Spinn is a competition that rewards the most striking Swedish marketing PR efforts. It is one way of gathering together the best performances in the industry and presenting them as a challenge and an inspiration. Marketing PR incorporates all communications in non-purchased and self-owned channels that build credibility, change behaviours, build brands and drive sales. Since 2005, Spinn has also included purchased channels, mainly via the inclusion of the “Integrated Campaign of the Year” category. The aim of Spinn is to increase awareness and knowledge of marketing PR amongst company executives, marketing managers and other decision-makers. Over the longer term, the competition is intended to help increase the share of non-purchased channels in the marketing mix.