintain brand continuity. The clean, bright aesthetic set the tone for an elevated yet exciting experience across all pieces developed.

2025 Partner Moxie Award Winners

The Supplier Moxie Awards recognize the industry partners around the world who support M&IW customers’ programs while delivering excellence for both M&IW and the customers. Nominations are provided by M&IW employees, and the winners are determined by M&IW’s leadership team.

The winners of the 2025 Partner Moxie Awards are:

CVB Partner of the Year: Visit Dallas

The 2025 CVB Partner of the Year is Visit Dallas. The CVB has been a huge supporter of M&IW and the company’s Event Sourcing team, finding multiple opportunities for the team to be educated on the destination and its hotels. As one M&IW employee said, “They are also great partners to our customers and are always ready to provide support when needed.”

Honorable mention went to the Los Angeles Tourism & Convention Board.

DMC Partner of the Year: Eventures Unlimited

The 2025 DMC Partner of the Year is Eventures Unlimited. The Eventures team is incredibly responsive, collaborative, and always willing to go the extra mile to stay within budget while delivering outstanding service, helping them earn the trust of many at M&IW. One M&IW employee noted, “They are always accommodating, creative, and, just as importantly, a pleasure to work with. Their commitment to excellence makes them a true asset to every event.”

Honorable mention went to Access DMC.

Hotel Partner of the Year: Marriott

The 2025 Hotel Partner of the Year is Marriott Hotels & Resorts. The Marriott team is always helpful and willing to step in to support M&IW when needed. With a variety of properties available, each property consistently provides wonderful service and truly cares about every group. In the words of an M&IW team member, “They keep getting better every year!” 

Honorable mention went to Hilton Hotels & Resorts.

Event Partner of the Year: All Access Tags

The 2025 Event Partner of the Year is All Access Tags. All Access consistently exceeds expectations year after year. Their communication is excellent, and they deliver high-quality products while maintaining competitive prices and fast turnaround times. “They are a reliable partner with an outstanding customer-focused approach,” said an M&IW employee.

Honorable mention went to SpotMe.

NSO Partner of the Year: Jenny Park, Hilton Worldwide

The 2025 NSO Partner of the Year is Jenny Park, International Sales Manager, Hilton Worldwide. This is Park’s second consecutive year winning this award.

“Jenny is fabulous!” said an M&IW employee. “She is always right beside us in the sourcing and contracting process. She is incredibly engaged and responsive, ensuring that hotels provide timely responses and stepping in to assist before we even ask. She is someone we can always count on!”

Honorable mention went to Jennifer O’Mara, Account Director, Group Sales, Corporate – Commercial, Four Seasons.

Strategic Partner of the Year: ETA Creative Event Producers

This new category for Partner Moxie Awards was selected by the M&IW Executive Team. ETA Creative Event Producers was chosen for their consistently outstanding performance that embraces innovation, creativity, proactive problem-solving, adaptability, and collaboration.

About the M&IW Summit

Meetings & Incentives Worldwide’s signature event, the M&IW Summit, brings together the company’s community of customers, employees, and partners. It is a time to share best practices, explore the latest trends, and shape the future of meetings, events, and incentives. The 2025 theme was The Power of Human Connection.

About Meetings & Incentives Worldwide (M&IW)

M&IW is a women-owned event agency specializing in planning meetings, conferences, and incentives of all scales worldwide. We have 350+ employees and operate events in over 90 countries.

We provide customizable event solutions ranging from end-to-end to a la carte, with a focus on integrating neuroscience and sustainability principles in events. We also develop strategies across events to provide visibility, efficiency, and savings.

M&IW is a third generation, privately held, certified Women’s Business Enterprise (WBE) in business for more than 55 years. We serve industries such as life sciences, technology, financial services, manufacturing, insurance, and more.

To learn more, visit www.meetings-incentives.com.