In January 2018, LEGO was experiencing a slow down in sales growth, and LEGO Technic was identified as a key driver for accelerating this. As a result, we were tasked with growing LEGO Technic by 21%.
We identified a new, adult audience: people who had a passion for building and fixing things, but we had to overcome their per...
Winning Line-up
Best Agency Partner
Mindshare
Wavemaker
the7stars
PHD
MediaCom
Manning Gottlieb OMD
Goodstuff
Agency
Gold
Silver
Awesome Week
PHD
Client: The LEGO Movie 2
Using media to make the UK feel more Awesome as it emerged from the January Gloom.
Bronze
Elton John Lewis
Manning Gottlieb OMD
Client: John Lewis & Partners
Christmas is the most important time of the year for John Lewis & Partners, with its advertising recognised as signaling the start of the season.
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
Finalist
Rang-tan's palm oil free Christmas
the7stars
Client: Iceland
Finalist
The Winner Takes It All
MediaCom
Client: Universal
It’s harder than ever to sell DVDs. So we convinced ITV to turn an episode of the X-Factor into one great big launch party for the release of the Mamma Mia 2 DVD. In the first movie product placement in an ITV programme, we cocreated the ABBA Week special. The DVD was unmissable and Britain’s favourite music show helped Mamma Mia 2...
Finalist
Channel 4 Derry Girls
OMD UK
Client: Channel 4
Finalist
Long Live The Local
Havas Media
Client: British Beer Alliance
Background
Persuade the Chancellor to reverse the planned beer duty rise, which would have a devastating impact on the industry.
The Big Idea
The beer duty rise was not only a threat to the industry, but to our pubs, national identity and culture-at-large.
“It’s Bigger than Beer”: a protest movement against beer ...
Persuade the Chancellor to reverse the planned beer duty rise, which would have a devastating impact on the industry.
The Big Idea
The beer duty rise was not only a threat to the industry, but to our pubs, national identity and culture-at-large.
“It’s Bigger than Beer”: a protest movement against beer ...
Gold
It's Coming Home
Wavemaker and Ogilvy
Client: British Airways
Three incredible things happened in the summer of 2018. The weather was properly hot, England were doing well at a World Cup and BA delivered a ‘masterclass in tactical advertising’ that put them front and centre of cultural conversation. Within 24 hours of inception Team Horizon (Wavemaker & Ogilvy for British Airways) created ...
Silver
"Alexa...Send Me A Diet Coke"
MediaCom
Client: The Coca-Cola Company
In today’s tough retail climate, identifying new routes to reach and engage customers is crucial to unlocking growth for brands. By developing a piece of revolutionary sampling technology and coupling it with intelligent FMCG planning, we transformed sampling through the activation of voice. Supercharging Coca-Cola’s AV activity...
Bronze
#ThisIsOurTime
PHD
Client: Skoda UK
Finalist
Rang-tan's palm oil free Christmas
the7stars
Client: Iceland
This is the story of how a banned ad became the country’s biggest Christmas campaign.
Finalist
Project Pegasus: Giving Context to Google Home
Essence
Client: Google
Google are pioneers in using AI for personalisation. It’s in Google’s products and their advertising. But effective personalised ads can be labour-intensive and hard to scale - and they’re usually based on personal data.
At the same time, consumer concerns about privacy and the way companies are using data to shape behaviou...
At the same time, consumer concerns about privacy and the way companies are using data to shape behaviou...
Finalist
NOW TV Box Set Sabbatical
MediaCom
Client: NOW TV
How do we get millennials to sit up and take notice of NOW TV, in the face of heavy and relentless competition from Netflix? We targeted anyone hating their job, offering them the opportunity of a lifetime: the chance to earn an annual salary, just by bingewatching their favourite TV shows – otherwise known as the NOW TV Box Set S...
Gold
Don't Lose the Picture
Manning Gottlieb OMD
Client: Specsavers
This ambitious, multi-channel campaign for Specsavers highlighted the importance of taking your eye health seriously by showing what media would be without sight.
Maximised through creative media, ‘Don’t Lose the Picture’ created impact at scale by aligning with the highest rated visual media placements and then removin...
Maximised through creative media, ‘Don’t Lose the Picture’ created impact at scale by aligning with the highest rated visual media placements and then removin...
Silver
#TogetherAgainstHate
Wavemaker
Client: Nationwide
Nationwide, partnering with Channel 4, galvanised a coalition of like-minded parties across the industry to work together and take a stand on the proliferation of online hate.
We created a hugely impactful ad break takeover in Gogglebox, a programme which itself represents and celebrates diversity across the UK, and showcased the...
We created a hugely impactful ad break takeover in Gogglebox, a programme which itself represents and celebrates diversity across the UK, and showcased the...
Bronze
Channel 4 Derry Girls
OMD UK
Client: Channel 4
Derry Girls is Channel 4’s quirky comedy set during The Troubles in Northern Ireland. The show stars Erin and her friends getting up to all sorts of hilarious capers, and features authentic 90s cultural references. But it had got off to a slow start; whilst series one became the most watched show ever in Northern Ireland, the rest of ...
Finalist
Awesome Week
PHD
Client: The LEGO Movie 2
Using media to make the UK feel more Awesome as it emerged from the January Gloom.
Finalist
Augmented Realitree
Goodstuff
Client: Yorkshire Tea
“This is a truly inspiring campaign that gives back to the community and planet. Kids seem completely gripped by the AR and are clearly understanding the importance of trees to our world as a result.”
Dom Dwight – Taylors of Harrogate (inc. Yorkshire Tea), Marketing Director
Dom Dwight – Taylors of Harrogate (inc. Yorkshire Tea), Marketing Director
Finalist
Ask Twice
MediaCom
Client: Time To Change
25% of Brits fight mental health problems every year. Too often, people pretend they’re ‘fine’ when asked. Two groups keep especially quiet: men, thanks to a culture of toxic masculinity suggesting ‘big boys don’t cry’, and teenagers. So, Time to Change launched ‘Ask Twice’: a far-reac...
Gold
Inviting home lovers Back To Mine
Goodstuff
Client: Dunelm
Dunelm was missing out on high spending cohabiting couples, who were looking elsewhere for their homewares. To catch their attention whilst sat on the sofa browsing the competition, we turned to more than just advertising. Goodstuff and ITV created Back To Mine - a reality dating show that invites singletons to pick a partner based on rumma...
Silver
The Hunt is On!
Carat UK
Client: Cadbury Creme Egg
Cadbury Creme Egg Hunting Season was in its 3rd year but with a flat budget, longer Easter season and no new news we needed to reinvent the game. We created a first of its kind Easter Egg Hunt, hiding Creme Eggs where you would least expect to find them - in other brands adverts. Solving our client's challenge and simultaneously address...
Bronze
Missguided Styles Love Island
MediaCom
Client: Missguided
Since TV started, viewers have wanted the outfits worn by the stars of their favourite shows. Last summer, fashion brand Missguided made getting the look easier than ever: partnering with Love Island to provide ALL the outfits worn by the contestants, making it the most shoppable TV show in history. From Day 1 of the series, Missg...
Finalist
Three Introduces The Most Relaxing Place On The Internet
Mindshare
Client: Three UK
Phones are good. That’s what Three thinks — and it wants everyone to know. But against a growing backlash around phone usage and mental wellbeing, it was difficult to make that message heard. We had to find a creative way to engage with the brand audience, one that would overcome the negativity and help them fall back in love wi...
Finalist
Stories of Local Pride
Vizeum UK
Client: TSB
After TSB ran into some major IT issues in 2018, we changed the conversation from problems with online banking to positive human impact in the everyday, illustrating their real – but overlooked – community role far away from BACS transfers. This campaign accelerated TSB’s revival by 18 months and played a major role in ste...
Finalist
Carlsberg Probably NOT
Initiative
Client: Carlsberg
Gold
Selling a Phone with Hidden Powers
Publicis Sport & Entertainment
Client: Samsung
To position the Galaxy Note9 as the premier device for mobile gaming, Samsung partnered with Fortnite to create a whole new character in the game: The Galaxy Skin—available exclusively on the new Note9. To build hype, we gave the skin to the world's biggest gamer before anyone else. Ninja debuted the skin to millions on YouTube an...
Silver
Viva La Vulva
Zenith
Client: Bodyform
How Bodyform overcame media censorship to celebrate the Vulva
Bronze
Okay Google... hit the lights
OMD
Client: Google (Assistant)
Whilst voice assistant technology has captured the world's attention over the past 5 years, the marketing of the products has often been a little... boring! Too many demonstrations and too little excitement, no wonder sentiment scores are still low.
Google decided to buck this trend by creating a series of global events that helped peo...
Google decided to buck this trend by creating a series of global events that helped peo...
Finalist
Unleashing the Greatest Racing Spectacle on the Planet
Wavemaker Client Solutions London
Client: F1
Formula 1 has suffered years of declining attention, engagement and viewership, driven by a belief among fans that the sport has pursued commercial interests over entertainment. Under new ownership and with a new marketing and agency team, F1 took the decision to reposition one of the world’s most classic and iconic sporting franc...
Finalist
Shot on Pixel
OMD
Client: Google (Pixel)
In an industry dominated by Apple and Samsung, with add spends that dwarfed our own, the Google Pixel 3 had to do something truly game changing to stand out.
Partnering with Conde Nast we decided to dramatise our superior camera credentials by doing something no one had ever attempted, shooting the cover photos of a major fashion magaz...
Partnering with Conde Nast we decided to dramatise our superior camera credentials by doing something no one had ever attempted, shooting the cover photos of a major fashion magaz...
Finalist
Made Defiant
Havas Media Group
Client: Beats by Dre
Jimmy Iovine and Dr. Dre changed the game when they launched Beats. But as the years have gone on, the competition has grown fierce. The wireless headphone category is seeing double digit growth year-on-year. How do you face the competition down? You change the game again. The new playing field is culture –with music and sport at the hear...
Media Owner
Gold
ITV and John Lewis & Partners Xmas 2018
ITV
Client: John Lewis & Partners
Silver
The People’s Seat, Inspiring Action on Climate Change
WPP & Facebook
Client: The United Nations
In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the UN. WPP assembled a team, led by Grey London and Facebook, to help the UN reconnect with the world’s people. The People’s Seat campaign gave people a voice on the greatest threat facing humanit...
Bronze
The Most Relaxing Place On The Internet
LADbible Group
Client: Three
To become the UK’s best-loved brand, and crucially get their swagger back with millennials, Three needed to confidently and unapologetically land its new bold point of view — ‘phones are good’ — despite a growing backlash around phone usage and mental wellbeing. So, we partnered with LADbible to launch the ...
Finalist
Fulfilling philosophy
The Stylist Group
Client: philosophy x Remarkable Woman Awards
An execution worthy of an iconic brand led to six months of video, online and print content, culminating in an industry-changing awards ceremony no one will ever forget.
Finalist
Mail Metro Media for IT Cosmetics & BOOTS
Mail Metro Media
Client: L'Oreal
As Mail Metro Media reaches more women than any other newsbrand in the UK, we were the perfect partner for IT Cosmetics’ national launch campaign.
The beauty brand wanted to show the real and immediate effects of its products to a female audience at scale and drive awareness of its availability at Boots. By polling our female readers&#...
The beauty brand wanted to show the real and immediate effects of its products to a female audience at scale and drive awareness of its availability at Boots. By polling our female readers&#...
Finalist
Virgin Radio: The Chris Evans Breakfast Show with Sky
Wireless Group
Client: Sky
Redefining Commercial Radio. Without the Commercials.
Finalist
Telegraph Women's Sport
The Telegraph
A game-changing launch
“I was told no one cared about women’s sport. We challenged this and set a new, revolutionary trajectory...”
Anna Kessel, Editor, Telegraph Women’s Sport
“I was told no one cared about women’s sport. We challenged this and set a new, revolutionary trajectory...”
Anna Kessel, Editor, Telegraph Women’s Sport
Gold
Magic in Paris - Fantastic Beasts: The Crimes of Grindelwald
Bauer Media
Client: Warner Bros
How do you create cut-through for the next film from the world’s biggest film franchise? You take an entire radio station across the English Channel and deliver the stations biggest ever streamed listenership in its entire history! Warner Bros challenged Bauer to deliver a campaign for Fantastic Beasts: The Crimes of Grindelwald which would b...
Silver
Hollyoaks does Race for Life
Channel 4
Client: Cancer Research UK
Cancer Research UK wanted to drive awareness of Race for Life and increase sign-ups. The charity wanted to encourage families, and men to register, as this was the first year that men could take part in the event.
As a show which has a history of raising awareness of important topics in a youth-focused way, with a fun and friendly to...
As a show which has a history of raising awareness of important topics in a youth-focused way, with a fun and friendly to...
Bronze
ITV and Men In Black International
ITV
Client: Sony Pictures
Here’s how two new ITV rookie recruits took on an alien invasion, doubled demand, and brought a brand-new generation to a 20-year-old franchise, with a suitably ‘unforgettable’ campaign.
Finalist
Mail Metro Media for Bohemian Rhapsody
Mail Metro Media
Client: 20th Century Fox
Yes, this is real life – no, it’s not fantasy… Last October, Metro created the first ever singing newspaper for 20th Century Fox film, Bohemian Rhapsody!
To promote the much anticipated movie which had London as its backdrop, Metro certainly grabbed the attention of the capital city’s commuters on the...
To promote the much anticipated movie which had London as its backdrop, Metro certainly grabbed the attention of the capital city’s commuters on the...
Finalist
#HometownHeroes - #WomenInFootball
Client: Women in Football
Women In Football are a brilliant network for women working in the football industry.
Twitter have been working with them since early 2018 and together we’ve done a series of things to help to raise the visibility of women in the football industry. The FIFA Women’s World Cup (WWC) in France represented a huge opportunity to increase vi...
Twitter have been working with them since early 2018 and together we’ve done a series of things to help to raise the visibility of women in the football industry. The FIFA Women’s World Cup (WWC) in France represented a huge opportunity to increase vi...
Finalist
Real People, Real Stories
Wireless Group
Client: Samaritans
Now you’re talking - encouraging men to
seek help.
seek help.
Finalist
The ESPN Luck Index powered by Intel
tpf
Client: ESPN
The ESPN Luck Index powered by Intel created excitement, intrigue and debate as it tackled a key football question – how much does luck affect a season?
The Luck Index captured the imagination of football fans across the UK, putting ESPN and sponsor Intel at the centre of the football conversation just days before the start of the ...
The Luck Index captured the imagination of football fans across the UK, putting ESPN and sponsor Intel at the centre of the football conversation just days before the start of the ...
Gold
OUR MISSION: BANISH CYBERCRIME FOR NATWEST WITH BESPOKE CINEMATIC CONTENT
Digital Cinema Media
Client: NatWest
Other partners:
Zenith
Recipe
Zenith
Recipe
Silver
ITV and John Lewis & Partners Xmas 2018
ITV
Client: John Lewis & Partners
Here’s how ITV helped John Lewis ‘Step into Christmas’ with Elton John, with a beautifully simple launch idea that got the nation brain’s fizzing like a festive prosecco. With 200% greater ad recall, and 50% increase in site visits, this was an exceptional lift-off for the nation’s favourite rocketman.
Bronze
JOHN LEWIS PARTNERS WITH CINEMA TO TRAIL A MEDIA FIRST
Digital Cinema Media
Client: John Lewis & Partners
John Lewis ads are iconic cultural moments, just like blockbuster films. So when the plot of the retailer’s latest ad - its most important as it was launching a new brand identity - aligned with one of the year’s biggest blockbusters, it was the perfect media match. But there was one BIG problem for the BIG screen, the film ...
Finalist
Hearst x Very.co.uk A/W ‘This is Me’ 2018
Hearst UK
Client: Shop Direct & Very.co.uk
It's not very often that a client and media owner work as collaboratively as Very and Hearst have done. This relationship has been the bedrock for bravery, innovation and ROI. For the Autumn/ Winter 2018 campaign, Hearst drove an amazing sales uplift through our Very X Hearst ‘Rule Breaker’ campaign and were the first UK tes...
Finalist
ITV and Visa's Festive Forecasts
ITV
Client: Visa
As the world goes contactless, ITV helped Visa bring back the personal touch. Here’s how 18 weather presenters brought warmth and sunshine
to the cold Christmas High Street with a 131% lift in campaign impact.
to the cold Christmas High Street with a 131% lift in campaign impact.
Finalist
VICE Film School
VICE
Client: Panasonic Lumix
LUMIX approached VICE to help position their LUMIX G product range as credible cameras to film documentary content on, and to elevate their status amongst discerning young filmmakers. LUMIX are makers of quality film cameras but lack the army of advocates possessed by Canon and Nikon. Armed with that brand truth, our insight around filmmaki...
Gold
Kellogg's: Love Island's Cereal Dater
ITV
Client: Kellogg's
To prove that ears are the ultimate erogenous zone... here’s how the summer’s hottest podcast brought the love back to a 100-year-old cereal brand, delivering Kellogg’s best ever campaign ROI.
Silver
M&S Food and Britain's Got Talent
ITV
Client: M&S Food
When Ant & Dec are telling you to swipe your contactless card, and a massive Percy Pig starts dancing to Fleur East’s “Sax” in front of Simon Cowell, and when sales rocket by on average 11%, then it’s clear it is not just any sponsorship. This is an M&S Food sponsorship.
Bronze
Virgin Radio: The Chris Evans Breakfast Show with Sky
Wireless Group
Client: Sky
Finalist
The Content Conversation
Hearst
Client: Now TV
With increasing demands on our attention and an abundance of content available from inumerable sources, how could leading streaming service NOW TV cut-through and surface the great shows just waiting to be discovered? The key is agility - with thumb-stopping content and innovative activations to bring NOW TV's content to life
Finalist
Telegraph Women's Sport
The Telegraph
Finalist
Three Introduces The Most Relaxing Place On The Internet
LADbible Group
Client: Three and Mindshare
Gold
Hearst UK: Country Living
Finalist
Evening Standard, ESI Media
“Standard! Get your Evening Standard!”
Essential to London life since 1827, in 2018 The Evening Standard was brave enough to listen to Londoners and carry out a refresh; growing audience, recognition and influence.
These successes translated into the launch of Future London - building on the brand’s campaigning herit...
Essential to London life since 1827, in 2018 The Evening Standard was brave enough to listen to Londoners and carry out a refresh; growing audience, recognition and influence.
These successes translated into the launch of Future London - building on the brand’s campaigning herit...
Finalist
Channel 4
Challenging the mainstream and championing diverse voices is one of Channel 4’s founding principles. Our annual Diversity in Advertising Award is 4Sales’s commitment to help improve D&I in advertising each year until 2020. Shining a spotlight on a different facet of diversity each year with a £1 million airtime prize, not ...
Finalist
Reach
Cast your mind back 12 months and Trinity Mirror and Northern & Shell were operating as independent businesses. Through acquisition, we saw a huge opportunity to launch a new media owner brand to market. But it was not without challenges, which we tackled head on. Beginning with a week long festival to launch, through to innovating ...
Finalist
Digital Cinema Media
In a time of economic uncertainty, trust issues, viewability challenges and declining audiences, strong media brands are more important than ever. Over the last 12 months, Digital Cinema Media (DCM) has improved its own media brand - the iconic cinema pre-show - by enhancing the cinemagoing experience, better understanding its c...
Finalist
Finalist
ITV
Owner and Agency
Gold
Toyota Hilux You'll Be Fine
m/SIX
Client: Toyota
In 2018, the pick-up market was growing at a rate of 15% YoY (SMMT) as more manufacturers entered the market and popularity for a pick-up as a viable alternative to a car ‘SUV’ was helped by favourable commercial vehicle tax benefits, effectively ‘stretching’ the audience from a traditional core. But in its 50th year...
Silver
Turning the nation into cereal daters
Carat UK and ITV
Client: Kellogg's Corn Flakes
Kellogg’s Cornflakes faced a huge challenge to become more relevant to 16-34s and to stand out from the vast array of breakfast options, the partnership with Love Island did just that. The 'Morning After' podcast was a brilliant first, both for the brand and for ITV, enabling us to engage with 16-34’s in a fun, r...
Bronze
Introducing Acast's First Ever... Comedy Partner!
Acast and Blue 449
Client: iD Mobile
Having only used visual advertising until now, ID Mobile were looking for a new idea to engage their audience. We worked with them to use a range of formats, creative concepts and recognisable talent build their ‘voice’ in a hugely engaging, immersive and powerful way.
Acast and Blue 449 devised the first ever ‘Cate...
Acast and Blue 449 devised the first ever ‘Cate...
Finalist
The Charlotte Show
PHD
Client: MTV
How we used audio to bring to life the different sides of Charlotte Crosby’s personality during the launch of her new MTV show.
Finalist
"Alexa...Send Me A Diet Coke"
MediaCom
Client: The Coca-Cola Company
In today’s tough retail climate, identifying new routes to reach and engage customers is crucial to unlocking growth for brands. By developing a piece of revolutionary sampling technology and coupling it with intelligent FMCG planning, we transformed sampling through the activation of voice. Supercharging Coca-Cola’s AV activity...
Finalist
Elton John Lewis
Manning Gottlieb OMD and ITV
Client: John Lewis & Partners
Christmas is the most important time of the year for John Lewis & Partners, with its advertising recognised as signaling the start of the season.
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
Gold
#TogetherForChange
Mindshare
Client: Tommy's
When a child is lost during pregnancy, social media turns from being a place of celebration to a place of anxiety. To combat this, we created a Facebook video and asked micro-influencers to share it. It gave Tommy’s its highest ever traffic to site (+27%) and increased donations by 300%. More importantly, we started a self-sustain...
Silver
#ThisIsOurTime
PHD
Client: Skoda UK
Bronze
A recipe for Success on YouTube by Google and English Heritage
Client: English Heritage
To create more relevance, consistency and global popularity for English Heritage, we partnered with YouTube to create episodic content based on the 1800s. This included a period-inspired cooking show and historical beauty-tip series.
As a result of Google’s powerful analytic tools helping us to hone and target our content, our ...
As a result of Google’s powerful analytic tools helping us to hone and target our content, our ...
Finalist
CRUK: Cycle 300
MediaCom
Client: Cancer Research UK
When 45+ men fundraise, they raise more per person than in any other demographic. But few were fundraising for Cancer Research UK. Cycling is a key charitable activity for the demographic, with the category dominated by prestigious, closed-road events like Ride London and the Tour de Yorkshire. Our challenge was to entice this valuable ...
Finalist
Changing The Game For Women's Football
MediaCom
Client: The Coca-Cola Company
Finalist
The ESPN Luck Index powered by Intel
tpf
Client: ESPN
The ESPN Luck Index powered by Intel created excitement, intrigue and debate as it tackled a key football question – how much does luck affect a season?
The Luck Index captured the imagination of football fans across the UK, putting ESPN and sponsor Intel at the centre of the football conversation just days before the start of the ...
The Luck Index captured the imagination of football fans across the UK, putting ESPN and sponsor Intel at the centre of the football conversation just days before the start of the ...
Gold
Inviting home lovers Back To Mine
Goodstuff and ITV
Client: Dunelm
Silver
The Secret Life of 5 Year Olds on Holiday
Channel 4
In recent years, the package holiday market has been spectacularly disrupted by new online players. Channel 4 alongside Thomas Cook and The Story Lab took this business challenge and created a unique positioning for Thomas Cook, building on the much-loved C4 series The Secret Life of 5 Year Olds to create ‘The Secret Life of 5 Year Ol...
Bronze
You Can't Handle The Truth
Wavemaker
Client: Right Guard
In response to a client brief requesting for a campaign that resonated with the brand’s everyman audience, Right Guard delivered one of the most memorable and amusing campaigns around the World Cup.
As Right Guard differentiates itself amongst a heavily competitive market through its dry wit, we needed to find the funny around an e...
As Right Guard differentiates itself amongst a heavily competitive market through its dry wit, we needed to find the funny around an e...
Finalist
Carlsberg Probably NOT
Initiative
Client: Carlsberg
Finalist
House of Rugby
Carat UK
Client: Guinness
Guinness is a brand with a long heritage with Rugby, we wanted to deepen our connection with the rugby occasion and enrich the consumer experience. Our end goal was to ensure that Guinness, who for the first time were named as title sponsor for the Six Nations, was the brand most associated with Rugby and most loved by rugby fans.
We...
We...
Finalist
Ask Twice
MediaCom
Client: Time To Change
Finalist
AXA: Better Future Now
Bridge Studio at News UK and Havas
Client: AXA
Using content to put a human face on an insurance titan, building a strong emotional connection in an otherwise cold category.
Gold
Direct Line: The Fixers
MediaCom
Client: Direct Line
Direct Line faced an insurance category completely disrupted by price comparison websites (PCWs). PCW’s significant investment in advertising had transformed how customers bought insurance, leading to decreased acquisition volume for Direct Line. However, Direct Line sought not an immediate transformation in commercial performance,...
Silver
How PrettyLittleThing became a PrettyBigThing
The Specialist Works
Client: PrettyLittleThing
Brothers Umar and Adam spotted a gap in the market for a fashionable, yet affordable, online accessories brand. PrettyLittleThing was born – and quickly expanded into clothing. Like most start-ups, media investment had to deliver an immediate return – if it didn’t, it would be pulled. In a fiercely competitive cate...
Bronze
eBay: Closing the Gap- From Commerce to Culture
MediaCom
Client: eBay
eBay was using traditional digital advertising, but facing lower brand consideration than e-commerce goliaths like Amazon, who used broadcast channels. To close the gap, eBay used long-term broadcast partnerships to raise awareness and re-establish our position as a site which reflects cultural trends… because whatever happens in...
Finalist
The road to brand fame and fortune
the7stars and ITV
Client: Suzuki
This is the story of how a little bit of magic made our long-term strategy shine.
Finalist
Event TV
Arena Media
Client: Domino's
Proudly in our 21st year of delivering Domino’s growth in the UK, Arena have been a key partner in helping them become the nation’s number one pizza brand.
Tasked with driving growth year-on-year, we have had to manage a variety of challenges over the years - the emergence of aggregators, an increase in cuisine choice and...
Tasked with driving growth year-on-year, we have had to manage a variety of challenges over the years - the emergence of aggregators, an increase in cuisine choice and...
Finalist
Tesco Food Love Stories: A £1 billion story
MediaCom
Client: Tesco
Tesco’s Food Love Stories is a story of success. Recognising a need to boost quality perceptions, we developed a fully integrated communications plan, built for storytelling and layered with data and creativity. Tesco’s most effective campaign ever, it has delivered almost £1 billion in revenue in only two years and th...
Finalist
No One Should Have No One
Manning Gottlieb OMD
Client: Age UK
Across the UK, over 500,000 older people regularly go more than a week without seeing or speaking to anyone and over 1.2m are regarded as chronically lonely.
Since 2015, we have committed to helping Age UK on their mission to tackle this hidden tragedy, but the scale of the task was a daunting one.
There are 185,000 charit...
Since 2015, we have committed to helping Age UK on their mission to tackle this hidden tragedy, but the scale of the task was a daunting one.
There are 185,000 charit...
Gold
The Hunt is On!
Carat UK
Client: Cadbury Creme Egg
Silver
Missguided Styles Love Island
MediaCom and ITV
Client: Missguided
Bronze
Elton John Lewis
Manning Gottlieb OMD
Client: John Lewis & Partners
Christmas is the most important time of the year for John Lewis & Partners, with its advertising recognised as signaling the start of the season.
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
Finalist
Augmented Realitree
Goodstuff
Client: Yorkshire Tea
“This is a truly inspiring campaign that gives back to the community and planet. Kids seem completely gripped by the AR and are clearly understanding the importance of trees to our world as a result.”
Dom Dwight – Taylors of Harrogate (inc. Yorkshire Tea), Marketing Director
Dom Dwight – Taylors of Harrogate (inc. Yorkshire Tea), Marketing Director
Finalist
PSL GIFS
Manning Gottlieb OMD
Client: Starbucks UK
Pumpkin Spiced Latte (PSL) is our fan favourite and the jewel in our creative crown, but in 2018 we had our work cut out…
Our first challenge was a dramatically reduced budget. We’d spent the past few years building PSL into a social, cultural and aspirational icon – so at least we had solid starting point.
Except t...
Our first challenge was a dramatically reduced budget. We’d spent the past few years building PSL into a social, cultural and aspirational icon – so at least we had solid starting point.
Except t...
Finalist
O2: Discover Live
Spotify and Havas Media
Client: O2
To build brand associations for O2 that the brand provides 'unforgettable experiences', Spotify and Havas created the O2 Discover Live tool: the first platform to connect Spotify users with the most relevant live gigs
happening locally: a music media innovation for the masses.
happening locally: a music media innovation for the masses.
Finalist
Sometimes Advertising Isn't The Answer
Manning Gottlieb OMD
Client: Virgin Trains
In Summer 2018, the Virgin Trains brand had hit a low.
It needed to do something bold. Through cultural and social insight, we identified that the solution sat with influencing the product experience rather than in advertising alone.
The result was a category-changing decision to remove weekend peak fares, celebrated by a campaign...
It needed to do something bold. Through cultural and social insight, we identified that the solution sat with influencing the product experience rather than in advertising alone.
The result was a category-changing decision to remove weekend peak fares, celebrated by a campaign...
Gold
#TogetherAgainstHate
Channel 4
Client: Nationwide, McCain's, Maltesers
Silver
ITV & Mindshare: M&S Food and Britain's Got Talent
ITV and Mindshare
Client: M&S Food
When Ant & Dec are telling you to swipe your contactless card, and a massive Percy Pig starts dancing to Fleur East’s “Sax” in front of Simon Cowell, and when sales rocket by on average 11%, then it’s clear it is not just any sponsorship. This is an M&S Food sponsorship.
Bronze
Amazon Fire TV
Initiative
Client: Amazon
Finalist
Strangers launch – Cantonese Confusion
Goodstuff
Client: ITV
There’s little more disorientating than finding yourself lost in a foreign city. For the launch of Strangers; a slick murder story set in modern Hong Kong, this is exactly how we made our audience feel through a series of Cantonese inspired takeovers. We took the most humdrum moment of the day (the morning commute) and transformed familia...
Finalist
Elton John Lewis
Manning Gottlieb OMD and ITV
Client: John Lewis & Partners
Christmas is the most important time of the year for John Lewis & Partners, with its advertising recognised as signaling the start of the season.
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - t...
Finalist
Carlsberg Probably NOT
Initiative
Client: Carlsberg
Gold
The Consumer Hour on LBC
Global and Craft
Client: Which?
In an era of fake news, misinformation, and mistrust of large organisations. Which? wanted to bring back the campaigning attitude that it was founded upon; to become a relevant voice to today’s generation.
A partnership with LBC - a brand built on opinion, provided Which? with a platform to challenge the establishment and give ...
A partnership with LBC - a brand built on opinion, provided Which? with a platform to challenge the establishment and give ...
Silver
The ESPN Luck Index powered by Intel
OMD UK
Client: ESPN
Bronze
REIMAGINING SOCIAL CONTENT TO TAKE ACTION WITH CINEMA
Digital Cinema Media
Client: Counter Terrorism Policing
The UK public plays a crucial role in helping police, but how do you provoke audiences to sit up, pay attention and take on their essential role in combatting the ongoing global threat of terrorism? Counter Terrorism Policing (CTP) turned to Wavemaker and Digital Cinema Media (DCM) to create a reimagined community-led cinema campaign featur...
Finalist
Fox: Feeding A Living Frenzy Around The Walking Dead
Mindshare
Client: Fox
The Walking Dead is one of Fox TV’s biggest franchises. It’s exciting, it’s instantly recognisable and it has a cult following of fans who can’t get enough of it. But in 2018 the series hit an obstacle. Ratings for series eight were down 16% year on year. To maintain its cult status, series nine — released in O...
Finalist
What Car? True MPG in partnership with Nissan LEAF
Haymarket Automotive Studio
Client: What Car?
The best ideas are often also the most simple. What better time to talk to people about the benefits of electric cars than when they’re researching (and worrying about) fuel economy? MGOMD, working collaboratively with What Car? came up with the idea of sponsoring their real world fuel economy tool, True MPG, for the electric Niss...
Finalist
Lucozade Zero Pink, Fancy It?
MediaCom and ITV
Client: Lucozade Zero Pink
A love story that captured the hearts and quenched the thirst of Britain’s 16-24s, delivering unprecedented reach and increasing sales of Lucozade Zero by 37% in the sizzling hot summer of 2018.
Finalist
The People’s Seat, Inspiring Action on Climate Change
WPP & Facebook
Client: The United Nations
In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the UN. WPP assembled a team, led by Grey London and Facebook, to help the UN reconnect with the world’s people. The People’s Seat campaign gave people a voice on the greatest threat facing humanit...
Gold
Missguided Styles Love Island
MediaCom and ITV
Client: Missguided
Silver
#TogetherAgainstHate
Wavemaker
Client: Nationwide
Bronze
Mindshare, ITV & Percy Pig Join Forces To Make M&S A Saturday Dinnertime Favourite
Mindshare and ITV
Client: M&S Food
M&S Food had to be more relevant to families. What better way to do this, than a partnership with the country’s best-loved family TV show, Britain’s Got Talent? With ITV’s most comprehensive sponsorship deal ever — and M&S’s first — covering virtually every brand touchpoint, we significantly i...
Finalist
Love Island's 11 Partners in 2018
ITV
Client: Love Island
11 different partners in a single year!?! Thankfully, we’re not talking about Love Island contestants. Here’s the ultimate love story of an unprecedented collaboration with the UK’s hottest TV show.
Finalist
The Hunt is On!
Carat UK
Client: Cadbury Creme Egg
Finalist
McDonald's Big Mac Event
OMD UK
Client: McDonald's
In 2018, the most iconic of all burgers celebrated its 50th birthday in a suitably BIG way with the launch of the Mac Jnr and Grand Big Mac to sit on the menu alongside the classic Big Mac for a limited time. And the promotion was so successful, McDonald’s restaurants worked overtime to meet the nation’s insatiable appetite for ...
Finalist
Awesome Week
PHD
Client: The LEGO Movie 2
Using media to make the UK feel more Awesome as it emerged from the January gloom.
Research
Gold
The Age of Television: How revealing our video needs revealed TV's bright future
Thinkbox
The video world. Brutally competitive, baffling, and breathlessly hyped. With broadcasters’ future constantly questioned and undermined, advertisers urgently needed to understand where TV is heading. ‘The Age of Television’ reshaped their understanding by laying bare fundamental human needs. It explained why we watch w...
Silver
Hear and Now - proving radio's targeting credentials
Radiocentre
Commercial radio is in a great place with record reach and revenues (both in traditional airtime and digital). This hasn’t happened by chance. There has been a lot of investment by radio owners supported by the work of other stakeholders.
Radiocentre’s research is credited as a driver in radio’s revenue success story. Every yea...
Radiocentre’s research is credited as a driver in radio’s revenue success story. Every yea...
Bronze
Pay Attention
Magnetic
Despite a tide of effectiveness research that proves otherwise, the industry’s undervaluation of the role played by ‘traditional’ media channels has created a marketplace where the eyeballs of a consumer are deemed more valuable than their hearts and minds. More effectiveness work is clearly not the answer.
In collaboration w...
In collaboration w...
Finalist
The Hard News Project
Newsworks
Newsworks’ study with Neuro-Insight shows that ads which appear around hard news stories in newsbrand elicit more and higher peaks in memory encoding and emotional intensity than ads in soft news stories.
The news environment creates high engagement and memory encoding for advertisers in both hard and soft news contexts.
There is no evide...
The news environment creates high engagement and memory encoding for advertisers in both hard and soft news contexts.
There is no evide...
Gold
TalkTalk PCW Aggregator Modelling Project
m/SIX
Client: TalkTalk
This is not a conventional advertising evaluation project, but it is a great example of using econometric modelling to predict and quantify the variables that drive sales in a highly competitive marketplace and deliver significant cost-benefits to TalkTalk.
We used econometrics to identify and quantify the variables which drive TalkTalk&rsqu...
We used econometrics to identify and quantify the variables which drive TalkTalk&rsqu...
Silver
#TwitterLovesTelly
How Twitter used econometrics to create a TV and Twitter campaign planning guide.
Bronze
Breaking the supply chain
the7stars
Client: Gousto
This is the story of how we set out to use Econometrics to prove that a shift in media investment from activation to brand communications could better deliver against Gousto’s customer acquisition targets.
But we faced rather a unique challenge; recipe boxes are a new category with virtually zero latent demand and our initial models had vi...
But we faced rather a unique challenge; recipe boxes are a new category with virtually zero latent demand and our initial models had vi...
Finalist
We Are Family
PHD
Client: McCain
How Econometric insight helped McCain reduce price elasticity and delivered an improved Media ROI in testing market (and weather) conditions.
Finalist
Econometrics: An Educated Approach
MediaCom
Client: The Open University
Britain has a painful divide between the ‘haves’ and ‘have-nots’. The OU represents the only real vehicle for social mobility, allowing absolutely everyone a life-changing chance. In 2017, we were on the edge of a crisis. Chasing short-term objectives meant student numbers were dropping. Dramatically overhauling the ...
Gold
Mental Availability
PHD
Client: Argos
Silver
Very - Christmas in disguise
Vizeum UK
Client: Very.co.uk
When planning Very.co.uk’s Christmas 018 campaign, we realised Christmas planning starts earlier than ever – but people don’t like to admit it and advertisers don’t recognise it. So we created a Christmas campaign in September, speaking to parents as they made decisions, but hidden in the media their kids consume...
Bronze
Contextual Moments
Channel 4
Channel 4 have a remit to innovate and push boundaries – this doesn’t just apply to what we do on screen, but also to what we do off screen. The rise of digital giants means we have to work hard to maintain our market-leading position. One way in which we’ve done this is by innovating advertising, an area that from a targe...
Finalist
The Power of Positivity
Hearst
At Hearst we have a clear and simple purpose to help people get more out of life. Every piece of content we create, experience we deliver, product and service we provide is designed to help consumers enjoy their lives more and get so much more from it. We are a beacon of positivity in a turbulent and transformational world. Such a purpose h...
Finalist
Right There With You
PHD
Client: Macmillan Cancer Support
How research helped us identify key BAME groups who Macmillan were struggling to engage in the services they provide.
Finalist
The Army: This Is Belonging 2019
MediaCom
Client: Capita
To drive recruitment, the Army had to connect with millennials i.e. potential recruits. So, MediaCom carried out extensive research into what would work – heavily influencing the Army’s 2019 ‘This is Belonging’ campaign. Creative upended millennial stereotypes, assuring ‘snowflakes’ the Army needed ...
Finalist
Poster Power
PHD
Client: British Heart Foundation
How we used an educational poster and the story of an 8 year old boy to reinvigorate the BHF’s donation prospect list post-GDPR.
Gold
‘However you do Christmas, you’re welcome at Tesco’ – L.A.D Data Strategy
MediaCom
Client: Tesco
In 2018, Tesco pioneered a revolutionary data strategy to prevent trade out of shoppers built on three core data signals: Location, Audience and Dynamic, or L.A.D. for short. L.A.D. would help shoppers feel that “however they did Christmas, they would be welcome at Tesco” and deliver greater relevance (+20ppts), cons...
Silver
O2: Discover Live
Spotify and Havas Media
Client: O2
What do you get when you combine Spotify's first party data and O2 data? A music media innovation: the first platform to connect Spotify users with relevant gigs happening locally, helping to build O2's brand associations of providing the best 'unforgettable experiences'.
Bronze
From walled gardens and siloes…to a single customer view
Zenith
Client: NatWest
How we increased loan sales by 47% by creating a single digital targeting and measurement platform.
Finalist
Landing London's Property Hotspots
Goodstuff and Global
Client: Habito
Habito needed to target more in-market property buyers in London to deliver growth, but rather than sacrificing Out Of Home, we teamed up with Global (formerly Exterion Media) to find a way to combine the very best of high profile brand building with smart targeting. Our partnership used HM Land Registry data combined with six other data so...
Finalist
McDonald's ODMP
OMD UK
Client: McDonald's
Operating in the Quick Service Restaurant (QSR) industry, McDonald’s is in a fiercely competitive environment. The explosion of fast delivery services and a decrease in high street footfall, means that growing incremental visits and converting occasional McDonald’s visitors to regular diners, is becoming harder. The key aim ...
Finalist
Sky Sports Premier League: We're Fans Too
MediaCom
Client: Sky Sports
Sky Sports delivered a record year by celebrating alongside their fans; we mixed our footage with theirs and delivered it with pin point accuracy, just like Keven de Bruyne’s through-ball. The campaign drove 310% more subscriptions than targeted and a 52% reduction in cost per upgrade year-on-year.
Best of the Best
WINNER
David Pemsel, CEO
Guardian Media Group
David Pemsel has been CEO of Guardian Media Group since June 2015 - taking over at a time when GMG was losing almost £60m a year (EBITDA). Working with editor-in-chief Katharine Viner he instigated a three-year business transformation strategy to make the Guardian sustainable and break even by April 2019. In May 2019 GMG announced an operatin...
Finalist
Jenny Biggam, Founder
the7stars
Jenny has created a culture that values its employees, encouraging career growth and personal development. In 2019, Jenny spearheaded further diversity and inclusion initiatives, supporting women in senior roles, and going against the industry standard by delivering a negative gender pay gap of -4.4%.
Finalist
Dan Clays, CEO
OMD UK / OMG UK
A clear goal of any CEO is to better their business. There can be no doubt of the impact that Dan Clays has had during his time as CEO of OMD UK. Since joining the agency in 2012 Dan has brought staggering success to the business. He has increased income by 40%, profit by 50% and grown the agency’s headcount by 46% (adding 120 new staff)....
Finalist
Ben Hayes & Andrew Stephens, Co-Founders
Goodstuff
“Do the right thing” is Goodstuff’s guiding principle. It runs through the agency and every piece of work we produce, driven by our two co-founders’ unique approach to business.
This nomination is for that duo.
Andrew is the spirit of Goodstuff, responsible for much of what’s seen externally. His relentle...
This nomination is for that duo.
Andrew is the spirit of Goodstuff, responsible for much of what’s seen externally. His relentle...
Finalist
James Wildman, President & CEO
Hearst
Since being appointed CEO in 2017, James has embarked on a high-impact change programme aimed at delivering a transformative new business strategy, structure and culture which has turned Hearst around to proudly become one of the most respected media companies within the industry.
The acceleration of this output over the past year has pu...
The acceleration of this output over the past year has pu...
Finalist
Caroline Foster Kenny, CEO EMEA
IPG Mediabrands
Caroline Foster Kenny was appointed CEO of IPG Mediabrands in January 2017. Since her arrival, the media agency network has undergone a dramatic transformation – in terms of growth and product offering, but also in its culture.
In the past 2 years under her leadership, the UK business has grown 50% in revenue and 35% in billing...
In the past 2 years under her leadership, the UK business has grown 50% in revenue and 35% in billing...
Finalist
Karen Stacey, CEO
Digital Cinema Media
Over the last four and a half years, Karen has turned around a failing joint venture (JV) company, driving top line revenue and profitability while inspiring our whole industry to reevaluate the cinema medium.
DCM is a complicated and political £100m JV business where its shareholders (ODEON, Cineworld and Vue) are not only riv...
DCM is a complicated and political £100m JV business where its shareholders (ODEON, Cineworld and Vue) are not only riv...
Finalist
Josh Krichefski, CEO
MediaCom UK
In an ever-changing industry, it is easier for big companies to stick with the existing model but, under Josh, we rallied against that temptation.
2019 has been one of our best years. We’ve achieved major new client wins, retained some of our most important accounts, delivered award-winning work and developed our amazing ...
2019 has been one of our best years. We’ve achieved major new client wins, retained some of our most important accounts, delivered award-winning work and developed our amazing ...
WINNER
ITV
Finalist
The Guardian
Finalist
Channel 4
Finalist
Mail Metro Media
The newly formed sales team at Mail Metro Media, now representing all of dmg media’s publishing brands, has not just thrived this year – it has dominated the market.
Overall advertising revenues are up, with staggeringly impressive performances for Metro newspaper, MailOnline and Metro.co.uk. The business has grown it...
Overall advertising revenues are up, with staggeringly impressive performances for Metro newspaper, MailOnline and Metro.co.uk. The business has grown it...
Finalist
Finalist
Digital Cinema Media
WINNER
Manning Gottlieb OMD
Finalist
Initiative
This is the story of the most impressive comeback of a media agency in the last 20 years. In the past 18 months, Initiative has moved from a Campaign School Report of 3 to topping the RECMA table for organic growth.
We have had our biggest win in 18 years with LV= Insurance. In a category struggling to generate growth, we have grown bill...
We have had our biggest win in 18 years with LV= Insurance. In a category struggling to generate growth, we have grown bill...
Finalist
OMD UK
Finalist
the7stars
Finalist
PHD
Finalist
MediaCom UK
Sitting still is not an option for media agencies. The world is changing around us. Clients expect more. Partners expect more. And we expect more of ourselves. We’re a dissatisfied bunch at MediaCom. Always looking for new ways to do things. Always wanting change. Always seeking transformation. This year we transformed at scale, and it&rs...
WINNER
Hannah Anderson
Social Chain
Finalist
Sebastiano Rossi
Minute Media
Sebastiano Rossi graduated from University of Birmingham in Modern Languages and Business Management in 2014. He joined Opta as Football Analyst before moving to 90min. Seb was drawn to 90min because he desired to be a meaningful contributor at an ambitious start-up.
Over his 5-year tenure with 90min, Seb transitioned from marketing to sales...
Over his 5-year tenure with 90min, Seb transitioned from marketing to sales...
Finalist
Evie Stevens
Spotify
Following university, Evie’s career in media began at Spotify at the age of 22, almost 4 years ago now, and in that time she has had 3 promotions, from Sales Planner, to Account Manager, to her current role. At present, she manages the market team who are responsible for driving our key relationship with Mediacom. ...
Finalist
Jade Walton
Reach
Out of Home, Ad Tech now Newsbrand. You name it she can sell it.
Finalist
Amanda Hoyle
Spotify
Originally a Toronto-native, Amanda has worked in four countries over the past four years in various communications and strategy roles. As a result, she brings a diverse perspective to her work to deliver innovative campaigns rooted in culture. She works as a Creative Strategist at Spotify, supporting both the UK and International Sales...
Finalist
Emma Morrisroe
Digital Cinema Media
A decade ago I had a life-defining moment. It set me on a path where I actively strive to give what I believe to be big issues a big voice. After my father was a victim to suicide, I started to feel on a deeper level. This year, with a good friend in media, I am setting up a charity platform called Suicide&co, a space where indi...
WINNER
Mihir Haria-Shah, Head of Broadcast
Total Media
Head of Broadcast at Total Media, Mihir has helped grow the agencies broadcast billings substantially, whilst also establishing himself as an expert in the Broadcast space appearing in popular press titles and news channels.
Finalist
Harry Darlington
OMD UK
Since starting my career at OMD in 2012, I’ve been committed to two things: shaping the planning output of the agency and contributing to the culture of a workplace that I, and others, are proud to say they work.
Finalist
Jamie Callaghan
OMD UK
I joined OMD UK as a wide-eyed TV Buyer. Being naturally inquisitive, I became fascinated by the early stages of planning. In my third year I reached out to a senior member of Connections Planning to transfer over. Fortunately, they took a punt on me and it turned out to be the best decision I’ve ever made.
Finalist
Flora Williams
OMD UK
I deserve Media Week’s Rising Star Award because I love the challenge of the fast-paced, ever evolving media industry. My unfaltering curiosity and passion in advertising, in particular for audio planning, has given me the privilege of shaping media planning and become a trusted industry leader.
Finalist
Aaron Haynes
Vizeum UK
Churn in our industry is double the UK norm. Most move around for “career progression” or “new and interesting work”. Instead, I’ve taken the same advice we give our clients – to take the long-view. I’ve only ever done the same job, in the same agency, for the same client.
IKEA has become my ...
IKEA has become my ...
Finalist
Laura Collins
Merkle
Laura Collins started her career at The IT Job Board specialising in email marketing, using skills in CRM segmentation, coding & copywriting to manage 50+ B2B email campaigns a week. She then moved to Periscopix (now Merkle), and quickly proved herself to be a highly proficient PPC account manager, going on to lead several of Me...