Results 2015

Agency

Gold: The Most Ridiculously Honest Media Campaign Ever

Rocket

Client: UKTV

We launched Season 2 of Modern Life is Goodish with the most ridiculously honest media campaign ever.

Using social media data, we served a series of ridiculous ads, which told the recipient WHY they were receiving them and then asked to ponder why they get all those other ads in their social media feeds.

But rather than get angry,...

Silver: The Oreo Eclipse

PHD & Talon

Client: Mondelez International

Suspecting that the British weather would spoil the biggest solar eclipse for over a decade, we created our own Oreo eclipse to guarantee everyone could enjoy it. 

We used astronomical data to create real-time Oreo outdoor which mirrored the exact timings and trajectory of the eclipse happening in the sky above.

And we literally ecli...

Bronze: Every man remembered

Maxus

Client: Royal British Legion

You're dead.  You died a hundred years ago in world war 1!   

By asking people to find their namesakes who fell in world war 1, we created powerful emotional connections between people who had no real connection, driving donations for Royal British Legion.  Pulling out prominent celebrities and their fal...

A New Whisky for a New Generation

Carat

Client: Haig Club

In October 2014 Diageo launched Haig Club, a premium single grain whisky co-created with none other than David Beckham. Whilst its superstar backer would undoubtedly drive unprecedented interest amongst a new generation of drinkers, Carat knew that the only way Haig Club could meet its ambitious sales target was to also do something no othe...

#DawnOfApes

Vizeum

Client: 20th Century Fox

Smash-hit sequel, Dawn of the Planet of the Apes faced competition not just from the biggest films of the year, but also the 2014 FIFA World Cup.  For its launch, 20th Century Fox and Vizeum tapped into the social power of Twitter and sport to broadcast exclusive content during one Semi Final, and invited viewers&rsqu...

JOHN LEWIS, MONTY THE PENGUIN

Manning Gottlieb OMD

Client: John Lewis

Monty the Penguin represents a new era of immersive marketing, where customers are wrapped in a world of activation, and engaged with new depth and feeling.

Gold: Paddy Power Metro Rainbow Laces Edition

M2M

Client: Paddy Power

Big Ideas on a small budget are a common theme of our industry, but very few can claim to have made history in the way the Paddy Power Metro Rainbow Laces edition did. 51 brands coming together to create the biggest brand collaboration of all time!

Silver: The Hardest Trivia Quiz You'll Ever Take

M2M

Client: Alzheimer’s Society

This is the story of a little idea with big ambitions, creating a bespoke, experiential quiz to spread the message that life doesn’t end when dementia begins.

Bronze: Share a Coke: the world's first personalised TV campaign

MediaCom

Client: The Coca Cola Company

We used a tiny piece of data - people’s 4oD sign in name - to create 4 million personalised TV ads that called each individual viewer by name on the iconic Coca-Cola bottle

Social reach - 11 million, Campaign awareness: +17%. Ad recall: 71%, Purchase intent: +24% 

That’s how you use small data to spread big happi...

Tap to Beat Cancer

MediaCom

Client: Cancer Research UK

In a world first we put contactless card readers in our shop windows and turned them into a donation channel - With a single tap you could donate £2 and help save a life

Our trial in just four shops saw 70,000 people positively engage with this new way of donating – helping futureproof Cancer Research UK’s fight agains...

Fare Free Friday

Carat

Client: Mastercard

Carat’s simple yet powerful shift in strategy for MasterCard unleashed a ground breaking idea, Fare Free Friday on the London tube. The campaign delivered a 135% increase in contactless payments in the first week as well as an ongoing change in purchase behaviour. Not to mention a particularly busy day for TFL.

The Power of the Last Hour: Making the UK remember the National Lottery

Vizeum

Client: Camelot

Vizeum and Camelot built on a simple consumer insight – that an imminent deadline makes purchasing a National Lottery ticket more appealing for consumers – to revolutionise communications for the brand across every touchpoint. Armed with the knowledge that a greater sense of urgency before the draw, both client and agency sought to ...

How a Radiator Key unlocked a whole new market

MEC

Client: HomeServe

In the cluttered and oversupplied home emergency insurance market HomeServe wanted to grow. We identified an underrepresented audience who were digitally savvy and keen on home improvements. Their searches on eBay for terms such as boilers and heating are often followed by home emergency cover purchase. As ‘radiator key’ was one of the ...

Gold: Humans

OMD UK

Client: Channel 4

We invented a brand of synthetic humans, Persona Synthetics, to give Channel 4 their biggest drama launch in 23 years. This wasn't just about booking media - we had to create a brand, develop the branding, train synth actors, film a TVC, find the dream location for a flagship store, secure an...

Silver: The Oreo Eclipse

PHD & Talon

Client: Mondelez International

Suspecting that the British weather would spoil the biggest solar eclipse for over a decade, we created our own Oreo eclipse to guarantee everyone could enjoy it. 

We used astronomical data to create real-time Oreo outdoor which mirrored the exact timings and trajectory of the eclipse happening in the sky above.

And we literally ecli...

Bronze: Pedigree Tracks

ZenithOptimedia

Client: Mars

How we created a mobile health tracking app for dogs to help tackle a nationwide canine obesity epidemic and changed the fortunes of Pedigree’s business; leading to a 7.5% increase in sales and the first growth in their wet food products for more than 5 years.

 


Gogglebox - Register to Vote

Carat, Channel 4 and MEC

Client: Electoral Commission

The Electoral Commission is tasked with encouraging people to register to vote. The Commission’s 2015 goal was lofty: more than double the number of new registrations seen in the last General Election in 2010 (400,000) to achieve a full 1 million new registrations. Carat partnered with Channel 4’s hit, Gogglebox, to drive th...

Hive Active Heating 'Journey Moments'

Posterscope

Client: Hive by British Gas

Using hyper-localised and real-time data-feeds across the most relevant OOH environments, we innovatively conveyed that you can control your heating anytime, anywhere…and delivered 295% uplift in sales

Getting millions more to use contactless by creating the UK’s first Behavioural Placement

MEC

Client: Visa

40 million contactless cards have been issued but only 6.7m were used for a contactless transaction during January. Those that use them love them and actively seek retailers that offer the service.  But what about the other 86% who remain wedded to Chip and Pin and always carry cash for small transactions?

Our answer - Behavioural Placement...

Gold: 48 PRIORITY ACCESS TO CHANNEL 4's MOST CONTAGIOUS CONTENT WITH O2

Forward Media (Havas Media Group)

Client: O2

O2 Priority, the super-charged loyalty scheme that stands O2 apart from its competitors. It's what makes customers love the brand. O2 already have an established mechanic to give their customers 48 hour early access to gig tickets. We wanted to build on this and extend 48 hour early access to video content. Teaming ...

Silver: McCafé Moments

OMD UK

Client: McDonald's

McCafé Moments positions McDonald's McCafé range at the heart of the conversation. We worked with real people who were talking about real life and the things that matter to them over their favourite McCafé beverage. 

Working with Channel 4, we contextualised these conversations around their m...

Bronze: Talk to Google

OMD

Client: Google

After years of keyword-based browser searching, how do you get people searching through an App using their voice? Our answer: Talk to Google.

We used voice search as a hook to engage people and showcase the App’s utility and intelligence. We had a simple construct for each piece of communication: person asks the App a question (OK...

Building the Masterbrand Through Personalisation

Carat

Client: Kellogg's

In 2015 Carat worked with Kellogg’s to create a ground-breaking promotion that brought together all their brands under a single, iconic master brand campaign. To ensure the campaign had real traction - bearing in mind the huge personal and cultural variations in breakfast behaviour - we made the campaign as personalized and adaptive as po...

Jurassic World Waterloo Takeover

MediaCom

Client: Universal

With no UK film premiere event for Jurassic World, Universal Pictures needed our media campaign to get people talking about the film in advance.  So we turned Waterloo Station into an immersive dinosaur experience, featuring velociraptors, a multi-media dinosaur gallery, and pop-up gift shop and ticket hall.  Even Steven S...

Gold: #imlovinit24

OMD

Client: McDonald's

This is a story about how 24 countries across the world changed Millennials' perceptions of McDonald's. #imlovinit24 was 24 acts in 24 hours in 24 cities on 24th March 2015.

We brought unexpected moments of joy to Millennials through relevant activations for each of the 24 markets, in a real-time global event that lived acr...

Building the Masterbrand Through Personalisation

Carat

Client: Kellogg's

In 2015 Carat worked with Kellogg’s to create a ground-breaking promotion that brought together all their brands under a single, iconic master brand campaign. To ensure the campaign had real traction - bearing in mind the huge personal and cultural variations in breakfast behaviour - we made the campaign as personalized and adaptive as po...

Game Of Thrones

Carat

Client: Tourism Ireland

The challenge to Carat was to increase holiday makers to Northern Ireland by challenging preconceptions and showcasing the stunning natural beauty of the country.  With a limited budget intended to cover 13 markets, we knew we would need an innovative solution to achieve this. And we found it by partnering with HBO’s hugely popular G...

Always #LikeAGirl

Starcom MediaVest Group

Client: Procter & Gamble

Always set out to change the meaning of the common 'like a girl' insult to inspire a movement and champion confidence in young women around the world.

We filmed a social experiment to spotlight the cultural issue and used the hastag #LikeAGirl as our call to action. To ignite the conversation we launched the film with a&nb...

Marriott Courtyard: Picture This...

MEC Global Solutions

Client: Marriott

Our challenge: inject some energy in to Marriott’s ‘Courtyard’ hotels and give business travellers more reasons to shortlist.  Business travellers are ‘normal’ people too so we shunned typical ‘business’ media and instead launched Marriott’s first European mobile media presence.  ‘Pict...

Shell #makethefuturerio

MediaCom

Client: Shell

To demonstrate the power of energy innovation, Shell built a football pitch in Rio’s favelas, where the players’ kinetic energy powered the floodlights. Pele kicked the first ball, fuelling impact across the globe

Gold: the7stars

It’s been 10 years since the7stars opened its doors, and the past year has outshone the previous nine in every way. We’ve invested in staff, new ventures, and our clients, and the investment has paid off. Billings have grown by an industry leading 49%, adding £44m more to the business.  We’ve won new...

PHD

In the year we celebrate our 25th birthday, we’ve had a year to remember.


40 award wins – the most in one year in PHD’s history
£143m of pitch wins, including the retention of our biggest client, Sainsbury’s
Recorded double digit revenue and profit growth
Ranked No.16 on The Sunday Times Best Co...

Carat

This year was the culmination of a three-year project to create a genuinely different kind of agency that fully delivered on our ambition to Redefine Media. We have redefined our structure, our product and our interaction with the rest of Dentsu Aegis whilst also accelerating talent and celebrating our culture and contribution to the industry.
...

OMD UK

The last 12 months have been a game-changer at OMD UK. We launched a bold new vision, positioning and way of working that genuinely differentiated the agency from our competitors. 

Our focus shifted onto generating ideas that make brilliant advertising, which has radically altered the way our clients and people look at media and com...

MediaCom

We have had an eventful and successful journey in the past 12 months, packed with news, innovation and awards. So we have written this entry using film titles ranging from Mission: Impossible and Avengers Assemble to Anchorman 2: The Legend Continues. Before we start a quick summary, we have won £243m of new business, won 34 a...

Media Owner

Gold: Ed Sheeran: LIVE

Channel 4

Client: Atlantic Records

Creating standout for the launch of Ed Sheeran’s new album. By boldly going where no musician has gone before: creating the world’s 1st interactive music TV advert, giving viewers the chance to choose which track he plays for the very first time. Most importantly helping Ed Sheeran to have the fastest selling album of 2014.


Silver: London Unlocked

Metro

Client: Heineken

Heineken wanted to engage its Man of the World target audience with premium entertainment, information and unique experiences in the capital.

To help the premium beer brand do this, Metro produced a cultural activation programme and made Heineken the centre-piece of the media brand's London-focused ...

Bronze: Google & John Lewis: How virtual reality extended Monty beyond the TV screen

Google & YouTube

Client: John Lewis

The UK battle of the Christmas ads has become as much a part of Christmas as turkey and reindeer, but winning is not just about a great TV ad anymore. Online is now massively influencing people's retail habits so an integrated digital campaign that connects the on and offline worlds of their consumers is imperative.


John Lewis was the ...

Kingsman: Secret Service

Bauer Media

Client: Fox Worldwide

Kingsman: The Secret Service. Commercial radio and film’s most successful ever partnership creating a living, breathing version of the film transforming one listener’s life. The phenomenal results have doubled any expectations, tangibly helped to increase box office results and has completely transformed the way Bauer and the wi...

Google & Sainsbury's: How Voice Search helped the UK rescue food waste

Google & YouTube

Client: Sainsbury's

Sainsbury's wanted to bring ‘Live Well for Less’ to life by helping stop 4.2 millions tonnes of food needlessly going to landfill every year. Their challenge was how to help UK shoppers save money and reduce waste. 

Google Partnered with Sainsbury’s to create Food Rescue - a mobile app that uses Google Voice Search tec...

Changing the Media Landscape

VICE News

In March 2014, VICE Media announced the launch of a dedicated digital news channel, VICE News. Born out of need to serve a global youth audience alienated by legacy media, VICE News set about documenting underreported stories from around the world, presenting them in an unvarnished way using an immersive style of video-driven storyt...

Gold: GET IN:VOLVED

Global Media & Entertainment

Client: Nottingham City Council (NCC)

To help drive school attendance in the Nottingham area amongst 11-16 year olds, schools were pitted against each other to win an exclusive gig for their students. To win, pupils had to collectively turn up to school and attend classes as attendance levels at each school would be monitored over 12 weeks, with the pupils at the school del...

Silver: Women's Aid - World's First Visually Powered Digital Out of Home Campaign

Ocean Outdoor UK

Client: Women's Aid

Domestic violence affects one in four women. Yet it goes unnoticed. WCRS wanted to expose this issue and do something about it. But what?

WCRS and Women's Aid decided to target the people around the victims: the people turning a blind eye to the problem. They wanted to confront society’s tacit acceptance of the issue and show that by n...

Bronze: Share a Coke- Personalised VoD Adverts

Channel 4

Client: Coca-Cola

Channel 4 took the successful ‘Share a Coke’ campaign to the next level and through the use of first party data delivered the first ever personalised TV ad in the world. Working collaboratively with Mediacom registered users on All 4 got a chance to see their own name on a bottle of Coke. The bespoke copy ended with the tagline &ls...

Google & Sainsbury's How Voice Search Helped the UK rescue food waste

Google & YouTube

Client: Sainsbury's

Sainsbury's wanted to bring ‘Live Well for Less’ to life by helping stop 4.2 millions tonnes of food needlessly going to landfill every year. Their challenge was how to help UK shoppers save money and reduce waste.

Google Partnered with Sainsbury’s to create Food Rescue - a mobile app that uses Google Voice Search technolog...

Tap to Beat Cancer

Clear Channel UK

Client: Cancer Research UK

In a world-first use of contactless technology, the British public were given the opportunity to donate £2 to Cancer Research UK by tapping their contactless debit or credit card on shop windows.

The premier of this use of contactless technology in shop windows is a new and exciting way for people to interact with Cancer Research UK. I...

Rainbow Laces

Metro

Client: Paddy Power

Paddy Power and Stonewall launched the Rainbow Laces campaign in 2013, with the aim to kick homophobia out of football. Metro got on board as a media partner in its second year to help make something remarkable happen...

On 8th September 2014, Rainbow Laces owned Metro newspaper. A bespoke campaign...

#LiveTrends

Twitter

Client: Topshop

Using live data from Tweets during London Fashion Week we were able to help TopShop bring new catwalk looks to people using clothes that could already be shopped at TopShop and do it all live via Tweets, Digital Outdoor screens and in TopShop stores. 

Ed Sheeran: LIVE

Channel 4

Client: Atlantic Records

Creating standout for the launch of Ed Sheeran’s new album. By boldly going where no musician has gone before: creating the world’s 1st interactive music TV advert, giving viewers the chance to choose which track he plays for the very first time. Most importantly helping Ed Sheeran to have the fastest selling album of 2014.


Gold: Time Out: Time Out Talks to Google

Time Out Group

Client: Google

 

Delivering contextually relevant advertising in a magazine product continually for 2 months is no easy task. Time Out, for the first time in its history restructured its whole magazine production process to deliver a hugely ambitious idea to promote the Google Search App. The idea was that across every section of t...

Silver: Interflora’s Surprise Surprise Partnership

ITV

Client: Interflora

A picture paints a thousand words… and so do the flowers we choose to buy. Whilst a bouquet of roses can say “I love you…”, a bunch of dying daffodils from a garage say something very different. Read on to find out how Interflora, Surprise Surprise and TV favourite Mark Wright teamed up on a mission to save the nat...

Bronze: Introducing Monty the Penguin

Channel 4

Client: John Lewis

Channel 4 partnered with John Lewis and MGOMD to deliver a market defining Christmas campaign that launched the new star of Christmas 2014, #MontyThePenguin. Two globally renowned creative agencies came together to create a truly unique teaser trail that fused the C4 brand with the star of the campaign. By deliberately de-branding the teasers w...

LEGO & Facebook: Kronkiwongi

Facebook

Client: LEGO

LEGO wanted to inspire mums on Facebook, by showing children using their creativity. Its challenge was to highlight LEGO’s role in helping to develop curiosity, creative potential and desire to express this through play. The result was the ‘Kronkiwongi’: a LEGO experience that encouraged children to ditch the instructions ...

Audi - Road to Le Mans and The Telegraph

Telegraph Media Group

Client: Audi

“Melvin, Be careful! ….oh! …. F**ing hell! …..woh! … woooooooaaaah!….Aaargh! …  F****king hell, Melvin. ….Oh God, I want me mum”. If you want to see what “engaging content” means, take a look at rugby World Cup winner Phil Vickery’s ride in an Audi R...

The Day The Times took Homeland Hostage

Channel 4

Client: The Times

“Bearing Witness”, a short film produced by The Times as part of their “Unquiet Film” series tells the story of Times journalists Anthony Lloyd and Jack Hill, kidnapped whilst covering a story in Syria.

Homeland series 4, one of Channel 4’s most successful dramas, tells the story of character Saul Be...

Gold: McCafé Moments on Channel 4

Channel 4

Client: McDonalds

Channel 4 created a huge scale and highly collaborative partnership with OMD UK and The Outfit, 'McCafe Moments', which integrated McDonald's McCafé brand with some of the key themes, stories and characters across their flagship programmes to really engage with young and upmarket viewers. Television, and especiall...

Silver: Channel 4 offers O2 customers 48hrs priority access to its best content

Havas Media

Client: O2

Priority, O2’s super-charged loyalty scheme offers users a whole range of goodies to keep them glued to O2. With  exclusive 48 hour access to gig tickets already established, Channel 4 joined forces to shake up their offering to include exclusive TV with the aim of encouraging habitual use of the app. O2 became the launch partner...

Bronze: McDonald's & Facebook: FryFutbol

Facebook, OMD International

Client: McDonald's

“FryFutbol” redefined what’s possible in real-time marketing. This wasn’t a one-off tactical piece of activity but a UK-inspired idea that won the marketing World Cup for McDonald’s. Staying up well past our bedtime, and working alongside our fanastic agency partners, Facebook created an ad a day for a mon...

Volvo and Sky Atlantic

Sky

Client: Volvo

Volvo’s stylish partnership with Sky Atlantic has drawn admirers – and buyers. The outstanding feature of the award-winning Volvo-Sky Atlantic partnership is the degree and sophistication the activation involved. It is one of Sky’s best ever partnerships, however measured – and Volvo agrees, with sales +25% high...

Unwrapping Joy at Christmas

ITV

Client: Cadbury

Sometimes inspiration comes from the strangest of places, at the strangest of times. This is the story of how a delayed doctor’s appointment and the pages of Hello resulted in a great idea, with the scale to match…

Gold: Make Your World Bigger

Discovery Networks UK & Ireland

Discovery Channel launched Make Your World Bigger (MYWB) in 2014, its first ever brand promise that signalled an evolution of a brand defined by authenticity, creativity, trust, quality and best in class – and enabled Discovery to forge a closer bond between the brand and viewers. Make Your World Bigger tapped into a zest for ...

Silver: VICE MEDIA

With the launch of VICE News, 2014 was the year VICE Media came of age and demonstrated it had grown into the world's leading youth media company. Reaching over 200 million people per month and valued at over $4 billion, VICE today comprises a network of ten online channels, TV and film production studios, a print magazine, ...

Bronze: Instagram

Facebook

Client: Instagram

Over the past five years, Instagram has grown into a global community of 300million people that share more than 70 million photos and videos each day. Instagram is home to creativity in all of its forms, a place where you can find inspiration everywhere from images of the most photographed places, to the newest looks or even a peek insi...

Time Out

Time Out Group

Few brands have changed as much as Time Out has done in the past few years, and the last 12 months have seen our evolution accelerate. Time Out’s mission to engage readers with trusted recommendations and inspiration hasn’t budged; our brand has taken great strides, deepening its relationship with its audience, not just in L...

Twitter

In a monumental year Twitter has been making what can seem like a complex world feel smaller and more accessible. The launch of Periscope takes Twitter's mission to enable people to share What's Happening to the next level while Twitter played a pivotal role in the democratic process during the UK General Election and was the the way by whi...

Gold: Channel 4

Channel 4 is a special place with a unique remit. As a not-for-profit organisation, 70% of our revenue goes back on screen. With 95% of income coming from advertising, the sales team have a huge responsibility for the ongoing success and sustainability of C4.

If sales teams are judged purely on financials, then we should be in with a...

Auto Trader

Last year Auto Trader reinvented itself, transforming from a traditional print sales house into a fully-fledged digital business. The change has led to a 56% growth in revenue and positioned the brand as a much more relevant and important partner for advertisers and media agencies. Over the past 12 months the team has collaborated with For...

Facebook

This was the year that Facebook evolved from a single brand to a family of apps and services. We’ve helped the UK industry understand the potential of people-based marketing and make the concept of “personalisation at scale” a reality. We moved from a single product sell, to a united team focused on our family of brands includ...

The Telegraph

In a market going only one way, the Telegraph had the bravery to reinvent itself, getting a different result.

Creating a culture which is nimble and embraces change, ideas are welcome from everywhere

We bought an event company, we launched 9 programmatic products, we launched Spark, a new Data led Creative Solutions De...

JCDecaux

Well that was a challenge. Last year we entered on our mantra of ABDECaux. The alphabet for success – Audience, Behaviour, Data, Content and Experience. The five things that permeate our business and deliver exceptional results for our clients. But that ABDEC resulted in a Media Week F. So we redoubled the effort and here’s ...

ITV

In a year of election proimises, it's good to see someone who's actually delivered on their 5-year manifesto!

This has been another year of record-breaking performance, whilst staying true to our plan of exceeding our 2010 strategy.

Owners and Agency

Gold: Coffee vs Gangs

PHD & The Telegraph

Client: Jacobs Douwe Egbert

As Honduras' biggest coffee exporter, Kenco gave something back, 20 young Hondurans out of gangs by training them as coffee farmers.

Coffee versus Gangs' is a year-long programme which mentors students in farming, agriculture and vital skills such as English lessons and how to create a business plan.

Their stories and prog...

Silver: Dream Goal

Vizeum & Sky Media

Client: Budweiser (AB InBev)

A three-year FA Cup sponsorship deal had established Budweiser as a positive and credible player in English football. But the brand and Vizeum wanted to develop that association further and establish a truly personal connection with our audience. So it teamed up with Sky Media along with creative agency Anomaly to make stars of the fans that take t...

Bronze: Virgin Holidays Virtual Holidays

Manning Gottlieb OMD

Client: Virgin Holidays

By turning to the next evolution in video content – Virtual Reality – for Virgin Holidays we transformed a January Sales customer experience nightmare into a queue you wanted to be in


Unwrapping Joy at Christmas

ITV, PHD & Drum

Client: Cadbury

Sometimes great ideas come from the strangest of places, at the strangest of times. Here’s the story of how a delayed doctor’s appointment and the pages of Hello led to a very creative ensemble that put Cadbury right to the top of the Christmas tree.

The Hooligan Factory

MediaCom

Client: Universal

To cut through the World Cup clutter and get banter loving footy fans to pay attention, Universal Home Entertainment partnered with everybody’s favourite goalkeeping fish. Working closely with the writers of Viz, MediaCom got The Hooligan Factory integrated into the Billy The Fish strip for two consecutive months, giving us a pres...

Gold: Should've Gone to Manning Gottlieb OMD

Manning Gottlieb OMD

Client: Specsavers

For Specsavers, fame is driven by their “Should’ve Gone to Specsavers” brand idea, which in turn drives phenomenal business success.

This story covers three years of media planning for Specsavers by Manning Gottlieb OMD. From the start of our relationship, we identified the central threat to their business; fame of ...

Silver: The TalkTalk of the Town

ITV

Client: TalkTalk

For years, The X Factor has transformed ordinary faces into superstars with staying power. But, it’s not just contestants that are catapulted into stardom... here’s how The X Factor took TalkTalk from underdog to fan-favourite, and established one of the longest-running partnerships on British telly.

Bronze: Time to Change

MediaCom

Client: Time to Change

Time to Change are a charity whose ambition is to end stigma and discrimination experienced by people with mental health problems. Insight told us that to stop this stigma, we needed to get people talking. But it’s a scary topic that people would rather avoid. Time to Change’s powerful campaign has gathered such momentum over the la...

Building a brand for the long term

ZenithOptimedia

Client: Aviva

In the insurance category, driving short-term quotes through offers and cheap prices is like a drug.  This is a story of how we fought back against the category tide, and proved that long term brand building was equally good for business; to the tune of £131m additional revenue.

A Story of Greatness

Arena Media

Client: Domino's Pizza

It might sound cheesy (pun intended), but Domino’s Pizza truly has been on a path to greatness with Arena Media. By focusing our comms strategy on customer solutions and incremental digital growth we've seen sales and ROI soar, culminating in a record breaking year in 2014. Read on to find out more about how our long-term strategy...

SKY PARTNERSHIP WITH HEART

Global Media & Entertainment

Client: Sky

A four year long-term partnership with between Heart and Sky based around an always-on strategy of presenter endorsement that could be dialed-up around key programme releases.

Incorporating Sky’s ownership of the Heart Breakfast network (radio’s biggest sponsorship property) alongside a host of different promotions.  This ranges...

Gold: Tap to Beat Cancer

MediaCom

Client: Cancer Research UK

In a world first we put contactless card readers in our shop windows and turned them into a donation channel - With a single tap you could donate £2 and help save a life

Our trial in just four shops saw 70,000 people positively engage with this new way of donating – helping futureproof Cancer Research UK’s fight agains...

Silver: Grab a Seat! It's Pimms O'Clock

Carat

Client: Pimm's

Imagine walking out of the tube longing for a cold drink and being directed by a billboard to a nearby pub. Imagine the signage telling you when are where there was available seating as it tracked both weather and footfall. Pimm’s and Carat – with a host of great technology partners – did just that. 

Bronze: Virgin Holidays Virtual Holidays

Manning Gottlieb OMD

Client: Virgin Holidays

For Virgin Holidays Winter Sale we looked beyond ‘standard’ media channels and used a nascent technology at scale to turn queues in their stores into a chance for engagement with the customer rather than a business headache, delivering an innovative experience that drove sales.


The Oreo Eclipse

PHD & Talon

Client: Mondelez International

Suspecting that the British weather would spoil the biggest solar eclipse for over a decade, we created our own Oreo eclipse to guarantee everyone could enjoy it. 

We used astronomical data to create real-time Oreo outdoor which mirrored the exact timings and trajectory of the eclipse happening in the sky above.

And we literally ecli...

Share a Coke: the world's first personalised TV campaign

MediaCom

Client: The Coca Cola Company

We used a tiny piece of data - people’s 4oD sign in name - to create 4 million personalised TV ads that called each individual viewer by name on the iconic Coca-Cola bottle

Social reach - 11 million, Campaign awareness: +17%. Ad recall: 71%, Purchase intent: +24% 

That’s how you use small data to spread big happi...

Tweet to Eat

OMD UK

Client: Walkers Crisps

Walkers Crisps asked OMD UK to put the crunch back into their famous Do Us a Flavour promotion - say hello to Tweet to Eat.

In a world first, we took a very ordinary bus shelter 6-sheet and turned it into a Twitter-activated vending machine on London’s Oxford Street.

Digital creative featuring Gary Lineker sitting inside the bu...

Gold: Humans

OMD UK

Client: Channel 4

We invented a brand of synthetic humans, Persona Synthetics, to give Channel 4 their biggest drama launch in 23 years. This wasn't just about booking media - we had to create a brand, develop the branding, train synth actors, film a TVC, find the dream location for a flagship store, secure an...

Silver: Share a Coke: the world's first personalised TV campaign

MediaCom

Client: The Coca Cola Company

We used a tiny piece of data - people’s 4oD sign in name - to create 4 million personalised TV ads that called each individual viewer by name on the iconic Coca-Cola bottle

Social reach - 11 million, Campaign awareness: +17%. Ad recall: 71%, Purchase intent: +24% 

That’s how you use small data to spread big happi...

Bronze: The Oreo Eclipse

PHD & Talon

Client: Mondelez International

Suspecting that the British weather would spoil the biggest solar eclipse for over a decade, we created our own Oreo eclipse to guarantee everyone could enjoy it. 

We used astronomical data to create real-time Oreo outdoor which mirrored the exact timings and trajectory of the eclipse happening in the sky above.

And we literally ecli...

Location, Location, Location

PHD & Sky Media

Client: Expedia

PHD creatively used media to reframe how Expedia could stimulate bookings on a more consistent basis outside of the category’s January spike.  They did this by partnering with Sky to promote holiday destinations that were contextually matched to the locations of their most popular TV shows, placing relevant ads during the ad breaks. ...

The Hardest Trivia Quiz You'll Ever Take

M2M

Client: Alzheimer’s Society

This is the story of a little idea with big ambitions, creating a bespoke, experiential quiz to spread the message that life doesn’t end when dementia begins.

Paddy Power Metro Rainbow Laces Edition

M2M

Client: Paddy Power

Big Ideas on a small budget are a common theme of our industry, but very few can claim to have made history in the way the Paddy Power Metro Rainbow Laces edition did. 51 brands coming together to create the biggest brand collaboration of all time!

ACDC Blow shit up

Manning Gottlieb OMD

Client: Sony Music

We were tasked with a £25k press campaign. Limited airplay, zero promotion by the band and a tiny budget meant we were going to have to think more creatively than that. We blew up massive boulders to an ACDC soundtrack. We stuck it on social media. Fans lost their shit.


Gold: Paddy Power Metro Rainbow Laces Edition

M2M

Client: Paddy Power

The Paddy Power Metro Rainbow Laces Edition was a small collaboration in financial terms. Yet for minimal investment M2M, Metro, Paddy Power and an unprecedented 51 advertisers came together to create the largest brand collaboration of all time.

Silver: Coffee vs Gangs

PHD & The Telegraph

Client: Jacobs Douwe Egbert

As Honduras' biggest coffee exporter, Kenco gave something back, 20 young Hondurans out of gangs by training them as coffee farmers.

Coffee versus Gangs' is a year-long programme which mentors students in farming, agriculture and vital skills such as English lessons and how to create a business plan.

Their stories and prog...

Bronze: Kinder Storymakers

Rocket

Client: Ferrero

Once upon a time our Mumsnet content partnership helped Kinder Surprise deliver their biggest ever sales month…

Share a Coke: the world's first personalised TV campaign

MediaCom

Client: The Coca Cola Company

We used a tiny piece of data - people’s 4oD sign in name - to create 4 million personalised TV ads that called each individual viewer by name on the iconic Coca-Cola bottle

Social reach - 11 million, Campaign awareness: +17%. Ad recall: 71%, Purchase intent: +24% 

That’s how you use small data to spread big happi...

The Hooligan Factory

MediaCom

Client: Universal

To cut through the World Cup clutter and get banter loving footy fans to pay attention, Universal Home Entertainment partnered with everybody’s favourite goalkeeping fish. Working closely with the writers of Viz, MediaCom got The Hooligan Factory integrated into the Billy The Fish strip for two consecutive months, giving us a pres...

The World’s first Sugar Accumulator

MEC

Client: Public Health England

Shock headlines (e.g. “sugar is the new tobacco”) enforce the dangers of a high sugar diet but the average Briton unwittingly consumes 175 cubes of sugar a week. Why? Because sugar is invisible and there is no calculation showing how sugar adds up in a shop.

Partnering with mySupermarket we built the World’s first Sugar Accumul...

Gold: Humans

OMD UK

Client: Channel 4

We invented a brand of synthetic humans, Persona Synthetics, to give Channel 4 their biggest drama launch in 23 years. This wasn't just about booking media - we had to create a brand, develop the branding, train synth actors, film a TVC, find the dream location for a flagship store, secure an...

Silver: The Oreo Eclipse

PHD, Talon, Drum, Grand Visual and News UK

Client: Mondelez International

Suspecting that the British weather would spoil the biggest solar eclipse for over a decade, we created our own Oreo eclipse to guarantee everyone could enjoy it. 

We used astronomical data to create real-time Oreo outdoor which mirrored the exact timings and trajectory of the eclipse happening in the sky above.

And we literally ecli...

Bronze: Budweiser Dream Goal

Sky & Vizeum

Client: Budweiser

Budweiser Dream Goal was created through a Dream Collaboration. Vizeum and Anomaly London came up with an idea that Sky was well-placed to bring to life – and did so, brilliantly. The results revealed the truth: that everyone behind it worked together with belief, inspiration and the sheer enjoyment of crystallising a great idea. No w...

Changing the face of the British Army

MediaCom

Client: Capita

All the stereotypes of soldiers in popular culture are male. This puts women off serving in the Army, as they can’t relate being a soldier to ‘real’ women like them.

To change this we persuaded journalists from three of the UK’s biggest women’s magazines to try out a range of Army careers, showing how their ...

McCafé Moments

OMD UK

Client: McDonald's

McCafé Moments positions McDonald's McCafé range at the heart of the conversation. We worked with real people who were talking about real life and the things that matter to them over their favourite McCafé beverage. 

Working with Channel 4, we contextualised these conversations around their m...

Cinematique

Vizeum & Channel 4

Client: Stella Artois (AB InBev)

Stella Artois led the way in sales but was being left behind by rival Peroni on premium brand scores. Vizeum needed to help the brand regain its status as the UK’s premium beer brand. It had not pushed its film legacy in a decade but this was favourably remembered. Cinematique is a unique partnership with Channel 4 where upcoming premium film...

48 PRIORITY ACCESS TO CHANNEL 4's MOST CONTAGIOUS CONTENT WITH O2

Forward Media (Havas Media Group)

Client: O2

O2 Priority, the super charged loyalty scheme that stands O2 apart from its competitors. It's what makes customers love the brand. O2 already have an established mechanic to give their customers 48 hour early access to gig tickets. We wanted to build on this and extend 48 hour early access to video content. Teaming ...

Research

Gold: The company you keep

Newsworks

In an age of continuous partial attention, it is vital for brands to choose the context for their communications wisely. We knew already that newsbrands benefit from high attention and engagement, trust and strong personal identification. Our large scale study proved the positive and powerful impact of ads being seen in people’s regul...

Silver: AUDIO NOW: how a new era of listening is helping advertisers be heard

Radiocentre

Radio is now part of a much wider audio ecology featuring new commercial formats such as on-demand music services. This study set out to understand how audio behaviour is changing in response to these developments and the potential it offers for advertising purposes. By demonstrating growth in listening, the complementary nature of different au...

Bronze: Screen Life: TV advertising everywhere

Thinkbox

TV’s everywhere.  It’s in your living room, your garden, your pocket and on your desk at work. It’s never been more convenient for viewers, but what about advertisers? What does it mean for them? 

‘Screen Life: TV advertising everywhere’ (2014) was a vital piece of research for the ad indu...

Touching is believing

Newsworks and PHD

Science shows us that touch is a critical sense for development. It is the first sense developed in the womb and through touch babies learn about the world around them.   Our innovative research proved our sense of touch is a key strength of newsbrands. The touchable formats of newspapers and tablets increase reader confidence, satisf...

Gold: Out from under the roof

Arena Media

Client: Westfield

How do you inspire fashion lovers to visit shopping centres at a time when online shopping is on the rise? A game-changing econometrics project pinpointed online behaviour as both our biggest challenge and opportunity to bring Westfield from our under the roof to Londoners, changing our comms model and ultimately driving improved ROI and footfa...

Eco-system Analytics

Carat

Client: Debenhams

Through a new analytical econometrics approach developed by Carat and Data2Decisions, Debenhams now have access to an unprecedented level of insight across their entire ecosystem of online and offline paid, owned and earned channels.

RBS Brand Effects

ZenithOptimedia

Client: RBS

Ninah Consulting, the modelling and analytics arm of ZenithOptimedia, has been working with RBS since 2012, evaluating the short-term impact of advertising on customer acquisition and retention across a range of products. While this proved to be extremely useful in helping the client make ROI-based budget setting and budget allocation d...

Lights, Camera, Twitter

Twitter

By stacking together data from several movie studios Twitter was able to offer the movie industry invaluable econometric insight into the value of Twitter for film releases with data showing that Twitter contributes to 18% of UK box office sales.

How we got Butlins 25% more from social video whilst saving 90% of the spend

MEC

Client: Butlins

Butlins key audience for new business were watching less TV and spending more time in social channels. So MEC rewrote the book on engaging with them and created an Audio Visual social media campaign. We asked for four different TV executions specifically designed for online video to be developed. Meanwhile, we created a series of bespoke audien...

Gold: #LiveTrends

Twitter

Client: Topshop

By finding the key insights and trends in a mountain of data relating to London Fashion Week, Twitter's research team laid the path for perhaps the the most innovative real time campaign of the year - TopShop's #LiveTrends.

Silver: Familiarity, Frequency and Fine-lines

RAPP

Familiarity, Frequency and Fine Lines - A research piece, highlighting the potential dangers of over-zealous, programmatic, re-targeting in the digital space, developed to benefit RAPP clients but also importantly to serve as a wake-up call to the industry.

Specifically we wanted to know:  the impact of excessive frequen...

Bronze: Not All VOD is the same

Client: Channel 4

Channel 4 undertook a ground breaking study to quantify the viewing habits and behaviours of VoD as viewed on mobile and personal devices. Coupling eye tracking with neuroscience, they were able to show that premium broadcaster VoD commands more than 3.5x the attention (vs YouTube and other publishers). The research has; directly contributed to...

Skipton Building Society: 'Retirement DNA'

Carat Manchester

Client: Skipton Building Society

Skipton didn’t believe baby boomers wanted to spend their retirement “waiting for God” and wanted to provide tailored retirement advice that smashed the stereotypes. Using a three stage research study, delivering a genuine 360 degree insight into the conscious and sub-conscious desires of respondents for life after work, w...

Audiences Not Platform 2.0

The Guardian

Client: The Guardian and The Telegraph

The proliferation of platforms and devices available for consumers to access digital content has precipitated a seismic shift in the dynamics of the news industry. Advertisers and brands are faced with considerable challenges in this cross-platform reality and a gap exists in the market in the provision of robust and trustworthy planning tools. The...

SHIFT and Jaguar #feelwimbledon

Mindshare UK

As the official car partner for Wimbledon, our challenge was all about linking the experience of being at Wimbledon with the same excitement of driving a Jaguar. So our Jaguar team turned to our latest research in conjunction with Goldsmiths, SHIFT, which sought to investigate wearable technologies and the opportunities they p...

From social listening to social understanding

MEC UK

Current social listening technologies are rudimentary and inaccurate, boiling down the spectrum of human emotions to positive, neutral or negative.  This isn’t good enough, so MEC has developed The Emotion Wheel. The product visualises every emotion on a topic from “rage” to “fun” to “discon...

Gold: The Most Ridiculously Honest Media Campaign Ever

Rocket

Client: UKTV

We launched Season 2 of Modern Life is Goodish with the most ridiculously honest media campaign ever.

Using social media data, we served a series of ridiculous ads, which told the recipient WHY they were receiving them and then asked to ponder why they get all those other ads in their social media feeds.

But rather than get angry,...

Silver: Getting personal with viewers...

Channel 4

Client: Channel 4, Coca-Cola, Burberry

As our registered database continues to grow - now over 12million- we continue to explore new ways to harness viewer relationships, resulting in more efficient and effective buying for agencies and brands. In 2015 we launched new personalisation capabilities, allowing brands including Burberry and Coca-Cola to harness the worlds first ever ...

Bronze: The Economist

Mediabrands UK

Client: The Economist

How we delivered massive ROI (£1.3m) for our client The Economist, in a subscription drive that fused the most advanced techniques in data analysis, content tailoring and programmatic buying to deliver smart content at scale.

Targeted at progressive people and progressive in execution, the campaign was entirely underpinned by d...

CCS and BARB Programme Index

Carat

Client: Vauxhall, New Corsa

When creating this product launch campaign for Vauxhall Carat weren’t satisfied with the status quo. We needed to “break” the industry standard of buying TV. In the end we delivered a ground-breaking statistical fusion to connect respondent level data from our CCS panel to the BARB panel. Our work provided Vauxhall with their firs...

The Times Digital Subscription

Sky

Client: News UK

The Times Digital Subscription campaign marks the historic moment when buying a TV audience became infinitely more sophisticated. m/SIX was able to use The Times’ own user data to construct custom segments of Top Prospects and then buy exclusively against them using Sky AdSmart.


A campaign lasting just one month was potent enough to crea...

The World’s first Sugar Accumulator

MEC

Client: Public Health England

Shock headlines (e.g. “sugar is the new tobacco”) enforce the dangers of a high sugar diet but the average Briton unwittingly consumes 175 cubes of sugar a week. Why? Because sugar is invisible and there is no calculation showing how sugar adds up in a shop.

Partnering with mySupermarket we built the World’s first Sugar Accumul...

Best of the Best

Gold: Samuel Finnegan

Exterion Media

From selling the biggest ever sponsorship in the history of Exterion Media worth £1.4m to increasing sales efficiencies with the implementation of a Customer Relationship Management System , Sam Finnegan has obliterated his competition not only in OOH but all of media.  All from a man with no previous Outdoor or agency sales experien...

David Bailey

Sky Media

Over the last year David, 28, has been winning awards, publishing articles and has dramatically built his responsibilities and standing within Sky Media. 

 

Dave Morrissey

Facebook

Dave Morrissey (29)

Client Solutions Manager, Facebook

"Dave’s energy, commitment, and dedication to his clients are the qualities that are an inspiration to his colleagues. He demonstrates a passion for the business results that Facebook can drive. He has developed the type of partnerships we are striving towards as a ...

Courtney McNally

Facebook

Courtney McNally (28)

Client Solutions Manager, Facebook

"Courtney embodies the best we have to offer, in both strategic thinking and client service. The results we’ve seen so far are only the beginning of what she can deliver." Steve Hatch, UK & Ireland Managing Director, Facebook.

Amelia Wrighton

Exterion Media

In the summer of 2012 I was an intern with a golden opportunity in the world of media. By the summer of 2015, aged just 23, I am one of the youngest managers Exterion Media has ever seen. My passion is making things happen. Engaging audiences.

Nicola Barrett

Exterion Media

I won’t stop until audiences are at the heart of everything we do as a company – and as an industry. With access to insights generated from over 10,000 work.shop.play. members on a weekly basis – this is an ambition I will make happen.

Gold: Gemma Howley

Manning Gottlieb OMD

Anneka Dew

Manning Gottlieb OMD

Jenny Zhao

Manning Gottlieb OMD

Sam Battams

Manning Gottlieb OMD

Sam is driving the industry forward through pioneering work and ways of working never previously seen from media agencies. In June 2014 he co-founded the Technology Innovation team at MG OMD, a specialist team that not only extends the remit of what a media agency can do for clients, but also generates a new revenue stream. Signif...

Jed Hallam

Mindshare UK

Meet Jed, our Head of Digital Strategy at Mindshare. Did we mention he's written a book which was top of the Amazon international marketing charts for three months? Clever cookie. 

WINNER: Humans

OMD UK

Client: Channel 4

We invented a brand of synthetic humans, Persona Synthetics, to give Channel 4 their biggest drama launch in 23 years. This wasn't just about booking media - we had to create a brand, develop the branding, train synth actors, film a TVC, find the dream location for a flagship store, secure an...

Website Menu