Results 2020


Best Agency Partner

Best Agency Partner

WINNER

Manning Gottlieb OMD

MediaCom

OMD UK

FINALIST

PHD

AGENCY

MEDIA IDEA - LAUNCH

Flexible BT TV Launch - Cinema Activation | “You wouldn’t pay for something you don’t want to watch in the cinema, so don’t put up with it

Client: BT

Agency: Essence with DCM Studios and Recipe

"People love TV but hate paying for things they don’t want to watch. That’s why in March 2020, we launched all-new BT TV, the UK’s first range of flexible TV packages that can be switched on and off every month – only paying for what you want to watch.We set out to disrupt an established market and get the UK to take notice through an ...

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Unscripted

Client: BT Sport

Agency: Essence with Wunderman Thompson and Pitch PR

"Two weeks before the start of the season, football fever grips the nation. Fans, full of hope and anticipation, endlessly discuss the upcoming season. Every fixture, every nuance, every rumour...Of course, brands know this. And pile in. Desperate to attach themselves to a national obsession. The challenge was to be part of the convers...

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COSTA EXPRESS: RAGE AGAINST THE (COFFEE) MACHINE

Client: Costa Express

Agency: Zenith

We convinced Costa Express to give away 3.1m cups of coffee in 24 hours, to drive penetration. Within 6 weeks, we had proved the best things in life really are free.

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FROM HUMILIATION TO HIGH FASHION

Client: Essity

Breaking the incontinence taboo with a disruptive shift from Private to Public media. This delivered penetration, and grew the bladder weakness product category by 73%.

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Lloyds & MediaCom: The M Word

Client: Lloyds Banking Group

Did you know that people are more reticent talking to their families about money than they are talking about politics or sex?Uncovering this insight allowed us to create a convention- breaking campaign in a low interest category.Because whilst banking can be low interest, having a better relationship with your family is not.So we helpe...

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Sony Pictures: Jumanji: Next Level

Client: Sony Pictures

What do you get if you combine a Hollywood star, a blockbuster movie and 10 UK celebrities in the Australian jungle? One of the most exciting ITV partnerships of 2019. We placed Jumanji: The Next Level in the heart of ITV’s I’m a Celebrity Get Me Out of Here with a never before seen integration into the show. The result was an ROI of 3...

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MEDIA IDEA - UNDER £250K

Sony Pictures: Jumanji: Next Level

Client: Sony Pictures

What do you get if you combine a Hollywood star, a blockbuster movie and 10 UK celebrities in the Australian jungle? One of the most exciting ITV partnerships of 2019. We placed Jumanji: The Next Level in the heart of ITV’s I’m a Celebrity Get Me Out of Here with a never before seen integration into the show. The result was an ROI of 3...

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GOLD

24 Hours in A&E: Heart Special

Client: British Heart Foundation

Agency: PHD with Channel 4

Barclaycard Travel smart easyJet Partnership

Client: Barclaycard

Agency: OMD UK with easyJet

"In 2019 Barclaycard set out on a mission to take the high-ground – turning credit cards from toxic to trusted - by helping people to spend smarter with their card and in turn, drive brand consideration in a highly congested and competitive market. One of the biggest areas of credit card misuse is when travelling abroad, so here was Ba...

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Frontline Spotify for Dogs

Client: Boehringer Ingelheim

"The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, as many people were getting new dogs and charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced...

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Guinness: The Official Sponsor of Belief

Client: Diageo | Guinness

Agency: Carat UK

The story of how Guinness became the unofficial sponsor of the Rugby World Cup by being the official sponsor of fan belief, retaining its position as the nation’s favourite beer.

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Sunday Night Sleep

Client: eve sleep

Agency: Goodstuff with Channel 4, The Romans, Calpol, Casoo, Listerine, The AA, Velux, UM London, Republic of Media

"Sunday is statistically our worst day of the week for getting a good night’s sleep, unfortunately, media is part of the problem; blue light from screens interrupts the body’s release of the sleep hormone melatonin, so watching TV at night can trick the brain into staying awake.To position eve as champions of sleep wellness, our idea w...

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Crossword Clues

Client: Lloyds Banking Group

"Lloyds Bank’s strategic priority is to help their customers feel in control of their banking every day. They do this through their market leading app - but older customers were simply not engaging with it.Our challenge was to get this group of affluent, intellectual customers to download and use the app.So, we took a century old 15 x ...

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MEDIA IDEA - £250K TO £1M

Laundry Against Landfill

Client: Ecover

Agency: Goodstuff with Uncommon Creative Studio, Channel 4, The Outfit

Over 1,000 items of clothing go into landfill every 30 seconds in the UK alone, making the fashion industry a bigger carbon emissions polluter than aviation and shipping combined. If we extended the life of our clothes by just nine more months, we could reduce carbon emissions and water waste by as much as 30%, which is why Ecover deve...

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Concrete Green with Loyle Carner

Client: Timberland

Agency: PHD Manchester with DRUM and Sky Media

Launching the new Samsung S20 by hiding them in people’s living rooms

Client: Vodafone

Agency: Carat UK and Verizon Media

Big handset launches only come about twice a year, so when Samsung was about to launch the new S20 all the major network providers shouted loud about availability and price. But not Vodafone. We decided to hide them in people’s living room and encouraged people to hunt for them by creating an Augmented Reality scavenger hunt, resulting...

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ITV Britain Get Talking

Client: ITV

Agency: Goodstuff and Uncommon Creative Studio

ITV set out to encourage the people of Britain to stop and talk to one another in a well proven bid to improve the nation’s mental health. We did this in the most powerful but surprising way a broadcaster could: by stopping talking themselves and giving viewers opportunity to talk instead. We created the world’s first silent ad break, ...

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#ExcitableEdgar

Client: John Lewis & Partners and Waitrose & Partners

Agency: Manning Gottlieb OMD

At Christmas 2019, John Lewis & Partners and Waitrose & Partners came together for the first joint in a joint Christmas advert with #ExcitableEdgar. To ensure the campaign once again captured the heart of the nation and drove sales, MG OMD helped Edgar break out of commercial airtime into ITV owned assets. The result was the most excit...

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FROM HUMILIATION TO HIGH FASHION

Client: Essity

Agency: Zenith

Breaking the incontinence taboo with a disruptive shift from Private to Public media. This delivered penetration, and grew the bladder weakness product category by 73%.

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MEDIA IDEA - OVER £1M

Doing It Doggy Style: Serving Up Just Eat Joy

Client: Just Eat

Agency: UM with McCann and Byte

"The nation’s largest restaurant aggregator was seeing their share of orders, particularly against young urbanites (Urban Spenders) being quite literally nibbled away by aggressive competition. Just Eat was delivering joy through its infectiously catchy “Did Somebody Say…” message but tracking showed it was verging on becoming an annoy...

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McDonald's Breakfast Extension

Client: McDonald's

Agency: OMD UK with Leo Burnett and Global

"Since 1982, McDonald’s have been satisfying the nation with their tasty Breakfast menu including popular staples like the Sausage and Egg McMuffin and the Hash Brown. However, McDonald’s find themselves in a market where new players are vying for a share in the breakfast market who serve breakfast for longer hours.It was our job to he...

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IKEA: Defying Christmas Home Shame

Client: IKEA

Agency: Vizeum with Mother London and Hope&Glory

For all the emotions elicited by Christmas advertising, there’s one that’s always overlooked: home shame. In a UK-first, IKEA staged a Christmas intervention: to defy home shame and show that any home can play host. A campaign that would take Christmas advertising head-on and rewrite the well-worn formula. Creating a cultural movement ...

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COSTA EXPRESS: RAGE AGAINST THE (COFFEE) MACHINE

Client: Costa

We convinced Costa Express to give away 3.1m cups of coffee in 24 hours, to drive penetration. Within 6 weeks, we had proved the best things in life really are free.

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MEDIA IDEA - OVER £1M

MEDIA OWNER

MEDIA IDEA - LAUNCH

#ClapForOurCarers

#ClapForOurCarers

Agency: Channel 4

An insane story of how we helped launch the original #ClapForOurCarers in an incredible timescale under lockdown conditions in the midst of a global pandemic. And it was worth it, to applaud our fabulous NHS.

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Cadbury Creme Egg: Entertainment campaign with Amazon Advertising

Client: Mondelez

Agency: Amazon Advertising

For Easter 2020, Cadbury Creme Egg teamed up with Elvis and The Story Lab, Carat to launch their new video-on-demand channel “EATertainment”. Extending from Cadbury’s own video content, Amazon Advertising produced two entertaining short films that were shown on Prime Video via Prime Video Direct. A high impact branding campaign spannin...

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Publication of The Testaments by Margaret Atwood

Agency: VINTAGE, Penguin Random House

"The publication of Margaret Atwood's The Testaments was 34 years in the making and we wanted to make it the most highly anticipated book launch of 2019 - and to elevate Atwood from author to sage, voice of our times and icon.Working with key retail, media, event and charitable partners, we planned a multi-phased, multi-channel campaig...

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MEDIA IDEA - UNDER £250K

Girls Who Change The World

Client: IBM

Agency: Disney

"For years, girls and young women have been a critical missing part of Science, Technology, Engineering and Math (STEM) studies and careers. Only 20 percent of all GCSE Computing students are girls, just 12 percent at A-Level, with the trend continuing into the workplace. STEM is essential for making the world a better place, the gende...

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#HiddenAbuse - Discovering the hidden truth about domestic abuse on Twitter.

Client: Solace Women’s Aid

Agency: Twitter UK and Stack

Twitter and Solace Women's Aid broke new ground by utlising Twitter’s newly launched 'Hidden Replies' feature to reveal the hidden story behind a selfie of what appears to be a happy looking couple. In doing so they cleverly spread awareness that just because you can’t see abuse doesn’t mean it’s not happening. The campaign drove 12m i...

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Closing the Dream Gap

Client: Barbie

Agency: Verizon Media

Mattel wanted Barbie to help close the ‘Dream Gap’, so Verizon Media and Barbie partnered to launch MAKERS in the UK, a women's leadership platform that tells the stories of groundbreaking women today to inspire the leaders of tomorrow. We hosted a Barbie Dream Gap workshop, inviting 16 girls and a host of inspirational and diverse fem...

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Disability Works

Client: Harry Specters, Ignition Brewery, Beco, Funded by Natwest, Nationwide and Sainsbury's

Agency: Channel 4

Channel 4, Natwest, Sainsburys and Nationwide came together to donate airtime to small enterprises that predominately hire disabled employees. The ad break takeover went out on International day of Persons with Disability just before Christmas resulting in astounding business results; with record-breaking online sales and massive incre...

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The Seven Worlds, One Planet Experience

Client: BBC

Agency: Spotify and Havas

The BBC enlisted the help of Spotify and Havas with the challenge of engaging 16-34 year olds to engage with the 'Seven Worlds, One Planet' series, encouraging messages of conservation, diversity and unification. Spotify and Havas did this by using developing a media-first, a seamless and impactful experience that consisted of 3D audio...

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The Next Level

Client: Sony Pictures Entertainment

Agency: ITV

Here’s how a film sequel about an adventure in a magical jungle was brought to life (thanks to another adventure in another magical jungle) and beat the first film’s opening weekend by 40% whilst delivering £1.5m of the £9.5m opening week’s revenues.

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Age UK and Coronation Street: Tackling Loneliness

Client: Age UK

Agency: ITV

"Age UK invited ITV to help raise awareness of the services available to lonely elderly people at Christmas, while also driving much-needed donations.At a time of festivity and stretched wallets it was a big ask, but with a 61% uplift in website page views and a large uplift in total and one-off donations, ITV put loneliness on the nat...

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MEDIA IDEA - £250K TO £1M

heat's Under the Duvet with VOXI

Client: VOXI

Agency: Bauer Media

heat and VOXI partnered to create Under the Duvet, an original 20-minute Love Island spin off show. Unlike other brands which sponsored the show or created content about the show’s highlights, heat and VOXI created an original show dedicated to all the fan content and social media chatter, aligning perfectly with VOXI’s product offerin...

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#whereyoushopmatters

Client: Visa

Agency: The Guardian Labs and Starcom

"Christmas is a time for giving, but nowadays it’s about more than rampant consumerism. Visa know #whereyoushopmatters - last Christmas they gave a platform to 100+ merchants nationwide, turning local business owners into stars. In 2019 they wanted to make an even bigger difference.You can create significant change by inspiring million...

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Ahead of the Headlines

Client: Tesco / Mediacom

Agency: Mail Metro Media

"In November 2019, Tesco launched Clubcard Plus – a subscription service offering customers “Value You Can’t Stop Talking About” – and after utilising the UK’s leading daily newspaper Metro for a Friday morning takeover, achieved an incredible 3.3% of its annual subscription targets in one day!Within six hours, teams from Mail Metro Me...

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Formula E: Unlocked

Client: Porsche

Agency: Twitch

Porsche, the premium car manufacturer, was launching a new electric vehicle – the Porsche 99X Electric Formula E. But for this launch they wanted something different; to reach a brand new and hard to engage audience. There would be no more glossy magazines, no more TVCs and no need for journalists to travel to trade shows – this was go...

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Save Well, Spend Better with Lloyds Bank

Client: Mediacom and Lloyds Bank

Agency: Channel 4

Making 1.2 million viewers 90% more likely to talk about money via hugely successful prime time Channel 4 show Save Well, Spend Better with Lloyds Bank.

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The People's Ad Break

Client: Honda, Aldi, Haribo, Walkers and Weetabix

Agency: ITV

"The Turner Family from Hertfordshire aren’t known for producing big budget campaigns.But their zero-budget lockdown-busting remake of a Weetabix TV ad (which switched their family hatchback for a submarine) actually outperformed the original!Not bad for a family from Hertfordshire..."

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Kia - Power To Surprise

Client: Kia, Havas and Innocean

Agency: News UK

"Kia makes cars that punch well above their weight, but there is a disconnect between the quality of Kia’s product and its brand.We found that while Kia owners loved their cars, non-owners merely ‘respected’ or ‘liked’ them.We knew, then, that our job was to help more people fall in love with Kia.Our campaign showed this family audienc...

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Starbucks: #WhatsYourName

Client: Starbucks, Havas

Agency: Channel 4

Using our annual diversity award to encourage a multinational brand reach out to diverse UK audiences with a truly authentic and moving ad led to global fame, £100k raised for charity and a 272% increase in overall brand index.

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MEDIA IDEA - OVER £1M

I Saw It First and Love Island

Client: I Saw It First

Agency: ITV

"Why work with one influencer when you can have a whole ISLAND full of them!Here’s how a yellow dress helped I Saw It First add 250,000 new customers and see a 67% sales increase."

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Coors Light Rap Battle: That's COLD

Client: Zenith & Molson Coors

Agency: Channel 4

A story of how we helped Coors Light achieve a massive 7.2% sales growth through a comedic and innovative partnership with Channel 4 comedy. Using rap, humour and interactivity to harness the coldest comedic burns resulting in an additional 1.1 million potential consumers for Coors Light.

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INNOVATION & CREATIVE EXCELLENCE

BEST USE OF CONTENT - UNDER £250K

NATWEST DO YOU WANT THE BILL, SIR?

Client: NatWest

Agency: Zenith

Lead the solution, don’t be part of the problem. How NatWest shone a light on unconscious bias through content, driving 4% increase in their best investors.

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Great British Biscuit Break

Client: McVitie's (Pladis)

Agency: Manning Gottlieb OMD

When our headline sponsorship of TEAM GB and well laid summer plans were postponed due to a worldwide pandemic, McVitie’s were presented with an unplanned and very large void to fill in their marketing calendar. Inspired by new lockdown behaviours and much missed daily routines, we swiftly pivoted our plans to social media and encourag...

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TikTok and Love Island

Client: TikTok

Agency: ITV

The problem with life’s best moments is how quickly they come and go (usually, within a moment!) Here’s how TikTok, the ultimate preserver of life’s best bits, immortalised Love Island’s golden moments for its beloved fans, and grew followers by almost 380k.

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Visit #ScottishTwitter

Client: Twitter UK

Agency: Twitter, Flying Object and PHD.

"#ScottishTwitter is one of the internet’s funniest communities. So it deserves a place at one of the world’s largest comedy festivals: the Edinburgh Fringe.Visit #ScottishTwitter was a parody tourist information centre at the heart of the Fringe, taking over a hundred hilarious Tweets and bringing them to a comedy-loving audience, int...

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GOLD

24 Hours in A&E: Heart Special

Client: British Heart Foundation

Agency: PHD and Channel 4

Brush Like a Pro with Oral-B and Channel 4

Client: Oral-B

Agency: Channel 4 and Publicis PGOne

Through smart activation of some famous Channel 4 faces, we drove a 6% sales uplift and smashed purchase consideration and brand recall targets for Oral B all in a stagnant product market!

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BEST USE OF CONTENT - OVER £250K

Unscripted

Client: BT Sport

Agency: Essence, Wunderman Thompson and Pitch PR

"Two weeks before the start of the season, football fever grips the nation. Fans, full of hope and anticipation, endlessly discuss the upcoming season. Every fixture, every nuance, every rumour...Of course, brands know this. And pile in. Desperate to attach themselves to a national obsession. The challenge was to be part of the convers...

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Dating Twitter

Client: Twitter UK

Agency: Twitter, Flying Object and PHD

"Since Twitter's brand is driven by the people on the platform, generating positive sentiment means spotlighting the best conversations on Twitter and those who create them.Every Valentine’s Day, we’re swamped with starry-eyed stories of romance from brands and media. But the most real depictions of dating happen every day, on Twitter....

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Sounds of Love island

Client: Spotify and Universal Music

Agency: ITV

"1) Party, 2) Break Up, 3) Dumping, 4) Getting Ready, 5) Roof Terrace Romance and 6) Bedtime.Not instructions for a wild weekend away... but 6 specially chosen Love Island moments of emotive content, around which Universal Music and Spotify could support new musical talent."

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Timberland Presents: Concrete Green with Loyle Carner

Client: Timberland

Agency: Sky Media, MTV, PHD and DRUM

"Having seen their consumers get older and competitors starting to steal their thunder, Timberland set out to create a new brand icon, revive the brand’s connection to hip-hop culture and bring its sustainable roots back to life. All with a uniquely British flavour.In partnership with the coolest channel on the block MTV, we created a ...

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Tesco & Supermarket Sweep AFP

Client: Tesco and Thames TV

Agency: Tesco with BBH and MediaCom

"2019 marked Tesco’s 100th birthday and an opportunity to reassert our value perception among customers. The creative platform for the campaign was ‘Prices that take you back’ – prices so low that customers would feel transported back in time, but we needed a way to amplify this message and cut through the value message clutter.Tesco p...

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#whereyoushopmatters

Client: Visa

Agency: The Guardian Labs and Starcom

"Christmas is a time for giving, but nowadays it’s about more than rampant consumerism. Visa know #whereyoushopmatters - last Christmas they gave a platform to 100+ merchants nationwide, turning local business owners into stars. In 2019 they wanted to make an even bigger difference.You can create significant change by inspiring million...

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Blood Squad

Client: ITV2

Agency: Goodstuff with NHS Blood & Transplant, JOE Media / 23 Red / ITV

"An ageing population and blood donation shortage in the UK means that younger and male donors are vital to ensuring regular supplies are maintained. ITV2 partnered with NHSBT to help address this issue as well as leveraging this brand purpose to shift perceptions of ITV2 as a youth brand.Despite a wealth of quantitative data naming re...

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LONG-TERM MEDIA STRATEGY

SILVER

From Confused to Clarity

Client: Confused.com

Agency: PHD

IKEA: The Wonderful Everyday

Client: IKEA

Agency: Vizeum and Mother London

This isn’t a story of bolt-from-the-blue zeitgeist genius; The Wonderful Everyday is a story of overcoming bias for one-off moments of fame, to instead drive change through smaller everyday moments – turning around the fortunes of a tired household name and placing it at the heart of everyday life at home. A campaign that started 6 yea...

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Media that creates drama

Client: ITV

Agency: Goodstuff with Uncommon Creative Studio

"Back in 1998, Google launched itself to the world, Sky started mounting mini dishes, DVDs hit our shores, 14% of the country was enjoying dial-up internet and ITV commanded a 32% share of terrestrial viewing. Twenty years on, ITV’s share had hit a low of 15.2% as these nascent technologies matured, transforming the entertainment marke...

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The Proper Road To No.1

Client: Yorkshire Tea

Agency: Goodstuff with Lucky Generals, Ebiquity, The Nursery

Seven years in the making, this paper outlines how a strategy built around ‘Targeted TV and Topicality’ helped Yorkshire Tea become the nation’s favourite brew. The black tea market was in decline, with market leaders’ PG Tips, Tetley and Typhoo failing to innovate in product or marketing, resulting in losing relevance with modern cons...

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WHAT’S ADVERTISING GOT TO DO WITH THE PRICE OF FISH (FINGERS)

Client: Birds Eye

Agency: Zenith

In summer 2016, Captain Birds Eye was lost at sea. A commitment to a long term media strategy has steadied the ship, delivering a media ROI improvement of 137% and sales uplifts of 24.4%.

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Center Parcs: This is Family

Client: Center Parcs

Agency: Hearts & Science

With Parcs at full occupancy the entire of the year round, how could you grow revenue? This was the business challenge Center Parcs had. Using a strategic idea of family freedom, Center Parcs launched a programme to communicate the desirability of its holidays to higher spending families across various channels. Informed by new machine...

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MEDIA INNOVATION

The People's Ad Break

Client: Honda, Aldi, Haribo, Walkers and Weetabix

Agency: ITV

"The Turner Family from Hertfordshire aren’t known for producing big budget campaigns.But their zero-budget lockdown-busting remake of a Weetabix TV ad (which switched their family hatchback for a submarine) actually outperformed the original!Not bad for a family from Hertfordshire..."

Read More

Barclaycard Travelsmart easyJet Partnership

Client: Barclaycard and easyJet

Agency: OMD UK with easyJet

"In 2019 Barclaycard set out on a mission to take the high-ground – turning credit cards from toxic to trusted - by helping people to spend smarter with their card and in turn drive brand consideration in a highly congested and competitive market. One of the biggest areas of credit card misuse is when travelling abroad, so here was Bar...

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How TikTok turned the Red Carpet at The Brits into the main event

Client: TikTok

Agency: Hearts & Science with Talon

"TikTok is radically changing how people consume music as its users create content with millions of songs. But we needed something to cement TikTok’s creative role in British culture and engage a wider more mainstream audience in its live and video-based premise.Partnering with The Brits for its landmark 40th show was the natural thing...

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Sounds of Love island

Client: Spotify and Universal Music

Agency: ITV

"1) Party, 2) Break Up, 3) Dumping, 4) Getting Ready, 5) Roof Terrace Romance and 6) Bedtime.Not instructions for a wild weekend away... but 6 specially chosen Love Island moments of emotive content, around which Universal Music and Spotify could support new musical talent."

Read More

Formula E: Unlocked

Client: Porsche

Agency: Twitch

Porsche, the premium car manufacturer, were launching a new electric vehicle – the Porsche 99X Electric Formula E. But for this launch they wanted something different; to reach a brand new, hard to engage audience. No Glossy magazines, no TVCs and no need for journalists to travel to launch shows – this was going to be an immersive, in...

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Mantis: Using AI to Unlock an Industry Challenge

Client: Mantis

Agency: Reach Solutions

Mantis is a Brand Safety and Semantic product created by Reach plc and IBM Watson to provide a more accurate and nuanced solution to brand safety. In 2020, the team at Mantis have worked to combat the impacts of Coronavirus on the publishing industry by building a COVIDsafe marketplace with Xandr, and partnered with Brand Advance Diver...

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MEDIA CREATIVITY

Channel 4 End of the F***ing World

Client: Channel 4

Agency: OMD UK with 4Creative and Dennis

"A homegrown, critically-acclaimed comedy-drama, The End of the F**king World (TEOTFW) was an international hit and, in November 2019, it returned home to Channel 4. Our challenge was simple: use a tiny budget to defeat the world’s most popular streaming platform and get the audience watching first on C4.Not every piece of content has ...

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Donate Your Words

Client: Mondelēz | Cadbury Dairy Milk

Agency: Carat UK

How Cadbury drove 1m people to pledge their time to help lonely elderly people by putting Sue Perkins into isolation and getting the nation to watch as the effects of loneliness set in.

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Frontline Spotify for Dogs

Client: Boehringer Ingelheim

"The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, as many people were getting new dogs and charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced...

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Sunday Night Sleep

Client: eve sleep

Agency: Goodstuff and Channel4 with Sassy Films, The Romans, Calpol, Cazoo, Listerine, The AA, Velux, UM London, Republic of M

"Sunday is statistically our worst day of the week for getting a good night’s sleep and, unfortunately, media is part of the problem; blue light from screens interrupts the body’s release of the sleep hormone melatonin, so watching TV at night can trick the brain into staying awake.To position eve as champions of sleep wellness, our id...

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UNILAD: The Illegal Blood Bank

Client: FreedomToDonate

Agency: LADbible Group and Elvis

"1 in 4 of us will depend on donated blood in order to stay alive. The UK needs 200,000 new blood donors each year. And yet millions of pints cannot be collected due to an outdated, discriminatory law.So we used the scale of our platform to raise awareness of this little known piece of discrimination, and pressurise the government to c...

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#ClapForOurCarers

#ClapForOurCarers

Agency: Channel 4

An insane story of how we helped launch the original #ClapForOurCarers in an incredible timescale under lockdown conditions in the midst of a global pandemic. And it was worth it, to applaud our fabulous NHS.

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The People's Ad Break

Client: Honda, Aldi, Haribo, Walkers and Weetabix

Agency: ITV

"The Turner Family from Hertfordshire aren’t known for producing big budget campaigns.But their zero-budget lockdown-busting remake of a Weetabix TV ad (which switched their family hatchback for a submarine) actually outperformed the original!Not bad for a family from Hertfordshire..."

Read More

BEST USE OF AUDIO

#whereyoushopmatters

Client: Visa

Agency: The Guardian Labs and Starcom

"Christmas is a time for giving, but nowadays it’s about more than rampant consumerism. Visa know #whereyoushopmatters - last Christmas they gave a platform to 100+ merchants nationwide, turning local business owners into stars. In 2019 they wanted to make an even bigger difference.You can create significant change by inspiring million...

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Galaxy® Chocolate: Sorry, Not Sorry!

Client: Galaxy

Agency: Verizon Media

Verizon Media and Galaxy® encouraged women to unapologetically take back an hour of their day with Sorry, Not Sorry - a refreshingly honest and inspiring podcast series which is unapologetic in the quest for pleasure. Over the four-part series, we amassed 20,000 listens and the podcast was in Apple's ‘New and Noteworthy’ section for 5 ...

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Modern Slavery

Client: The Government (Home and Cabinet Office)

Agency: Spotify and OmniGOV @ Manning Gottlieb OMD

The Government worked with Spotify and Omnigov in a plight against the rising cases of Modern Slavery in the UK. Analysing first party data, Spotify and Omnigov used these insights to inform a bespoke audio campaign that resulted in people stopping, listening and taking action.

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Sounds of Love island

Client: Spotify and Universal Music

Agency: ITV

"1) Party, 2) Break Up, 3) Dumping, 4) Getting Ready, 5) Roof Terrace Romance and 6) Bedtime.Not instructions for a wild weekend away... but 6 specially chosen Love Island moments of emotive content, around which Universal Music and Spotify could support new musical talent."

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Versus Arthritis

Client: Versus Arthritis

Agency: Global, Spark Foundry and SPP Media

"Arthritis affects 10m people in the UK. To jolt audiences into taking notice, an approach was developed to disrupt what people expect from a medium that is all around them; radio.We took stories from people with arthritis, and then took parts of their story away, leaving just silence; demonstrating the way in which arthritis can rob y...

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The Silent Ad Break

Client: Dunelm, SEAT, Network Rail, Gillette and Oral-B

Agency: ITV and Uncommon Creative Studio

"It’s ironic that this campaign’s entry into ‘Best Use of Audio’ actually used no audio whatsoever. And the fact that it started 2.8 million conversations might also leave you speechless!Here's how the absence of sound in an entire ad break drove conversations to improve mental health around the UK."

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RESPONSE TO COVID-19

BEST USE OF MEDIA FOR AN ETHICAL OR GOOD CAUSE

#ClapForOurCarers

Client: 40 different brands and 20 different agencies

Agency: Channel 4

The ambitious story of how we broke all the rules to produce the worlds most collaborative ad break with over 40 clients, 20 media agencies and 1 production partner all within 48 hours in the midst of a global pandemic. That’s how much we wanted to come together and # ClapForOurCarers.

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#SendingLove

Client: World Out of Home Organization

Agency: Talon Outdoor, Plexus, Grand Visual + over 70 Media Owners and Partners around the world

"On March 11th, 2020 the World Health Organization declared COVID-19 a Pandemic. This led the World Out of Home Organization to ask the question, what can OOH do when everyone is being told to stay at home?We wanted to rally the OOH industry for a uniting cause, sharing positive messages to counter all the negative headlines. By openin...

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Code Red

Client: The Scottish Government

Agency: Republic of Media

"It's not often that marketing can claim to save lives, but in this instance it did. As the media agency responsible for delivering the Scottish Government's response to the Coronavirus pandemic, we delivered deadlines we didn't know were possible by finding different ways of working with our client and media owners.We also had to thin...

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Piccadilly Lights - The Nation's Noticeboard

Client: Landsec's Piccadilly Lights

Agency: Ocean Outdoor

"At the height of the pandemic, Covid-19 fundamentally changed how society lived. People were suddenly separated and disconnected. Public morale and optimism were at a low ebb.With our partners at Landsec, and working with businesses, charities – and even Royalty – we harnessed the unique power and reach of Piccadilly Lights, the natio...

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Britain Get Talking 2020

Client: Britain Get Talking

Agency: ITV

With a fast-turnaround response to the surge in ‘lockdown loneliness’, ITV’s mental health initiative 'Britain Get Talking' persuaded over 6 million people to reach out to family and friends.

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Helping everyone stay connected in a crisis

Client: BT

Agency: Essence, ITV and Saatchi & Saatchi

This is the story of how two big British brands came together and created a campaign that reached, resonated and most importantly helped people in a time of crisis. With a knowledge that many Brits needed help with tech and a belief that nobody should be left behind, BT, ITV, Essence and Saatchi & Saatchi set out to guide everyone thro...

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Which? A Foundation of Support

Client: Which?

Agency: Craft Media and Goodstuff

This is the story about credibility and support. It's about how during a period of confusion and panic for the British public a national institution, Which? came to the fore to give consumers confidence and the right advice when they didn't know who else to turn to. This wasn't focused on driving subscriptions, but about doing the righ...

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CARLING AND CALM SAVE LIVES IN LOCKDOWN

Client: Carling

Agency: Zenith

Carling teamed up with CALM to deliver a social campaign designed to encourage men troubled by the dark days of lockdown to reach out to friends and family, achieving the second highest month of web traffic ever for CALM.

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BEST USE OF MEDIA TO DRIVE BUSINESS OUTCOMES

Making Time for Family

Client: McCain

Agency: PHD

Helping Mccain outperform its category by investing through lockdown.

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Bringing Entertainment Home

Client: Warner Bros.

Agency: PHD

Unlocking new revenue in lockdown.

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Faint heart never won fair lady Helping the nation find love in lockdown

Client: eharmony

Agency: The Specialist Works

When the UK went into lockdown, eharmony saw a 25% drop in site traffic. Not surprising, considering that going on a date had become a criminal offence overnight. It was a scary time for everyone and investing while registrations were falling was especially daunting. But we knew that having relevant conversations with customers during ...

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Keep Connected

Client: Vodafone

Agency: The Guardian Labs and The Story Lab and Carat

"Vodafone needed to be known as much for their home tech as being a mobile provider and be part of the family living room as much as BT or Sky?Our insight was that families are separated by their phones in living rooms - “together alone” - so we wanted to show how Vodafone technology can bring the family together.And then - Britain wen...

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Living your values to do business differently

Client: Co-op

Agency: Carat UK

Our response to COVID-19 has been driven by a desire to showcase this. Through huge amounts of co-operation and hard work, we built an approach which has started to pay back, by driving business results and by inspiring people to get involved in our campaign. From people in communities up and down the UK, to footballer Marcus Rashford,...

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Response to COVID-19

Client: HM Government

Agency: Manning Gottlieb OMD

What do you do when the normal rules of media planning and buying won’t work? When data used to inform strategy is obsolete in a matter of days? When media plans need to repeatedly pivot and adapt overnight? This was the situation we faced when embarking on helping the Government respond to the COVID-19 pandemic. Through the creation o...

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Stay Safe Stay Home Stay Connected

Client: Virgin Media

Agency: Manning Gottlieb OMD

Collaborating at pace, MG OMD and adam & eve DDB created the UK’s first UCG creative campaign that celebrated connecting with the people you loved during lockdown for Virgin Media. Stay safe, stay home, stay connected went on to drive the highest NPS scores that Virgin Media have seen in years and firmly put the original challenger bra...

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Some Little Helps For Safer Shopping

Client: Tesco

Agency: MediaCom UK

"March 2020 saw the everyday act of shopping become astressful potential health risk.Tesco led the way, adapting the shop to reassurecolleagues and shoppers they could work and shopsafely. Within 72 hours, Tesco led the sector’s comms withthe first COVID related campaign on air: a clear publicservice message that scored as the top perf...

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MEDIA INNOVATION – COVID-19

Using TikTok during Covid-19

Agency: British Red Cross

"The British Red Cross has been on the frontline in the Covid-19 response in the UK. During lockdown we have had to think of new and innovative ways to reach key audiences.When we received comments from younger TikTok users saying they didn’t realise what we did, we knew it was an opportunity to expand, educate and engage with this aud...

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The People's Ad Break

Client: Honda, Aldi, Haribo, Walkers and Weetabix

Agency: ITV

"Introducing Charlie and Rosie... a young couple from London, and ad-land’s (accidental) lockdown legends of advertising.Here’s how a national challenge brought the Great British Public’s ingenuity and innovation to our screens, with homemade TV ads that were more engaging than the originals."

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Ask for NARS

Client: NARS

Agency: Spotify, Vizeum, The Story Lab and SendMeASample

COVID-19 made beauty brand NARS pivot their approach to product sampling campaigns. Using the Spotify insight that smart speaker usage had gone up, NARS and Vizeum partnered with Spotify and SendMeASample for Shiseido Beauty’s first ever voice activated campaign in June 2020 – ‘Ask for NARS’, which led to amazing results in the category.

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Bringing Entertainment Home

Client: Warner Bros.

Agency: PHD

Unlocking new revenue in lockdown.

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Response to COVID-19

Client: HM Government

Agency: Manning Gottlieb OMD

How do you use innovation to make the campaign at the heart of the Coronavirus crisis work as hard as it possibly can? And how can innovation reach those hard-to-reach audiences with impact? OmniGOV’s approach was to use a wealth of behavioural insight to determine how best to activate established and emerging social media platforms in...

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Time Out pivots to Time In

Agency: Time Out

Time Out, the global brand dedicated to helping Urbanties experience 'the best of the city', adapted swiftly and efficiently to the needs of their audience, to help them explore and experience the 'best of the city' staying IN while they couldn’t go OUT. Due to cities closing under government guidelines, Time Out Media rebranded its 50...

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MEDIA COLLABORATION – COVID-19

"All in, all together": News brands, OmniGOV and UK government form partnership to help save lives and inform the nation

Client: The UK Government

Agency: Team Nation: Newspaper Industry & OmniGOV

"On 9 April 2020 Team Nation was born – a first-ever alliance between rival news industry publishers and MG OMD’s OmniGOV.Just seven days later the biggest news brand campaign the UK has ever seen was launched with over 600 national and local newspapers cover wrapping their papers, some for the first time, and taking over their website...

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#MyHeroes: International Campaign to Celebrate Key Workers During the Pandemic

Client: The people of the UK and Ireland

Agency: Agencies: DOOH.com, Kinetic UK & Kinetic Ireland alongside Media Owners across the UK and Ireland.

#MyHeroes core purpose was highlighting the selfless people in our lives - those everyday heroes who, until the pandemic hit, were perhaps taken for granted. We wanted to put a face to the people behind the institutions - to tell their story and celebrate them as individuals. The response to this collaborative concept was overwhelming ...

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BT: Helping everyone stay connected in a crisis

Client: BT

Agency: ITV and Essence with Saatchi & Saatchi

"When lockdown hit, forced separation from loved ones meant many Brits needed help with their tech.With a belief that nobody should be left behind, BT, ITV, Essence and Saatchi & Saatchi set out to guide everyone through the digitally-dependant world of Covid19.This was a media collaboration on a national scale and with national utility."

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Doctor Who: Staying in the TARDIS

Client: Doctor Who

Agency: BBC Studios

Identifying both emotional and practical barriers during lockdown, Staying in the TARDIS content focused on easily achievable, and more importantly, free, engaging activities to print out, download or stream. Twinned with social challenges, this created a wide range of Doctor Who activity for fans to immerse themselves in every week.

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Frontline Spotify for Dogs

Client: Boehringer Ingelheim

"The pandemic lockdown presented an unexpected opportunity for Frontline flea treatment: looking for an answer to lockdown loneliness, as many people were getting new dogs and charities were running out. Our research highlighted that these adopters were typically younger (25-35) than the usual 45+ Frontline target, and as inexperienced...

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In Loving Memory

Client: Co-op Funeralcare

Agency: Reach, Carat and The Story Lab

"In loving memory was a collaborative campaign between Co-op, Reach Plc and Carat during COVID-19 which aimed to support and commemorate those loved ones who were lost during the lockdown.As champions of the community these 3 brands came together to create a campaign that provided the much-needed support, clarity and guidance to naviga...

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#ClapForOurCarers

#ClapForOurCarers

Agency: Channel 4

An insane story of how we helped launch the original #ClapForOurCarers in an incredible timescale under lockdown conditions in the midst of a global pandemic. And it was worth it, to applaud our fabulous NHS.

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COLLABORATION

SMALL COLLABORATION (UNDER £250K)

The British Heart Foundation: 24 Hours in A&E Heart Special

Client The British Heart Foundation

Agency: Channel 4, PHD and The Garden

We created a special one-hour branded entertainment show for The British Heart Foundation - 24 Hours in A&E Heart Special, which revisited and updated on the stories of three people who previously appeared in the award-winning show with serious heart conditions, to raise awareness and support for vital research – resulting in deliverin...

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Girls Who Change The World

Client: IBM

Agency: Disney

"For years, girls and young women have been a critical missing part of Science, Technology, Engineering and Math (STEM) studies and careers. Only 20 percent of all GCSE Computing students are girls, just 12 percent at A-Level, with the trend continuing into the workplace. STEM is essential for making the world a better place, the gende...

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Disability Works

Client: Harry Specters, Ignition Brewery, Beco, Funded by Natwest, Nationwide and Sainsbury's

Agency: Channel 4

Channel 4, Natwest, Sainsburys and Nationwide came together to donate airtime to small enterprises that predominately hire disabled employees. The ad break takeover went out on International day of Persons with Disability just before Christmas resulting in astounding business results; with record-breaking online sales and massive incre...

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#SafetyInANumber - Refuge and Twitter join forces to help save the lives of domestic abuse victims

Client: Refuge

Agency: Twitter UK with BBH, itb, Mc&T

On #InternationalWomensDay, female celebrities came together, changing their Twitter names to the domestic abuse helpline 0808 2000 247 and Tweeting about #SafetyInANumber. Raising awareness, saving lives. With 0808 2000 247 prominently replacing famous names, women started changing their own Twitter handles too. The #SafetyInANumber m...

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Levi's Pride

Client: Levi's

Agency: Client: Levi's

"Levi’s have played an authentic role at the heart of the LGBTQ+ community for decades, supporting the historically marginalised, and acting as a proud uniform of rebellion and queer identity. With more and more brands jumping on the bandwagon for a momentary, inauthentic moment during Pride, we wanted to take the high-ground, staking ...

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The Moments of Truth

Agency: JCDecaux, Posterscope and Clear Channel

"In the last five years the UK Out-of-Home industry (OOH) has invested around £350m installing the digital screens that have driven the medium’s impressive growth from a traditional media to a digital platform. Concurrently we have seen increasing pressure from clients to wring the maximum value from their media investment. So, identif...

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CARLING AND CALM SAVE LIVES IN LOCKDOWN

Client: Carling

Agency: Zenith and CALM

Carling teamed up with CALM to deliver a social campaign designed to encourage men troubled by the dark days of lockdown to reach out to friends and family, achieving the second highest month of web traffic ever for CALM.

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LARGE COLLABORATION (OVER £250K)

ITV Britain Get Talking

Client: ITV

Agency: Goodstuff and Uncommon Creative Studio

ITV set out to encourage the people of Britain to stop and talk to one another in a well proven bid to improve the nation’s mental health. We did this in the most powerful but surprising way a broadcaster could: by stopping talking themselves and giving viewers opportunity to talk instead. We created the world’s first silent ad break, ...

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The TV Family Delivers a Festive First For Tesco

Client: Tesco

Agency: Channel 4, ITV, Sky and MediaCom

"Christmas sees supermarkets fight to win the hearts and minds of shoppers; they up their game creatively making it the UK advertising equivalent of the ‘Superbowl’.Our brief was to excite the nation, getting them talking about Tesco thereby attracting shoppers and increasing sales.Tesco partnered with Sky, ITV and Channel 4 to create ...

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Films on 4

Client: Direct Line Group

Agency: MediaCom UK with Direct Line Group and Film on 4

"Direct Line are famous problem solvers. Sadly, problemspeople don’t like talking about. But there’s one context inwhich people delight in things going wrong: the movies.Knowing viewers’ passion for film – and the disasters thatmake viewing so enjoyable - we sponsored Film on 4.Saatchi created 61 idents, set in a Direct Line call centr...

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Flexible BT TV Launch - Cinema Activation | “You wouldn’t pay for something you don’t want to watch in the cinema, so don’t put up with it

Client: BT

Agency: Essence, DCM Studios and Recipe

"People love TV but hate paying for things they don’t want to watch. That’s why in March 2020, we launched all-new BT TV, the UK’s first range of flexible TV packages that can be switched on and off every month – only paying for what you want to watch.We set out to disrupt an established market and get the UK to take notice through an ...

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Retail Revival – Brought to you by eBay

Client: eBay

Agency: Sky Media, MediaCom, McCann and Diagonal View

"During one of the most challenging periods in retail history, eBay used its position and scale to help high street stores in Wolverhampton, one of the UK’s hardest hit areas.We gave our marketing spend over to those local businesses, with a highly targeted campaign that helped 64 companies grow by an average of 33% - collectively addi...

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Save The Children's Christmas Jumper Day

Client: Save The Children

Agency: Channel 4, Mediacom, John Lewis, Marks & Spencers, Duracell, Moonpig and Smyths Toys

Channel 4 and MediaCom North devoted an entire ad break takeover to raise awareness of Save the Children’s eighth annual Christmas Jumper Day... A story of how we convinced 5 major advertisers to team up and help us and Save The Children engage a record 3.5 million people on their big day!

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RESEARCH

BEST USE OF DATA FOR AUDIENCE BUYING

Turning the tide: How Young's used data-led buying to deliver incremental sales

Client: Young's Seafood

Agency: Total Media

Young’s Seafood has a rich heritage dating back to 1805, but constantly found themselves outshouted and outspent in media. To tackle the challenge, Young’s tasked us with helping them make their budget go further, which we did by applying a data-led approach media buying, to reach new audiences and add longevity to the campaign. Workin...

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Unlocking First Party Data to Drive Growth On the High Street

Client: Specsavers

Agency: Manning Gottlieb OMD

"First party data is powerful, but not always accessible – and even when it is, executing outside of online channels is often impossible.We worked with Specsavers to unlock data from their store EPOS systems so we could push a feed of eye test availability into our Digital Out of Home (DOOH) advertising, telling customers if their near...

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Barclayloan Targeting in Three dimensions

Client: Barclayloan

Agency: OMD UK with Google

Like almost every high-street bank, Barclays relies upon its non-current account products to meet its customer needs. Their Barclayloan product, are a trickier challenge: whilst profitable to Barclays, it is only available to current customers who meet the required borrowing requirements. Previous attempts to market Barclayloan – which...

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Bringing Entertainment Home

Client: Warner Bros.

Agency: PHD

Using data to unlock new revenue in lockdown.

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Lifetime Value

Client: Direct Line Group

Agency: MediaCom UK

"Some drivers – typically younger ones – are more likely tobe involved in road accidents. This makes them lower valuecustomers to insurers and they are charged higher premiumsas anyone who knows a new driver knows. We suggested anew approach. By understanding the lifetime value of thosenew drivers with machine learning and by segmentin...

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QUARTZ – Accurate to within every postcode

Client: Pure Planet

Agency: Goodstuff and 59A

"Pure Planet, a new 100% green energy supplier, needed to make headroom in an overly saturated marketplace by acquiring customers at scale. To do this, we had to come up with a unique method of capturing our audience.Goodstuff collaborated with 59a to create an AI powered programmatic display campaign primarily utilising cookie-less da...

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The Personalised Program Guide

Client: ITV

Agency: Goodstuff with MiQ, Ozone

"The content commissioning arms race was on. Disney, Netflix and Amazon spent more than £22bn, £11bn and £5bn in a year, respectively. The war was on to win younger audiences, who flock to digital subscription TV services.ITV needed to beat them at their own game. We used data to get ahead, finding SVOD and ITV’s users, and the entire ...

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NatWest: a revolutionary, simple approach to Google

Client: NatWest

Agency: Client: NatWest

Banks are hooked on paid search to drive acquisitions. Through our pioneering data product OneSearch, we saved NatWest £2.2m on PPC - budget that has been reinvested to deliver 27% sales growth.

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ECONOMETRICS

Transforming Econometrics with MG OMD and Annalect Marketing Science

Client: Estée Lauder Companies

Agency: MG OMD

This is not your traditional econometrics story, it’s a story of a project that spans 12 brands, 41 models, over 100 data points, a team of 20 and one unbreakable process. With each one of these things integral to the project’s success. Our data has allowed brands across the Estée Lauder Companies portfolio to safeguard their budgets, ...

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Bridging the gap between econometrics and real-time marketing

Client: Western Union

Agency: Mediahub UK

WU’s lower funnel global media plan can be organised as a portfolio of country x channel ‘cells.’ With 6 core media channels in 90 countries, the global portfolio comprises 540 cells. Each one of those cells possesses a uniquely shaped diminishing returns curve, an observation that led to the genesis for the whole project.Next Best Dec...

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TRADE BODY RESEARCH

ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

Client: ISBA + 15 prestigious advertisers

Agency: AOP + 12 premium publishers

"A joint collaboration between ISBA and 15 advertisers, AOP and 12 premium publishers, and PwC's Marketing & Media Assurance team who conducted the study.This is a pioneering world-first study into programmatic advertising: mapping digital ads all along the advertiser-agency-adtech-publisher chain.The study uncovered industry-changing ...

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Demand Generation: How we made econometrics free to all

Agency: Thinkbox, MediaCom, Wavemaker, Gain Theory

"If every advertiser built their media plans on econometrics, we wouldn’t have written this award entry, because what we achieved wouldn’t have been so urgently needed.Those who use econometrics, see how media have powerful indirect effects, and invest accordingly. But many can’t afford econometrics and depend on short-term, easily acc...

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Consumer perceptions and attitudes towards digital advertising post-GDPR

Client: EDAA

Agency: MTM

"Digital advertising is facing a trust reckoning: in large part the result of high-profile data breaches, misuse of personal data and of the mechanisms underpinning targeted advertising.Yet the use of data and tailored advertising is crucial:•for advertisers to compete for attention•for media services in the delivery of consumer experi...

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Building Shelf Awareness

Agency: Radiocentre with Shoppercentric

Radiocentre research studies highlight how radio advertising generates significant uplift effects for FMCG brands, from brand salience through to return on investment. Yet the sector’s investment in radio does not reflect these capabilities. Building Shelf Awareness demonstrates the unique power of radio to exert last-minute influence ...

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RESEARCH INSIGHT

Channel 4 Hollyoaks

OMD UK with 4Create and Facebook

Agency: Client: Channel 4

"In early 2019, Hollyoaks – the long-running soap vital to years of after-school and post-lecture routines – needed a fresh approach; against the backdrop of linear TV declining for most age groups, with the youngest viewers in particular, dropping-offThe harsh reality that over 55s – 28% of the population – accounted for more than hal...

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ISBA / AOP / PwC Programmatic Supply Chain Transparency Study

Client: ISBA + 15 prestigious advertisers

Agency: AOP + 12 premium publishers

"A joint collaboration between ISBA and 15 advertisers, AOP and 12 premium publishers, and PwC's Marketing & Media Assurance team who conducted the study.This is a pioneering world-first study into programmatic advertising: mapping digital ads all along the advertiser-agency-adtech-publisher chain.The study uncovered industry-changing ...

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Barclaycard Econometrics

OMD UK with Droga5

Agency: Client: Barclaycard

"In 2019 Barclaycard was struggling in a changing category. A historically powerful brand – a previous IPA Effectiveness Grand Prix winner – Barclaycard had long been able to demand a premium. We needed a new way to drive consideration before Barclaycard got into trouble.With consideration up and sales down, it was clear not all consid...

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#Flocks

Twitter UK

"One of the most powerful things about Twitter is that there isn’t really one Twitter at all. Instead Twitter is made up of thousands of different, smaller “Twitters” - groups of people who come together to see, share and talk about what’s happening and their shared passions.In 2019 Twitter UK undertook a hugely ambitious project to se...

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Excitable Edgar = Exciting Insight = New way of planning

ITV and Manning Gottlieb OMD

Agency: Client: John Lewis & Partners and Waitrose & Partners

"In a media first, ITV and Manning Gottlieb OMD partnered up to amplify the John Lewis & Partners and Waitrose & Partners Christmas advert featuring Edgar the dragon. The campaign weaved Edgar into the fabric of ITV, placing him within contextual show bumpers and promos, to deepen the nation’s emotional connection to this loveable and ...

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LGBTQ+ Twitter

Twitter UK

"In the Summer of 2019 we undertook a piece of research called “Flocks” to understand more deeply some of the key communities that use Twitter in the UK. One of the communities that stood out in terms of its size, inter-connectivity and importance in shaping culture was the LGBTQ+ community and in particular we observed how Twitter was...

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FINALIST

Life in Lockdown - Our Readers' Reactions to Coronavirus

Mail Metro Media

Mirror On The Industry

Channel 4

Agency: Client: Starbucks

How Channel 4 carried out the most comprehensive diversity study of its kind, and used it to challenge the industry to increase LGBT+ representation in advertising.

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PEOPLE, AGENCIES & TEAMS

MEDIA LEADER OF THE YEAR

Natalie Cummins

CEO, Zenith UK

In 2019, thanks to Nat, Zenith topped the Campaign new business table, won more awards than most other agencies and like-for-like revenue grew by 6.3%. In 2020, Nat has continued this trajectory: zero Covid revenue loss, highest ever TRR client scores and strong new business wins. Despite a global pandemic, she now has her most diverse...

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Ben Hayes and Andrew Stephens

Co-Founders, Goodstuff

"What defines a good leader over the last 12 months? Their ability to deliver stellar commercial growth? Corporate cultural strength? A clear brand vision? Outstanding Industry contribution? Rapid and empathetic COVID-19 management? Peerless Industry reputation? Demonstrating huge progress in diversity and inclusion? Thankfully, we Goo...

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FINALIST

Paul Knight

CEO, OmniGOV at Manning Gottlieb OMD

Rak Patel

Regional Head of Sales UK and Pan-EMEA, Spotify

With over 20 years in the industry, Rak Patel joined Spotify in 2017 as the Head of Sales UK. He has been instrumental in the growth of the UK sales, earlier this year being promoted to look after Pan-EMEA and lead similar growth in our Partner Sales markets and international business. Rak has been transformative for the culture and wa...

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Tim Pearson

CEO, OMD Group UK

Tim is the driving force behind the two most exciting and successful media agencies in the UK today. He is a brilliant leader, thinker and operator who has led OMD Group UK to the top of its game. Under his leadership, in 2019 / 2020 both agencies have protected over £270 million billings through defensive pitches and contract extensio...

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RISING STAR - AGENCY

Aidan Goh

OMD UK, Biddable Account Manager

From client impact through to influencing the way that over 300 people think and act about diversity and inclusivity, this is Aidan Goh, Biddable Manager at OMD UK.

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Claire Linford

OMD UK, Insight Associate Director

Claire Linford, Insight Associate Director at OMD UK, has already achieved a lot in her relatively short career. From delivering client firsts, leading award-winning research and insight initiatives and having outstanding client impact, this is why Claire should be Media Week's Rising Star.

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Emily Gan

MG OMD, Client Business Director

"As the digital lead on Specsavers, I create innovative, resourceful solutions that give my client critical advantage.In the past two years, under my leadership, Specsavers has seen huge growth thanks to my passion for, and strategic use of, combining the power of Mar-Tech and innovative data planning.My future ambition is to bridge th...

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Emma Bucknall

Vizeum, Client Partner

"Emma is a standout member of the Vizeum team. Her dedication to her team and her clientsClient Testimonial: Louisa Rowntree, Marketing Communications Lead, Honda“Emma is an incredibly talented planner. She came onto the account full of enthusiasm, passion and spirit and that never seems to waiver, even when faced with significant exte...

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Patrycja Kwisdorf

Nano Interactive, Head of Client Services

"In Pats short tenure at Nano she has made significant contributions to the business having pioneered processes that have had a direct impact on the growth of the business. She is now leading on campaigns and client partnerships across Nano’s new cookie-less targeting innovations and oversees successful campaigns for brands such as Mic...

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Tara Eskandari

Zenith, Planning Director

“An old head on young shoulders” is a tired cliché that would be a disservice to Tara Eskandari. She is super smart, considered and opinionated; and her “young head” is an additional strength. Tara’s tenacity, proactivity and insight into Gen Z trends have been the driver to her early success. That is why clients love her, particularly...

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RISING STAR - MEDIA OWNER

Jordan Harvey

Jungle Creations, Strategic Business Director

"As Strategic Business Director at Jungle Creations I’m responsible for future-proofing the company’s commercial revenue and developing new commercial offerings and pricing models.I joined Jungle Creations as Partnerships Manager in March 2017, becoming the second person in the commercial team and playing an integral role in building o...

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Natasha Acquisto

Mail Metro Media, Senior Partnerships Strategist

Upon returning from Maternity Leave to find a brand new merge between Metro and Mail, Natasha Acquisto realised she needed to upskill herself to create digital, as well as print, partnerships and fast. Within 18 months she has now become one of the most successful, highest revenue-generating partnerships strategists in Mail Metro Media!

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MEDIA BRAND OF THE YEAR

The Ozone Project

"Thanks to an unprecedented collaboration between the UK's biggest publishers, The Ozone Project has built a digital advertising environment - based on trust and fairness - to meet the needs of the modern marketer.Over the past twelve months, Ozone has has created an environment that works firstly for advertisers, by offering more comp...

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Culture Trip

"Culture Trip is a global startup operating in media and entertainment, travel and experiences. As such, 2020 can scarcely have presented a more difficult challenge with COVID-19 having had a significant impact on the sectors we operate in. Like for so many other companies, it has been tough, but we are incredibly proud that we have be...

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Mail Metro Media

"Record breaking numbers, acquiring a new newsbrand and launching market-leading tech. products (most of which was done with all staff working from home during lockdown!) has resulted in huge brand development for Mail Metro Media over the last year.Only its second year as a new commercial entity in the industry, it has had some new gr...

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Spotify UK & Ireland

"In the twelve months between March2019 and March 2020, the number ofmonthly active users on Spotify rosefrom 217 to 286 million - an increaseof 31% YoY. Of those, just over half use usethe ad-supported service and areavailable as an audience to brands,listening to and watching Spotifyadvertising in exchange for over 50million free tra...

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Twitter UK

In 2020, people have needed to know what’s happening and to feel that we’re all in it together. So this year - more than ever - people have turned to Twitter. Twitter has played a vital role in keeping the UK informed, entertained, connected and empowered. And because 2020 has been far from a normal year, at Twitter we’ve focused on do...

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SALES TEAM OF THE YEAR

Spotify

"At the start of the year, broadcasters were fighting more aggressively than ever before for every advertising penny. The competition played out in an industry increasingly marked by the dominance of behemoth digital platforms, the news that agency after agency was disbanding its audio team and demands by advertisers for ever greater r...

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Channel 4

Like most businesses, we faced significant adversity because of Coronavirus, but as we’re 93% ad funded, it could have proved catastrophic. However, through our team’s tenacity, resolve and resilience, we’ve weathered the financial storm, and continued the implementation of our digital transformation and revenue diversification strategy.

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ITV

"2019 had gone great guns: 3 successive quarters of growth and a 2% increase in revenue.And then Covid went and punched the industry in the mouth.But we stuck to our plan (tech innovation, client focus and more creativity), adapted rapidly, and focused on what matters most... getting closer to customers."

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Mail Metro Media

"It’s been an unprecedented year for Mail Metro Media’s sales team, with a record number of partnerships, audience growth and increased advertising revenues…Things may have taken more than a slight turn in March 2020 but somehow they managed to change tack and plough all efforts into supporting their advertising partners and are alread...

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Reach Solutions

Through July 2019 - Feb 2020, Reach Solutions were celebrating! We had rebranded to Reach, with a newly-formed sales team in place, new editors across our newsbrands and a brand new CEO with a vision to take the business forward on an exciting, strategic journey, focused on understanding more about our vast audience. Over this period t...

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Twitter UK

Everyone knows that it has been a funny old year (to put it mildly) but I think the above says it all. The media landscape has changed and may never be the same again. Throughout the campaign period the Twitter UK sales team has demonstrated the resilience, teamwork, collaboration and ability to adapt to such unique situations that mer...

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MEDIA AGENCY OF THE YEAR

Zenith

In 2019 we topped the Campaign new business table, grew like-for-like revenue by 6.3% and were joint second most awarded agency at the Campaign Media Awards. We continued this trajectory in 2020 with zero Covid-19 revenue loss, our highest ever TRR client scores and a string of wins. Finally, despite a global pandemic, we have our most...

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Goodstuff

"The last 12 months have presented more than their fair share of challenges. Monumental challenges that all agencies have had to face. It has, especially recently, felt like walking a high wire over a precipitous drop. And, like a high wire, making it across in stormy conditions requires supreme poise and balance.Goodstuff have success...

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Manning Gottlieb OMD

In a year none of us could have predicted, Media Week’s Agency of the Year 2019, MG OMD, has continued to go from strength to strength. With a commitment to creating difference that matters, the agency has pitched for and won £115 million billings, won Campaign’s Media Agency of the Year for the second year running as well as Global Me...

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OMD UK

This is the story of OMD UK, our unparalleled achievements over the past 12 months, and the outstanding partnerships that have been at the heart of that success.By the summer of 2019 we had successfully on-boarded 7 new clients and £211m of incremental billings won over a period of 18 months, with high levels of client and agency satis...

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FINALIST

PHD

UM UK

"In a year when our industry has faced extraordinary challenges and change to our working lives, UM has responded with agility, creativity and strategic thinking.A re-shaping of our product, a heightened focus on our culture and D&I initiatives and our reputation with clients at an all-time high, has resulted in an unstoppable momentum...

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GRAND PRIX

GRAND PRIX

Britain Get Talking

Goodstuff and Uncommon Creative Studio

Agency: Client: ITV

ITV set out to encourage the people of Britain to stop and talk to one another in a well proven bid to improve the nation’s mental health. We did this in the most powerful but surprising way a broadcaster could: by stopping talking themselves and giving viewers opportunity to talk instead. We created the world’s first silent ad break, ...

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