AZK named finalist in Mumbrella PR Professional of the Year for third consecutive year

AZK Media's Azadeh Williams shortlisted for PR Professional of the Year.

AZK Media’s Managing Director, Azadeh Williams, has been named a finalist for PR Professional of the Year at the Mumbrella CommsCon Awards for the third consecutive year.

The recognition follows AZK’s recent appointment to the prestigious Collectivist Agency network, strengthening its PR and marketing capabilities for B2B technology companies expanding into the Asia-Pacific region.

“I’m very grateful to be recognised alongside such talented peers, and incredibly proud of the work our team at AZK Media continues to deliver for our clients. This achievement is shared equally with our incredible team, clients and partners. It’s never a solo effort,” says Williams. 

According to Gartner, by 2027 the mass adoption of public LLMs as a replacement for traditional search will double PR and earned media budgets. Its research also notes that AI search engines significantly favour citing earned, shared and organic owned content over paid media. 

This shift is being driven by the evolving mechanics of AI-powered search. As answer engines become the new gatekeepers, the sources they select to generate responses increasingly determine brand visibility and authority.

As a result, AZK Media pivoted early on to launch an AI Search Ready solution, integrating traditional PR strategy with modern AI-era visibility approaches to help clients strengthen their presence across LLM platforms.

“Our team empowers brand visibility in the age of GEO, where third-party credibility and endorsements trump traditional SEO keywords,” Williams adds.

See the full Mumbrella CommsCon Awards 2026 shortlist here.