Winners 2026
Media Owners and Media Platforms
Media Idea: Launch
Waitrose Christmas
ITV, MG OMD
Client: Waitrose
ITV didn't just launch Waitrose's Christmas campaign. We premiered it. For the first time ever, ITV treated a Christmas advert like a programme. To make room in the schedule, Coronation Street shifted back and the News at Ten became the News at 10:05. It won its slot, beating Eastenders, and became the most-watched ad in Waitrose history.
eBay Live from London
Sky Media, iProspect, UTAS and After Party Studios
Client: eBay
eBay helped invent online commerce, but its next chapter depended on connecting with a new generation of shoppers who discover products through culture, creators and entertainment rather than traditional retail journeys.By backing one of the year's most anticipated entertainment launches SNL UK, eBay didn't just advertise around cultur...
Brewing Success: How Nescafé Dolce Gusto (UK) Became the First EU Coffee Brand to Master Amazon Live
Amazon, OpenMind UK
Client: Nescafe Dolce Gusto
In a EU first for the coffee category, Nescafé Dolce Gusto (UK) became the first coffee brand to activate Amazon Live, transforming the way consumers discover and purchase coffee machines and pods online. Despite tight timelines and limited resources, the campaign strategically combined livestream production with a full funnel me...
Media Idea: Under £250k
Superman and Love Island
ITV
Client: Warner Bros.
With a need for a blockbuster impact without blockbuster spend, ITV turned Love Island's first ever branded challenge into a full franchise takeover, generated over £33m of media value and helping launch the biggest standalone Superman film of all time.
The Great British Spring Clean
Reach
Client: Keep Britain Tidy
Reach partnered with Keep Britain Tidy to transform the UK's litter crisis into a national movement by shifting public perception from apathy to pride. By flipping the narrative to make it cool to care, the campaign mobilized 585,000 Litter Heroes who pledged to remove 451,800 bags of rubbish. The strategy aligned print, digital, and s...
Elves on the Escalator Shelf
Global
Client: TUI
As doubt filled the travel market, TUI with Global needed to reignite the magic of holiday planning. Our answer: a media first that turned key London underground escalators into 3D anamorphic elf baggage carousels. And the commute into the first moment of escape, and made all TUIs Christmas dreams come true.
Media Idea: £250k – £1m
Macmillan and Emmerdale
ITV
Client: Macmillan
Macmillan is "well known, but not known well". Everyone recognises the green and the coffee mornings, but few know what it actually does. So ITV did something never done before in a soap; we wrote Macmillan into the world of Emmerdale. We threaded it through Cain Dingle's cancer storyline with branded mugs and posters as well as a scen...
Love Island and Nescafé
ITV
Client: Nescafé, ITV and OpenMind
How does a brand Gen Z had long overlooked as their nan's coffee launch a brand new product into the most cynical audience in Britain? ITV and Nescafé didn't buy a sponsorship of Love Island Series 12 - we infiltrated the show's most loaded love language moment. In the villa, making someone an iced coffee is how islanders show they car...
Müller Corner Originals Rhubarb Crumble
LADbible
Client: LADbible x Müller
When Müller brought back its iconic Rhubarb Crumble yoghurt, LADbible Group turned it into one of the most culturally resonant product comebacks of the year. By pairing the return of a beloved 90s flavour with a beloved 90s face, Art Attack legend Neil Buchanan, the campaign transformed a yoghurt relaunch into a genuine nostalgi...
Media Idea: Over £1m
Benenden Health
ITV
Client: Benenden Health
The moment ITV stood still to get Britain moving on health. Healthcare advertising had become safe and predictable - calm voices, soft focus, reassurance in the break. So for a brand that lives its 'Healthcare Done Different' philosophy, ITV and Benenden Health did the opposite: we pressed pause on the nation's favourite TV, making the...
EDF and Coronation Street
ITV
Client: EDF
For over 60 years, new habits have become normal on Coronation Street before they became normal in Britain's living rooms. So to turn green energy into an everyday routine, EDF didn't advertise around the nation's favourite soap - it moved in. We shut down the cobbles for 24 hours to build EDF a home on TV's oldest street, and changed ...
How Kia built an independent cinema legacy
Digital Cinema Media, DCM Studios, Cinema
Client: Kia, Havas Media
Kia, Havas Media and DCM embarked on a long-term strategy to build meaningful relationships with independent cinema. By 2025, their partnership had evolved beyond traditional advertising into a platform that actively supported film culture and cinema communities across the UK. Kia became a champion of independent cinema, extending its ...
Agency
Media Idea: Launch
How the Co-op turned a £206m cyber attack into a year-long initiative to teach young people about the dangers of cyber-gang grooming
Carat UK
Client: Co-op
Coop: Following a £206m cyberattack perpetrated by teenagers, Co-op transformed a major business crisis into a national education initiative tackling the growing issue of cyber-gang grooming. Through From Play to Purpose, created with The Guardian, The Hacking Games and Co-op’s school network. The brand reframed hacking not as a crimin...
The Heart of 1996. The Engine of 2026
Spark Foundry
Client: Lloyds
For a generation priced out of the housing market, home ownership had begun to feel less like a milestone and more like an impossible dream. Yet that same generation was captivated by nostalgia, longing for a time when life felt more optimistic and attainable. Lloyds recognised an opportunity to turn that cultural truth into a powerful...
The Secret Menu
OMD UK
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk about...
Media Idea: Under £250k
Lighting up ITVX with a channel to warm Britain’s Christmas
Goodstuff
Client: Yankee Candle
Christmas is loud. £3.6bn of festive advertising loud. So we didn't make another ad. We made a fireplace. The thinking was simple. People already see a fireplace as the purest symbol of festive cosiness, and a roaring fire is one of Netflix's most-watched pieces of Christmas content every year. But did the Netflix Grinches want ...
The Recipe for Chicken Shop Energy
Zenith
Client: Birds Eye
Birds Eye chicken was increasingly squeezed by private label in a beige, price-led frozen aisle battle.We re-framed the competitor set, teaming up with EA Sports to position ourselves closer to chicken shop culture, droppinginto Gen Z’s at-home hangouts, in-game, in-streamand in-feed to drive a +26% sales uplift in a price-led...
Gaming the System: Turning Farmers & Pubs into a Media Network
T&P
Client: Hawkstone
Our media idea was born from a simple truth: we were outgunned and outspent. So, instead of buying our way into the conversation, we engineered a plan to game the system. Our PESO strategy rejected a traditional paid-first approach. We used our tiny <£250k budget as a catalyst, igniting a PR firestorm with a deliberately ‘banned’...
Media Idea: £250k – £1m
Turning media into accessible art
PHD, Talon & Grand Visual
Client: Kleenex
Kleenex research uncovered that, in the UK, younger consumers didn’t like the aesthetic and illness connotations of having a box of tissues visible in their home. This insight inspired an innovative media launch. Partnering with UK artist and social media phenomenon Mr Doodle, Kleenex created a limited-edition box designed as a p...
From primetime to lifeline. How an Emmerdale storyline helped Macmillan support more than twice as many people when they needed it most
Zenith
Client: Macmillan
How do you encourage people to use a charity they already feel they know? Through an unprecedented partnership with Emmerdale, Macmillan moved from the ad break into the storyline itself, transforming a fictional cancer journey into a demonstration of real-world support from Macmillan.
The Teacher Instinct: How Fortnite Helped Gen Z Discover They Already Had What It Takes
Wavemaker UK - A WPP Media Brand, Moonrock, MG OMD
Client: Department for Education, Get Into Teaching
Media Idea: Over £1m
A Tale of Two Giants
Wavemaker UK, A WPP Media Brand, Amazon
Client: Morrisons
The Journey IIOME
Initiative UK
Client: Nike
When England’s Lionesses secured their historic back-to-back European championship, Nike Football faced the challenge of honouring a generational victory without getting lost in a saturated social feed. To capture the attention of “Gamechangers” (17-25 yr old footballers), Nike looked beyond standard ad slots to pioneer a singular medi...
2025 Wrapped: The Boldest Wrapped Yet
Zenith
Client: Spotify
After more than a decade, Wrapped continues to break new ground. In 2025, we took data out of the algorithm and into the real world to build our most celebrated campaign yet, resulting in a 72% increase in engagements and a 20% lift in positive brand sentiment.
Collaboration & Partnerships
Small Collaboration – Under £250K
Bring in The Sauce Whisperers
Mindshare, a WPP Media brand, YouTube, LADbible, TikTok, Meta, Snapchat, Chicken Shop Date/Amelia Dimoldenberg
Client: Unilever - Hellmann's
The Nipple Sponsorship
Mindshare, a WPP Media Brand, TikTok, Reddit, Ocean Outdoor (Waterloo Motion, London Bridge Motion), National Rail Transvision, TCS London Marathon
Client: Unilever - Vaseline
California Wine Institute: It's Always Sunny in California
The Guardian, Bountiful Cow
Client: California Wine Institute
Californian wine is just not on UK wine drinker’s radars. And no wonder, we have France, Spain, Italy on our doorstep, not to mention all the New World options; we’re spoiled for choice when it comes to great wine. UK drinkers saw Californian Wine as expensive, unfamiliar and not worth the premium. But while California might not...
Mid-Sized Collaboration – £250K – £750K
From primetime to lifeline. How an Emmerdale storyline helped Macmillan support more than twice as many people when they needed it most
Zenith, ITV
Client: Macmillan
How do you encourage people to use a charity they already feel they know? Through an unprecedented partnership between Zenith, ITV and Macmillan, we moved Macmillan from the ad break into the heart of an Emmerdale storyline, transforming a fictional cancer journey into a demonstration of real-world support from Macmillan.
Recognise It. Stop It: Harnessing the Power of Sport to End Violence Against Women & Girls
Home Office, Sky Media and MG OMD
Client: Home Office
Violence Against Women and Girls (VAWG) is one of the UK’s most urgent societal challenges, requiring more than awareness it requires cultural change. The Home Office set out to shift perceptions, challenge harmful behaviours and make prevention a shared responsibility, particularly among young men. Together, the Home Office, Omn...
WSQK - The Squawk
Global, iProspect, Netflix
Client: Neflix
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk.. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content....
Large Collaboration – Over £750K
Rugby like never before
Wavemaker UK - A WPP Media Brand, SPORTbible (LADbible Group), Hypebeast, Black Girls Ruck
Client: Asahi UK (Asahi Super Dry)
Beyond sponsorship: How a six-way partnership brought Hawkins Fried Chicken to the real world.
Mindshare, a WPP Media Brand, KFC, Netflix, Mother, Uncovered, Freuds
Client: KFC
Live from London.... It's eBay Live with SNL UK
Sky
Client: eBay
To drive growth among a younger, more affluent audience, eBay needed to transform perceptions of eBay Live from a shopping feature into something people actively wanted to tune into. We identified a simple challenge: while eBay Live was fast, social and entertaining, live shopping still carried outdated associations. Our solution was t...
Best Creative & Media Agency Partnership
Dirty Business
OMD UK and 4Creative
Client: Channel 4
Collaboration is easy to say. It’s much harder to do. Because true collaboration isn’t all workshops, high fives and cute sayings like ‘teamwork makes the dream work’. It’s long days. Mad deadlines. Last-minute legal loopholes. Trying not to get sued. Ditching egos. Feeling so far out of ...
In Living Memory
PHD and Saatchi & Saatchi
Client: BHF
British Heart Foundation is one of the biggest independent funders of cardiovascular disease research in the UK, but its cause still remains underfunded. Our objective was simple to articulate but difficult to execute – leverage a greater understanding of how BHF donations save lives to drive donations. To do this, we put ...
Call The Shots: How the7stars, Wonderhood Studios and LADBible made switching your bank account culturally relevant to gen z
the7stars, Wonderhood, LADBible
Client: Pay.UK
The Current Account Switch Service (CASS) facilitates the switching of bank accounts in the UK. It exists to promote competition in the market and ensure consumers are free to make changes to their bank accounts when they want to. Whilst long-established among older audience, 18–24-year-olds consistently lag in awareness of the service...
Innovation and Creative Excellence
Best Advertiser-Funded Programming or Entertainment
WSQK - The Squawk - for Netflix Stranger Things Season 5 with Global and iProspect
Global, iProspect
Client: Netflix Stranger Things Season 5
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content. WSQK...
Jon Snow: A Last Big Story
Channel 4, Medialab, Basement Films
Client: Alzheimer's Society
Channel 4 and Alzheimer's Society partnered to create Jon Snow: A Last Big Story – an advertiser-funded documentary that demonstrates how brand backing enabled ambitious public-interest filmmaking that would otherwise not have been possible. Originally conceived as a personal film documenting Jon Snow's Alzheimer's diagnosis, th...
Department for Education and The Masked Singer
ITV and MGOMD
Client: Department for Education
For the Government's 'Do Something Big' drive, DfE and ITV took a Masked Singer Piranha out of the studio and into a real Essex nursery - and made early-years recruitment impossible to ignore. Shot in half a day for under £300k, the three-part series swapped the show's spectacle for the energy, warmth and unpredictability of the job it...
Best use of Content: Under £250k
Radiant as a radioactive seal
EssenceMediacom, a WPP Media brand
Client: Absolute Collagen
Toblerone turned airport gifting into viral chaos
Spark Foundry
Client: Toblerone
Toblerone faced a challenge during the summer travel season. Airports remained the brand’s most iconic retail environment and biggest sales driver, but competition and clutter threatened its position as the essential gift travellers bring home. The task was to build awareness at scale, spark conversation and deliver commercial growth t...
Taking Intensity to the Next Level
PHD Manchester & GetRekt
Client: Takis
To bring Takis flavour Intensity to life, we partnered Takis with nine Twitch streamers (collective following - 35m) who were all famous for delivering intense gaming experiences across different genres including football, deduction, role play games and horror – to create a range of increasingly intense streamer content challenges that...
Best use of Content: £250K – £750K
Macmillan and Emmerdale
ITV and Zenith
Client: Macmillan
Macmillan is "well known, but not known well". Everyone recognises the green and the coffee mornings, but few know what it actually does. So ITV did something never done before in a soap; we wrote Macmillan into the world of Emmerdale. We threaded it through Cain Dingle's cancer storyline with branded mugs and posters as well as a scen...
Aldi's Celebrity Carrot Christmas Wedding Spectacular
Starcom
Client: Aldi
Every supermarket runs the same Christmas playbook, then retreats into price ads. Aldi did the opposite. We had news brands report Kevin the Carrot's wedding as real celebrity news, OK! became O'Kale, delivering our highest ROI of any channel and Aldi's biggest ever Christmas share.
Premier Inn x Twitch
OMD UK & Twitch
Client: Premier Inn
Best use of Content: Over £750K
Train-ing It
Spark Foundry & C4
Client: RDG
Train-ing It, with Joe Wilkinson transformed rail’s greatest functional benefit into compelling entertainment content, driving a significant shift in consideration among younger, light rail users. While post-pandemic rail usage had largely recovered, younger and less frequent travellers were still not choosing rail as often as they c...
Off Peak with Tim Peake
Mediaplus UK
Client: E.ON Next
E.ON Next faced a behavioural paradox: 99% of UK households admit to bad energy habits, yet widespread scepticism and fatigue meant audiences felt powerless to change. The launch of a new Time of Use tariff created an opportunity, but only if E.ON Next could make off-peak energy feel understandable and achievable. Knowing that tradi...
Channel 4 & Tesco Mobile: The Great British Phone Swap
Channel 4, EssenceMediacom, WPP
Client: Tesco Mobile
More than nine in ten children get their first smartphone between the ages of 9 and 11. For parents, it triggers a wave of anxiety about a digital world they feel shut out of. Over half of teenagers hold back from parents who they feel don't understand their world - and almost half of parents admit they have no idea what their c...
Best use of Retail Media
When Philadelphia smashed the Avocado: The Ultimate Brunch Showdown
Spark Foundry
Client: Mondelez / Philadelphia
When inflation bites, shoppers trade down. For Philadelphia, that created the ultimate commercial dilemma: increase retail price, but still deliver +3% unit growth in one of the UK's most price-sensitive FMCG categories. Discounting wasn't an option. Instead, we needed to grow demand. Our answer was to stop selling cream cheese and s...
Bacardi Turning Uber Journeys into a Festive Retail Media Commerce Engine
Uber Advertising
Client: Bacardi
Festive drinking decisions are rarely planned. They happen in transit, on the way to dinners, parties and nights out, as well as when hosting, entertaining or making last-minute drinks purchases at home. Bacardi and Uber Advertising used these high-intent festive moments across Uber Rides and Uber Eats to turn everyday journeys and at-...
Culture + Commerce: The new blueprint in alcohol
EssenceMediacom, a WPP Media Brand
Client: Suntory (-196)
Long-Term Media Strategy
Amex 'Unsigned' Powerfully Backing the Next Generation of UK Music
UM London
Client: American Express
American Express has long supported UK music to bring its brand promise of “Powerful Backing” to life. Through partnerships with some of the UK’s biggest live music properties, Amex established strong cultural credibility. But as the UK’s grassroots music ecosystem faced increasing pressure, and emerging artists struggled to be discove...
How a 'Cultural Multiplier' Generated the Short and Really Long-Term Income to Fight Dementia
Medialab
Client: Alzheimer's Society
Dementia is the UK’s biggest killer. It’s so complex and cruel, that the public has historically found it too overwhelming, confusing and hopeless to engage with. Relative to the monster of dementia, Alzheimer's Society was a minnow both in terms of awareness and income. Yet Alzheimer’s Society was our best chance of taking on dementia...
No More Flogging a Dead Horse
EssenceMediacom, a WPP Media Brand & BBH
Client: Paddy Power
Media Innovation
TURNING DRAMA INTO DATA SCIENCE
Publicis Next
Client: Sky
We built something that had never existed in UK sports media: a predictive engine that could quantify the growth potential of every single fixture weekend without a ball being kicked; replacing wasteful calendar-led intuition with data-led precision.
The Secret Menu
OMD UK with Leo UK, Red, Linney & TMW
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk about...
Turning The UK Upside Down With WSQK Radio for Stranger Things
iProspect, Global
Client: Netflix - Stranger Things Season 5
Stranger Things Season 5 marked the end of a generation-defining series, with huge anticipation but fierce competition across a staggered release window. Netflix didn’t need to build awareness; they needed to sustain fandom, spark conversation and give audiences a send-off worthy of Hawkins. Our solution was simple: don’t just te...
Media Creativity: Launch
The Secret Menu
OMD UK with Leo UK, Red, Linney & TMW
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk about...
Turning media into accessible art
PHD, Talon, Grand Visual
Client: Kleenex
Kleenex research uncovered that, in the UK, younger consumers didn’t like the aesthetic and illness connotations of having a box of tissues visible in their home. This insight inspired an innovative media launch. Partnering with UK artist and social media phenomenon Mr Doodle, Kleenex created a limited-edition box designed as a p...
The Perfect Gift
MG OMD, ITV
Client: Waitrose
The Perfect Gift redefined festive advertising by behaving like the year’s biggest film release. With a bold, cinematic strategy and standout cultural moments, the campaign captivated the nation and became a talked‑about seasonal highlight.
Media Creativity: £250k - £1M
Turning media into accessible art
PHD, Talon, Grand Visual
Client: Kleenex
Kleenex research uncovered that, in the UK, younger consumers didn’t like the aesthetic and illness connotations of having a box of tissues visible in their home. This insight inspired an innovative media launch. Partnering with UK artist and social media phenomenon Mr Doodle, Kleenex created a limited-edition box designed as a p...
How the Co-op turned a £206m cyber attack into a year-long initiative to teach young people about the dangers of cyber-gang grooming
Carat UK
Client: Co-op
Coop: Following a £206m cyberattack perpetrated by teenagers, Co-op transformed a major business crisis into a national education initiative tackling the growing issue of cyber-gang grooming. Through From Play to Purpose, created with The Guardian, The Hacking Games and Co-op’s school network. The brand reframed hacking not as a crimin...
Dirty Business
OMD UK with 4Creative, The Guardian, Time Out, Metro
Client: Channel 4
Water companies have been illegally dumping sewage for years… a scandal hiding in plain sight. Our campaign rejected traditional media planning in favour of hijacking the news, polluting the cultural conversation to force attention. In doing so, we made the UK’s sewage scandal impossible to ignore and in the process, we drove aud...
Media Creativity: Under £250k
The Filet-O-Fish Facebook Society of 2012
OMD UK with Leo UK, Ready10 and TMW
Client: McDonald's
The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”. But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turning ...
The Recipe for Chicken Shop Energy
Zenith
Client: Birds Eye
Birds Eye chicken was increasingly squeezed by private label in a beige, price-led frozen aisle battle.We created a new competitor set, teaming up with EA Sports to position ourselves closer to chicken shop culture, droppinginto Gen Z’s at-home hangouts, in-game, in-streamand in-feed to drive a +26% sales uplift in a price-l...
Vaseline: The Nipple Sponsorship
Mindshare, A WPP Media Brand, TikTok, Reddit, Ocean Outdoor, National Rail and TCS London Marathon
Client: Unilever - Vaseline
Media Creativity: Over £1m
The Newest House On TV's Oldest Street - EDF Builds Energy Saving Into Coronation Street
Havas Media UK
Client: EDF & ITV
EDF had a strong offer, but a tough creative media problem. Sunday Saver gave customers up to 16 hours of free electricity on Sundays if they shifted usage away from peak weekdays. But understanding the offer was not enough. To work, it had to change what people did at home. So the creative challenge was simple: how do you make a...
KFC - Stranger Things - From KFC to Hawkins Fried Chicken
Mindshare, a WPP Media Brand; Netflix; ITV; Sky; Channel 4; Amazon (IMDB, Twitch); Google / YouTube; Meta; TikTok; Reddit; Snapchat; JCDecaux; Bauer Outdoor; Samba TV
Client: KFC
Educating Yorkshire
OMD UK with 4Creative
Client: Channel 4
Educating Yorkshire - OMD UK with 4Creative
Best use of Audio
Turning The UK Upside Down With WSQK Radio for Stranger Things
iProspect, Global
Client: Netflix - Stranger Things Season 5
Stranger Things Season 5 marked the end of a generation-defining series, with huge anticipation but fierce competition across a staggered release window. Netflix didn’t need to build awareness; they needed to sustain fandom, spark conversation and give audiences a send-off worthy of Hawkins. Our solution was simple: don’t just te...
Radiant as a Radioactive Seal
EssenceMediacom, a WPP Media Brand
Client: Absolute Collagen
The Power of Missing Out
Wavemaker UK, A WPP Media Brand, ACAST, TikTok, Meta, YouTube
Client: Jet2holidays
Inclusive Media Strategy
Built In, Not Bolted On
MG OMD, Unite
Client: O2
O2 and MG OMD transformed inclusive planning from a one-off initiative into a permanent operating model. Faced with below-average brand awareness, consideration and relevance among multicultural audiences, we embedded inclusivity into every campaign through ringfenced investment, audience-level measurement and culturally relevant partn...
Make It Yours: Rewriting Who Museums Are For
MG OMD, Unite
Client: V&A
To launch V&A East, we set out to reinvent the perception that museums are not for diverse and younger audiences. Research showed exclusion stemmed not from access, but from a lack of relevance, representation and invitation. Our strategy, Make It Yours, put East London communities at the centre of the campaign, co-creating media, cont...
Together, This Girl Can
EssenceMediacom, a WPP Media Brand, MG OMD, Channel 4, Amaliah, Black Ballad, Reddit, Multicultural Media, This Girl Can Collective
Client: Sport England
Research
Best Use of Data for Audience Buying
Building Trust Through Data: How Vets for Pets Drove New Client Registrations
MG OMD
Client: Pets at Home
Most marketers use data to target audiences. Vets for Pets used data to decide where, when and how to grow. By combining future pet ownership signals, drive-time catchments, local market dynamics and practice performance data within Omni, MG OMD created a predictive audience growth model ranking 415 practices by acquisition potential. ...
Winning value, one postcode at a time
EssenceMediacom, a WPP Media Brand
Client: Tesco
NatWest Savings Index: From audience to automated conversation targeting
Initiative UK
Client: NatWest
Traditional audience buying assumes people sit inside fixed boxes: an age bracket, an income band, a life stage. But in finance this has changed. A 23-year-old asking a savings question in a Reddit thread might get answered by a 45-year-old stranger, and that exchange could then be picked up by an LLM to answer a completely different q...
Econometrics
Domino's Predictive Econometrics
Havas Media UK & Ebiquity
Client: Domino's
Domino’s faced a significant threat from the UK’s Less Healthy Food (LHF) advertising restrictions, effective January 2026, which impacted over 90% of its menu and jeopardized advertising reach and effectiveness. To preemptively address this, Domino's, Havas Media, and Ebiquity developed an innovative predictive econometric framework, ...
The Radical Reset: Proving Strategy Through Econometrics
Hearts United
Client: Royal Caribbean
To address an over-reliance on lower-funnel Paid Search, Royal Caribbean implemented the "Radical Reset" strategy, shifting media investment toward upper-funnel brand building. Faced with the absence of budget and time for traditional Media Mix Modelling (MMM), the team developed a robust econometric framework using Counterfactual Mode...
KFC - Believe: In Chicken, In Advertising, In Growth
Mindshare, a WPP Media brand
Client: KFC
Trade Body Research
The Growth Gap
Thinkbox with WPP Media
The Growth Gap solved one of marketing’s oldest dilemmas – although it was commissioned to answer an entirely different question. It set out to discover how much profit businesses leave on the table through sub-optimal media investment. The answer was an eye-watering £32 billion. But a byproduct of getting to that answer was even more ...
Attention: a Newsworks study
Newsworks
Ad effectiveness is falling. So is investment in news brands. Newsworks set out to prove these two trends are not unrelated. This ground-breaking research linked attention data (Lumen’s LAMP), brand uplift data (Brand Metrics) and business outcomes (IPA Databank). The findings were clear: high-attention campaigns deliver 12% st...
Radio: The Performance Multiplier
Radiocentre
Using big data from real-world campaigns “Radio: The Performance Multiplier” reveals radio’s true online response effect, challenging received wisdom to help the medium punch-through its Performance Ad-spend Plateau, boosting category spend by £13.9m at an ROI of £151.
Research Insight
For F**k's Sake Productions
LADbible
Client: LADbible
When LADbible identified rising misogyny across social media, it looked beyond the symptoms to understand what was shaping young people's attitudes towards women, sex and relationships. Alongside charity partners, LADbible commissioned one of the UK's largest studies into Gen Z's relationship with pornography. The research uncove...
Family Matters
Mail Metro Media & Spark Foundry
Client: Asda
Most campaigns treat research as something you do once, at the start, then refer back to for months. For Asda, we built something that kept working: Family Matters, an always-on community of real UK parents, live for the entire partnership. Parents told us they felt squeezed between premium retailers for special occasions and dis...
Youth Insight: Exposing the Consequences of Extremist Content
MG OMD
Client: Counter Terrorism Policing
Record numbers of teenage boys are being arrested for terrorism-related offences, with many beginning their journey to extremism online. Counter Terrorism Policing (CTP) needed to reach this vulnerable audience before curiosity became something more dangerous. Through qualitative and quantitative research, we challenged our assumptions...
People, Agencies & Teams
Media Leader of the Year - Media Owner & Media Platforms
Jane Wolfson, UK & International President
Captify (part of Verve)
Jane Wolfson is Captify’s UK & International President. Jane successfully navigated the business through a high-stakes acquisition by Verve in September 2025 while simultaneously generating strong growth and new business and leading Captify to commercial success. Beyond the numbers, Jane is an active contributor to the IAB UK and has i...
Media Leader of the Year – Agency
Paul Knight, CEO
PHD
The year that Knighty delivered for PHD would be a phenomenal achievement in any year. To do it in his first year of leadership of the agency makes it even more remarkable. Within 12 months of taking on the PHD UK CEO role, he created new benchmarks of success for PHD and the industry to chase, giving the agency focus and renewed...
Rising Star - Agency
Robert Lingham, Lead data engineer
Havas Media Network UK
Rob Lingham is HMN’s data engineer whose work is quietly but fundamentally reshaping how the agency uses AI, automation and scalable engineering to drive growth. In a business dominated by strategists and creatives, Rob is the technical force making the impossible work, consistently delivering beyond his remit and earning promotion eve...
Rising Star - Media Owner
Benjamin Wynne Davies, Senior Creative Strategist
Acast
From day one, Ben has been passionate about branded content that delivers for audiences, brands and podcasters. That passion hasn’t wavered once. Today, he is creative lead on Acast’s Google Gemini campaign, the largest campaign in the company’s history. Over the past year, he has also pioneered travel-led branded content, an area Acas...
Media Brand of the Year
Ocean Outdoor
Over the past 12 months, Ocean Outdoor has evolved from a premium Digital Out of Home media owner into a media brand built around creativity, innovation and cultural partnerships. Guided by our 2026 brand strategy of Creativity, Client and Credibility, we have moved beyond selling media space to creating products, experiences and par...
Telegraph Media Group
Despite the challenging backdrop of a three year, very public sale process, we have collaborated and innovated across departments better than ever to foster staff loyalty, grow reader subscriptions and commercial revenues. Reacting to industry trends, we became the first newsbrand to guarantee uplifts in trust and a brand’s discoverabi...
Digital Cinema Media
As the UK’s leading cinema advertising business, DCM set out to ensure cinema advertising shared in the glamour, cultural relevance and excitement of the big screen itself. Through a combination of industry-leading events, standout content, award-winning research and creative innovation, DCM strengthened its position as the media brand...
Independent Media Agency of the Year
Medialab
At last year's Media Week Awards, Medialab was crowned Independent Media Agency of the Year. Amidst an increasingly volatile landscape, over the last 12 months we have navigated structural change without compromising our core values, remaining agile to better service our clients, support our team, and drive exceptional outcomes. ...
Sales Team of the Year
ITV Commercial
This is the end of an era. Over the past 14 years ITV Commercial has entered the Media Week Awards every year, won Sales Team of the Year four times, taken home 65 Golds and the Grand Prix seven times. And this year - with Sky's aquisition of ITV now confirmed - in all likelihood, it will be the last time we will enter as an independen...
Media Agency of the Year
