Results 2016

Agency

Sugar Smart

MEC

Client: Public Health England

England is facing an obesity epidemic. Children are eating three times the recommended amount of sugar to the point that 1/5th of children are overweight when they start primary school. No parent wants this. So how do you help mums and dads to spot the sugary food and drinks? By creating an app which visualises the sugar in food and drink by simply...

Churchill Lollipoppers

MediaCom

Client: Direct Line Group

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Aviva - Safe Roads

Zenith

Client: Aviva

Aviva is on a mission to make the UK Roads Safer. By challenging the nation’s perceptions of how safe people really are at driving, and pitting different groups against each other via digital engagement, we encouraged 600,000 people to take part in the #drivesafer challenge, spending 20,000 hours with the brand.  ...

You Sing, When I Can’t - Jess Glynne

Client: Atlantic Records

In 2015 Jess Glynne was probably the biggest artist you’d never heard. But in just 8 weeks we took this familiar voice but unknown artist to delivering the biggest breakthrough album of 2015. All that despite no promo, no performances and no voice. 


The Survival Billboard

Dentsu Aegis Network & McCann London

Client: Xbox

For 24 straight hours on the 12th November, standing on a billboard in south London, eight Tomb Raider fans fought for the trip of a lifetime – and discovered just how tough the world’s most iconic video game character has it


Anamorphic Project

Goodstuff

Client: Kopparberg

Goodstuff have helped Kopparberg to become the most popular fruit cider brand in the UK, so when they wanted to launch a lager we needed a way to defy expectations. Taking this quite literally, we took inspiration from Trompe-l'œil, art which plays with perspective, to create a distorted piece of art which can only be seen...

Fox & Made In Chelsea: A perfect plot placement match

Vizeum

Client: 20th Century Fox

Knowing that teens are increasingly hard to cut through to, Fox find a way to place not just a product but the entire plot of a film inside a show that their elusive target audience love – we mirrored our story with the story of Made in Chelsea.

Sharing the gift of reading at Christmas

PHD

Client: Sainsbury's

To share the gift of reading at Christmas, Sainsbury’s created Mog’s Christmas Calamity, a new children’s book by Judith Kerr.  The book was turned into a 3 min TV ad which we launched simultaneously on 83 different TV channels, reaching 84% of the UK TV audience in just one airing.  In the run up to Christma...

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

Bisto Spare Chair Sunday

Carat

Client: Bisto

Bisto Spare Chair Sunday
The elderly in the UK aren’t sharing a roast with loved ones as often as they’d like. An estimated one million people over the age of 65 said that Sunday was the loneliest day of the week.

From this insight the Bisto Spare Chair Sunday initiative was born – wherein people were encouraged to extend a ch...

Influencing the influencers

Manning Gottlieb OMD

Client: Shelter

There is a housing crisis in the UK, with rapidly-increasing homeless numbers and chronic underfunding in new housing. The only people who can tackle this are the politicians in Westminster who determine policies for the country. Shelter tasked us – not a firm of lobbyists – with delivering their viewpoint and solutions to the polit...

Walkers Countdown to Kit Off

OMD UK

Client: PepsiCo

Thanks to Leicester City’s unlikely charge for the Premier League title, we sniffed out an opportunity to weave Walkers into one of the nation’s biggest conversations.

With Gary Lineker pledging to present Match of the Day in his pants at the start of next season if Leicester won the league, we created Walkers’ ‘C...

Yollywood: Playing with our food

Vizeum UK

Client: Yollies (Kerry Foods)

Yollies change the way their products are made, boxed and advertised to give parents and kids the tools they need to create their own favourite Cartoons and show them on TV.

#RedCups - Let the season begin

Manning Gottlieb OMD

Client: Starbucks UK

With the average attention span of a millennial adult now lower than that of a goldfish, how do you grab consumers’ attention and maintain it for a successful launch? You speak their language. That is just what Starbucks UK did to announce the 2015 arrival of the much anticipated Red Cups.

Hunted

OMD UK

Client: Channel 4

To launch Channel 4’s new show Hunted, we created a first-of-its-kind strategy – we turned media into tracking devices and recreated the paranoia of being hunted. We developed 325 individual creative messages that ran across 114 formats on 37 media channels, including train panels, ATMs, phone boxes and Oyster cards.

...

The Aliens

OMD UK

Client: Channel 4

E4’s young audience are inundated with brand messages and are going out of their way to block ads. To launch their new show The Aliens, we disrupted their daily lives with something that would intrigue them and stop them reaching for the off switch. We forcibly grabbed their attention by pretending to launch an alien invasion of their fav...

Currys PC World - Drop a hint this Christmas

Blue 449

Client: Dixons Carphone

Currys PC World helped the UK get what they really wanted for Christmas in 2015 by allowing the public to drop a rather unsubtle hint.  They were able to create their own personalised poster which would be placed exactly where their loved one would see it. 

This is the first time that Outdoor has been used to deliver genuine personalis...

Scope - End the Awkward

Channel 4

Client: Scope

Imagine the humiliation of being patronised or ignored every day, just because others feel awkward around you. That’s the real situation for the majority of disabled people in the UK. So Scope, MediaCom & Channel 4 worked together to create the “End the Awkward” campaign to make a real difference to the nation.


Pinterest Channel 4 Partnership

MediaCom

Client: Pinterest

MediaCom turned ad-break boredom into a Pinterest Aladdin’s Cave by hijacking dialogue from our audience’s favourite TV programmes and turning it into Pinterest ideas, live in the ad breaks.

Max White Toothbrush Plus Whitening Pen

Client: Colgate

MEC was tasked with launching an innovative dental whitening product for Colgate. Through a unique and fully integrated collaboration with Sky Media and Lifetime, it was successfully positioned as a fashion accessory rather than an oral care product, thereby creating a new market for Colgate.


Lynx #BiggerIssues

TMW, CALM, Dooh.com, Kinetic and W Communications

Client: Unilever

With the aim of making male suicide the biggest issue in the country, Lynx joined forces with the charity C.A.L.M (Campaign Against Living Miserably) to deploy a dynamic, real-time campaign across digital billboards, digital advertising and social media, holding a mirror up to all the trivial issues that were currentl...

Sharing the gift of reading at Christmas

PHD

Client: Sainsbury's

To share the gift of reading at Christmas, Sainsbury’s created Mog’s Christmas Calamity, a new children’s book by Judith Kerr.  The book was turned into a 3 min TV ad which we launched simultaneously on 83 different TV channels, reaching 84% of the UK TV audience in just one airing.  In the run up to Christma...

A ground-breaking partnership to combat loneliness

Manning Gottlieb OMD

Client: John Lewis & Age UK

In 2015 we brought one of the UK’s highest-profile Christmas advertisers (John Lewis) together with one of the lowest spenders (Age UK) to tackle a subject no-one wanted to talk about, especially at Christmas – loneliness amongst the elderly. In a ground-breaking partnership, we activated the nation and inspired people to do goo...

Churchill Lollipoppers

MediaCom

Client: Churchill

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Sky - Start of Season

MediaCom

Client: Sky

Football fans are as tribal as it gets. If you live in Manchester and support Man U then seeing Man City score a goal makes you sick to the stomach & vice versa. So when Sky Sports launched the new football season, we only showed fans highlights for THEIR club! Purchase intent grew 40%.


#SuzukiSaturdays

the7stars

Client: Suzuki

To give Suzuki a voice proven to get the country giggling the7stars struck a deal with ITV AdVentures to use the Saturday Night Takeaway IP. It gave unprecedented access to Ant & Dec and the use of pranks and challenges used in the show itself. This approach is certainly a UK TV first, and we believe it to be a global first. 

Suzuki...

Guinness - Winning The Rugby World Cup

Carat

Client: Guinness

"Heineken has claimed that the millions of pounds it pumped into sponsoring The Rugby World Cup has been worth it despite a new social media report revealing the brand was outperformed by rival Guinness," The Drum, 30 October 2015

We helped Guinness, not an official sponsor, 'win' the Rugby World ...

Netfix Narcos Launch

MEC Global Solutions

Client: Netflix

Original series is what sells Netflix subscriptions, but locally relevant content is what triggers people to find out more. With the release of Narcos we had the perfect opportunity to challenge the traditional portrayal of the drug trade.

Our job was to create demand for Netflix original series, Narcos, by providing an intriguing lo...

Inside Out

OMD

Client: Disney Pixar

Create a uniquely engaging and emotive launch campaign for Disney-Pixar’s Inside Out, leveraging the emotions to generate social conversation and create a cultural “moment” around the release.

Maximise box office potential by ensuring appeal to non-families as well as the core family audience.

Bronze: Halo 5: Global Launch

Dentsu Aegis Network

Client: Xbox

Microsoft creates controversy across the world to shake up the way video games are launched and reignite a franchise.


Episode VII: How HPI awakened the force for a new generation of Stars Wars fans

OMD International, Edelman

Client: Hewlett Packard Incorporated

In a galaxy not too far from here M2M helped HPI awaken the force for the next generation of Star Wars fans as part of their Stars Wars technology partnership. It was jedi master in its level of success delivering a 16% positive shift in consideration, the highest ever social engagement for a HP campaign at a huge 34% and most importantly a ret...

Vodafone Free To Roam

MEC

Client: Vodafone

As one of the largest global mobile operator, giving customers good value access to mobile internet data on their phone when they travel abroad (‘roaming’) is an important service for Vodafone.  However when people land they are terrified by unknown charges, and often opt-out.  With our campaign we’ve built posit...

Dazed and Canonfused

PHD

Client: Canon

One of Canon’s biggest challenges is that there’s a whole generation growing up thinking that a smart phone is all they need to create photographs.  To make Canon a meaningful presence in their lives (which essentially meant their social media lives), our response was to create a 6-market partnership with Dazed to tel...

Future Now

PHD

Client: Sensodyne

To re-affirm Sensodyne’s product technology credentials, we turned science into entertainment with Future Now, a series of five short films produced with Discovery Networks.  The films brought to life Sensodyne’s product innovations in the context of wider science and biology (e.g. how the brain reacts to pain and how ...

Gold: Best. Year. Ever.

PHD UK

Largest new business haul ever.  Biggest pitch win ever.  Most award wins ever.  Happier clients than ever. Most uses of the word ever, ever.

the7stars Agency of the Year

Client: the7stars

A year on from our best ever year and we’ve managed to go even further on all accounts.  Billings, People, Client satisfaction and Profit are all up year on year, with industry leading numbers. 11 years and still Independent, championing entrepreneurialism and transparency in our industry. As opportunity knocks, we&rs...

Goodstuff - Media Agency of the Year

Client: Goodstuff

Why Goodstuff? For diversity, choice, innovation and optimism. For an agency that care far more than our margins. For doing things well, not doing them cheaply. For an alternative. For £51m of wins. Big (Dunelm), sexy (Spotify), loved (ITV), social (Ben and Jerry's), upstarters (Loaf), and longstanders (Mie...

MEC

Client: MEC

At MEC we believe that how we work as an industry (agencies, media owners and clients) needs to change. There are many reasonsfor this, but at the core is the need for increasingly creative and complex solutions to drive profitability for
clients. We are better together than we are apart.

OMD UK

Client: OMD UK

Our agency mission to earn our client’s brands a greater share of people’s lives is now fulfilling all of its expected promise. We’ve kept up the momentum and focus behind creativity and collaboration, but have injected more rigour and performance focus in to our business, which has had massive payback – reflected in...

Carat for Agency of the Year

Client: Carat UK

CARAT, WINNING IN THE DIGITAL ECONOMY

Carat is in great health, constantly evolving ourselves to be a leading force within the Digital Economy, winning over +£110m in new business in the judging period, driving our growth to double the market average, delivering award-winning work for our clients that grows their busine...

Media Owner

wear it pink

Metro

Client: Breast Cancer Now

Metro approached Breast Cancer Now in August 2015 ahead of the charity's annual wear it pink day to propose the idea of turning our newspaper pink for the day.

A special pink edition of the newspaper was then published  in October 2015 with a bespoke pink campaign masthead, pink design theming throughout, promotion of ...

Channel 4 viewers take control of Years and Years

Channel 4

Client: Polydor Records

How do you try to stand out around an album launch on a day when artists worldwide are coming together for the first time to promote their albums at the same time?

That was the challenge we faced with Years & Years, who were releasing their debut album ‘Communion’ on the first ever ‘New Music Friday’.  In a w...

Lotto asks Gogglebox: What Would You Do?

Channel 4

Client: Camelot

To relaunch the Lotto main draw game, we developed activity which rekindled viewers passion to play the lottery. This innovative campaign did what no one has done in broadcasting history: creating a mini version of a programme within an advertising break. It delivered significant shifts in positivity towards Lotto and driving sales; especially ...

An Apocalyptic Launch: Sky & Trinity Mirror Solutions

Trinity Mirror

Client: Sky TV

Trinity Mirror Solutions set out to look beyond traditional advertising solutions to develop an integrated and creative content partnership to launch Sky1’s landmark new comedy/drama ‘You, Me and the Apocalypse’. Centred on jolting Modal Britain, the new modern mainstream and our core audience, out of their habitual TV...

Save Soho

Metro

Client: Tanqueray / Diageo

Metro wanted to make a difference to something we knew mattered to our London readers - Save Soho, a project aimed at protecting and nurturing the future of performing arts venues in Soho...

We knew Tanqueray had previously positioned itself as a supporter of the arts and so propsed the Diageo brand become an official partner of Save Soho. I...

Game of Thrones

Metro

Client: Sky Atlantic

Ahead of the much anticipated launch of the new Game of Thrones series, Sky Atlantic wanted to build excitement and create a buzz about the return of the station's biggest TV show...

Metro created a bespoke, national newspaper cover wrap in the style of a fictional newspaper - The Westeros Gazette, published on the morning of the...

Scrabbling Around in the Jungle

ITV

Client: Mattel UK

Sometimes words aren’t enough – even for Scrabble! To tackle sales decline we’d need to move beyond words and into action. Forget triple word scores – this product placement delivered over 7 times the media value of the original investment with almost a quarter of viewers wanting to play.

Mrs Patmore gives Aunt Bessie a Hand in the Kitchen

ITV

Client: Aunt Bessie's

Forget Jamie Oliver… Mrs Patmore is the nation’s most powerful cook. Here’s how she came to Aunt Bessie’s aid, helping make Yorkshire puds an everyday treat, growing perceived value by 71%

NHS Blood & Transplant – Virtual Blood Donation

Ocean

Client: NHS Blood & Transplant

NHS Blood and Transplant (NHSBT) needs 1.6 million units of blood a year to meet the needs of patients. It’s a constant challenge to recruit the right mix of donors across the blood groups, to reverse a drop in the number of new people who are registering and to meet the need for rare blood types particularly within the Black and South As...

The LADbible and The Doritos SUMMERbible

The LADbible Group

Client: Doritos

Insight: Doritos sales were in decline and the brand wanted to drive relevance and connect with it's Millenial core audiecne who are less likely to trust advertising

Idea: Doritos tapped into the LADbible's significant social and digital presence to create the SUMMERbible - a series of branded content pieces mirroring millenial...

Tesco & Facebook: Christmas Toy Testers

Facebook

Client: Tesco

Tesco’s ambition was to be the brand that people turned to when in need of help during the Christmas 2015 period. 

Who are the best people at determining what is cool and what’s not? We let a crowd of Children into the Tesco toy department and asked them to choose the present they wanted for themselves that C...

Channel 4 and Hotels.com take Ad Skipping literally

Channel 4

Client: Hotels.com

Ignoring a commercials on certain platforms has never been easier. All the viewer has to do press ‘skip ad’ and the ad is gone….poor advertiser, all that hard work down the drain. As a commercially funded broadcaster, the last thing we want to do is encourage this, which is why we don’t offer the ability to do s...

Channel 4 viewers take control of Years and Years

Channel 4

Client: Polydor Records

How do you try to stand out around an album launch on a day when artists worldwide are coming together for the first time to promote their albums at the same time?

That was the challenge we faced with Years & Years, who were releasing their debut album ‘Communion’ on the first ever ‘New Music Friday’.  In a w...

Vote Hollyoaks!

Channel 4

Client: The Electoral Commission

A few months ahead of the elections in May 2016 there were still approximately 7.5 million people in Great Britain not registered to vote. Under registered groups included students/young people, renters, those who had recently moved house and people from BAME communities. At 4Sales, we know we can reach these groups at scale and highly ...

The Woodland Trust: Discover the World on your Doorstep

ITV

Client: The Woodland Trust

Here’s how we gave tree-huggers a much-needed makeover, and helped make a charity with only 2% awareness as famous as the RSPB, with a 5-fold boost to donations.

Text Santa's Knitted Ad Break

ITV

Client: Amazon, BT, Dreams, DFS, Nationwide, British Gas

Bad news for kettles! Cups of tea were on hold as this creative Christmas idea saw 100% of viewers watch the entire ad break. Here’s how an army of knitters picked up their needles and helped 6 brands give a festive boost to charity (and collected 2 D&AD Pencils and a Silver Cannes Lion in the process.)


'No one fixes things like Direct Line' with Global, The Media & Entertainment Group

Global Media & Entertainment

Client: Direct Line

To help make “no one fixes things like Direct Line” a part of everyday culture, Global asked the nation “from the everyday to the epic, what needs fixing?” This was then delivered at scale across every Global brand so audiences could see that Direct Line put things right when they had gone wrong in a smart, hassl...

The Survival Billboard

Dentsu Aegis Network & McCann London

Client: Xbox

For 24 straight hours on the 12th November, standing on a billboard in south London, eight Tomb Raider fans fought for the trip of a lifetime – and discovered just how tough the world’s most iconic video game character has it


Encouraging viewers to watch Paint Dry...

Channel 4

Client: Ronseal

To gain maximum cut-through, many brands work with Channel 4 on ad-break takeovers to disrupt viewing and make as much noise as possible. So why not turn that idea on its head? On the Friday before Mayday Bank Holiday – a time where the public are considering DIY projects - we created the ‘world’s most honest ad break’ a...

The Power of Privacy

The Guardian

Client: Silent Circle

Identity theft, celebrity nude leaks, revenue losses, big brother surveillance. Digital privacy can be scary. But it needn't be. The Guardian Labs Power of Privacy campaign flipped the privacy rhetoric from one of fear to control for digital encryption experts, Silent Circle. Our beautifully shot, D&AD award-winning ...

ITV with #SuzukiSaturdays and Ant & Dec

ITV

Client: Suzuki

A winding mountain road, the sun on the horizon, and the driver’s sparkling toothy smile…

Pass the sick bucket. Could car advertising get any more predictable?!? Forget fuel-injection… it was time for a FUN-injection. Here’s how Suzuki hired Ant & Dec as its top salesmen, and turbo-charged sale...

Brewing up the perfect campaign

Channel 4

Client: Taylor's

We are a nation of coffee connoisseurs, consuming 70 million cups every day. This coffee revolution has seen the rise of high quality, barista-style coffee made in the home. It is a market that sees competitors clamouring to be front of mind in the home. Taylor’s came to us with a clear problem: their spot campaign was not working; th...

Budweiser Dream Goal

Sky Media

Client: Budweiser

Budweiser Dream Goal is about giving the greatest goals never seen a platform to be discussed, loved, shared and celebrated. The client, Andre Finamore said “This is one of the most successful Budweiser UK campaigns ever. We tapped into an extremely powerful insight and delivered a brilliantly executed campaign that will be t...

Mail Brands_M&S Partnership 2015

Mail Brands

Client: M&S

In this highly successful long term partnership MailOnline created a drumbeat of activity to keep M&S Food front of mind for all dining accasions. We created an environment where they could create a dialogue with their customers in a more relaxed format than traditional brand advertising allowed.

Primesight

Client: Primesight

This was a year of unparalleled brand development at Primesight. Thanks to our investment in our people our profits were unbeatable, our continued expansion in digital and technology was market-leading and our win of the Manchester Airports Group contract ensured that our agencies and advertisers will have better than ever access to customers a...

Facebook Media Brand of the Year

Client: Facebook

If 2015 saw Facebook become an integral part of the UK media industry, 2016 was about confidently taking a leadership positon through bold product innovation and an unparalleled commitment to our advertising partners.

We did this by becoming the platform to make sense of the consumer revolution in mobile video – conclusively demonstrat...

ITV: Where Brands Live

Client: ITV

Here’s how “Where Brands Live” stopped being just a marketing strapline and started driving our entire sales strategy, helping us behave like the brand we aspired to be.

Instagram Media Brand of the Year

Client: Instagram

In the past twelve months, Instagram has been established as one of the most important media platforms in the UK. We are also one of the fastest growing – with 14m people using Instagram every month in the UK alone. 

Through innovative new creative tools and formats for advertisers we have helped ...

Exterion Media

Client: Exterion Media

12 months ago it wasn’t unusual for people to confuse them with a well-known credit rating company – Experian. Fair enough, considering they are the company formerly known as TDI, Viacom Outdoor and CBS Outdoor. Fast forward a year and they have gone from a traditional Outdoor media owner that hardly anyone had heard of to a con...

VICE

Client: VICE

Over the past 12 months, VICE has aggressively expanded into TV, entered groundbreaking content partnerships and seen a near tripling of international markets that the VICE brand reaches. VICE's cut through with a young, wealthy and educated audience is unparalleled, and its offering to brands - across digital, mobile and li...

ITV: Where Brands Live

Client: ITV

2016… when we knitted an entire ad break from wool, Ant & Dec became car salesmen, Aunt Bessie's hit the jungle, we formed a new business and we ditched the Upfronts to launch a starstudded ITV Gala. This was an unprecedented year of work, where our team smashed all previous records for the 5th year run...

Facebook

This year has unquestionably been the UK sales team’s best ever year.

The revenue success of the UK sales team has been achieved with just an 8% increase in head count and has been driven by our vision of simplification and collaboration, which in turn has led to the UK being the most diverse market in terms of product adoption globall...

Exterion Media

Since what they’ve called their ‘industry wake-up call’ last year, they continue to face their challenges head-on. They listened to what the media business wanted and got their act together - forging new partnerships and developing Out-of-Home innovations and media-firsts. Once again they have achieved their best business resu...

Sky Media

The Sky Media team ‘Believe in better’ in every aspect of our business, but we can boil it down to one core principle. We constantly strive to make advertising more effective for brands and agencies in every conceivable way, including better targeting, advanced advertising products, ground-breaking partnerships, data...

Trinity Mirror Solutions: A total transformation

Trinity Mirror’s portfolio of national and regional titles are brands long cherished by our readers. In late 2014 we were one of many publishers facing declining print revenues but as category ‘last-movers’ in digital, our strategic focus on mobile started to deliver audience scale that was outperforming our competitors. ...

Channel 4

Channel 4

We know winning this award twice-running is tricky, but hey, it’s been a cracking 12 months since we last spoke…

Our market-leading creativity has been amplified through PL4Ying with clients and agencies in our new PL4Yhouse; we’ve launched scaled, data-driven digital innovation in the fields of programmatic (PVX) ...

Owners and Agency

#SuzukiSaturdays

the7stars

Client: Suzuki

To give Suzuki a voice proven to get the country giggling the7stars struck a deal with ITV AdVentures to use the Saturday Night Takeaway IP. It gave unprecedented access to Ant & Dec and the use of pranks and challenges used in the show itself. This approach is certainly a UK TV first, and we believe it to be a global first. 


Scope - End the Awkward

MediaCom

Client: Scope

Imagine the humiliation of being patronised or ignored every day, just because others feel awkward around you. That’s the real situation for the majority of disabled people in the UK. So Scope, MediaCom & Channel 4 worked together to create the “End the Awkward” campaign to make a real difference to the nation.


Camelot's 'Play Makes it Possible'

ITV

Client: Camelot

Here are this year’s award-winning lottery numbers…

264 different pieces of content, featuring 10 charities, chosen from 450,000 good causes. Here’s how ITV helped Vizeum and Storylab to bring Camelot’s most powerful stories to the nation, growing awareness of their funding of good causes by 12%...

Aviva - Driven to Distraction

Channel 4 and The Telegraph

Client: Aviva

With an appreciation for trust in our category and sobered by the discovery that one child is killed on the roads every 10 minutes, we resolved to move our Motor communications towards having a clear social purpose, ‘Make the UK Roads Safer’. Based on YouGov research, we developed a car-pooling show with Channel 4, which...

The Telegraph and Nikon 'The Moment'

Telegraph Media Group

Client: Nikon

The Telegraph's ‘The Moment’ was a brilliant combination of artistic genius and standout photography, inspired by Dali’s ‘Dali Atomicus’, without any post-production or digital trickery. A ‘Moment’ that the naked eye would assume had been altered, but was captured in one shot on a ...

The Telegraph and Shell 'Love Your Car'

Telegraph Media Group

Client: Shell

Shell V-Power Nitro + Diesel is really good for your car. It won’t make you a better driver and get you a sexier car, but it will make what you’ve got better – sell that!

We tore up the rule book and blew the budget on one stand-out video that set the bar for commercial content; the first-ever 360° commerical video. It ...

A Helluva Tour

Channel 4

Client: Foster's

Foster’s attitude has always been that a life well-lived is one filled with interesting stories. We wanted to bring this attitude to the fore by daring our audience to seize a truly outlandish, seemingly impossible opportunity. Our audience place value on experiences, so we knew traditional, one-way media ideas just wouldn’t...

DFS: transforming from value to quality

MediaCom

Client: DFS

DFS has always been a well known British brand, but not always well loved. In fact many people were actively irritated by DFS. Over 5 years we’ve increased ‘brand love’ by 71% whilst improving ROI by 32% for one of the UK’s largest advertisers.

The Art Pass – A profitable marketing product

the7stars

Client: Art Fund

At a time when the arts receive just 1% of charitable donations, the Art Fund has grown its membership and revenue significantly. Our campaign has delivered an incremental profit of £12.9m, which equates to a return on marketing investment of £4.07 for every £1 spent. 

DLG The Fixer

MediaCom

Client: Direct Line Group

Direct Line Group rebooted its flagship brand as the ultimate ‘Fixer’. We took this concept beyond the world of insurance,
helping to fix the things that go wrong in people’s everyday lives. Direct Line reversed its long-term decline, returning to growth two years after the campaign launched....

Fixing the funnel to fill the tunnel

OMD UK

Client: Eurotunnel Le Shuttle

Back in 2011 we were tasked with increasing sales for Eurotunnel Le Shuttle against significant competitive challenges.

So we changed the game for the brand, creating a bespoke segmentation that sat at the heart of media, creative and content planning for the next five years.

From a position of loss, our revolutionary strategy hel...

Helping Britain's best-loved retailer win at Christmas, again and again

Client: John Lewis

This isn’t the story of having one great strategy and sticking to it over time. It’s the story of having to better our own incredibly high standards year after year, of having to think and act smarter every year to ensure that the John Lewis Christmas campaign remains the unofficial start of Christmas. And of course it’s the s...

Sky AdVance

Sky Media

Client: Sky Media

Media agencies do a great job creating

and buying integrated media plans which aim to stitch

TV and online campaigns together in synchronised

harmony. However precise control over what individual

consumers experience is extremely difficult to

accomplish in practice - and yet consumers’ individual

journeys and brand exposures...

Sugar Smart

MEC

Client: Public Health England

England is facing an obesity epidemic. Children are eating three times the recommended amount of sugar to the point that 1/5th of children are overweight when they start primary school. No parent wants this. So how do you help mums and dads to spot the sugary food and drinks? By creating an app which visualises the sugar in food and drink by simply...

Justin Bieber - Purpose

MediaCom

Client: Universal Music

At the start of 2016, three of Justin Bieber’s singles were on constant radio rotation – but sales of his album had plateaued. So to convert airplay into sales, we created an innovative outdoor campaign that reacted in real time to radio airplay. Every time a Bieber single played on the radio, digital billboards across Londo...

Coca-Cola - Rewarding Smiles

MediaCom

Client: Coca-Cola

Smiling makes you happy – and the happier you are the more you smile. We developed unique smile recognition technology, where a user’s webcam detected whenever they were smiling while chatting on Skype. Every smile filled a virtual Coke bottle. When the bottle was full, the user got free Skype credit. Trial increased by 7% and p...

Digital Health Stop

MEC

Client: Public Health England

Making better choices today can have a huge influence on our health and could prevent diseases such as type 2 diabetes and heart disease, but it’s often hard to find time to take stock. The surprising solution for our ambitious challenge was bus stops!

We brought TV medic Dr Hilary Jones to the high street and turned ordinary bus stops...

Instant Ads

Metro

Client: Metro Story

These days, newspapers are up against stiff competition for commuters' eyes in the morning. Metro understands our readers have entered an age of instant gratification which is why we developed Instant Ads...

Responsive, tweet-like adverts are now embedded in our news, sport and features. It's a groundbreaking print innov...

The world’s first programmatic outdoor campaign

OMD UK

Client: Google

We brought the power of programmatic to the world’s oldest media channel by launching the world’s first programmatic outdoor campaign for Google. We turned London into a physical website and used real-time signals to target the right people at the right time, delivering over 15 million programmatic impressions across 80 locations wi...

Encouraging viewers to watch Paint Dry...

BJL, 4Creative, Mediacom

Client: Ronseal

To gain maximum cut-through, many brands work with Channel 4 on ad-break takeovers to disrupt viewing and make as much noise as possible. So why not turn that idea on its head? On the Friday before Mayday Bank Holiday – a time where the public are considering DIY projects - we created the ‘world’s most honest ad break’ a...

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

The Queen's 90th Birthday Ad Break

ITV Coronation Street Production Team, ITV Brand Marketing, ITV Creative, James Grant Management, Zenith, Mindshare, PHD,

Client: Plenty, Ribena, Universal Music, Walkers Crisps, McCain, Admiral, Hovis, Mr Kipling, Cadbury's Milk Tray, Dr O

The Milk Tray Man, Juan Sheet and Keith Lemon probably aren’t the first 3 names the Queen thinks of when planning her birthday fun. But, they topped our Corrie street party guest list to put a media first in our hands, bringing 10 brands and media agencies together for the first time in an ad break with the best bra...

Text Santa's Knitted Ad Break

Text Santa, ITV Creative

Client: Amazon, BT, Dreams, DFS, Nationwide, British Gas

Bad news for kettles! Cups of tea were on hold as this creative Christmas idea saw 100% of viewers watch the entire ad break. Here’s how an army of knitters picked up their needles and helped 6 brands give a festive boost to charity (and collected 2 D&AD Pencils and a Silver Cannes Lion in the process.)


Hunted

OMD UK

Client: Channel 4

To launch Channel 4’s new show Hunted, we created a first-of-its-kind strategy – we turned media into tracking devices and recreated the paranoia of being hunted. We developed 325 individual creative messages that ran across 114 formats on 37 media channels, including train panels, ATMs, phone boxes and Oyster cards.

...

Uncompromisingly good media

Manning Gottlieb OMD

Client: Waitrose

As 2016 started, Waitrose were losing their identity. Disruptors such as Aldi and Lidl had made bargain shopping fashionable and every other supermarket had a quality range, encroaching on Waitrose’s dominance in this area. Waitrose is about uncompromisingly good food, and, unlike any of its competitors, goes to extraordin...

Justin Bieber - Purpose

MediaCom

Client: Universal Music

At the start of 2016, three of Justin Bieber’s singles were on constant radio rotation – but sales of his album had plateaued. So to convert airplay into sales, we created an innovative outdoor campaign that reacted in real time to radio airplay. Every time a Bieber single played on the radio, digital billboards across Londo...

NHS Blood Missing Type

MediaCom

Client: NHS Blood

A world without the letters A, O, B

During National Blood Week 2015, NHS Blood and Transplant launched a disruptive campaign to capture the nation’s attention and highlight the need for new blood donors. ‘Missing Type’ removed the As, Os and Bs from media, brands, high profile places and famous street si...

The SUMMERbible

OMD UK

Client: PepsiCo

In 2015 Doritos was looking to ignite the brand. Say hello to ‘For The Bold’, positioned to inspire the public to embrace the unplanned.

Partnering with The LADbible, we sent their employees a series of challenges that would bring out their ‘inner bold’. These challenges played out live across social media and saw...

Personalised Shirts

Maxus

Client: BT Sport

Through an imaginative use of data, this campaign fulfilled every football fan’s dream – seeing your own name on the back of your team’s shirt. BT wanted to engage an audience who don’t interact with advertising as a rule. Through using 1st party publisher data, they were able to deliver a fully personalised mes...

The sweetest ever ad break

Channel 4

Client: McVitie's

Question: What could possibly be cuter than an advert featuring an 8 week old ‘British Blue’ kitten?

Answer: An entire ad break featuring a litter of 8 week old British Blue kittens…along with a Labrador puppy, an animated penguin, giggling and singing toddlers, dachshund puppies and three singing chipmunks! This&#...

#RedCups - Let the season begin

Manning Gottlieb OMD

Client: Starbucks UK

With the average attention span of a millennial adult now lower than that of a goldfish, how do you grab consumers’ attention and maintain it for a successful launch? You speak their language. That is just what Starbucks UK did to announce the 2015 arrival of the much anticipated Red Cups.

#RedCups - Let the season begin

Manning Gottlieb OMD

Client: Starbucks UK

Sharing the gift of reading at Christmas

PHD

Client: Sainsbury's

To share the gift of reading at Christmas, Sainsbury’s created Mog’s Christmas Calamity, a new children’s book by Judith Kerr.  The book was turned into a 3 min TV ad which we launched simultaneously on 83 different TV channels, reaching 84% of the UK TV audience in just one airing.  In the run up to Christma...

Churchill Lollipoppers

MediaCom

Client: Direct Line Group

We all remember Lollipop men & women keeping us safe as we crossed the road as kids. Tragically, due to law changes and budget cuts, the number of Lollipoppers has plummeted. So we launched a campaign for Churchill with 4 media partners, asking people to nominate their schools to get their own Lollipopper. We expected 500 schools to...

Aunt Bessie's: Making ITV Tummies Rumble in the Jungle!

ITV

Client: Aunt Bessie's, ITV, Vizeum, The Story Lab, VCCP, Zeal

A food brand sponsoring a show where kangaroo testicles are top of the menu sounds like a terrible idea. But, by borrowing Ant & Dec’s approach to jungle observations, Aunt Bessie’s own double act – Margaret and Mabel – would drive sales growth by entertaining the nation around the campfire’s...

The Queen's 90th Birthday Ad Break

ITV

Client: Various

Many Media Week Awards will claim to be a world first. On this occasion, we can genuinely say this has never been done before. Never before have 10 brands given over control of their IP to a media owner to create a single ad. To make this happen we needed complete trust and collaboration.


Suzuki, the7stars, ITV and Ant & Dec

the7stars

Client: Suzuki

To give Suzuki a platorm proven to get the country giggling, the7stars would strike a deal with ITV AdVentures to use IP
from Ant & Dec’s Saturday Night Takeaway (SNT). It would give unprecedented access to Ant & Dec, and the use of pranks and challenges seen in the show – a UK TV first.

This grand collaboration invo...

Lynx #BiggerIssues

Mindshare UK

Client: Unilever

With the aim of making male suicide the biggest issue in the country, Lynx joined forces with the charity C.A.L.M (Campaign Against Living Miserably) to deploy a dynamic, real-time campaign across digital billboards, digital advertising and social media, holding a mirror up to all the trivial issues that were currentl...

Research

How people buy

Newsworks

Client: Newsworks

Newsworks took a behavioural economics approach in a multi-stage study of how people discover and choose brands. In partnership with Flamingo, Tapestry and Dr Nick Southgate, we examined the consumer decision journey, with a focus on the roles of different media channels along the path to purchase. The findings have been developed ...

Strike a Chord: how music enhances brand communication

Radiocentre

Client: Radiocentre stakeholders

As part of Radiocentre’s ongoing programme of research designed to enhance perceptions of radio as a brand-building medium, this ambitious study set out to understand specifically how music communicates for advertisers. By demonstrating how music - when used consistently - can improve the effectiveness of brand advertising, Strike a C...

Persuade and protect: helping regulators improve advertising Ts&Cs

Radiocentre

Client: Radiocentre stakeholders

Radio advertising suffers disproportionally from the negative effects of Ts&Cs and loses around £120m a year as a result.  Radiocentre has run a proactive lobbying campaign since 2012 to reduce overcomplicated terms and conditions in advertising and improve the listener experience. By quantifying how ineffective current warnings are ...

The battle for attention

Newsworks

Client: Newsworks

PwC and Newsworks research study challenges the time spent argument as too simplistic and introduces an attention score ranking 15 media types, suggesting that "quality time" - that is, the attention commanded by a medium - drives advertising impact far more than dwell time. Taking into account two types of attention - both sustai...

OutPerform by Outsmart

Outsmart

Client: Outsmart

OutPerform is Outsmart’s first major research study since we launched in September 2015.  We asked the industry what they wanted to know and the overwhelming response was “How does Out of Home and mobile work together?”

To answer the question, we joined forces with leading market researchers, Ipsos and OOH industry...

Building Box Office Brands

Digital Cinema Media

Client: Media Agency Partners

Historically research from the cinema industry has focused on comparing the impact of the big screen to TV. However, in a world where brands need to think cross-device, platform and channel to reach their audiences, there was a clear lack of knowledge around the role cinema plays in the media mix and the impact it delivers alongside oth...

NatWest Brand Contribution

Zenith

Client: NatWest

The NatWest Brand Contribution Programme helped pave the foundations for a new approach to the bank’s marketing investment. It comprised multi-agency collaboration and the successful integration of a diverse range of data sources into a multi-faceted modelling framework to deliver an in-depth evaluation of both the short and long-term impact ...

Moonpig - Econometrics

MediaCom

Client: Moonpig

Building the big picture from small insights: MediaCom used Econometrics to revolutionise Moonpig’s comms, driving a growth rate of 18%, almost double last few years, from the same media budget.

Thinkbox - TV Response: New Rules, New Roles

MediaCom

Client: Thinkbox

‘TV Response: New rules, New Roles’ flips conventional thinking about response campaigns on its head. It is the most thorough investigation into TV response ever, bringing the industry’s understanding of how to optimise response into the connected 21st century.

Gumtree Econometrics

the7stars

Client: Gumtree

Using 4 years of econometric studies (a total of 40 different models), we have introduced and proved that new media channels have been effective and successfully transitoned from a single channel DR approach, to a multimedia sponsorship led branding strategy that has; improved brand perceptions significantly, brought in new users and ev...

Argos

Sky Media

Client: Argos

Sky Media approached Argos with the promise of optimising its investment in TV by driving efficiencies; and in turn, delivering incremental sales from tactical TV advertising.

OptimiserIQ – Using complex modelling to deliver simple answers

MEC

Client: MEC UK

Econometric analysis has the potential to transform a business’s media activity and marketing efficiency. However far too often, its complexity, lack of directional output and long lead times leave it in the hands of isolated specialist teams.

We created MEC OptimiserIQ to challenge the very way econometrics insight is disseminated...

Mum's the word

PHD

Client: Sainsbury's

Sainsbury’s research discovered the shocking extent to which Mother’s Day is ‘over’ for most Mums almost before it starts. Whilst the research informed a media plan designed to help Dad and the kids’ deliver a Mother’s Day surprise that would make her day, the impact of its findings went beyond media to actua...

The Passive Passion of Music Fans

the7stars

Client: Warner Music

In a world first, the7stars added Passive Mobile activity tracking to their Lightbox music fan community, gathering more than 20k lines of behavioural data and unearthing ‘real’ opposed to ‘claimed’ insights into music purchase and listening patterns. This unrivalled insight gave a significant return to the Warner Mu...

Modal Britain, the new modern mass market

Trinity Mirror

Client: Trinity Mirror Solutions

Trinity Mirror’s portfolio of national and regional newsbrands, reach a compelling audience of 40.1m each month. But in a fast-declining print advertising marketplace, we needed to fight harder for revenue from a diminishing pot – challenged by agencies’ negative perceptions of ‘red-tops’ and disinterest in reg...

New Look - Hot or Not

Zenith

Client: New Look

New Look proposed launching their menswear range with a simple announcement. But would that be enough to overturn misperceptions about the brand?

 

We checked by recruiting lots of men and taking two photos of them - exactly the same except in one they were holding a TopMan bag, in the other a New Look one. We then posted all these ...

Millennial Rules

Metro & MailOnline

Client: Metro

In October 2015, Metro newspaper, Metro.co.uk and MailOnline teamed up to embark on a mission to make sense of all the noise about millennials - we wanted to help our advertisers identify what they needed to know and learn how to engage better with millennials.

Following months of in depth qualitative and quantitative research, we id...

Laura Garratt

OMD UK

Laura Garratt, Associate Investment Director, OMD UK

Vauxhall MOKKA - From Insight to Delight

Carat

Client: Vauxhall

We used a clever fusion of our owned CCS panel data with Facebook and Twitter user data to create a segmented approach to launching the new Vauxhall MOKKA by automatically matching product features to the most appropriate audiences and serving up bespoke ads.

Sky - Start of Season

MediaCom

Client: Sky

Football fans are as tribal as it gets. If you live in Manchester and support Man U then seeing Man City score a goal makes you sick to the stomach & vice versa. So when Sky Sports launched the new football season, we only showed fans highlights for THEIR club! Purchase intent grew 40%.


Project Tarantula

Channel 4

Client: Channel 4

The Project Tarantula process is unique to Channel 4, generating premium demographic inventory by leveraging the impressive 13.5M viewer database and giving us an unmatched data source to understand viewer profiles, behaviours and preferences in the VoD space.

Whilst the science under the hood is complex, the overall idea is simple&#...

Tesco: winning the politics of the grocery market

MediaCom

Client: Tesco

Tesco: winning the politics of the grocery market 

To fight the threat of European discounters, we adopted a politically-inspired targeting strategy to win back the hearts and minds of the UK’s most fickle grocery shoppers.

Argos

Sky Media

Client: Argos

Combining Argos and Sky’s 1st party data: the resulting insights have yielded £7 million in incremental revenue for Argos.

DisplayLift

MEC UK

Client: Various

‘DisplayLift’ is the first proprietary attribution solution to enable real-time optimisation of display media to incremental audiences and placements. 

The tool connects real-time buying to real-time conversion insights, harnessing the huge amount of DoubleVerify data to connect viewable impressions with conversion events. I...

A global media first in programmatic targeting

Manning Gottlieb OMD

Client: TSB

Most attribution models are nice to look at but of limited practical, day-to-day use – they are very useful for longer-term planning but not for real-time buying. In 2016, Manning Gottlieb OMD created a global media first in programmatic targeting by delivering an actionable, real-time attribution model for TSB that revolutionised...

Influencing the influencers

Manning Gottlieb OMD

Client: Shelter

There is a housing crisis in the UK, with rapidly-increasing homeless numbers and chronic underfunding in new housing. The only people who can tackle this are the politicians in Westminster who determine policies for the country. Shelter tasked us – not a firm of lobbyists – with delivering their viewpoint and solutions to the polit...

Best of the Best

Gold: Nat Poulter

Mail Brands

Nat plays a fundamental role in driving change in how MailOnline approaches programmatic trading. His drive to learn and passion for ad tech has elevated him to Head of Automated Trading at Mail Brands. Nat built the 'MailOnline Unified Auction'  technology and this has been a major contributer to the +70% YoY growt...

Morgan Harrison Doyle

Hearst Magazines UK

“ Morgan is a huge asset to the Hearst-Rodale commercial team.  She combines an incredible drive, ambition and a big personality with great ideas which are expertly communicated and sold both off-the-page and in person.  Her tenacity and relationship-building skills with a new client, Renault, enabled her to pull off Men...

Rowan Newman

Client: Weve

At 27 Rowan is the youngest department head at Weve. She has risen up from writing copy for text messages to Head of Creative in two years. The new job title is well deserved. Rowan has built a creative team (with its own Weve sub-brand) called Weve Source.

In the last 12 months, Weve Source have carved out a 6-figure revenue line, won f...

Ciara Palmer

Facebook

Ciara Palmer (28)

Client Solutions Manager, Facebook

Ciara is passionate about ad tech and performance marketing. But more importantly, whether in advertising or the wider community, she wants to do good things. After completing her Masters, Ciara joined LinkedIn’s marketing solutions team. She then worked at AdRoll...

Courtney McNally

Facebook

Courtney McNally (29)

Client Solutions Manager, Facebook

Courtney is dedicated to helping clients and the wider industry understand the value of a “Full Funnel” approach to digital advertising.

She started her career interning at The Financial Times in London, providing her with exposure to event planning and PR. Courtn...

Gold: Abi Morrish

MEC UK

Abi is head of Digital Engagement for MEC Wavemaker and the creator of the multi-award winning campaign the Netflix FOMOmeter.  Her passion is around connecting small businesses and start-ups with brands and ensuring that media agencies remain an attractive career choices for both millennials and Gen Z generations. She has been awarded both th...

Dominic Charles

MEC UK

Dom Charles represents the best of the new breed of media planners; equally adept at working with complex data sets to deliver planning and campaign optimisation insight, whilst simultaneously able to work with clients to interpret the central marketing communication challenges their brands face. His achievements in the first nine years of...

Hannah Blake

MEC UK

Hannah is passionate about supporting entrepreneurs and helping them to secure commercial partnerships with brands. Having run BBC Worldwide’s start-up accelerator for a number of years she came to MEC to help their clients work closer with new technology companies. Hannah set up a new department at MEC called MEC Tonic and has subsequently s...

Emma Parrett

OMD UK

Emma Parrett, Associate Partnership Director at OMD UK

Chris Brown

Vizeum UK

I believe agencies are better when people are entrepreneurial, and what drives entrepreneurship in my view is imagination: testing the limits of possibility, and relentlessly trying to surpass them. I’ve brought this spirit to Vizeum since joining 18 months ago, and this is why I believe I deserve to be Media Week Rising Star 2016...

Gold: PHD

Media Week Awards 2016

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