Shortlist 2025

Agency

Media Idea: Launch

CALM Missed Birthdays

the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV

Client: CALM

With Suicide now the leading cause of death for people under 34, CALM created ‘Missed Birthdays’, a campaign to raise awareness of this horrific issue with an experiential installation at its heart. A total of 6,929 balloons (one for each person) were shown hanging in the atrium of the shopping centre, each one indicating a birthday a...

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Creating the Redditor Edit

PHD

Client: Skoda

The Škoda Octavia has a reputation for affordability and reliability. But in the UK, it also has a reputation for being ‘safe’ and ‘boring’. When launching the new 2024 version, we needed to change that POV. To do that, we uncovered a large community of Octavia super-fans on Reddit – r/CarTalkUK - who thought the Octavia was bril...

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Sweet Suspicion: A deliciously festive whodunnit

MG OMD

Client: Waitrose

Christmas 2024 saw Waitrose deliver a masterclass in media drama with its Christmas whodunnit, an original 2-parter called "Sweet Suspicion". The campaign used multi-media to tease and launch a 2-part whodunnit across AV, OOH, Social and Publishing, capitalising on the nuance and strength of each channel, which whipped the nation into ...

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The Allevia Pollen Passport

Hearts & Science

Client: Opella - Allevia

Allergies are no longer seasonal—they’re spanning across the year and impacting gradually more people, supercharged by climate change and pollution. Turning what was once a Springtime nuisance into a year-round battle. Allergy seasons are getting longer, more unpredictable, and harder to escape. And yet, allergy-related information rem...

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The campaign that went so wrong, it went right

OMD UK

Client: McDonald's

McRib_Test.notification_16.10.24 [TEST] ...the push notification sent to 1.8m users of the McDonald’s app, kickstarting a series of playful blunders that teased the return of the iconic McRib. The McDonald’s menu item is followed by a legion of loyal fans worldwide who track it’s appearance across the globe. We harnessed the cultural z...

Media Idea: Under £250k

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#talkmorethanfootball: How Three & Zenith turned Taxis into therapists

Zenith UK

Client: Three

With just 10% of the previous year’s budget, Zenith and Three sparked one of the year’s most powerful media moments: turning everyday pre-match cab rides into unexpected safe spaces that fuelled a meaningful mental health conversation at the heart of football culture - driving a significant increase in Brand Love for Three

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Camden Stout - Honest Reviews

Starcom

Client: Camden Town Brewery

Camden Stout set out to challenge Guinness' near-total dominance of the stout category, which so defines the ritual, look, and social acceptance. Consumers don’t always choose the best pint; they follow the familiar. In winter 2024, a rare Guinness shortage opened an opportunity for Camden. We introduced "Honest Reviews," capturing aut...

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Heart attacks can happen on any street

PHD

Client: British Heart Foundation

This is how we gained the attention – and donations – of the nation by using the high-profile heart attack of a much-loved soap character to contextually communicate how the vital research funded by the British Heart Foundation can save people like Coronation Street’s Gail Platt. But we didn’t just use contextual ads. We moved the m...

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Invest in Social Housing

Beyond

Client: Shelter

Shelter is the UK’s leading housing and homelessness charity, and campaigns to change the law and shape government policy. The 2025 spring spending review was a critical opportunity to put social housing at the top of the political agenda, after decades of underinvestment.Beyond’s campaign set out to shout as loudly as possible about t...

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Lidl Jacket

OMD UK

Client: Lidl

It’s late October 2024 and Berghaus have launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their unmistakably Lidl-coloured jacket. Part of the campaign included a series of murals of Liam in the jacket – so we decided to paint a Wonderwall. Enter stage left the “Lidl Jacket”. 24 pence worth of iconic Br...

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Listerine 'Cleaning the Nation'

UM London

Client: Kenvue / Listerine

The UK population lives up to the negative stereotype that we don’t care about our teeth. 66% of UK adults have visible plaque and over 50% admit to neglecting taking care of their teeth. Listerine, the UK market leader for mouthwash, knew they had a challenge on their hands. In order to achieve our business goals of increasing penetr...

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Stelle Artois: When it rains we pour

Starcom

Client: AB InBev: Stella Artois

In the summer of 2024, Stella Artois faced fierce competition from international beer brands during a season defined by Wimbledon and the Euros football tournament. By transforming the iconic Wimbledon rain delay into a national moment of celebration – with free beer – Stella cut through the clutter and grew volume. 

Media Idea: £250k – £1m

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Butlins: More Famously Appealing

EssenceMediacom UK

Client: Butlins

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Creating the Redditor Edit

PHD

Client: Skoda

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Health Is

Initiative

Client: Bupa

Twenty-four percent of the UK lives with a disability, yet only four percent of ads feature disabled people and media itself is all too often inaccessible to disabled audiences. As the Official Healthcare Partner of ParalympicsGB, Bupa saw a chance not just to improve representation, but to drive true media innovation by confronting e...

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Jose Mourinho And Snickers Deliver Roasts to Your Mates

EssenceMediacom UK, T&Pm and The Goat Agency

Client: Mars

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Painting the town purple

OMD UK

Client: Walkers

Nothing sparks love from the Brits quite like Walkers' legendary Worcester Sauce crisps.First launched in the '90s, they have the tangy kick of Worcestershire sauce that the nation can't get enough of. A true British icon.But in early 2022, disaster struck. Walkers pulled Worcester Sauce crisps from shelves, sending shockwaves across t...

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Sweet Suspicion: A deliciously festive whodunnit

MG OMD

Client: Waitrose

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Til I Died

PHD, Talon and Grand Visual

Client: British Heart Foundation

‘…Til I Died’ shattered misconceptions about heart disease by remembering the lives of 12 young people who tragically died from heart disease.   We commemorated these 12 young football fans by choosing a medium famous in both football culture and in remembering those who’ve passed – the mural.  12 tribute murals were hand-painted i...

Media Idea: Over £1m

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How IKEA Got the Nation Off Their Screens and Into Bed

iProspect

Client: IKEA

The UK is a sleep deprived nation, with most of us only getting a paltry 6 hours sleep per night. The cause? Media. With the endless brilliant content on TV, steaming & smartphones, we can’t help but put off a good night’s sleep to watch just one more….iProspect identified the habits & moments where sleep was being hindered and used me...

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How Netflix Made the UK Question Reality for Black Mirror

iProspect

Client: Netflix

To launch Season 7 of Black Mirror, Netflix set out to dominate cultural conversation and become the most talked-about show across streaming platforms in April. But with a tech-savvy, conspiracy-loving audience that rejects traditional advertising, we needed a bold, immersive idea that felt authentically Black Mirror. Enter The Nubbin ...

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Making local media 'Uber contextual'

PHD, Talon and Grand Visual

Client: Uber

With consumer research amongst target audiences in the North of England showing a high level of emotional affinity to local taxi brands and misperceptions around Uber being a ‘London Thing’, we created a bespoke local media solution to a localised challenge.Across 14 different northern English cities and towns, Uber ran a multi-media...

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McVities 100 Years Anniversary

MG OMD

Client: Pladis

In 2025, to celebrate 100 years of the iconic McVitie’s Chocolate Digestive amid rising competition and declining sales, McVitie’s launched “The Nation’s Greatest Invention” campaign. Leveraging nostalgia with a modern tech-inspired approach, we transformed London landmarks using cutting-edge projection mapping and created immersive e...

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The campaign that went so wrong, it went right

OMD UK

Client: McDonald's

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The Most Disastrous Campaign Ever

Mediaplus UK

Client: Hiscox

After years of focusing on short-term acquisition over long-term brand building, Hiscox's brand metrics declined, growth targets were missed, and awareness slipped, leaving the brand struggling to stand out in a crowded, highly competitive market. To reclaim its position as the go-to insurer for small business owners and decision-maker...

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The Truth Lies

IPG Mediabrands Red Snap

Client: Activision Call of Duty

The Truth Lies relaunched Call of Duty: Black Ops 6 through an immersive “conspiracy” that blurred fact and fiction, sparking widespread curiosity. Hijacking trusted media and iconic landmarks alongside viral social channels, the campaign captured the cultural mood of mistrust while reigniting passion for the franchise, delivering the ...

Media Idea: Launch

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How Uber Advertising and Pizza Hut turned Rides into the Handcrafted launchpad

Uber

Client: Pizza Hut

In 2024, Pizza Hut wanted to refresh its brand perception and reconnect with UK audiences through the launch of its new premium handcrafted sourdough pizza range. It made a bold pivot, partnering exclusively with Uber Eats to deliver a digital-first campaign that redefined how and where customers discovered the brand. This platform-na...

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Igniting Win Belief: How Lotto's Localised Approach, Powered by Reach and Hearts & Science, Revolutionised the Game

Reach Publishing Services

Client: Lotto, Allwyn

We toured the UK asking people what they’d do if they won the Lotto jackpot, passing the mic to diverse communities to share their dreams for a better future. From animal rollercoasters to outrageous holidays, hot tubs and alpaca farms, ‘Will You Be Next?’ was a playful celebration of regional voices and sheer joy, brought to life acro...

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Lunch Is Back On The Menu!

ITV

Client: Subway

When lunchtime was losing its spark, it was time for some much-needed LAUNCH-time! Here’s how ITV helped Subway to relaunch lunch with gusto. From hero ads and continuity stunts to Sam Thompson inspiring ITV staff – we saw joy and better bites return to the midday munch. Now that’s something to chew over!

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MARCH FOR CLEAN WATER WITH GLOBAL, UNCHARTERED AND RIVER ACTION

Global Media Group Services Ltd

Client: River Action

Water companies are making billions directly off the back of polluting UK’s rivers, lakes, and seas, its making dirty money - literally. To launch the March for Clean Water - a national gathering of those concerned about the state of our waterways, we created a ‘Pooster; A huge poster constructed from money stained brown with sterilis...

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Super Supporting Team GB and Paralympics GB to 189 medals

Hearts & Science

Client: The National Lottery

The National Lottery has been instrumental to the meteoric success of Olympics and Paralympics Team GB over the last 30 years. Yet the public didn’t connect the two. Our Super Supporter strategy created an indelible connection between the achievements of the Olympic and Paralympic athletes and National Lottery funding. Cutting-edge dyn...

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The Last Supper designed by Amber Buck-Borrows

ITV

Client: Pinterest

To launch its new ‘It’s Possible’ brand platform, one fan’s Pin would become ITV prime-time gold, as she designed Big Brother’s Last Supper live on air. The result? A show-stopping debut, millions watching, 854 entries in two weeks, and 82% of 16–34s loving it.

Media Idea: Under £250k

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Career Quest

LADbible Group

Client: Open University

For many 18–19-year-olds, real life feels like a game stacked against them - unaffordable, uncertain, and uninspiring. Nearly half don’t know what career they want. But there is one place they do feel powerful: video games. Every day, 6 million young people step into virtual worlds where they take on missions, gain skills, and become...

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Emmerdale's Heat Pump

ITV

Client: Department for Energy Security & Net Zero

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Heart attacks can happen on any street

ITV

Client: British Heart Foundation

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Performance and Purpose: How JOLT and Vauxhall changed perceptions and drove action

JOLT

Client: Vauxhall - Grandland Electric

To launch the New Grandland Electric, Vauxhall aimed to transform perceptions of electric vehicles (EVs), making ownership accessible, practical, and seamlessly integrated into urban life. To achieve this, Vauxhall partnered with JOLT, leveraging JOLT’s network of 41 prime London EV charging locations to deliver a bold, integrated camp...

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Reach & Tesco ‘Stronger Starts’: Cultivating Community Impact Through Integrated Media Partnership

Reach Publishing Services

Client: Tesco

The Tesco ‘Stronger Starts’ campaign showcased the immense impact when a brand’s purpose intrinsically aligns with a media owner’s core values. Reach, leveraging The Mirror’s advocacy for children's well-being, partnered authentically with Tesco to champion their “Fruit & Veg for Schools” scheme. This alignment unlocked extensive and a...

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“OUR FATHERS” with Black History Month UK and Google Pixel 9 Pro

Diversity Media Sales Ltd

Client: Black History Month UK and Google Pixel 9 Pro

An authentic, community-led content series redefining Black fatherhood, “Our Fathers” brought together Black creators, grassroots partners, and Google Pixel 9 Pro to challenge stereotypes and reclaim narratives.The campaign proved that inclusive storytelling doesn’t just build brand trust, it shifts perception, shapes culture, and empo...

Media Idea: £250k – £1m

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CALM Missed Birthdays

the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV

Client: CALM

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Channel 4's Sunday Brunch x Samsung Partnership

Channel 4 and Publicis

Client: Samsung

Samsung partnered with Channel 4’s Sunday Brunch to reposition its domestic appliances as premium, desirable, and top-of-mind for ABC1 audiences. The campaign went beyond traditional sponsorship by fully integrating Samsung products into the show’s set and narrative, transforming the Sunday Brunch kitchen into a live showroom.Samsung a...

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Code of Silence: The Silent Ad Break

ITV

Client: The National Lottery, Virgin Atlantic, Boots, Cupra, Hellman's, IKEA, Paramount Pictures, Walkers, The Scottish Government and Aldi

When ITV's groundbreaking drama Code of Silence premiered, we didn't just celebrate deaf representation on screen – we brought it into the ad break too. Here's how gathering 10 advertisers for the world's first completely silent ad break during a network drama turned 4.7m viewers into advocates, made #codeofsilence trend nationally, a...

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How Britain’s oldest joke captured cinema

Digital Cinema Media

Client: Specsavers, MG OMD

Specsavers, famed for its iconic “Should’ve” catchphrase, partnered with Digital Cinema Media (DCM) and MG OMD to reinvigorate the beloved slogan in UK cinemas.Subverting the safety of the cinematic preshow, the six-month campaign delivered a series of spoofed errors to fool Cineworld’s audiences. These included on-screen silhouettes o...

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The RAF's Battle for Gen-Z Britain

Digital Cinema Club

Client: RAF, OmniGOV at MGOMD

With the help of OmniGOV at MG OMD and Digital Cinema Media, the RAF launched a bold, immersive multi-year campaign using 4DX, Cineworld's most immersive format, to bring the thrill of the skies directly to cinema audiences.Beginning in January 2024, a 60-second recruitment ad was adapted for 4DX, enhancing visuals with motion, sound, ...

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Turning Radio X into Radio Y by Global I Wavemaker I The Promtions Factory for Yellowstone

Client: Paramount +

Yellowstone – The American modern-day family television drama based on the fictional Ranch in Yellowstone National Park. To herald the epic return of the series, Paramount+ wanted to create talkability around the show with an impactful campaign.Our thinking was to take the show’s iconic ‘Y’ and use it create a partnership that would ma...

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Women's Football: Levelling the playing field

ITV

Client: Google Pixel

In a first for ITV Sport, its programming collaboration with Google Pixel directly tackled the large gap in the broadcast coverage of women’s football, and the severe under-representation of female sports journalists. By moving beyond sponsorship to a valuable editorial partnership, Google Pixel’s ‘Pixel FC’ and ‘Pixel FC Academy’ we...

Media Idea: Over £1m

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Supporting the sweat and tears of London Marathon runners with Buxton

GROUPM

Client: Nestle - Buxton

92% of London Marathon runners joined Buxton's Strava challenge. 50% completed it. Brand consideration jumped considerably, and value share grew. But here's the breakthrough: Buxton became the first brand to transform a marathon sponsorship into a year-long mental health movement, using real-time running data to deliver personalised ...

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When Christmas Became A Crime Drama

ITV

Client: Waitrose

Here’s how ITV helped Waitrose turn its Christmas campaign into a gripping ITV drama. With teasers, trailers, and a jungle-boosted finale, this prime-time parody drove record sales, brand warmth and buzz… proving that nothing unites the nation like a great drama—and a stolen dessert.

NEW: Inclusive Media Strategy

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Breaking Barriers with BSL

OmniGOV at MG OMD

Client: NHS

Our campaign aimed to address barriers preventing timely GP visits with potential cancer symptoms. We targeted adults 50+ from C2DE groups and recognised the need to reach all audiences, including those often unconsciously excluded from traditional messaging. Through collaboration with NHS England, their accessibility consultancy BDS,...

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Code of Silence: The Silent Ad Break

ITV

Client: The National Lottery, Virgin Atlantic, Boots, Cupra, Hellman's, IKEA, Paramount Pictures, Walkers, The Scottish Government and Aldi

True inclusion isn't just about walking the talk - sometimes it's about not talking at all. When ITV created the world's first completely silent ad break, we didn't just celebrate deaf representation; we fundamentally shifted how 4.7m viewers watch TV, giving them an experience that 87,000 deaf British Sign Language users have every day.

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Databank

MG OMD

Client: 02

O2 tackled the critical issue of Data Poverty affecting over 2 million households. This disproportionately impacts minority ethnic groups, young families, and the elderly. In 2024, with declining brand consideration and an urgent need to increase National Databank usage, O2 transformed its 300 stores into physical lifelines offering fr...

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Health Is

Initiative UK

Client: Bupa

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Hijackers

LADbible Group x Wavemaker

Client: RNIB

The RNIB Hijack was a bold, inclusive collaboration that put blind and partially sighted (BPS) creators at the forefront, challenging outdated perceptions of sight loss. With only 40% of the public feeling informed and BPS people facing 5x the likelihood of unfair treatment, this campaign sought to change the narrative. Through a cre...

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Media Beyond Mainstream

OMD UK, andOMG Unite

Client: The Open University

Higher education is the strongest indicator of future economic mobility and The Open University was founded to democratize education for all. But a stark disparity persisted between the percentage of the population identifying as Black and Asian and their representation within the OU student body. We created a campaign fuelled by genu...

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Super supporting Team GB and Paralympics GB to 189 medals

Hearts & Science

Client: The National Lottery - Allwyn

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The UK's most accessible ad break

Channel 4, T&Pm and Mindshare

Client: Toyota & Allianz

In a landmark campaign for the Paris 2024 Paralympic Games, Toyota and Allianz, guided by T&Pm and Mindshare, partnered with Channel 4 to deliver the UK’s most accessible TV sponsorship. The initiative redefined accessibility in advertising by making inclusive design a non-negotiable standard across all creative outputs. The campaign ...

Sponsored by

Best advertiser-funded programming or entertainment

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Amex 'Unsigned - 'Backing the Dream' documentary

UM London, Mediabrands Content Studi and Amazon Prime

Client: American Express

Whilst the music economy in the UK for established artists is thriving, macro-economic factors in recent years have left the new music scene struggling. Music is a huge passion for Amex, its prospects and existing card members. Amex has a long-standing mission to bring 'powerful backing' to Cardmembers and the things they love, whi...

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Batch From Scratch

OMD UK, Channel 4 and South Shore

Client: Lidl

Ready to shake up shopping habits, Lidl set out to dispel the myth that they lacked range and prove themselves as the go-to, especially when wallets felt tight. Enter “Batch from Scratch”, an ad-funded prime-time show turning batch cooking boring to binge-worthy. We unleashed cheeky, targeted media activations, all perfectly time to ...

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Dress The Nation

ITV

Client: M&S

“M&S: Dress The Nation” would show Britain that M&S isn’t just loved by shoppers - it’s coveted by designers! In a stylish programme collaboration with ITV, the M&S brand stepped beyond ‘brilliant basics’ and into the world of premium fashion, supercharging its style credentials and accelerating its revival.

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E.ON Secret Life of the Next Generation

Channel 4

Client: E.ON Next

E.ON Next, in collaboration with Channel 4, revived the award-winning “Secret Life Of…” format to create The Secret Life of The Next Generation—a social-first content series designed to engage children and adults in conversations about climate change, energy saving, and eco-anxiety. The series featured five-year-olds participating in ...

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Life, Death and Rock & Roll

Carat UK and 4Sales

Client: Co-op Funeralcare

Co-op Funeralcare faced a unique challenge: how do you encourage conversations about a subject that audiences actively avoid discussing? Their research revealed a cultural paradox—while the vast majority of UK adults had contemplated mortality, many had never discussed funeral wishes with loved ones.Traditional funeral advertising ofte...

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Set for Life: Lucky Days

Hearts & Science, DRUM, Channel 4 and LADbible

Client: Allwyn - The National Lottery

Set For Life was struggling to stand out—flat sales, low brand metrics, and a confusing proposition. To reignite the brand, we transformed it from a game into an entertainment experience. Lucky Days, a bold, culturally driven content series launched with Channel 4, made the dream of £10K a month for 30 years feel real, joyful, and rele...

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Skipton Turns To A New Mortage Audience To Win With Downsizers

EssenceMediacom and Channel 4

Client: Skipton

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Women's Football: Levelling the playing field

ITV and Essencemediacom

Client: Google Pixel

Best use of retail media

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Amazon Live and Alpro Barista Coffee Culture Club

Amazon Ads

Client: Danone, Alpro Barista

In May 2025, Alpro Barista and Amazon Live partnered to launch a retail media first for the grocery category in Europe. The Alpro Barista Coffee Culture Club campaign had two key objectives, to drive brand consideration and to deliver sales lift for Alpro Barista on Amazon. The results were sweeter than a coconut cappuccino, with a 16%...

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KitKat Blocks: Sharing new break moments

WPP, OpenMind and Tesco Media

Client: Nestle

The Kit Kat Blocks launch redefined new product launches through groundbreaking retail media. Facing a 54% new product failure rate and the challenge of shifting Kit Kat's "break" association to evening consumption, we created the most comprehensive retail media ecosystem EVER. Nestlé, OpenMind, and Tesco Media joined forces to map ev...

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Maybelline Colour Theory Masterclass

Publicis Media

Client: Maybelline Sky High, L'Oréal

Maybelline needed to launch 2 new colour variations of their flagship mascara line, Sky High. A market leader in black and brown, but the problem with coloured mascara is, it isn’t for everyone, probably not one ‘for me’. Our solution redefined the role of retail media. In a European CPG first, we created the ‘Maybelline Sky High Colou...

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No dummies: how MAM Baby smashed a £7k retail test

EssenceMediacom

Client: MAM Baby

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The Ultimate Data 'Throuple'

ITV

Client: Heineken & Tesco

This was no conventional Retail Media marriage, or just another passing fad. By combining Heineken’s first-party data with Tesco’s Clubcard data and ITVX’s registered user data, the ultimate data ‘throuple’ was formed, setting a new standard for innovation and collaboration, and driving a 189% sales uplift for Cruzcampo.

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Unifying retail data with ‘Publicis Warehouse’

Starcom

Client: Samsung

Publicis Warehouse is the innovative planning and buying tool developed to transform Retail planning and buying across Amazon media. Samsung used Publicis Warehouse’s innovative capabilities to unify media performance and business data to restructure and redefine their approach to driving portfolio level profits. Publicis Warehouse has...

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Vauxhall 'Charging Britain'

Starcom and Tesco

Client: Vauxhall

Faced with strict Government regulation, intense competition and low consideration, Vauxhall forged a unique partnership with Tesco to boost EV sales. In the first ever full funnel commerce campaign for an automotive brand, we connected Tesco’s touchpoints to each stage of the EV buyer journey, leading to significant uplifts in brand c...

Best use of content: Under £250k

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Career Quest

LADbible Group

Client: Open University, OMD

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Every stain should be part of the game

Mindshare and Mullen & Lowe

Client: Persil (Unilever)

For over two decades, Persil’s "Dirt Is Good" campaign celebrated stains as evidence of an active life, yet research revealed period blood remained a taboo, especially in sport, discouraging 6 in 10 girls from participation. Facing declining market share and brand relevance, Persil partnered with Arsenal Women, agencies, and teenage gi...

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Heart attacks can happen on any street

ITV and PHD

Client: British Heart Foundation

By suddenly silencing TV’s most iconic theme tune, we made the nation stop, feel, and donate. Gail Platt’s on-screen heart attack became more than just drama: it became a moment of shared cultural impact. By turning Coronation Street’s emotional climax into a co-created public health message, we showed the life-saving power of heart re...

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Inherited Feuds – Turning a Boxing Rivalry into a Streaming Phenomenon

Wavemaker UK and DAZN

Client: Paramount+

In the brutal, heavyweight division of UK streaming, launching a new show is a title fight in itself. To launch Guy Ritchie’s crime thriller MobLand, we knew a standard media plan wouldn't go the distance. So, we stepped into the ring with a heavyweight cultural moment: the Eubank vs. Benn boxing match. Our strategy was built on a kill...

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Shared Spaces of Wonder: Immersive Storytelling to Drive Ticket Sales for London Zoo

The Kite Factory with Talon, Outernet London and Circus 360

Client: ZSL (Zoological Society of London)

ZSL London Zoo faced a clear challenge: converting high brand awareness into ticket sales amid intense competition from London’s many attractions. To reignite excitement and drive visits, we developed an innovative, content-led campaign inspired by the zoo’s ethos of “shared spaces of wonder.” At its heart was a UK-first 360° underwat...

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Unresolution

Mindshare

Client: Dove (Unilever)

Dove’s #NewYearsUnResolution campaign challenged the toxic beauty ideals that intensify around New Year’s, when 1 in 2 women set body-focused resolutions. Instead of encouraging self-criticism, Dove invited women to reject unrealistic standards by writing them down, ripping them up, and sharing the action on social media. Influencers l...

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“Hard Men Talk

Hearts & Science and LADBible Group

Client: Opella - Cialis

Let’s face it—erectile dysfunction isn’t exactly group chat material. But it’s affecting increasing numbers of young men, it isn’t just an ageing issue but an issue of silence. Cialis® Together set out to change that. But with the media industry keeping things zipped up, we needed a campaign that could last. Enter “Hard Men Talk”—a...

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“OUR FATHERS” with Black History Month UK and Google Pixel 9 Pro

Diversity Media Sales

Client: Black History Month UK and Google Pixel 9 Pro

“Our Fathers” is an authentic, community-led content series that powerfully redefined how Black fatherhood is represented in UK media. Co-created with Black creators, grassroots organisations, and supported by Google Pixel 9 Pro, the campaign used storytelling not just to build awareness but to shift culture. It proved that content mad...

NEW: Best use of content: £250K – £750K

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Amex 'Unsigned'

UM London and Mediabrands Content Studio

Client: American Express

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Blind Hijackers

Wavemaker UK and LADBible Group

Client: RNIB

A common misunderstanding about blind and partially sighted (BPS) individuals is that their sight loss defines who they are. In truth, they lead rich, diverse lives—working, dating, playing sports, gaming, and creating—just like anyone else. The real challenge lies not in their abilities, but in how society perceives them. Blind Hija...

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Bubbling with Brilliance: S.Pellegrino's Festive Growth Formula

OpenMind

Client: Nestle - S.Pelligrino

Sparkling water is in decline, with under-35s not sure why they should pay more for a premium sparkling water. San Pellegrino needed to win over the under-35s without alienating its core older audience who admired its premium, elegant heritage. We achieved this by zigging while everyone else was zagging. The sector spends most of i...

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Deliveroo x Mob: The Grocery Reboot

Initiative UK

Client: Deliveroo

Londoners spend over 200 hours a year “popping to the shops” – that's 8 entire days lost to quick dashes for groceries. Despite Deliveroo’s On-Demand Grocery service providing the perfect solution to give that time back, Londoners were staying loyal to this age-old ritual. To turn things around, we needed to stage a cultural interventi...

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Jose Mourinho And Snickers Deliver Roasts to Your Mates

EssenceMediacom, T&Pm and The Goat Agency

Client: Mars

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Just a Lidl Bit

OMD UK, Coolr, Drum, Droga5 and The Romans

Client: Lidl

Unexpected celeb in the bagging area! Promoting Lidl Plus’ Coupon Plus campaign and its tasty offers, Lidl turned up the nostalgia in a truly hun-tastic campaign, ‘Just a Lidl Bit’. Fronted by beloved British hun Martine McCutcheon, the campaign featured a Middle Aisle inspired music video with a modern twist on Gina G’s classic 90s hi...

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Life, Death and Rock & Roll

Carat UK and 4Sales

Client: Co-op Funeralcare

Co-op Funeralcare faced advertising's ultimate challenge: creating engaging content about funeral planning when audiences actively avoid the subject. Their research revealed a cultural paradox—while the vast majority of UK adults had contemplated mortality, many never discussed funeral wishes with loved ones, creating an unnecessary ...

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Sweet Suspicion: A deliciously festive whodunnit

MG OMD

Client: Waitrose

Best use of content: Over £750K

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Batch from Scratch

OMD UK, Channel 4 and South Shore

Client: Lidl

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Deep Heat

the7stars, LADbible Group

Client: Deep Heat

Deep Heat faced a stagnant market dominated by aging consumers and clichéd branding. To rejuvenate the brand, it targeted the injury-prone, high-intensity CrossFit community, relaunching as the official preparation and recovery partner for Hyrox athletes. The campaign focused on education around workout prep and recovery, an overlooked...

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Google Pixel and the UK's must trusted podcast hosts solve real world dilemmas with the help of Gemini Live

Essencemediacom, Acast and Spotify

Client: Google Pixel

Our social feeds are flooded with examples of AI that show niche or limited applications (yourself as an action figure, for example). Against this backdrop Google Pixel needed to prove its new AI, Gemini Live, offered genuinely useful, everyday solutions. We hijacked podcast dilemma segments, making Gemini Live an extra co-host to solv...

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Nicorette: “Future Me”

Channel 4

Client: Nicorette

The “Future Me” campaign was a bold initiative aimed at reasserting Nicorette’s leadership in the nicotine replacement therapy (NRT) market amidst rising competition from vaping and shifting consumer behaviours. Built on the insight that people trying to quit smoking or vaping want to feel in control, the campaign introduced the empath...

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Nothing Cracks Like a Magnum

Mindshare

Client: Magnum (Unilever)

In 2025, Magnum faced fierce copycats and tough new ad rules—but we rose above. Our bold vision: "Nothing Cracks Like a Magnum." We transformed the iconic Magnum Crack into a multisensory sonic signature, dominating cinema, OOH, and social with immersive audio and irresistible ASMR. Every platform became a stage for our signature crack...

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Set For Life: Lucky days

Hearts & Science, DRUM, Channel 4 and LADbible

Client: Set for Life - The National Lottery

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Skipton Turns To A New Mortage Audience To Win With Downsizers

EssenceMediacom and Channel 4

Client: Skipton

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Vauxhall Electric Streets

Starcom, The Independent and Tesco

Client: Vauxhall

In 2024, the UK Government set highly challenging targets for every UK manufacturer for the proportion of EVs sold with punishing penalties for non-compliance. Recognising charging accessibility as the top barrier to EV adoption across the UK for their heartland customers, Vauxhall launched a national crusade to tackle this issue for t...

Long-Term Media Strategy

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Amex 'Unsigned'

UM London

Client: American Express

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Boots & Love Island: Setting a new standard for long-term product placement

EssenceMediacom and ITV

Client: Boots

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From Yodels to Fashion Week: How Domino’s Became the Tastiest Thing in British Pop Culture

Channel 4 and Havas

Client: Domino's

Domino’s, Havas & Channel 4 cooked up a long-term media strategy that turned pizza into pop culture. Through a bold, satirical content series built around Channel 4’s social-first comedy format The B@it, Domino’s showed up in unexpected, hilarious, and culturally relevant ways—embedding itself in the UK’s most talked-about moments. Fr...

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Inch's: Redefining a Category with Inch's Great Taste at Ciderless Moments

dentsu X

Client: Heineken UK

Inch’s defied a declining cider market to become the UK’s 4th largest brand by 2024. With a bold, witty campaign targeting ‘hot, bothered, cider-less’ moments, sustainable media, and foodie partnerships, it championed taste and refreshment. The result? A 56% value share surge, fastest-growing cider four years running, and standout bran...

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Keeping Should've Fresh

MG OMD

Client: Specsavers

For over 20 years, Specsavers’ iconic “Should’ve Gone to Specsavers” campaign has driven market leadership through a media strategy focused on enduring fame and quick cultural reactions. However, by 2022, shifting channel habits, pandemic disruptions, and a rising group of brand rejectors threatened growth. The traditional media approa...

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Making media behave like heart disease

PHD

Client: British Heart Foundation

Heart disease often arrives in people’s lives suddenly and without warning. That makes it easy not to think about it – until it impacts you or someone you care about. So, to keep awareness of the sudden and cruel impact of heart disease in the public consciousness, we made a strategic decision to consistently make the British Heart F...

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Tesco Clubcard Prices Trade Partnership: Ten Years of Front-Page Value Leadership

EssenceMediacom, Reach Plc and News UK

Client: Tesco

UK shoppers are constantly seeking value, and for decades, Tesco has been delivering market-leading deals on their weekly groceries. However, with ever-changing promotions and intense competitor noise, Tesco required an always-on, flexible communication vehicle to house its deals and lead the national value conversation. In 2016, a gro...

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Walkers Lunch

OMD UK, Sips&Bites, VCCP and TCP Media

Client: PepsiCo

How does Walkers solve a problem like lunch? The answer? A question. Are you CrispIn or CrispOut? How Walkers got crisps back on the lunch menu with a campaign rooted in a peculiar British behaviour that became a creative, effective brand platform that reversed Walkers’ declining share of lunchtime sandwich occasions at a brand-high RO...

Media Innovation

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EDITS

Mail Metro Media

Facing declining revenue from unsold traditional video inventory, Mail Metro Media chose innovation over imitation. Leveraging our unparalleled heritage in engaging storytelling and massive audience scale, we pivoted towards the exponential growth of social video, creating EDITS — an agile, hyper-reactive, and outcome-guaranteed video ...

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Health Is

Initiative UK

Client: Bupa

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Indeed.co.uk: Aligning two missions at war

EssenceMediacom

Client: Indeed

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RA Unblocked

Bountiful Cow

Premium news content has long been at the centre of the brand safety debate, yet no one has conclusively demonstrated whether these concerns are justified. We set out to prove that premium news environments are inherently brand safe. Our objective was clear: to challenge outdated perceptions and test whether advertising across respecte...

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The Allevia Pollen Passport

Hearts & Science

Client: Opella - Allevia

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The Power Nap

Goodstuff

Client: OVO

When we use energy matters as The National Grid is powered by a mix of both renewable and non-renewable sources, the balance of which fluctuates throughout the day, meaning there are greener times of day to use energy. To help more people identify these times at home, we created Power Nap, a new Amazon Alexa Skill to report on the le...

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Unifying retail data with ‘Publicis Warehouse’

Starcom

Client: Samsung

Publicis Warehouse is the innovative planning and buying tool for Amazon media. Publicis Warehouse’s innovative capability to unifying Amazon’s Media performance and business data enabled us to restructure and redefine our approach to driving portfolio level profits for Samsung. Generating incredible levels of incremental revenue. Publ...

Sponsored by

Media Creativity: Launch

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Burger King Bundles Of Joy

Walk-In Media, BBH and Posterscope

Client: Burger King

Burger King's "Bundles of Joy" campaign cleverly positioned the brand as the go-to meal for new mums by tapping into the emotional and cultural significance of the first post-birth meal—an insight backed by research showing 39% of UK mothers craved a burger and fries after giving birth. Despite budget constraints and initial pushback o...

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Creating the Redditor Edit

PHD

Client: Skoda

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Crunch It, Taste It, Feel It, Cheez-It

Carat UK

Client: Cheez-It

The UK's salty snack market is brutal—dominated by giants with fanatically loyal customers who'd rather starve than switch brands. In this entrenched landscape, Cheez-It was nobody in Britain, an American David facing down Britain's snacking Goliaths. With HFSS restrictions hitting October 2025, there was limited time to build unshakea...

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Jaguar: The Most Talked-About Rebrand of All Time

Hearts & Science

Client: JLR - Jaguar

Faced with declining sales and an out-of-date brand, Jaguar did the unthinkable - sparking a cultural backlash to ignite a new, younger progressive fanbase. With no car, no cash, and no compromise, “Copy Nothing” transformed Jaguar — turning outrage into action to create the most talked about rebrand of all time and creating an entirel...

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Painting the town purple

OMD UK, VCCP, Talon and Grand Visual

Client: PepsiCo

Nothing sparks love from the Brits quite like Walkers' legendary Worcester Sauce crisps. First launched in the '90s, they have the tangy kick of Worcestershire sauce that the nation can't get enough of. A true British icon. But in early 2022, disaster struck. Walkers pulled Worcester Sauce crisps from shelves, sending shockwaves ac...

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Skipton Turns To A New Mortgage Audience To Win With Downsizers

EssenceMediacom and Channel 4

Client: Skipton

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Sweet Suspicion: A deliciously festive whodunnit

MG OMD

Client: Waitrose

shortlist

The campaign that went so wrong, it went right

OMD UK, Leo UK and Armadillo

Client: McDonald's

Media Creativity: Under £250k

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Charli XCX & Brat Summer

the7stars

Client: Warner Music Group

How Charli XCX broke the internet in 2024: the ultimate pop disruptor embraced counter-culture and set the UK ablaze with Brat, launching her album in the most chaotic way ever.

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Design Against Dull

OMD UK, Talon and Grand Visual

Client: Canva

Taking over 14 billboards at London Waterloo, we created a tongue-in-cheek demonstration of Canva’s design capabilities. Make the logo bigger you say? How about one too big for the billboard. Drag and drop almost everything? Yes, even a Forest Bike. And it. Went. Viral. Not only did it get a whopping 40,000+ social engagemen...

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Every stain should be part of the game

Mindshare and Mullen & Lowe

Client: Persil (Unilever)

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Heart attacks can happen on any street

PHD and ITV

Client: British Heart Foundation

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How Currys bridged the generational divide through Skibidi Toilet Rizz: Currys’ video content hits different AF

iSiteTV and Fabric Social

Client: Currys

Our goal was to tap into the cultural phenomenon of ‘Brat Summer’ with a video that could reach audiences in a fun, authentic way. Where Currys could fall victim to struggling to connect with younger audiences, we saw an opportunity to resonate with them by using their own language. Thus, it only made sense to get an older colleague to...

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Lidl Jacket

OMD UK, Droga5, Talon, The Romans and Coolr

Client: Lidl

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Making the Ordinary Extraordinary - Trompe L'oeil Mural Project

JOY! Collective

Client: Farrow & Ball

In a crowded competitor landscape, Farrow & Ball; the iconic paint brand, partnered with Joy Collective to launch their new colours in a uniquely creative campaign. We delivered a bespoke creative out of home concept, which amplified the brand’s core values and key objectives: A series of hand-painted trompe l’oeil murals, each one per...

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The Allevia Pollen Passport

Hearts & Science

Client: Opella - Allevia

Media Creativity: £250k – £1m

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CALM Missed Birthdays

the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV

Client: CALM

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Creating the Redditor Edit

PHD

Client: Skoda

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Jose Mourinho And Snickers Deliver Roasts to Your Mates

EssenceMediacom, T&Pm and The Goat Agency

Client: Mars

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Just a Lidl Bit

OMD UK, Coolr, Drum, Droga5 and The Romans

Client: Lidl

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Painting the town purple

OMD UK, VCCP, Talon and Grand Visual

Client: PepsiCo

Nothing sparks love from the Brits quite like Walkers' legendary Worcester Sauce crisps. First launched in the '90s, they have the tangy kick of Worcestershire sauce that the nation can't get enough of. A true British icon. But in early 2022, disaster struck. Walkers pulled Worcester Sauce crisps from shelves, sending shockwaves ac...

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Sweet Suspicion: A deliciously festive whodunnit

MG OMD

Client: Waitrose

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Til I Died

PHD, Talon and Grand Visual

Client: British Heart Foundation

Media Creativity: Over £1m

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Doritos Turn Square

OMD UK, Sips&Bites, Talon, Dept, IGN & Metro

Client: PepsiCo

‘Whattttt? This is a moment in history!!!!’ Mega Fan ‘It’s a crime’ Online Hater ‘Change our iconic brand asset? Are you CRAZY?!@’ Doritos Legal Team Who knew going square could make so many people care? How turning Doritos square to promote the brands’ Minecraft Movie partnership drove over 4million in organic social reach, 1.5billi...

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How Netflix Made the UK Question Reality for Black Mirror

iProspect

Client: Netflix

To launch the seventh season of Black Mirror, we set out to create not just a campaign, but a cultural moment - one that blurred the lines between fiction and reality, just like the show itself. Our goal was bold: make Black Mirror the most talked about show in April and dominate streaming viewership. But with a tech-savvy, conspiracy-...

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Making local media 'Uber contextual'

PHD, Talon and Grand Visual

Client: Uber

With consumer research amongst target audiences in the North of England showing a high level of emotional affinity to local taxi brands and misperceptions around Uber being a ‘London Thing’, we created a bespoke local media solution to a localised challenge. Across 14 different northern English cities and towns, Uber ran a multi-me...

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Tesco Christmas: The Gingerbreadification Of The Nation

EssenceMediacom, Mail Metro Media, BBH, Genero Media Ltd and Atomic

Client: Tesco

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The campaign that went so wrong, it went right

OMD UK, Leo UK and Armadillo

Client: McDonald's

Best use of Audio

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Continental Tyres: A Rugby/Cycling Podcast Mash-Up

EssenceMediacom

Client: Continental Tyres

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Crunch It, Taste It, Feel It, Cheez-It

Carat UK, Spotify, Bauer and Global

Client: Cheez-It

The UK's salty snack market had a dirty little secret: everyone's audio was boring. Generic jingles, forgettable background music, and zero innovation from established players who owned the shelves but ignored the sound opportunity. Into this audio wasteland came Cheez-It, a nobody in Britain, an American David facing down Britain's sn...

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Google Pixel and the UK's must trusted podcast hosts solve real world dilemmas with the help of Gemini Live

Essencemediacom, Acast and Spotify

Client: Google Pixel

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KOPPARBERG CRISP APPLE: A FIRST-QUENCHING SUMMER

the7stars and Global

Client: Kopparberg

Here’s how Kopparberg brought in buyers by creating a first-of-its-kind event which took over an entire day of live radio and fuelled a Summer of embracing each day to the full.

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Little wins– driving delicious family moments

GROUPM, OpenMind and Bauer Media

Client: Nestle - Cheerios

After four years of consistent decline, Cheerios faced a critical challenge: parents increasingly chose competitors for health credentials while viewing Cheerios as less nutritious and the same as every other brand. With reduced media investment and declining share of voice, we needed an innovative approach to rebuild brand considerati...

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Tesco Takes Iconic Clubcard Into Popular Culture In Radio Breakthrough

EssenceMediacom

Client: Tesco

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The Podcast That Nobody Finished

dentsu, iProspect and Acast

Client: IKEA

IKEA transformed a market challenge into a creative opportunity by addressing the nation's sleep crisis through innovative audio content. Despite 4 in 5 Brits prioritising sleep, average nightly sleep has fallen below six hours, with media consumption being a major culprit. Meanwhile, IKEA held just 5.6% market share in beds and mattre...

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There Is No Such Thing As A Lucky Strike

Smithfield

Client: Hollywood Bowl

Hollywood Bowl, the UK’s leading ten-pin bowling operator, faced a familiar leisure sector challenge: how to drive demand outside peak periods. Rather than follow competitors into crowded holiday marketing windows, Smithfield turned to audio to own the quieter moments: cold months, pre-holiday lulls, and weekends in need of family fun....

Sponsored by

Research

Best Use of Data for Audience Buying

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Leveraging viewing data to power up performance

Beyond and MiQ

Client: Alzheimer’s Research UK

This is the story of how Beyond leveraged Alzheimer’s Research UK’s corporate partnership with Cadbury through an innovative use of data, that catapulted the charity’s brand metrics. Dementia research charity Alzheimer’s Research UK was struggling to differentiate itself from other charities, despite its unique ‘For a Cure’ positionin...

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From Abstract to Human: Redesigning Ocado's Segmentation

Havas Media Network

Client: Ocado

Havas Media Networktransformed Ocado’s growth trajectory for their Q1 2025 Brand campaign, by turning their existing abstract segmentation into a living, breathing collection of people we could communicate to in real life. Propensity modelling sat at the heart of the solution and established new segments for profiling and identified ne...

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JLR: No CRM Data? No problem

Hearts & Science

Client: JLR

How do you re-engage Jaguar and Land Rover owners of 3-10 year-old vehicles when strict data privacy laws and lack of ownership over third-party sales data limited CRM targeting? That was the unenviable task the team faced, yet with some creative thinking they were able to move beyond traditional CRM and leverage custom data signals th...

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Kärcher, Clean the moment

Starcom

Client: Kärcher

Karcher faced the challenge of being largely unknown in the indoor cleaning market, with a strong reputation only in outdoor power washers. The insight revealed a "Procrastinator" audience—consumers who recognise the need to clean but often delay. Our strategy, "Clean the Moment," targeted these individuals by placing Karcher in emotio...

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Personalised for the pitch

OMD UK, Annalect, Critical Mass, ArtBot and Tracey-Locke

Client: PepsiCo

To connect with UK football fans during the 2024 Euros, Walkers had to show up in the moments that mattered - and make it personal. Using advanced AI, rich audience insights, and retailer data, we matched fans to teams, rituals and snacks - making Walkers impossible to miss.

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Unilever freshens up its audience strategy with Tesco Media’s Smart Stock

Tesco Media

Client: Unilever

Unilever challenged Tesco Media to rethink how retail media could drive shopper loyalty. In a Tesco Media first, we built a predictive strategy to anticipate when customers would run out of Persil and Surf—so Unilever was front of mind when they were ready to repurchase. Using Clubcard data, Tesco Media’s Smart Stock created predicti...

Econometrics

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Beyond ROI

Havas Media

Client: Starbucks

Starbucks UK has faced considerable challenges in recent years, including a sharp decline in commuter footfall due to the rise of hybrid working and a reputational crisis linked to misattributed associations with geopolitical events. These issues led to significant revenue losses and a suspension of paid media activity. In response, Ha...

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Engineering Intelligence

Mediahub

Client: The Bicester Collection

To thrive in a fiercely competitive retail landscape, The Bicester Collection needed to move from locally driven media instincts to data-led decision-making. Mediahub built a bespoke machine learning engine, Next Best Decisioning (NBD), that simulates thousands of investment scenarios across markets to optimise media spend in real time...

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It's Econometrics, not MMM!

Mindshare

Client: KFC

Over the last five years, Econometrics has transformed the way KFC plans the annual calendar and engages with its internal and franchisee stakeholders, using the language of business and retail to improve understanding of how our advertising delivers sales. New and innovative techniques have been used to prove sales over time, show how...

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Rolling Down Data Alley With Hollywood Bowl

Smithfield

Client: Hollywood Bowl

In 2021, Hollywood Bowl was ready to scale. But with seasonal volatility and pressure on leisure spend, performance data alone wasn’t enough. The brand needed proof not just what worked, but what worked hardest. Smithfield reframed the task. After a decade-long partnership, we shifted from reactive reporting to responsive planning. We...

Trade Body Research

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Radio: The Performance Multiplier

Radiocentre

Client: Radiocentre

Online brands are increasingly turning to offline media to grow their business. This is a growing phenomenon because of the “performance plateau” when highly targeted digital media loses effectiveness and customer acquisition costs become more expensive. Despite evidence of radio’s effectiveness, it remains underutilised due to challen...

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The Media Mix Navigator

Thinkbox

Client: N/A

The Media Mix Navigator is research-as-action, lifting the award-winning insights and eye-watering data behind Profit Ability 2 off the page and into the industry’s arms for free. It bridges the gap between data mastery and accessible insight, bringing econometrics to every planner’s desk – in fact to the desk of anyone with an interes...

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Youth: A Newsworks Study

Newsworks

Client: Newsworks

Six million rows of data, 1000 young people, Python wizardry and a game-show road-tour. Youth: A Newsworks Study smashed the myth that young people avoid news. 9 in 10 read it. 7 in 10 shop off it.

Research Insight

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Bauer Media Group - TUNING IN TOMORROW: FORECASTING AUDIENCE IN A REIMAGINED RADIO LANDSCAPE

the7stars

Client: Bauer Media Group

By thinking nationally and acting locally – through a triangulation of data signals and a decision engine which drives investment where it’s needed most – we have preserved local radio’s place in the heart of communities and set Hits Radio on a course of growth for years to come.

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Belonging in Britain

MG OMD

In an era demanding authenticity and relatability, traditional demographic segmentation fell short- overlooking the complexity of modern identities, compromising comms. effectiveness and at worse, fuelling consumer cynicism. Recognizing that communities now serve as dynamic, self-shaped ecosystems reflecting people’s values and passion...

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Boots Online Doctor: Misinformation Medics

EssenceMediacom and LadBible Group

Client: Boots

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Creative Boost

ITV

Client: ITV

Proving branded entertainment delivers up to +23% more attention than standard TV ads. Here's how ITV closed a major industry data gap by creating the most comprehensive study of branded entertainment ever conducted. Creative Boost proves that when brands embed themselves in ITV’s programming, they don’t just get noticed - they build ...

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Everything's Premier

PHD Media and Sparkminds

Client: HSBC UK

Six years since it last received marketing support, this is how we delivered brand and acquisition results for the relaunched HSBC Premier bank account with a campaign that made the media as premium as the product.

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Havas Media Network, Lumen Research, Brand Metrics and the World’s Largest Attention and Outcome Study.

Lumen Research and Havas Media Network

Client: Lumen Research and Brand Metrics

There has been much discussion about whether advertisers have over- indexed on lower-funnel metrics - focusing on return-on-ad spend at the campaign level, but not building a real relationship at the customer level. The relationship between attention and performance advertising is well understood. Ads need to get attention to work. Aft...

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RA Unblocked

the7stars

Client: Bountful Cow

Small Collaboration – Under £250K

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Gladiator II turns Piccadilly Lights to Stone

Ocean Outdoor, Wavemaker, DOOH.com, Mindshare, GroupM OOH, Starcom, Trainline, Samsung, TK Maxx and The LEGO® Group

Client: Paramount Pictures

Marking the release of Paramount Pictures’ Gladiator II, we conquered London’s most epic advertising location, and took people back to AD 211, resulting in Ridley Scott’s most successful Box Office ever. This world-first collaboration with Paramount Pictures and four of the UK’s biggest brands Samsung, Trainline, TK Maxx, and the LEGO...

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Heart attacks can happen on any street

ITV and PHD

Client: British Heart Foundation

Here’s a collaboration that stopped the UK in its tracks to make them stop, listen and donate. Gail Platt’s on-screen heart attack became more than a plot twist: it became a powerful public health message. By turning Coronation Street’s emotional finale into a moment of life-saving awareness, we proved heart research saves lives, driv...

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How Belstaff's Simple Fashion Insight Drove A Total Rework of Design Principle

EssenceMediacom UK and Manchester Fashion Institute

Client: Belstaff

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Listerine 'Cleaning the Nation'

UM London and Secret Media Network

Client: Kenvue / Listerine

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Mind What Gap?

Arena Media

Client: Lime for Bumble

London might be full of singles, but for many, dating had ground to a halt. Our insight? Nearly 70% of young daters won’t look beyond their own postcode. Crossing the city felt like long-distance – and romance was suffering. Bumble set out to change that. We launched a city-wide strategy to reconnect boroughs, reignite dating, and re-...

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Positioning Heat Pumps as the Future of Home Heating

OmniGOV at MG OMD, ITV and Ad Net Zero

Client: Department for Energy Security & Net Zero

Our ITV Emmerdale integration tackled the challenge of normalising Heat Pumps by embedding one into the storyline. The on-screen installation, into the home of much-loved character Dr Liam Cavanagh, reached over 3.5 million viewers and cutting through the scepticism. Leveraging ITV’s Project Planet, we gained additional visibility and ...

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The Allevia Pollen Passport

Hearts & Science, Mobkoi, Tripadviser, Expedia and IG Reels

Client: Opella - Allevia

NEW: Mid-sized collaboration – £250K - £750K

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CALM Missed Birthdays

the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV

Client: CALM

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Creating the Redditor Edit

PHD, Reddit and Leo Burnett

Client: Skoda

shortlist

Health Is

Initiative UK, Momentum, Channel 4, JCDecaux and Purple Goat

Client: Bupa

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How Google Pixel and ITV powered the future faces of women’s football on the biggest stage

Essencemediacom, ITV Sport and The Powerhouse Project

Client: Google Pixel

To tackle the staggering visibility gap in women's football journalism, our strategy was to trade brand visibility for human visibility. We forged a first-of-its-kind partnership with ITV Sport to embed Pixel FC creators directly into their editorial team—a first for any commercial partner. This delivered transformative results for Goo...

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Saucony's Trainer 80 – From Trackstar To Tastemaker

Havas Media, Havas Play, YouTube, Meta and GQ Magazine

Client: Saucony/Wolverine Worldwide

Saucony’s relaunch of the iconic Trainer 80 marked a bold cultural reset, transforming a heritage performance shoe into a symbol of modern identity. With no reliance on scale, we led with soul – reviving the brand’s community-first ethos and fusing athletic legacy with subcultural relevance. The campaign repositioned Saucony from track...

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Til I Died

PHD, Talon, Grand Visual and Saatchi & Saatchi

Client: British Heart Foundation

Large Collaboration – Over £750K

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Boots & Love Island: Setting a new standard for product placement partnership

EssenceMediacom and ITV

Client: Boots

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From Aisles to Applause: Tesco Clubcard’s Show-Stopping BGT sponsorship

EssenceMediacom UK and ITV

Client: Tesco Clubcard

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Rising Stars: Turning the losers into winners

Carat UK and Yahoo

Client: Pringles

Gaming culture had become seriously exclusionary, casual gamers were getting crushed and feeling frustrated, while Pringles had only been speaking to the hardcore crowd. The challenge was creating an authentic gaming experience that would resonate across multiple European markets without losing gaming credibility. The breakthrough in...

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Taking Care of Things

OMD UK, The & Partnership, Channel 4, Metro, Bauer

Client: British Gas

This is a turnaround story. The story of how we convinced our core segment, the 22m Brits who value trust and expertise, that British Gas could Take Care of Things. We used our media to prove it, not just say it. And we did it with a brand-new fluffy blue family moving into our streets; The Things…

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Tesco and OpenMind drive evening indulgence for KitKat

Tesco Media and WPP OpenMind

Client: Nestlé UK

Historically known as a midday solo snack, Nestlé knew that to launch KitKat Blocks, it needed to shift shopper perceptions towards sharing and create a new evening indulgence ritual. Working in collaboration, Nestlé, Tesco Media, and OpenMind created a first-of-its-kind campaign that redefined what retail media can achieve: more consu...

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The RAF's Battle for Gen-Z Britain

Digital Cinema Media and OmniGOV at MG OMD

Client: The RAF

With the help of OmniGOV at MG OMD and Digital Cinema Media, the RAF launched a bold, immersive multi-year campaign using 4DX, Cineworld's most immersive format, to bring the thrill of the skies directly to cinema audiences. Beginning in January 2024, a 60-second recruitment ad was adapted for 4DX, enhancing visuals with motion, soun...

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tombola I'm a Celebrity: Bushtucker Bingo

EssenceMediacom UK, ITV and Mail Metro Media

Client: tombola

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Vauxhall: Electric Streets

Starcom, Tesco and The Independent

Client: Vauxhall

Best creative & media agency partnership

shortlist

Creating the Redditor Edit

PHD and Leo Burnett

Client: Skoda

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Hellmann's The Ultimate Condiment for Cultural Relevance

Mindshare and Oglivy

Client: Unilever

When Charli XCX’s "sandwich in a bag" controversy went viral, Hellmann's, the undisputed king of the sandwich, seized the moment. Our core idea, a swift WPP collaboration (Ogilvy & Mindshare), ingeniously inserted Hellmann's into this cultural phenomenon, transforming a viral moment into a tangible brand experience. This experiential ...

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How iProspect and Mother Put the Nation to Bed... And IKEA on Top

iProspect and Mother

Client: IKEA

Despite being the #2 home category, IKEA held only 5.6% market share in beds and mattresses versus 22.3% in overall bedroom furniture. The brand's low prices were mistaken for low quality in a specialist-heavy category where competitors outspent IKEA on single-product verticals. iProspect and Mother identified media as the biggest sle...

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Making local media 'Uber contextual'

PHD and Mother

Client: Uber

With consumer research amongst target audiences in the North of England showing a high level of emotional affinity to local taxi brands and misperceptions around Uber being a ‘London Thing’, we created a bespoke local media solution to a localised challenge. Across 14 different northern English cities and towns, Uber ran a multi-me...

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Team Zag

OMD UK, Sips&Bites and VCCP

Client: PepsiCo

This is a story of collective transformation. By putting creative experimentation at the heart of what we do, the budding throuple of OMD UK, Sips&Bites and VCCP zagged to greatness.

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TESCO CHRISTMAS: EM & BBH GINGERBREADIFY THE NATION

EssenceMediacom and BBH

Client: Tesco

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THE PHARM: 17 QUARTERS AND COUNTING

EssenceMediacom UK, VML and The Pharm

Client: Boots

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The Telegraph - The frontline of free speech

Bountiful Cow, Megapolis, AABB, Global, JCD, Clear Channel and 75 Media

Client: The Telegraph

Three years into the war in Ukraine, The Telegraph's groundbreaking 'Ukraine: The Latest' podcast had the opportunity to impact a broader audience. Using AI technology to translate it into Ukranian and Russian as well as a celebrated veteran copywriter, we built a campaign that reached anti-war dissidents in the UK, Russia and Kyiv its...

NEW: Independent Media Agency of the Year

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Croud

Over the past year, Croud has evolved into a future-fit brand and performance agency, aligning its business around a bold new proposition: Return on Intelligence. This philosophy blends smart strategy, specialist talent and proprietary tech to deliver measurable impact for brands navigating the complexities of modern media. Croud scale...

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Medialab

A(nother) year of unprecedented success

Medialab’s success this year has been driven by a clear sense of purpose and an unshakeable commitment to doing the right thing. In an industry of constant change, our values have been our anchor, helping us grow and retain a happy team, win a record level of new business, deliver award-winning work - including IPA Effectiveness double...

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Talon

We grew, we won, we delivered, and we're just getting started

Our clients count on us to be their OOH experts. They trust us to deliver standout, nationally recognised work that not only turns heads but also ties seamlessly into the bigger picture of their campaigns. Some you’ve probably seen without even realising. Like Lidl’s cheeky Lidl Jacket billboard, or the British Heart Foundation Til I D...

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Year of the Cow

Bountiful Cow

An agency coming of age and truly punching above its weight. The crystal-clear proposition of Relative Advantage produces stand out work, is IPA recognised and fuels the agency’s ability to champion and influence wider industry change. Translating into billings growth of +39% and revenue growth of +29%. 2025 really is the year of the cow

Rising Star

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Bryony Keen

KINESSO

Bryony’s media career has been defined by pace, purpose, and impact. She began at Dentsu Aegis, progressing from Account Assistant to Manager within two years, before honing her commercial craft at TI Media and Mobsta, where she built strong relationships across agencies and direct clients like Vodafone. Now at IPG Mediabrands, Bryony...

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Gabriel Evans

Hearts & Science

Since joining Hearts, Gabriel’s curiosity, precision and collaborative nature have marked him our as an emerging leader. His work as part of the team to re-launch The National Lottery has seen him help drive the application of attention measurement and planning, placing the client at the forefront of this emerging space, with some exce...

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Georgia-Anne Hanf

Hearts & Science

Georgia has been instrumental in transforming the dashboarding team, delivering value for the clients and the agency. She has led on the creation of bespoke advanced dashboarding solutions and her taxonomy compliance solution is now being rolled out across all UK group agencies. Her passion for data quality has seen her create and run...

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Jordan Golding

MG OMD

Jordan was promoted to MG OMD’s first-ever DEI Planning Business Director, a role he co-created- driven by a deep commitment to representation and inclusive growth. In the past year, Jordan has led transformative change, embedding DEI across the agency's planning process, now adopted by Hearts & Science and PHD. He led a week-long age...

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Kenya Williams

Digital Cinema Media

“Congratulations, you have the most useless degree.” That parting shot from a lecturer didn’t crush Kenya, it motivated her. With a calm grit and unshakable focus, she turned every setback into a stepping stone. When the pandemic stalled the events industry, she pivoted to agency life, excelling at McCann Manchester and later rebuildin...

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Natasha Henson

Hearts & Science

Natasha is a strategic leader committed to making advertising more inclusive, representative, and effective. At Hearts & Science, she is a strategy director overseeing £200M in client investment, delivering work that drives both commercial impact and cultural progress. She co-authored an inclusion framework now scaling across clients, ...

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Suzie Maynard

dentsu UK Limited

At 19, Suzie Maynard made a bold decision that would define her career: she turned down university to launch her own freelance social media company whilst completing an apprenticeship at a London agency. This unconventional path proved to be the foundation of her remarkable rise through the media industry. In just four years post-appr...

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Tess Gullis

PHD

Sales Team of the Year

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Channel 4 Sales

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Digital Cinema Media

Digital Cinema Media (DCM) hit pole position in 2025, proving cinema is not just back, it’s better than ever. Like an F1 team tuned for victory, DCM’s Sales Team powered cinema into the premium AV fast lane, delivering a 7% revenue uplift, 25 new-to-cinema advertisers, and standout campaigns for brands like Google, Specsavers, Kia, and...

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Diversity Media Sales Ltd

We’re not your typical media sales business. At Diversity Media Sales, everything starts with one simple principle: Do The Right Thing. We exist to drive positive change – within media and far beyond it. From reinvesting profits into communities and projects to backing social initiatives, we walk the talk every single day, as we hope ...

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ITV

ITV Commercial, 70 years in the making... 8.12pm 22nd September 1955, and Gibbs SR toothpaste's 70-second spot made history as the first advertisement on UK television. Agency bosses called it a fad. MPs predicted failure. Yet ITV’s first year of revenue of £2.5m in 1955 has since grown to £1.85bn in 2024! From the Smash Martians t...

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Mail Metro Media

In 2024, Mail Metro Media completed our bold transformation from a legacy media owner into a modern, omnichannel publisher. Driven by our sales team’s bravery, collaboration, and innovative mindset, we’ve become a beacon of commercial excellence. Diversification underpins our growth. We’ve expanded beyond traditional advertising, crea...

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Telegraph Media Group

For two years, The Telegraph has operated against the backdrop of a very public sale. This would have flattened many sales teams. However, after delivering double digit revenue growth in 2023 (+41%) and again in 2024 (+20%), this team is on track to do it again in 2025 (+11%). Innovating to inform strategy rather than just selling sp...

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The Guardian

In an era when people talk the talk about responsible advertising, the Guardian is embedding it into the fabric of its sales offering. The world is on fire – literally and metaphorically. In 2024, half the world went to the polls against a backdrop of misinformation and disinformation, and we are now seeing the results play out in re...

Media Agency of the Year

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EssenceMediacom

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Havas Media Network

Havas Media Network has reimagined what it means to be a media agency in today’s evolving landscape. Guided by a philosophy rooted in human experience, the agency has focused on creating deeper connections between people, brands and technology. This approach has shaped a culture where talent thrives, creativity flourishes and innovatio...

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iProspect

Four years ago, iProspect was more synonymous with paid search than Effie Grand Prix wins. Today, they're a fully integrated media powerhouse proving that performance and brand building aren't opposing forces – they're stronger together. The agency's unique philosophy of "brand building with a performance mindset" has revolutionised ho...

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MG OMD

Literally and figuratively speaking, there is only one MG. Described as the Crown Jewel of the Network’ yet unlike our sister agencies, our specific agency brand only exists in the UK, giving us a unique network indie feel. We believe this singular identity is our superpower. Over the past 35 years we have forged our own way of work...

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PHD Media

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Wavemaker UK

Leading through change is the new normal — and in a year full of it, we doubled down on what matters: great people, great partnerships, and unrivalled work. This was the year we bottled our ‘secret sauce’, launching the ‘3 Ss’ – substance, stories, and swagger – as our internal compass. Three words that now define how we think, work, ...

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Zenith UK

In a year where growth was hard to find this is a paper about an agency bucking the trend and experiencing its best revenue growth in more than a decade. Revenue has grown 19% in the last 12 months accelerating to 26% year-to-date (for the judges’ eyes only) through a combination of strong organic growth, no losses and high-profile wins.

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Media Brand of the Year

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Digital Cinema Media

In a year of market pressure and media fragmentation, Digital Cinema Media (DCM) didn’t just defend the cinema medium's position, it redefined it. Without a trade body to champion cinema, DCM became the voice, the stage, and the spotlight, positioning cinema as The Best Seat in Media. We kept DCM front-of-mind with headline-grabbing...

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Fix Radio

Fix Radio has rewritten the rule book for radio by targeting vocation over demographic to become the UK’s fastest growing radio station - hitting the sweet spot between being a ‘mate on-site’ for its listeners and delivering highly creative objective smashing campaigns for major brands within the construction industry and beyond. This...

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Profit Ability 2

Thinkbox

Client: Ebiquity, Gain Theory, EssenceMediacom, Mindshare, Wavemaker

Research touting for Media Brand Of The Year? Really?” OK. Doesn’t happen every day. But Profit Ability 2 is not everyday research. It began as research, yes, but it became a platform, a brand. Multiple brand activations; mental and physical availability; widely reported on, debated, referenced, imitated; a touchstone for commentary; i...

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Spotify

Spotify has evolved into a comprehensive media brand where culture plays out. It integrates sight, sound, and AI for engaging experiences. The brand leads with innovation, evidenced by video podcasts, Gen AI Ads, and Wrapped. Built for brands, it delivers performance and presence with high attention and brand safety. Spotify shows stro...

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Tesco Media

Tesco Media is redefining what a media brand can be—combining omnichannel reach with unmatched retail precision. In a fragmented, noisy market, we’re helping brands connect with customers from sofa to store—with the right message, at the right time, in the moments that matter. Delivering 9,000+ campaigns for 600+ advertisers in FY24-25...

Media Leader of the Year – Agency

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