The English and politics student impressed judges with her 'hard-hitting' and 'integrated' campaign to encourage young people to save for their retirement.
She will take up a year-long paid 'accelerated training' placement at Ketchum London this summer and will be formally recognised at the PRWeek Awards on 18 October at Le Meridian Grosvenor House.
The award was created in memory of former Ketchum European CEO James Maxwell, whose death in 2003 at the age of 46 robbed the PR industry of one of its brightest talents.
It is judged by a panel including Huntsworth CEO Lord Chadlington, Ketchum Europe CEO Jon Higgins and PRWeek associate publisher Kate Nicholas.
'Alicia showed an uncommon ability to think strategically for one so young and an innate recognition of the need to understand your marketplace,' said Nicholas.
Entries for the 2006 James Maxwell Award will open in September. Contact Bridget Drummond on 020 8267 4090.
- The PRWeek Awards are still open for entries. Visit prweek.com for an entry kit.