Results 2022
MEDIA OWNER
MEDIA IDEA – LAUNCH
Black To Front
Channel 4
Client: Over 60 brands and agencies
Black to Front was Channel 4’s most ambitious cultural intervention ever, reinventing an entire TV channel, VOD service and social channels with a day of programming and advertising fronted by only Black talent. The initiative recruited over 60 brands, reached almost 10 million viewers, generated over 300m twitter impressions and kic...
Christmas in the metaverse
ITV
Client: John Lewis
Here’s a magical Christmas tale full of wonder, joy and alien spaceships... of how a single synchronised marketing moment in the metaverse led to 80% of Fortnite gamers seeing John Lewis as a modern brand, helping to establish a new and younger audience.
A VOLT from the blue (and red!)
ITV
Client: Virgin Media O2
Here’s how a supercharged magical stream of red and blue light streaking across ITV’s most iconic shows to launch Virgin Media O2’s first ever joint product, burst through awareness targets and drove consideration to almost 50%.
MEDIA IDEA – UNDER £250K
A Soldier is a Soldier
LADbible Group and Karmarama
Client: Capita, The Army
The future of the British Army depends on recruiting diverse soldiers, yet despite being a Times Top 50 Employer for Women, only 10% of its workforce was female. We were tasked with driving consideration of the Army as a good career prospect for women and did this by changing the image of what a soldier looks like online. Taking a m...
Ring My Bell and Saturday Night Takeaway
ITV
Client: Ring
With pressure on budgets and a need go beyond conventional media tactics, ITV, MGOMD and Ring created ‘Ring My Bell’: a product placement that got the nation on their feet and dashing to the door – to deliver a tenfold return on Ring’s media investment.
MAKING DERRY GIRLS A SMASH HIT!
Bauer Media
Client: Channel 4 | Derry Girls
With the final series of Derry Girls returning to screens in April, Channel 4 partnered with Bauer Media and OMD to create a campaign that would get people talking and tune in to Season 3 of the show. Together, they revived iconic 90s magazine Smash Hits, creating a one-off standalone edition dedicated to the series!
MEDIA IDEA – £250K TO £1M
Bringing Christmas warmth to the Co-op Community Fridge
ITV
Client: The Co-op
Here’s how ITV invited Britain into a community fridge in Feltham, during a unique LIVE ad break, growing demand for 500 community projects, and increasing Co-op’s long-term ROI.
Starling Bank gives you a Seat at the Table
YouTube
Client: Starling Bank
Starling Bank is on a mission to change banking for good and are proud to work with people and businesses that share their values. Both YouTube, and YouTube creator Jack Harries are partners that do this. Together, we collaborated on a content series to elevate the voices of the victims of climate change For the 12-part documentary s...
John Lewis: Xmas in the metaverse
ITV
Client: John Lewis
Here’s a media idea full of Christmas joy and alien spaceships... of how a single magical moment brought together viewers at home, shoppers on Oxford Street and Fortnite gamers in the metaverse and helped reposition John Lewis as a modern and relevant brand.
MEDIA IDEA – OVER £1M
Backing Business
ITV
Client: NatWest
Natwest & ITV: backing the businesses that will build tomorrow A unique partnership between the nation’s biggest bank and biggest commercial broadcaster to support the UK’s SMEs. Supercharged by the irrepressible energy of Alison Hammond, this idea grew NatWest account openings by 9.4% and generated over 245 advertising enquiries for...
ITV’s Concert For Ukraine
ITV
Client: A collaboration of 28 brands
Here’s how a chance discussion in a programming meeting led to a huge idea that would see us donate £15.4m to help displaced Ukrainians. From a standing start, and in only 3 weeks, we would produce a record- breaking fundraising concert supported by 28 generous brands and the great British public.
M&S Cooking With The Stars
ITV
Client: M&S Food
Who said too many cooks spoil the broth? Here’s how Mindshare and ITV got celebrity cooks battling it out in the kitchen in an ad-funded programme to showcase the breadth and versatility of M&S food. Mango sales up 309%??? How do you like THOSE apples!
AGENCY
MEDIA IDEA – LAUNCH
Launching the new Cadbury Wispa Gold Hazelnut by selling shares in it
Carat UK
Client: Mondelēz | Cadbury Wispa Gold Hazelnut
It is becoming harder and harder to sell single chocolate bars. With impulse in decline and the proliferation of choice, Cadbury needed to think differently about how to create a desire for the new Wispa Gold Hazelnut. And so, we decided to launch the chocolate bar as if it were a cryptocurrency and did this exclusively on Twitter. ‘A ...
Highlife: Changing the narrative of Black Britain and demonstrating Pixel’s values
Essence, OMD UK, Channel 4 and DRUM
Client: Google
Reality shows are the most-watched TV programming in the U.K. But, year after year, the casts look pretty similar. For the launch of Pixel 6, a phone known for progress, Google saw a chance to change that, joining forces with Channel 4 to create ‘Highlife’ to the narrative of Black Britain. Highlife resonated with a massive audien...
Circular Billboards
the7stars
Client: H&M
‘Fast fashion’ has a huge environmental impact. H&M launched The Circular Design Collection, a new range that’s easy to repair, reuse and recycle. We wanted to bring the ethos of the Circular Design Collection to life, reusing the materials from our all-important, traffic driving out of home activity. What better way to do this t...
MEDIA IDEA – UNDER £250K
#DesignForEveryone
Wavemaker UK & The&Partnership
Client: RNIB
90% of people with sight loss find information on packaging difficult or impossible to read, and these challenges are both poorly understood and poorly addressed by businesses and the general public. The RNIB exists to improve the lives of blind and partially sighted people for the better. They asked us to help raise public awarenes...
Let’s Not Taco ‘Bout Christmas
Spark Foundry
Client: Taco Bell
Taco Bell had a mammoth challenge: increase brand awareness by 5% with a share of voice of 0.2%. At one of the most cluttered times of the year, how could we get people talking about tacos when everyone was obsessing about turkeys? Whilst any research will tell you Christmas is the ultimate ‘cultural moment’, we weren’t convinced - sur...
Ring My Bell
MG OMD
Client: Ring
With pressure on budgets and a need to go beyond conventional media tactics, Ring.com harnessed the power of product placement to create “Ring My Bell”; an editorial segment in ITV’s iconic Saturday Night Takeaway that got the nation dashing to their doorbells and delivering an ROI of 10:1.
MEDIA IDEA – £250K TO £1M
Should've 2.0
MG OMD
Client: Specsavers
In advertising, media is often overshadowed by creative. To stand out, media choices can sometimes over rely on technology or can be excessively complicated. But when creative and media and work in unison, the result can be simply spectacular. Specsavers Should’ve 2.0 is an outstanding example of media working to elevate the message an...
How Vodafone drove digital poverty up the social agenda by rebranding Boxing Day as Reboxing Day at Christmas.
Carat UK
Client: Vodafone
1.5m households in the UK are digitally disconnected. To close the digital divide, Vodafone created the Everyone.connected initiative asking people to donate old devices. To get people to donate we needed to make people understand the human impact of digital exclusion, get them to care enough and then find the right moment when old dev...
ellesse #Be Bold
MediaCom UK
Client: ellesse
The following entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online mom...
MEDIA IDEA – OVER £1M
Getaway Gurus
MediaCom UK & Reach Solutions
Client: TUI
TUI’s position as market leader has come under threat from Jet2. Having broken the duopoly of TUI and Thomas Cook, Jet2’s regional growth meant they had their sights firmly set on TUI’s number one spot. But with shopping local and community spirit increasingly important post-COVID, especially for TUI’s core 55+ audience, there was a...
Breaking the Vicious Circle
PHD, Wunderman Thompson, Talon, Ocean Outdoor & Channel 4
Client: HSBC UK
How we created a circular and repetitive media strategy to illustrate the Vicious Circle of financial exclusion experienced by those experiencing homelessness.
Highlife: Changing the narrative of Black Britain and demonstrating Pixel’s values
Essence, OMD UK, Channel 4 and DRUM
Client: Google
Reality shows are the most-watched TV programming in the U.K. But, year after year, the casts look pretty similar. For the launch of Pixel 6, a phone known for progress, Google saw a chance to change that, joining forces with Channel 4 to create ‘Highlife’ to the narrative of Black Britain. Highlife resonated with a massive audien...
INNOVATION & CREATIVE EXCELLENCE
BEST USE OF CONTENT – UNDER £250K
Ring My Bell and Saturday Night Takeaway
ITV and MG OMD
Client: Ring
With pressure on budgets and a need go beyond conventional media tactics, ITV and MGOMD created ‘Ring My Bell’: a content-fuelled product placement that got the nation on their feet and dashing to the door – to deliver a tenfold return on Ring’s investment.
Do Not Read This Award Entry
Spark Foundry
Client: TAKIS
TAKIS is a new rolled tortilla chip that is sure to set the UK crisps market, and your mouth, on fire. But with tiny budgets and facing category behemoths like Walkers, we knew disruption would be essential to make any progress in this already crowded market. Taking inspiration from the impending HFSS legislation and the bold nature of...
The Business Relationships People
Goodstuff and The Guardian
Client: Metro Bank
Metro Bank has always steered away from convention and wanted to continue to do so for their Business Account Online (BAO), a new product, launching into a new market, at the height of the pandemic. Our brief to acquire 5,000 business account switchers, as a small spender vs. the big banks, was a gargantuan challenge. A conventional...
BEST USE OF CONTENT – OVER £250K
Joyful Focus
Initiative UK
Client: LEGO
The LEGO® Group is one of the most loved brands on the planet. However, LEGO® Adults – the products aimed at grown-up consumers – are not so widely popular, as brand love amongst kids carried the stigma for mainstream adults that it was “no longer for them”. Yet, our research found that adults were turning to hands-on hobbies to alle...
Bacardi x Defected
OMD UK, Twitch and Defected
Client: Bacardi
The perfect campaign is much like the perfect cocktail: balance, freshness and results that get you dancing. BACARDí Spiced is about good vibes, great taste, inspiring consumers to do what moves them. As a recently launched brand, we needed to make it famous with a new generation of rum drinkers and music lovers. Traditionally activa...
Backing Business
ITV and Initiative
Client: NatWest
NatWest & ITV: backing the businesses that will build tomorrow An innovative content-driven partnership between the nation’s biggest bank and the biggest commercial broadcaster to support the UK’s SMEs. Supercharged by the irrepressible energy of Alison Hammond, it grew NatWest account openings by 9.4% and generated over 245 advertis...
LONG-TERM MEDIA STRATEGY
Channel 4 Diversity in Advertising Award
Channel 4
Client: Maltesers, Lloyds, RAF, Starbucks, EA SPORTS and TENA
The Channel 4 Diversity Award offers over £1 million of advertising each year to a brand who best responds to our creative brief ; this is our long term media strategy to encourage greater representation of diverse communities in advertising. Thanks to our 6 bold and courageous winning brands, it has led to producing world-famous, grou...
Reclaiming ‘this is not just food…’ for a new age
Mindshare UK
Client: M&S
M&S’s “This is not just…” campaign ran for only three years yet is one of the most iconic lines in advertising. Its legacy was an entrenched position atop grocery market quality rankings, but also a specialism that limited customers to thinking of M&S for special occasions and ready meals. This threatened the business in an age of resu...
Inclusive Planning: Breaking bias in the media industry
Wavemaker UK
Client: Nationwide Building Society
Over the last two years we’ve been on a journey to completely overhaul Nationwide’s strategic approach to planning, better resonate with diverse audiences, and break the ingrained biases that perpetuate the media industry. In this ongoing strategic process, we have transformed our understanding of diverse communities across the UK, ...
MEDIA INNOVATION
The Good Fire
Yonder Media and Above + Beyond
Client: Shelter
Tapping into the trend for playing YouTube fireplace videos on TV, we created a totally new and effortless way to raise money for charity. The Good Fire is a YouTube crackling fireplace video where all advertising revenue goes directly to Shelter. A virtual fire, delivering real heat to those that need it most.
#Be Bold
MediaCom UK & TikTok
Client: ellesse
The following entry tells of a world first. A ground-breaking social media campaign for clothing brand ellesse, developed as a standalone social media event that is set to change eCommerce and even spawned its own global dance movement. ellesse – an established brand but with very low awareness - challenged us to create an online mom...
Bronze: Mediahub ARC giving brands an unfair share of attention
Mediahub UK
Client: Mediahub
The loss of third-party cookies, privacy regulation, and erosion of trust in the standard currencies of measurement have thrown our industry into flux. Viewability has gone some way to address that by measuring whether an ad had a chance to be seen. But as an arbitrary metric, it is merely an opportunity for the browser to load the ad ...
MEDIA CREATIVITY
Ring My Bell
MG OMD
Client: Ring
With pressure on budgets and a need go beyond conventional media tactics, Ring.com harnessed the power of product placement to create “Ring My Bell”; an editorial segment in ITV’s iconic Saturday Night Takeaway that got the nation dashing to their doorbells and delivering an ROI of 10:1.
Should've 2.0
MG OMD
Client: Specsavers
In advertising, media is often overshadowed by creative. To stand out, media choices can sometimes over rely on technology or can be excessively complicated. But when creative and media and work in unison, the result can be simply spectacular. Specsavers Should’ve 2.0 is an outstanding example of media working to elevate the message an...
Thinking outside of the box - The Schuh Sneaker Hunt
PHD Manchester
Client: Schuh
During lockdown, Schuh acquired new, younger shoppers. To convert them into physical customers on the high street, we created an AR game – the Schuh Sneaker Hunt. A month-long, augmented reality mobile game (similar to Pokemon Go) that ran in Schuh’s key UK cities. It was simple. Find a Schuh box. Open it. Win what’s inside when you vi...
BEST USE OF AUDIO
Joyful Focus
Initiative UK
Client: LEGO
The LEGO® Group is one of the most loved brands on the planet. However, LEGO® Adults – the products aimed at grown-up consumers – are not so widely popular, as brand love amongst kids carried the stigma for mainstream adults that it was “no longer for them”. Yet, our research found that adults were turning to hands-on hobbies to alle...
Radio for recruitment
MG OMD
Client: NHS England
During the pandemic, the NHS were valued more than ever before, however, the obvious strain and pressure on those employed was clear for all to see. Our challenge was compounded as we needed to recruit more NHS workforce with 44% less budget. We needed to land our message impactfully. By layering contextual relevance and personalisatio...
Creating emotional connections
Bauer Media
Client: Disney+
With the television subscriptions market more saturated than ever, Disney+ needed to stand out. They needed to raise awareness, increase subscriptions and drive retention. In order to compete with the established players, they expanded their portfolio to break the stereotype that they were just for children. To amplify this message the...
COLLABORATION
SMALL COLLABORATION (UNDER £250K)
Ring My Bell
MG OMD and ITV
Client: Ring
With pressure on budgets and a need go beyond conventional media tactics, Ring.com harnessed the power of product placement to create “Ring My Bell”; an editorial segment in ITV’s iconic Saturday Night Takeaway that got the nation dashing to their doorbells and delivering an ROI of 10:1.
Let’s Not Taco ‘Bout Christmas
Spark Foundry and Jungle Creations
Client: Taco Bell
Taco Bell had a mammoth challenge: increase brand awareness by 5% with a share of voice of 0.2%. At one of the most cluttered times of the year, how could we get people talking about tacos when everyone was obsessing about turkeys? Whilst any research will tell you Christmas is the ultimate ‘cultural moment’, we weren’t convinced - sur...
Childline - We All Feel It
OMD UK, OMG Unite & Versus
Client: NSPCC
Boys don’t cry. Man up, bruv! Don’t be a such a girl… With prevailing attitudes like these, it’s no surprise boys don’t seek help with mental health issues and 3 out of 4 suicides in the UK are among the male population. Men of colour are disproportionately affected. Beyond raising awareness, few campaigns have successfully cut t...
LARGE COLLABORATION (OVER £250K)
Channel 4 Black To Front
Channel 4 and Allies
Black to Front was Channel 4’s most ambitious cultural intervention ever, reinventing an entire TV channel, VOD service and social channels with a day of programming and advertising fronted by ONLY Black talent. The initiative recruited over 60 brands, reached almost 10 million viewers, generated over 300m twitter impressions and kic...
Men. We are with you.
the7stars and Sky
Client: Prostate Cancer UK
When the NHS had to divert resources to fight Covid it’s estimated 14,000 men missed a prostate cancer diagnosis. We had to get things back on track. We got families and partners talking about prostate cancer again. With difficult conversations taking place across the country we then gave those with concerns a helping hand. Runn...
Taking second hand clothes out of the closet
Starcom and Channel 4
Client: Vinted
Fashion is about everything “new”, but by creating a seamless product integration with the most fashionable Hollyoaks storylines and stars we were able to kickstart a whole new “pre-loved” fashion retail behaviour and give a huge boost to the Vinted App
RESEARCH
BEST USE OF DATA FOR AUDIENCE BUYING
Powering programmatic performance
MG OMD
Client: John Lewis & Partners
Our client, John Lewis & Partners, is heavily focused on performance and specifically maximising revenue at an efficient level of investment. With the retail sector more competitive than ever, it can be extremely difficult to drive differentiation and cut through the competition to achieve this goal, particularly when using the ...
Seller Scouter' - how Purplebricks used data-led planning and buying to achieve local trust, one postcode at a time
UM London
Client: Purplebricks
Purplebricks is the UK’s biggest estate agent. Mass TV has delivered awareness of the no-commission proposition, but not local relevance or trust. We needed to make the largest estate agent in the UK win people’s trust locally: town by town, street by street. To make Purplebricks as locally relevant as it was nationally we had to ident...
Real People, Real Stories Phase Three – Identifying the Rural Areas with Men Most At-Risk of Suicide
Goodstuff
Client: Samaritans
Goodstuff and 59A unified 13,383,965 unique data points across 20 years, to identify the complex signals around suicide more precisely, which helped to motivate men in rural areas, who are at risk of suicide, to seek help. Men are less likely to reach out for support in rural areas compared to urban areas. So, to find the rural area...
ECONOMETRICS
Eco-Effectiveness
Wavemaker UK
Client: BMW UK
BMW is a brand that cares deeply about sustainability. In 2021, BMW UK had twin priorities: drive greater effectiveness from their media plan, and increasingly contribute to their global ambition to have the most sustainable supply chain in the industry (which includes Media and Marketing). In response, we created the Eco-Effectiven...
Democratising Econometrics
mSix&Partners
Client: Electronic Arts, Strike, discovery+ and TalkTalk
For many years, Marketing Mix Modelling (MMM) using econometrics has been the preserve of larger brands with large research budgets. Typically, an MMM project costs over £50k and can reach £100k or more. This has restricted access to MMM and meant that larger brands have to rely on infrequent MMM reporting and small to medium sized bra...
Taking Econometrics into uncharted territory
the7stars
Client: Warner Music Group
the7stars zero based the industry's established approach to econometrics in order to deliver a credible attribution solution to Warner Music Group. Data Engineering and Machine Learning were combined with an innovative network of econometric models to attribute incremental effectiveness outcomes back to paid media across 1,000+ camp...
RESEARCH INSIGHT
From 'Deck the Halls' to Diwali
Starcom
Client: Ferrero Rocher
What began as a hypothesis from one planner became a full fledged research project to uncover a game-changing insight that brought a massive commercial advantage to this gorgeously iconic brand
Joyful Focus
Initiative UK
Client: LEGO
The LEGO® Group is one of the most loved brands on the planet. However, LEGO® Adults – the products aimed at grown-up consumers – are not so widely popular, as brand love amongst kids carried the stigma for mainstream adults that it was “no longer for them”. Yet, our research found that adults were turning to hands-on hobbies to alle...
Mirror On The Industry:The UK’s most comprehensive diversity study of its kind to empower the industry with facts not feelings.
Channel 4
Client: Tapestry & Versiti
Channel 4 is proud to be one of the UK’s most recognised and authoritative voices on diversity and inclusion. We have a legal commitment to champion diversity and inclusion both on and off screen so that we create change through entertainment, and we have made it our mission to reflect the same standards in the ad industry. There’s ...
PEOPLE, AGENCIES & TEAMS
MEDIA LEADER OF THE YEAR
Karen Stacey
CEO, Digital Cinema Media
After five years of record-breaking growth, the pandemic impacted the cinema industry harder and quicker than any other medium.Screens closed for 16 months and Digital Cinema Media (DCM) went from £100m to £0 almost overnight. The journey from complete closure to rebuilding a company, team, and industry reputation over the last 12 mont...
RISING STAR
Frances Roche
Paid Social Director, Merkle
Frances Roche joined the media industry in 2016 as a Paid Social Executive after completing her degree in History, where she specialised in analysing behavioural changes in periods of change. Realising her love for analytical thinking and working out what and why people engage with things, she was attracted to the complex digital media...
Jamie Rumball
Senior Client Marketer, Bloomberg
As Senior Client Marketer for Bloomberg Media Europe, Jamie Rumball is responsible for overseeing commercial briefs, creative ideation, and collaboration to fulfil client partnership objectives. Leveraging Bloomberg's wide-ranging capabilities, Jamie is an industry Rising Star who develops unique and insight-rich commercial solutions e...
MEDIA BRAND OF THE YEAR
Ozone – Powering the Premium Web
Ozone
Ozone powers the premium web, a safe haven for brands across the open internet. Built by four of the UK’s leading publishers, Ozone was designed to address the persistent problems that have plagued digital advertising over the past few years by offering premium solutions to each of its primary stakeholders. For advertisers and their...
Planet V
ITV
In only 18 months, Planet V has become the UK’s second largest self-serve programmatic video platform. Free to every customer, it provides full flexibility and transparency across ITV digital inventory. Over 90% of ITV Hub is now booked through Planet V, with an astonishing 11bn impressions delivered in 2021.
The Independent
The Independent has been at the front line of journalism since 1986, with its purpose to challenge and debate way ahead of its time. In today’s increasingly fragmented world, communities value real facts and frank opinions delivered first-hand from a non-biased news brand that they can trust. Armed with information and inspiration, Ind...
SALES TEAM OF THE YEAR
Ozone
Four years into Ozone’s journey and our incredible commercial success can be summed up in two words, Simply Premium. With a focus on the impact of our customer-facing teams – be they in advertiser, agency or publisher sales – this entry demonstrates how an exceptional twelve months for Ozone is shaping a more sustainable future for dig...
MEDIA AGENCY OF THE YEAR
OMD UK
In November 2021 OMD UK won Compare the Market, the biggest private sector pitch of the year, converting £82m of fresh billings. The Marketing Director attributed our win to “The OMD Way”, which gave us the edge over our formidable rivals. She cited our fresh perspective, impressive strategic thinking and an understanding of what can d...
AGENCY PARTNER OF THE YEAR
