Founded in 2007 by the organisers of the world's three biggest regional advertising festivals – the Asia Pacific's ADFEST, the Ibero-American FIAP, and the Golden Drum Advertising Festival of New Europe – the Intercontinental Advertising CUP is not just another awards show; its spirit of genius loci makes it truly unique. The work of local festivals with regional judges is judged on a global scale by its local merit, therefore the agencies from different continents are awarded for works that were created specifically for their local cultures. Judged by the most prestigious jury of the advertising world, the CUP Awards are granted in selected categories for Best of product and service, Best of Media, and Best of Admaking. The best overall work is granted the Grand CUP Award, one of the toughest awards to win.
The Intercontinental Advertising CUP was launched in 2007 in Valencia, Spain, as the world's most innovative global advertising festival, joining its founding members, and the ADC*E – Art Director's Club of Europe. In 2008 the Intercontinental Advertising CUP judging took place in Bled, Slovenia. The CUP 2009 awards ceremony planned in Pattaya, Thailand, was postponed due to demonstrations, and finally presented in Sarajevo, Bosnia and Herzegovina, in March 2010. The 4th CUP Advertising Summit and Award Ceremony takes place 11-12 March 2011 in Istanbul.
