Shortlist

Agency

Media Idea: Launch

Cialis, Breaking the Taboo

Hearts & Science

Client: Sanofi | Cialis

New-to-market, Erectile Dysfunction medication Cialis Together aimed to take market share from the established Viagra Connect. With research showing that men were reluctant to discuss ED, Hearts & Science helped Cialis launch a campaign focused on breaking the taboo. To spark a national conversation around the topic, we created a...

Don't Gift

Hearts & Science

Client: Not on the High Street

Not On The High Street is not the same as any other retailer - they stand against bland, rail against boring and never give in to giving the same. With over 3m Christmas gifts last year going to landfill, it has never been a more important time to scrutinise our gift-giving and how our waste has an impact on the planet. ...

Doritos Silent

OMD UK with Sips&Bites, Twitch, LADbible

Client: PepsiCo

Gamers love Doritos. We’re the #1 snack brand for gamers worldwide. With the average session lasting 3-6 hours, we provide some serious fuel. As gaming grows, it’s a must win occasion. But we had a problem - our iconic crunch disrupts gameplay. ⅔ rate it the worst sound you can hear while you game! Could we turn a product...

Pink Sky Thinking

PHD & Kinetic

Client: Warner Bros. Discovery UK & I

Samsung Tab 9: Notes by The Nation

Starcom

Client: Samsung

Tablets can do many whizzy things but are mostly used for mundane tasks, such as note taking. To launch the Samsung Tab 9, we celebrated the simple note by identifying the moments when something handwritten and meaningful makes life special. Commuters were our target and we collaborated with artists, media partners and talent in a U...

Talking Now Helps Your Loved Ones Later

Carat UK

Client: Co-op Funeralcare

This is the story of how we sparked a new moment and behaviour in the funeral category by challenging the cultural narrative around funeral wishes. So far, our campaign has driven a 7% increase in sales, and first-choice consideration has risen from 26% to 29%.

THE 17.3 MILLION POUND QUESTION

the7stars with ITV, Channel 4, Sky

Client: People's Postcode Lottery

The £17.3m question. Here's how asking the public one simple question delivered People's Postcode Lottery's biggest ever month in sales, and drove over £100m for charity.

The Hottest Drop

OMD UK with Leo Burnett & Red Consultancy

Client: McDonald's

Chicken is on trend. From Chicken Shop Dates to to WingStop, chicken is having a moment, especially with Gen Z. But with a Kentucky Fried rival famous for its chicken, winning our share of the chicken pie was easier said than done. When it comes to chicken connoisseurs, we know there’s two things that really tingle their tastebud...

An Uncomfortable Reality

MG OMD

Client: Age UK, ITV, MG OMD

How do you take one of the busiest periods in media and create a difference that matters for a cause like Age UK, with a limited budget and even more limited time? That’s the question we had to answer while raising awareness for loneliness among older people at Christmas. With Christmas being a time of joy for many, it can be the har...

Giving Gamers the Power to Skip a Shower

iProspect with JOE Media

Client: Mitchum

With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed a fresh idea to grow awareness and sales amongst this target demographic. To do this, we had to find out what really made them sweat…and nothing compared to those long gaming session when you really must have a shower, but you also real...

Partygate

OMD UK

Agency: 4Creative, Meta, Talon, Buildhollywood, Mail Metro Media
Client: Channel 4

Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the wild nights at Downing Street to life. Our task was simple - get people to watch. Drawing inspiration from 90s rave culture, we invited the nation to OUR party using low-f...

Stand Up To Cancer - Roasting the ad-break

EssenceMediacom UK

Client: Cancer Research UK

‘SU2C Night’ launched an evening of entertainment on Channel 4, raising vital funds for Cancer Research UK. We needed to keep people watching the content but we realised the ad breaks risked stopping the charity drive momentum and pushing audience’s attention elsewhere. So, we turned the ad break into a comedy roast. We brought 5 big-h...

Streams of (Un)consciousness

PHD

Client: British Heart Foundation

If you suffer a cardiac arrest outside of hospital, a Gen Z’er is most likely to be equipped to save your life.  So, to raise awareness of the BHF’s RevivR CPR training, we put one of Gen Z’s favourite pastimes into cardiac arrest. Partnering with 14 UK gamers (combined following 11m), we simultaneously ‘flatlined’ their Twitch streams...

Using football humour to creatively highlight a different kind of balls

UM Birmingham (in partnership with FP7 McCann)

Client: The Testicular Cancer Society

An estimated 1 in 250 men will face testicular cancer in their lifetime. Early detection is crucial for a high survival rate. This makes self-checks vital. However, traditional awareness campaigns often fail to resonate with the men most at risk aged 15-35. How can you develop a disruptive campaign that grabs the attention of this tric...

Wanderlove

Havas Entertainment

Client: Bumble

In Summer 2023, Bumble launched the Wanderlove campaign to promote its new Travel Mode feature, inspired by the insight that 52% of users seek romance while traveling. This campaign was designed to engage young single females and increase awareness of Bumble Premium by highlighting Travel Mode's benefits for summer dating. The ca...

ALL ABOARD THE GAME TRAIN

Spark Foundry

Client: Rail Delivery Group

Facing a decline in railcard adoption, the Rail Delivery Group aimed to transform the 16-25 Railcard into an essential companion for students, targeting the 16-24 demographic amidst rising fuel prices and a cost-of-living crisis. Using Publicis Match, they discovered that gaming, especially Roblox, was the key channel to reach th...

eBay Twiggy Full Circle

EssenceMediacom UK

Client: eBay

eBay was not perceived as a credible shopping destination for high-end fashion or authentic goods. Additionally, with fast fashion contributing to 92 million tons of textile waste each year, circular fashion is more important than ever. New generations are embracing vintage fashion and feel strongly about creating a more sustain...

Halftime never hit so hard: turning a commercial break into a cultural movement

Zenith UK

Client: Three UK

Delivering the UK’s largest team talk to help the 67% of football fans who struggle with their mental health - and re-igniting Three’s association with football. How Three, Vinnie Jones and Chelsea changed the conversation, getting football fans to talk more than football.

If You're Into It, It's In The V&A

PHD

Client: V&A

NO AVERAGE JACK!

the7stars with LADbible

Client: Jacamo

81% of young men don’t care about the latest fashion trends. They are more likely to go out and shop when they need an outfit for a particular occasion. We reconsidered every touchpoint of the brand through the lens of a mission shopper.

Samsung Galaxy S24 Ultra Arcade

Starcom

Client: Samsung

Samsung’s Galaxy S24 Ultra smartphone is the best device for gamers, and we needed to win with them as they represent 69% of the premium smartphone market. So we created an innovative immersive experience for gamers, creating games within games hosted in an interactive lobby where they could mix with iconic gaming characters. Gamers lo...

Talk to Me: Brand Integration into Fortnite

Havas Entertainment

Client: Altitude

"Talk to Me" marked a critical post-pandemic moment for Altitude, initially aiming for a viable £1.5 million box office target. The horror film, centered around teenagers conjuring supernatural forces with an embalmed hand, faced significant competition from blockbuster releases and a low cinema attendance rate. Released alongsid...

‘Man's Best Friends’

VCCP Media

Client: Bulldog Skincare

Some men look after themselves. Other men need to be looked after. Bulldog skincare leant into this and found a totally untapped market to crack the difficult Winter trading period… the bromance. To live up to our role as ‘Man’s Best Friend’, we thought differently about who our audience was and how to sway reluctant lads to sho...

Doritos Silent

OMD UK with Sips&Bites, Twitch, LADbible

Client: PepsiCo

HMPPS Brand Launch

MG OMD

Client: Ministry of Justice

The Ministry of Justice faced a critical staffing crisis with record-high shortages and prisons at maximum capacity. Traditional recruitment methods and negative media portrayals were not enough to attract the necessary 100,000 new prison officers. Our challenge was to change public perceptions and drive large-scale recruitment in a ...

How KFC Had Their Chicken And Ate It Too, At Christmas

Mindshare UK, Mother

Client: KFC

Where Christmas is typically time for Turkey to have its moment, KFT doesn’t quite have the same ring to it, and we know our customers would prefer chicken anyway… The campaign started by speculating that KFC may in fact branch out to turkey this year before we launched a clear message and product – just kidding, we’re sticking with ch...

How KFC’s Fries Became Finger Lickin’ Good Again

Mindshare

Client: KFC

Something KFC do very well is face up to challenges when they know something isn’t right and their new Fries launch was no different. First, we hijacked our own advertising, adding (*Finger Lickin’ Good does not currently apply to our fries) onto existing live campaigns. At campaign launch we then took over some huge sites and social p...

Keeping Up With The Times

OMD UK with Leo Burnett & News UK

Client: McDonald's

And with a rapidly changing media landscape over the last 20 years, media gave us the perfect opportunity to bring the comedy to life and emphasise how much time has passed. By placing throwback creative in corresponding, outdated media contexts, we designed the media strategy to highlight how silly it was that opinions hadn’t ke...

Pink Sky Thinking

PHD & Kinetic

Client: Warner Bros. Discovery UK & I

THE 17.3 MILLION POUND QUESTION

the7stars with ITV, Channel 4 & Sky

Client: People's Postcode Lottery

The £17.3m question. Here's how asking the public one simple question delivered People's Postcode Lottery's biggest ever month in sales, and drove over £100m for charity.

Media Idea: Launch

An authentic lager founded on Retail Media

Tesco Media and Insight Platform

Client: Heineken - Cruzcampo

Launching any new product is difficult. Launching a new lager—where competition is fierce, palates and habits are deeply formed—is harder still. When Heineken brought Seville’s authentic lager Cruzcampo to the UK they knew that it needed to cut through the noise and give shoppers a compelling reason to try the beer for themselves. To d...

Andrex, Bowel Cancer UK and Big Brother

ITV

Client: Andrex

Here’s an idea that compelled Sharon Osbourne to sit atop a throne of Andrex loo rolls to spark some much-needed conversation about poo. As the campaign tackled taboos, 63% more Brits grew happier to discuss bowel health, and 52% were motivated to check for symptoms.

Illuminating Career Paths in Cinema

Digital Cinema Media

Client: BAFTA

Talent is everywhere. Opportunity is not. Especially for those coming from lower socio-economic backgrounds. To break down the barriers to entry for new talent looking to build careers in the screen industries across film, games and TV, BAFTA and DCM gave a voice to those previously unheard and put them on the biggest screen, taking th...

Age UK and Big Brother

ITV and MG OMD

Client: Age UK

Last Christmas, Age UK spotlighted the #uncomfortablereality of loneliness among older people. Our poignant ads used an empty Big Brother house to contrast festive noise with silence and solitude. The campaign sparked widespread awareness and conversation, and boosted donations by 123%.

How Clear Channel and Belvita harnessed the power of positivity in the fight against food poverty

Clear Channel UK for Mondelez International/Belvita, Publicis OOH and Spark Foundry

Client: Mondelez International - Belvita

In a nation where three million people suffer from food deprivation, Belvita and Clear Channel wanted to harness the power of positivity and the value of a smile to make a difference. But how do you reach enough people and capture enough smiles to make a meaningful contribution to the amazing work of the UK’s leading food redistributio...

How To Be My Ally

Channel 4

Client: Government Equalities Office, MG OMD, OMG Unite

For many people, not personally knowing someone with a disability can mean feeling uncomfortable in knowing what to say to support them. Our own unconscious bias means we can sometimes fear saying the wrong thing or we make incorrect assumptions on what someone is capable of. We were asked to come up with a way to help remove the barri...

Tackling gym-timidation for PureGym

TikTok

Client: PureGym

PureGym came to TikTok with a challenge - it wanted to reach new members, in particular students, and encourage sign ups with a full funnel approach, but at a lower CPA to make long-term campaigns feasible. TikTok worked with PureGym to unlock the key insight that students are often intimidated by the gym. Using this as a launch...

The Jordan' by Greggs for Capital Breakfast

Global with Carat

Client: Greggs

Introducing ‘The Jordan’ – The Red sauce, Brown sauce and Mustard bacon roll. A brand-new collaboration between Greggs and Capital born of quick thinking and even quicker reactions. The scene had already been set by the Capital Breakfast Show Team. After being called out on-air for having a strange cocktail of sauces on his baco...

Times Media X McDonald’s - Back To The 90s

Times Media with OMD UK, Leo Burnett

Client: McDonald’s

Since the early 2000s, McDonald's has been working on rebuilding trust. However, the brand's trust scores remained stagnant, despite reaching a high of 46% post-2020 lockdown. People still perceive McDonald's food as of lower quality than that of its competitors. To address this issue, McDonald's partnered with The Times to reverse 20 ...

Uber Eats 'Big Dish Energy'

Time Out

Client: Time Out & Uber Eats

Time Out is the world’s top resource for discovering the best places to eat and drink in the city. And when you want London’s tastiest dishes delivered to your doorstep? Uber Eats has you covered. Together, Time Out and Uber Eats teamed up to hero London’s incredible food scene, celebrating the dishes that have made the capital’s best ...

giffgaff “get up to GOOD” in the Big Brother House

ITV

Client: giffgaff, MG OMD

giffgaff fuelled the flames of Big Brother fandom through hyper-reactive spots that bolstered its ‘Up to Good’ creative platform and prompted 80% of viewers to believe that giffgaff is a good brand for them. Now that's something worth talking about!

How Clear Channel and Asahi drove brand awareness by bringing the bright lights of Tokyo to the streets of the UK

GroupM OOH and Wavemaker

Client: Asahi Super “Dry”

How do you stand out from the crowd and boost both brand awareness and consideration in the competitive UK premium beer market? You light up the streets with OOH and celebrate your point of difference! By showcasing their unique Japanese heritage, Clear Channel brought the taste of Asahi Super “Dry” to adults up and down the country. W...

No Average Jack

LADbible Group with the7stars

Client: Jacamo

When you think of Jacamo, you might recall the old adverts with Johnny Vegas and Freddie Flintoff. Whilst 10 years ago this was quite revolutionary, Jacamo needed to evolve the way the brand was seen. Fast forward to today, 75% of men have no idea what Jacamo stands for. By partnering with LADbible – the number one conte...

The Hunger Games and Big Brother

ITV and MG OMD

Client: Lionsgate

“It’s time to show them what you’re made of!” Here’s how a creative concept became the spark that relit the passion for The Hunger Games by seamlessly integrating the franchise into a special episode of Big Brother. With movie- inspired challenges and strategic fan engagement, we captivated the 15-34 audience and boosted box offi...

Thriving With Cinema

Digital Cinema Media with Initiative

Client: NatWest

NatWest Thrive is a financial confidence and life readiness programme that supports young people across the UK and how they can feel more confident about their financial prospects. Looking to empower a diverse group of students to follow their dreams, NatWest, DCM Studios, Initiative and production company Recipe gave them a ‘ha...

Unilever CleanTok

TikTok

Client: Unilever, Mindshare

With new players entering the market against some of it's heritage brands, global category leader Unilever saw an opportunity to re-energise their portfolio for a modern-day audience. Enter #CleanTok, a global TikTok movement garnering the attention of millions, where people seek guidance, education and even entertainment, throu...

A double media first: Circling the tube with Samsung's S24 Circle to Search

Global / Transport for London with Starcom

Client: Samsung

Samsung’s newest Smartphone – the Galaxy S24 – uses AI to redefine search with “Circle to Search”; enabling users to search for anything simply by drawing a circle around an image. To make the Galaxy S24 ‘Circle to Search’ technology unmissable with London Underground travellers, Global, Starcom and Transport for London deliver...

Jet2holidays and Mamma Mia: I Have a Dream

ITV

Client: Jet2holidays

Jet2holidays struck gold with their ABBA-inspired campaign, teaming up with ITV1’s Mamma Mia to showcase dreamy destinations and top-notch hospitality. From contextual ad spots to social buzz and even an ABBA-themed staff party... they turned heads, won hearts and boosted bookings. The winner takes it all!

Kia - Harnessing the Power of Independent Cinema

Digital Cinema Media with Havas, Havas PLAY, Innocean

Client: Kia

How do you reposition your brand while creating an unparalleled synergy with film, maximising messaging impact while boosting emotional connectivity with target audiences? For the past two years, Kia, DCM and Havas have formed a strong, creative bond trying to answer these questions and the challenge. The collaboration has resulted in ...

Ovo ‘The Greener Grid’ – programmatic delivery signals the greenest times of day to use energy across Out-of-Home

JCDecaux UK with Goodstuff, Saatchi & Saatchi, Assembly and Hivestack

Client: Ovo

Ovo launched Out-of-Home to raise awareness that greener moments exist, connecting Ovo’s Greener Grid API to programmatic buying technology which only bid on very green and green energy moments with the message, “If you’re reading this, it’s a greener time to use energy.” The pioneering idea originated from media planning and buy...

People's Postcode Lottery:

ITV, Channel 4 and Sky

Client: People's Postcode Lottery

The £17.3m Question: Here’s how asking the public one simple question about their front doors reversed four years of declining sales, delivered People’s Postcode Lottery’s biggest ever month in sales, and raised over £100m for charity in the process.

The Sun & The National Lottery: Who Cares Wins

The Sun

Client: The National Lottery

The Sun’s ‘Who Cares Wins’ awards, now in its sixth year, asked The Sun’s readers to nominate their health heroes. 2023 marked the 75th anniversary of the NHS, so the newspaper determined this year’s event was going to be bigger and better than ever. The awards were hosted by Davina McCall and attended by over 400 guests, including Ris...

Sponsored by

Innovation and Creative Excellence

NEW: Best Advertiser-funded programme or entertainment

Amex Gold 'Unsigned' Powerfully backing new music documentary

UM London and MBCS

Client: American Express

The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are mo...

Ancestry: Their Story Shaped Yours

Starcom and ITV

Client: Ancestry

Ancestry faced a critical challenge with an aging customer base. Recognizing younger generations' aversion to wartime content due to social media's influence, we reimagined history for them with 'D-Day 80: Remembering the Normandy Landings' at Royal Albert Hall. This multisensory event, featuring the Royal Philharmonic Orchestra and ho...

eBay - Bangers: Mad For Cars

Channel 4, Plum Pictures, Imhotep Studios and EssenceMediacom UK

Client: eBay

Did you know you can buy a carburettor on eBay? What about an entire car engine? In fact, eBay is the go-to place for petrolheads to get car parts and accessories. Whether it’s oil, tyres, tailpipes, vinyls, or a set of 1984 Austin Metro headlights, eBay’s got the lot. But the car parts ...

GreenThumb and Alan Titchmarsh’s Gardening Club

ITV

Client: GreenThumb

Here’s how GreenThumb’s support for a brand- new gardening show helped its brand take root amongst a more youthful audience. With seeds sown, they cultivated a remarkable 37.5% growth in acquisition and a 50% boost in average revenue per customer. Blooming fantastic!

M&S and Cooking With The Stars

ITV

Client: M&S

Who said too many cooks spoil the broth? Here’s how ITV helped get celebrity cooks battling in the kitchen - in the UK’s longest and most successful AFP in UK TV history - to show the breadth and versatility of M&S Food. Mangos up 309%! How do you like those apples!

New Model Agency

Channel 4

Client: M&S, Mindshare

As the nation’s most treasured bra-fitting institution, M&S already made pivotal changes following an expansive inquiry with the Diversity Standards Collective and had launched their ‘Love Your Boobs’ campaign - a vibrant celebration of diversity across various channels. They were looking to further drive their style credentials ...

Stand Up Road Trip

OMD UK with Channel 4

Client: Tourism Ireland

Dublin is a great craic. Our audience loves a weekend city break just over the Irish Sea. But beyond the capital, they are less enthused. With a brand new commission form Tourism Ireland and Channel 4, we unearthed Ireland's hidden gems with a content series that celebrated the wit of the Gaelic. Fronted by comedians Suzi Ruffel ...

Allevia x Boots Media Group

Hearts & Science

Client: Sanofi, Allevia

Hearts & Science helped launch Sanofi's allergy medication, Allevia, with a custom-built allergy model to target hayfever sufferers with the right media at the right time. To achieve this, we partnered with Boots Media Group, capitalising on their vast customer data to further personalise the campaign. More specifically, using real-...

Andrex gets comfortable with retail media

PHD

Client: Andrex

From Tasteless Compromise to the Champions of Flavour

Wavemaker UK, Tesco Media, Nectar

Client: Danone - Alpro

Alpro, the premium-priced category leader of the plant-based milk industry, faced a significant challenge. The category (and by default, Alpro), was seen as a taste compromise that was not worthy of the premium price, manifesting in the shopping aisles. As the award-winning category leader with over 103 products that met every t...

Operation Cookie Crumble

Mindshare UK, ITVX, Tesco Media and Insight Platform

Client: Magnum / Unilever

Facing a cost-of-living crisis, Magnum's "Operation Cookie Crumble" combined Tesco Clubcard data with addressable TV advertising on ITVX to win back consumers who'd traded indulgence for value. This groundbreaking partnership precisely targeted confectionary buyers and ice cream lovers, resulting in a sales uplift and exceeding the pen...

Samsung Tab 9: Maximising Amazon Sellout

Starcom

Client: Samsung

Samsung was re-launching the Tab S9, now featuring Galaxy AI, in a price-sensitive market cluttered with competitors. Generating significant buzz during the launch whilst ensuring that awareness would translate into sales was the objective, and one our comprehensive, full-funnel Amazon Retail strategy delivered on.

Staying Britain’s best-loved lunchtime crisp

Tesco Media and Insight Platform

Client: PepsiCo - Walkers

Inflationary times can create challenges for even the best-loved brands. When Walkers discovered that loyal customers were beginning to wander—trading down for more affordable alternatives—the crisp maker was determined to win them back. What followed was a data-driven, high-impact campaign, one designed to cement Walkers’ position as ...

Whiskey Wins! How Jameson Black Barrel sleighed Christmas Sales through Retail Media

MG OMD

Client: Pernod Ricard

Christmas is a crucial time for Jameson Black Barrel, but with competitors like Johnnie Walker and Jack Daniels outspending them tenfold, we faced a serious challenge. Amid increased alcohol duties and a cost-of-living crisis, we needed to protect and boost sales without the luxury of a massive budget. Our competitors dominated tradi...

BUILDING A BRAND BY BLOWING UP ON SOCIAL

the7stars, Lawless studios, Pubity

Client: KA drinks

To drive growth, KA needed to widen appeal and to take on some of the most famous brands in the world. We created ‘Be the Noise’, a campaign built around the talents found in urban youth communities. An initiative propelled the voices of urban youth and their artistry.

Helping people adult their way to their 1st home

Zenith UK X LADbible

Client: Halifax

7/10 find the mortgage process isolating and confusing. This is even more daunting for first time buyers. Halifax teamed up with LADbible to help demystify the Mortgage process to make Halifax the bank of First-time buyers.

REBUILD THE WORLD

Mail Metro Media

Agency: Initiative
Client: The LEGO Group

Following a huge study into how kids play, LEGO was on a mission to rectify a ‘global deficit’ in playtime and inspire kids around the world to find new, imaginative ways to play ahead of World Play Day 2023. Commercially, it wanted to use this opportunity to drive awareness, purchase intent, and improve brand perceptions. Using...

Run Your Way

Mediahub

Client: New Balance

Remember when we just used to just go for a run? Back when running was for everyone. Without the pressure to perform or run with the crowd. When we ran for health. For happiness. For the high, or just for the fun of it. In February 2024, New Balance returned running to the people it belongs to – you … the RUNNERS. This meant a sh...

Simplifying Sustainability

News UK, SPP Media & Spark Foundry

Client: Currys

With knowledgeable staff and as the highest-ranked UK retailer in this year's Climate Leaders rankings, Currys embodies expertise in sustainable tech. However, many customers are unaware of their green credentials, and purchases of household appliances are often distress purchases made when a previous piece of equipment breaks down. ...

Streams of (Un)consciousness

PHD

Client: British Heart Foundation

Using football humour to creatively highlight a different kind of balls

UM Birmingham (in partnership with FP7 McCann)

Client: The Testicular Cancer Society

Amex Gold 'Unsigned'

TV, OOH, Amazon Prime, NME, Mix Mag, Tik Tok

Client: American Express / Gold Card

Audi Performance Zone

PHD & Sky Media

Client: Audi

Bangers: Mad For Cars by eBay and Channel 4

Channel 4 and Channel 4 Streaming

Client: eBay and EssenceMediacom

The car industry is now almost entirely reliant on customers driving new cars they don’t need with money they don’t have. Shockingly UK car finance borrowing for 2022 was almost £41 BILLION, up £4bn on the previous year, which is ultimately not sustainable. EssenceMediacom came to Channel 4 looking for a big, mainstream, longform...

eBay Twiggy Full Circle

Vogue and EssenceMediacom

Client: eBay

It's OK I'm with The AA

LADbible Group, Goodstuff

Client: The AA

The AA has been at the UK’s roadside since 1905. Building on their loyal older demographic base, The AA needed to build fresh relevance with younger growth target segments with a multiservice offering. We needed to completely revolutionise The AA’s media behaviour and inject a playful personality to shift perception of T...

The Hunger Games and Big Brother

ITV and Carat

Client: Lionsgate

"Fire is catching! And if we burn, you burn with us!" Here’s how we relit the fire for Lionsgate’s Hunger Games prequel, by seamlessly integrating content into an entire episode of Big Brother. Housemates tackled movie-inspired challenges, captivating 15- 34s and driving £19M in box office revenue through immersive storytelling.

Thriving With Cinema

Digital Cinema Media, Initiative, Sony Pictures

Client: NatWest

'We Got You'

UM London

Client: Kenvue (J&J) / Nicorette

Nicorette is used to being the unchallenged Nicotine Replacement Therapy (NRT) category leader. However, in 2021 the combination of existing competitors, a multitude of new entrants plus the dramatic rise in government inspired vaping comms, were all challenging Nicorette's market position. Nicorette’s share of the total Smoking Cessat...

A long-term strategy to create lasting legacies

Zenith UK

Client: Macmillan Cancer Support

With UK charities reeling from recent crises, we convinced Macmillan to rely less on short-term fundraising events and focus more on charity donations in wills. Through powerful storytelling in prime media moments and boldly tackling the taboo of death, we've inspired the UK public to leave lasting legacies and set Macmillan on path to...

Closing the pension gap one International Women's Day at a time

Zenith UK

Client: Scottish Widows

On the toughest day of the year to cut through, Scottish Widows continues to make headlines, spark debate in Whitehall and help close the pension gap

HOW CADBURY’S BECAME BRITAINS 2ND MOST LOVED ICE CREAM BY BEING MORE ‘CHOCOLATE’

the7stars

Client: Froneri

Cadbury’s chocolate has been the nation’s favourite chocolate for decades. However, when it comes to ice cream, Magnum has held the top spot for the past five years. Here's how Cadbury Ice Cream grew to challenge the likes of Magnum and Wall’s and become a top 3 ice cream in the UK.

Long-Term Media Strategy

Havas Media

Client: BBC

The BBC faced a significant challenge as the TV landscape evolved. While the 80s and 90s generation grew up with broadcast TV, the next generation (18-34 in 2023) experienced streaming services. By 2018, the BBC’s weekly reach and time spent by under-35s fell below Netflix. To address this, the BBC focused on two key areas: Building ...

Restyling A Cultural Icon

Mindshare

Client: M&S

Facing declining market share and a perception of being out of style, M&S underwent a strategic media transformation. By shifting from a performance-heavy approach to prioritising long-term brand building, focused on style perceptions, M&S reclaimed their crown as the UK’s biggest womenswear retailer.

Walkers #CrispIN or #CrispOUT

OMD UK with Sips&Bites, VCCP, Splendid, Billion Dollar Boy, Talon, Grand Visual, LADbible, ITV

Client: PepsiCo

Lunch is a must-win battleground for Walkers. Once a staple of lunchboxes up and down the country, by 2020 they’d become a bit stale; Over half the nation just weren’t thinking of us at lunchtime. We needed our media to jolt a new behaviour. How could we get light buyers to crunch? With a peculiar British ritual; the crisp sandw...

ALL ABOARD THE GAME TRAIN

Spark Foundry

Client: Rail Delivery Group

Data Driven Donation

MG OMD, OmniGov, OMG Labs

Client: NHS Blood & Transplant

The NHS urgently needs 4,300 blood donations every day to meet the escalating needs of hospitals. However, with other pressing personal and social issues hitting the media headlines, it’s easy for blood donation to fall off the nations radar. To combat this, NHS Blood & Transplant is tasked with filling their 26 permanent donor centres...

Doritos Silent

OMD UK with Sips&Bites, Twitch, LADbible, Talon

Client: PepsiCo

LEGO Friends Heartlake Friendship Zone

Initiative

Client: The LEGO Group

To relaunch the LEGO Friends franchise for a new generation, LEGO needed to attract kids who were shifting away from traditional media and towards gaming for social interaction. However, existing online games were unsafe for young children. We created "LEGO Friends Friendship Zone," a safe, gamified metaverse experience for kids to e...

Talk to Me: Brand Integration into Fortnite

Havas Entertainment

Client: Altitude

The Availability Engine

OMD UK

Client: British Gas

Every year 9m homeowners experience issues that need a quick fix - from boilers on the blink to a blocked drain ruining tea time. British Gas' army of engineers are a key point of difference in a ferocious category. But their repair market share was underdelivering compared to local tradesmen who are seen as more trustworthy, reliable,...

The Greener Grid API

Goodstuff

Agency: Hivestack
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. To launch Power Move, a new OVO product that rewards customers for shifting their energy use into greener, off-peak times we made the energy sources of the National Grid vi...

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Media Creativity: Launch

A week in Blackpool: how taking over a town set people on the path to dementia diagnosis

Medialab Group and New Commercial Arts

Client: Alzheimer's Society

Dementia is Britain's biggest killer. There's no cure. It's a hugely complex disease, impacting families and loved ones, the care system, and science. Alzheimer's Society is one of the few organisations capable of leading the fightback against dementia. Our goal was to set people who are concerned about their, or a loved one’s, s...

Andrex, Bowel Cancer UK & Big Brother

ITV and PHD

Client: Andrex

If you want to know how Sharon Osbourne sitting on a chair made of toilet rolls and talking about poo may have saved lives this year, then read on... Here’s how Andrex, Bowel Cancer UK and Big Brother got Brits talking about bowel cancer, with 63% more comfortable talking about their poo.

Don't Gift

Hearts & Science

Client: Not on the High Street

Doritos Silent

OMD UK with Sips&Bites, Twitch, LADbible, Talon

Client: PepsiCo

Hunger Games: The Ballad of Realities and Ratings

Carat UK

Client: Lionsgate

In 2023, the post-COVID cinema recovery was driven by youth audiences and high-budget blockbusters, posing a challenge for the Hunger Games prequel. With an 8-year gap since the last film and an unfamiliar cast, our strategy focused on creating an immersive experience. The campaign merged Panem’s fictional world with reality through au...

Marmite First Timers

Mindshare

Client: Marmite | Unilever

Marmite, the iconic British spread, faced a generation of Gen Z who had never tasted it, threatening the brand's future. Recognizing that this generation wasn't afraid of bold flavours or strong opinions, but were actively defining their identities, the "Marmite First Timers" campaign dared them to discover their own "love it or hate i...

Pink Sky Thinking

PHD & Kinetic

Client: Warner Bros. Discovery UK & I

The Greener Grid

Goodstuff

Agency: Hivestack
Client: OVO

An Uncomfortable Reality

MG OMD and ITV

Client: Age UK

How do you take one of the busiest periods in media and create a difference that matters for a cause like Age UK, with a limited budget and even more limited time? That’s the question we had to answer while raising awareness for loneliness among older people at Christmas.With Christmas being a time of joy for many, it can be the hardes...

Bonjour, Hallo, Ciao, Hola & Namaste: Pioneering the Elizabeth Line's Multilingual Welcome

Wavemaker UK, VCCP, Group M OOH, DOOH.com, JCD Airport

Client: Transport for London (TfL) - Elizabeth Line

‘Data’. It’s amazing. Media agencies can do wonderful things with it, but it can also be pretty complicated. So, it’s not every day that we get to talk about using data to make things simpler, and that’s exactly what this entry is about. This is the story of how we used data to help TfL tell travellers arriving from all over th...

Frontline19: Sicker Than The Patients

Channel 4

Client: Frontline19 adam&eveDDB

To spotlight the mental health crisis gripping the NHS, Frontline 19 partnered with adam&eveDDB to create the ‘Sicker than the Patients’ campaign. The two minute film, produced in the style of CCTV footage, captures the true heart breaking emotions of NHS workers. The ad aired in breaks of some of Channel 4's most popular blue l...

Giving Gamers the Power to Skip a Shower

iProspect UK & JOE Media

Client: Mitchum

With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed some fresh thinking to grow awareness and sales amongst this target demographic. To do this, we had to find out what really made them sweat…and nothing compared to those long gaming session when you really must have a shower, but you al...

NHS Blood & Transplant – We’re not just Heart

MG OMD, OmniGOV, Havas London, Global

Client: NHS Blood & Transplant

With 7,000 people in the UK needing an organ transplant and 415 Britons tragically dying whilst on waiting lists last year, the NHS urgently needed more organ donors. With just £115k we had to do this in a way that had disproportionate impact and reach to get this topic back onto the nations radar. But how do you get conversations abou...

Partygate

OMD UK with 4 Creative, Meta, Talon, Buildhollywood, Mail Metro Media

Client: Channel 4

Streams of (Un)consciousness

PHD

Client: British Heart Foundation

The Pitch

Goodstuff

Agency: JD, Your Game Plan, JCDecaux, Meta, Channel 4, Clear Channel, Metro, D&AD
Client: The industry

Careers in our industry have notoriously only been accessible and welcoming to a select few. Our challenge was to try and attract students and recent school leavers to a career which they didn’t know existed, let alone had considered before. Easy, in theory, but we needed to get in front of 14-19-year-olds, especially in their digital ...

Beard on or Beard off?

LADbible Group, VCCP

Client: Wilkinson Sword

Wilkinson Sword has a 252-year history. But it’s seen as a ‘dad’ brand, and was facing year-on-year decline. Unable to outspend market leaders, the brand needed to look for new ways to revive sales. So, by recognising that the unshaven look had become the norm in recent years, the brand teamed up with LADbible to spark a nationw...

giffgaff “get up to GOOD” in the Big Brother House

ITV and MGOMD

Client: giffgaff

giffgaff, ITV and MGOMD become marketing’s rapid response team, with an idea that fanned the flames of Big Brother fandom. giffgaff’s hyper-reactive spots built on its ‘Up to Good’ creative platform, prompting 80% of viewers to agree that giffgaff is a good brand for them.

If You're Into It, It's In The V&A

PHD

Client: V&A

Samsung Galaxy S24 Ultra Arcade

Starcom x Livewire

Client: Samsung

Talk to Me: Brand Integration within Fortnite

Havas Entertainment

Client: Altitude

The Best Way To Be Creative Is To Go Upstream

Bountiful Cow

Client: Wellsoon

This is the story of how a company CEO’s vision to change private healthcare for the better ended up with the conception of a completely new brand. And all of it led by a media agency that doesn’t know where its boundaries are. In a category in desperate need of disruption where most brands swim in a sea of bluey-green sameness offerin...

The Carbon Skidmark

OMD UK with 4Creative, 4Studios, Creative Giants, Snapchat, Talon, LADbible

Client: Channel 4

When Channel 4 commissioned a series of programming about the Climate Crisis, we had a big opportunity to make a big impact about the biggest change of the generation. Yet our research revealed that young audiences feel the mainstream conversation around the climate crisis places the burden on individuals to solve, leaving over ...

The Hunger Games and Big Brother

ITV and Carat

Client: Lionsgate

"May the odds be ever in your favour!" Here’s how we helped Lionsgate reignite excitement for the return of The Hunger Games, by taking over an entire episode of Big Brother. Whilst housemates battled in movie-inspired challenges, the campaign captivated 15-34s, and helped drive £19M of box office revenue.

Bringing the Streets of Madrid to the Streets of the UK

Carat UK

Client: Molson Coors | Madrí Excepcional

“Where did all this Madrí lager come from, suddenly??” An often-asked question – here is the answer: Madrí’s contagious success was never guaranteed. The UK lager category was stagnating, and parts of it actually nose-diving in the wake of craft beer and IPA proliferation. It was overcrowded and, if we’re honest – already had its...

Don't Gift

Hearts & Science

Client: Not on the High Street

Doritos Silent

OMD with Sips&Bites, Twitch, LADbible, Talon

Client: PepsiCo

Is Your Door In The Draw?

Channel 4, ITV, Sky

Client: People's Postcode Lottery, the7stars

Here’s how asking the public one simple question about their front doors reversed four years of declining revenue to deliver People’s Postcode Lottery’s biggest ever month in sales and raising over £100m for charity in the process.

Keeping Up With The Times

OMD UK with Leo Burnett

Client: McDonald's

For 20 years McDonald’s have been rebuilding Trust. Our food has changed a lot since the 90’s but our audience’s opinion of McDonald’s had endured. They hadn’t kept up with the times. So, we would make any negativity about us feel comically out of date. And with a rapidly changing media landscape over the last 20 years, media gav...

Pink Sky Thinking

PHD & Kinetic

Client: Warner Bros. Discovery UK & I

The Greener Grid

Goodstuff

Agency: Hivestack
Client: OVO

UnXpectd FM: Tuning Into Young Drivers' Safety

Wavemaker UK , VML, OmniGOV, Global, Verian

Client: Department For Transport, THINK! Road safety

Young men aged 17-24 are four times more likely to be killed or seriously injured on the road, largely due to speeding. That’s a staggering fact. Known for their resistance to traditional safety messages, we needed to create a campaign that would authentically resonate and encourage them to adjust their driving behaviour, withou...

Get men speaking about leaking

Zenith UK

Client: TENA

Male incontinence effects 27% of men over 40, but nobody talks about it because they think it “just effects kids, mums and old people”. In partnership with a former England Rugby captain, and TalkSPORT, we made bladder weakness part of the conversation.

Lloyds B2B: Stronger mind, stronger business

Zenith UK X Global

Client: Lloyds Bank

Lloyds partnered with Mental Health UK to bring free counselling to small business owners in the middle of a CoL crisis. We had the bold idea of creating content from the sessions themselves and asking those we coached to bare all, in the most intimate of channels: radio.

NHSBT Organs - Not Just Heart FM

MG OMD, OmniGov, Havas London, Global

Client: NHS Blood and Transplant

Streamland

OMD UK with Spotify, 4Creative

Client: Channel 4

Channel 4 clients challenged us to get their newly revamped streaming platform firmly within the consideration set of Gen Zers, who were proving a particularly elusive audience. We all know that recommendation is a powerful driver of the decisions we make, so we reached out to the masters of recommendation who just happen to be ...

The Power Nap

Goodstuff

Agency: Say It Now
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 t...

UnXpectd FM: Tuning Into Young Drivers' Safety

Wavemaker UK , VML, OmniGOV, Global, Verian

Client: Department For Transport, THINK! Road safety

William Hill: Going from Bookie to Broadcaster

Wavemaker UK

Client: William Hill

William Hill was losing its appeal among younger betters who were flocking to flashier competitors. Faced with tightening advertising restrictions, economic pressures, and aggressive rivals, our challenge was to transform William Hill’s image and appeal amongst 18-34-year-olds without relying on traditional advertising methods. ...

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Collaboration

NEW: Best creative and media agency partnership

A spoof bank thwarting Santander’s every move: the launch of Santander Edge

Carat UK & House337

Client: Santander

How do you generate excitement and action in a category beset by apathy? No one enjoys organising their finances or changing accounts, so we knew we had to be bold and disrupt when launching Santander’s new Current Account: Edge. We already had the award-winning Ant & Dec under our belt, but we didn’t just stop there. We brought the in...

Brewing Social Success

T&Pm

Client: Hawkstone

In a category dominated by on & off trade sales, Hawkstone have created a D2C model powered by an integrated social team to become an internet sensation! The media team understood that AI has changed social media advertising, & recognised creative as the biggest differentiator in terms of performance. Integrating capabilities was...

Change The Ending

Above+Beyond

Client: Alzheimer's Research UK

If You're Into It, It's In The V&A

PHD & adam&eveDDB

Client: V&A

Keeping Up With The Times

McDonald's & Leo Burnett

Client: McDonald's

KFC’s Tower Burger: Too Big For Its Media Plan

Mindshare, Mother

Client: KFC

An iconic burger launch needs an iconic plan. We worked hand in hand with Mother to develop an epic campaign focussing on bespoke media placements to hero the height of the burger. We played with horizontal and vertical placements including TV and some key special build out of home – even putting ads on actual towers. Not only was it t...

Pot Noodle: Sluurrrp

Mindshare

Client: Pot Noodle / Unilever

Facing a shrinking market share and stiff competition, Pot Noodle needed a bold campaign to reaffirm its position as the UK's favourite instant noodle. Their audacious "SLUUURP" campaign, centred around the iconic sound of enjoying a Pot Noodle, aimed to trigger craving. However, the launch sparked unexpected disgust amongst a segment ...

The Greener Grid

Goodstuff

Agency: Saatchi + Saatchi
Client: OVO

An Uncomfortable Reality

ITV and MG OMD

Client: Age UK

Getting Comfortable in the Big Brother Diary Room

PHD & ITV

Client: Andrex & Bowel Cancer UK

NHSBT Organs - Not Just Heart FM

MG OMD, OmniGov, Havas London, Global

Client: NHS Blood and Transplant

Stand Up To Cancer - Roasting the ad-break

Channel 4, Stand Up to Cancer and EssenceMediacom UK

Client: Cancer Research UK

Streams of (Un)consciousness

PHD, Twitch, GameSquare

Client: British Heart Foundation

THE EVERYDAY TACTICIAN

McCann, Miai, Bromley FC, Sports Interactive/SEGA, and Warner Bros. Discovery, TNT Sports

Client: XBOX

Together we offered fans the extraordinary opportunity to turn their footballing dreams into reality by becoming Bromley FC’s backroom Support Performance Analyst, applying through Football Manager on Game Pass. This innovative campaign saw an impressive collaboration that seamlessly integrated Xbox, Football Manager, Bromley FC, and T...

The Pitch

Goodstuff

Agency: JD, Your Game Plan, JCDecaux, Meta, Channel 4, Clear Channel, Metro, D&AD
Client: The industry

Using football humour to creatively highlight a different kind of balls

UM Birmingham (in partnership with FP7 McCann)

Client: The Testicular Cancer Society

Doritos Silent

OMD UK with Sips&Bites, Twitch, LADbible, Talon

Client: PepsiCo

eBay Twiggy Full Circle

Condé Nast, eBay and EssenceMediacom

Client: eBay

How do you make (10 + 8 + 3) + 1 + 17.3m + (90 x 2) ÷ 6 = £334,000,000?

ITV, Channel 4, Sky and the7stars

Client: People’s Postcode Lottery

Ticket sales and consideration for the People’s Postcode Lottery were down for four straight years. The biggest problem was understanding how to play, which led to a lack of motivation to sign up regardless of prize size. But with December being the biggest prize draw of the year, we had a chance to start afresh. This fully integrated,...

Hunger Games: The Ballad of Realities and Ratings

Carat UK & ITV

Client: Lionsgate

In 2023, Lionsgate faced the challenge of releasing a Hunger Games prequel after an 8-year gap, with an unfamiliar cast and stiff competition from high-budget films. Our strategy focused on creating an immersive experience by merging the fictional world of Panem with reality. This included a partnership with ITV’s Big Brother, where a ...

Paddy Power and the PDC World Darts Championships

BBH, CSM, Prostate Cancer UK and EssenceMediacom UK

Client: Paddy Power

How could we make Paddy Power’s darts sponsorship break through the clutter of bookie’s advertising and all the other more high-profile sporting activity (yes, we mean football). By linking the most iconic moment in darts – the cry of “one hundred and eeeeiiiighty!” – with men’s most pressing health issue, prostate cancer. ...

Talking Now Helps Your Loved Ones Later.

Carat UK, Global & Reach Solutions

Client: Co-op Funeralcare

The Most Disastrous Campaign Ever

Total Media, Posterscope and Uncommon Creative Studio

Client: Hiscox

In a competitive market dominated by performance marketing, Hiscox's shift to lower funnel strategies led to short-term gains but compromised long-term brand growth. Over three years, this approach eroded brand metrics and inflated costs, prompting the need for a strategic reversal. In a highly collaborative partnership with Uncommon...

UnXpectd FM: Tuning Into Young Drivers' Safety

Wavemaker UK , VML, OmniGOV, Global, Verian

Client: Department For Transport, THINK! Road safety

Best Use of Data for Audience Buying

Addressable Andrex: Data-driven loo rolls

Tesco Media and Insight Platform

Client: Kimberly-Clark - Andrex

Inflation has a very specific effect on shopper behaviours, particularly when it comes to “analogue” purchases like loo roll. With their purchasing power under threat, it’s not uncommon for customers to trade down to own-brand or wait until their product of choice is on promotion. Keen to break that cycle, Andrex partnered with Tesco M...

Bonjour, Hallo, Ciao, Hola & Namaste: Pioneering the Elizabeth Line's Multilingual Welcome

Wavemaker UK, VCCP, Group M OOH, DOOH.com, JCD Airport for Transport for London (TfL) - Elizabeth Line

Client: Transport for London (TfL) - Elizabeth Line

Cornetto: Soft Server

Mindshare, The Trade Desk

Client: Cornetto / Unilever

The "Soft Server" engine drove precision-targeted Cornetto advertising, analysing real-time data on weather, stock availability, and consumer behaviour. This innovative, privacy-conscious approach doubled campaign targets.

How ‘District Robot’ Powered KFC’s Own Delivery Sales

Mindshare, GroupM UK

Client: KFC

To boost KFCs own delivery platform a bespoke model, ‘District Robot’, was created to deploy media nationally but nuanced by store using real-time sales and performance data. The impact was huge, not only being able to be flexible with their operational system, but also successfully drove a huge volume of incremental sales, far exceedi...

NHSBT Blood - Data Driven Donation

MG OMD, OmniGov, OMG Labs

Client: NHS Blood & Transplant

The Availability Engine

OMD UK

Client: British Gas

From last-click looseness to lasting lifeboat legacy

Medialab Group

Client: RNLI

The Royal National Lifeboat Institution (RNLI) and Medialab revolutionised its fundraising, ensuring sustainable support for their life-saving missions with a ground-breaking model that optimised current fundraising efforts and predicted long-term impacts. The holistic model achieved unprecedented accuracy and responsiveness and delive...

Future-Fit Econometrics

UM London

Client: Kenvue (J&J) / Listerine

For Listerine, our strategic focus for communications has been on delivering incremental ROI. Over the last eight years, Listerine's return on advertising has grown steadily, reaching 154% in 2022. Despite this increased ROI, it has not always translated into share gain, a key performance metric for the newly formed Kenvue globa...

How Econometrics Played a Pivotal – and Unusual – Role in Talent Negotiations

Carat UK

Client: Santander

Location Matters for MMM

JCDecaux UK with Nielsen and Talon

Important new insight from JCDecaux UK is a call-to-arms to change the way that Marketing Mix Modelling (MMM) is conducted, showing for the first time the crucial role that postcode-level data plays in proving the ROI of media channels including Out-of-Home (OOH).The research conducted by Nielsen, commissioned by JCDecaux working with ...

Next Best Decisioning

Mediahub

Client: The Bicester Collection

The Bicester Collection is a global luxury shopping destination with 9 destinations worldwide. The Bicester Collection knew they needed to evolve their disparate media plans - which were largely based on assumptions – to something more sophisticated and efficient. We translated this opportunity into a huge data transformation project ...

RMA: Bridging The Reporting Gap

Mindshare

Client: KFC

While we have several sophisticated measurement solutions in place on KFC, we were missing something that could be robust, cookieless and give us results fast; enter Reactive Media Attribution (RMA). This bespoke econometric style modelling allowed us to supercharge the performance of KFCs app by reporting on the impact of all campaign...

AV Maximiser - Optimisation Tool Boosting Cinema's Role in the AV Mix

Digital Cinema Media

Cinema represents just 0.6% share of media investment in the UK. Which is a problem for Digital Cinema Media (DCM) – the UK’s leading cinema advertising company representing 82% of the market. So, we developed the 'AV Reach Maximiser' – a groundbreaking optimisation tool that harnesses industry gold-standard data to quantify the ...

Context Effects

Thinkbox

Agency: Map-the-Territory and Tapestry Research

Ad money is flowing from publisher media like TV that invest in content into ‘non-publisher’ media like social. Driving this trend is an obsession with the quantity of ad views, not their relative quality. TV needed to fight back and quantify its contextual value to advertisers. ‘Context Effects’ did just that, using an innovative blen...

Cracking Creativity

Thinkbox

With growing evidence that creativity – the biggest single driver of advertising effectiveness within a marketer’s control – was declining, we urgently needed to prove its value to the industry and help it make better advertising. ‘Cracking Creativity’ employed an innovative, kaleidoscopic research approach: three separate studies (one...

Earning Attention

Thinkbox

‘Earning Attention’ proved the importance of audio attention in advertising at a time when the industry was rushing down an almost exclusively visual attention path, which was at best flawed, at worst misleading. It successfully challenged the relentless focus on measuring visual attention – a focus that was short-sighted and short-cha...

Profit Ability 2

Thinkbox

Agency: Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK

Described by one advertiser as “The best effectiveness research I’ve seen”, Profit Ability 2 is the first post-Covid analysis of advertising’s financial impact. It brought advertising’s collective knowledge bang up to date in eye-watering detail. It proved advertising’s incredible strength as a business investment, showing that all for...

999 What's Your (Non) Emergency?

MG OMD

Client: The Met Police

The Met Police's 999 emergency call centres were overwhelmed, with many non-emergency and abandoned calls clogging the system and delaying urgent responses. The challenge was clear: how to educate the public on proper emergency service usage and reduce unnecessary 999 calls. We embarked on a multi-layered research project to understa...

ARMY 2024

EssenceMediacom UK, OmniGov, Accenture Song and Capita

Client: CAPITA, FOR THE BRITISH ARMY

In 2023, the British Army needed a big boost in applications, and the vast majority needed to come from Gen Z, one of the most misunderstood demographics in the industry. Our task was to throw out all cliches and get under the skin of their true motivations more than any other recruitment brand. By aligning our media and messaging with...

Category Entry Points

Hearts & Science

Client: Allwyn

Our industry is obsessed with a century old sales funnel. All too often we focus on the top (brand) and bottom (performance) but neglect the middle. Category Entry Points Planning instead starts in the middle turning an overlooked research theory from The Ehrenberg Bass Institute into an actionable way of creating insights that drive m...

Giving Gamers the Power to Skip a Shower

iProspect UK & JOE Media

Client: Mitchum

ITV’s “What Unites...” research series

ITV and Crowd DNA

Our "What Unites..." series delivers agencies and brand owners with a fresh lens for planning: instead of ever-narrowing audiences, defined by demos and pen portraits, ‘What Unites...’ posits targeting shared values, beliefs and uniting moments. Our first study ‘What Unites A Kingdom’ saw us partner with cultural experts Crowd DN...

Money Talks

UM London

Client: Campaign Against Living Miserably (CALM) and MoneySuperMarket

Since the beginning of the cost-of-living-crisis, suicide prevention charity CALM (Campaign Against Living Miserably) has seen a 43% increase in calls to their helpline regarding financial difficulties impacting mental health. To fulfil their mission to stand together against feeling hopeless, and to show that life is always worth l...

Planning Ahead for 2024 with Reading the Nation

Ozone

Client: Ozone

Planning Ahead for 2024 with Reading the Nation' is the result of a herculean cross-team working group tasked with creating even more useful insights from Ozone's unique cross-publisher view of reader engagement. By analysing and editorialising three years' worth of data, we created a planning guide to aid client campaign activation ar...

Powering past procrastination

Starcom

Client: Karcher

Karcher: Powering Through Procrastination: We saw that focusing on “perfectionists” (those already in market for power washer) held back the power washing market. This empowered us to persuade Karcher to shift focus to a new growth opportunity. Prioritising 'Procrastinators' we partnered with ITV's Alan Titchmarsh and emphasised weeken...

Rising Star – Agency

Dan Takel

Accountability Manager, MG OMD

Meet Dan Takel, the dynamic Accountability Manager at MG OMD who’s transforming the agency and making waves in the industry. Dan seamlessly transitioned from coordinating over £60m of public spend for the Cabinet Office to managing commercial targets for 90% of our client portfolio. But his impact goes far beyond numbers. Dan leads o...

Jennifer Gilbert

Partnerships Account Director, Hearts & Science

Jennifer Gilbert's career is a whirlwind of growth. From music branding to OMD Australia's top accounts, she thrived on challenges. A Cannes Young Lions win, adopted by Qantas, fueled her drive. In Partnerships, she built trust with Suncorp, Apple, and Estee Lauder, exceeding targets and mentoring a team. Now at Hearts & Science, Londo...

Kayla Jaffe

Audiences Manager, UM London

Kayla epitomises the term ‘punches above their weight’. Kayla first joined UM London as a planning exec and after leaving for a spell in politics, we persuaded Kayla to return to UM in a newly created role of Audience Executive, within the Strategy Team. The purpose of the role is to excite clients and colleagues with a fresh wa...

Kirsten Jayne Black

Affiliate Director – Head of Affiliates, EssenceMediacom

Kirsten's ascent at EssenceMediacom from Exec in 2018 to Affiliate Director - Head of Affiliates by 2023 is a testament to her relentless drive and dedication to her craft. In the past year alone, she has been instrumental in fostering a thriving team environment and enhancing our affiliate offerings, leading to a 47% revenue growth YO...

Priya Dhillon

Partnerships Account Director, MG OMD

Priya Dhillon, Partnerships Director at MG OMD, is a force for good in our industry. Driven by purposeful work, she’s made a significant impact through her client projects, sustainability efforts, and DE&I initiatives. Priya’s work with GambleAware and NHS Blood and Transplant has not only won awards but also driven societal change, ...

Veronica Moro

Senior Manager, Comms and Culture, UM London

Veronica joined UM two years ago as Communications and Culture Executive for EMEA – her first role in Media – and since that moment, she has not stood still (she was promoted to Senior Manager within 18 months). She has evolved the way we do marketing at UM, completely revamped our employer brand, and created an engaging programme of c...

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Rising Star – Media Owner

Calum Lewis

Agency Manager, Digital Cinema Media

Calum Lewis's journey at DCM showcases his resilience, dedication, and rapid ascent within the media industry. Starting in 2019 as a marketing assistant, his relentless drive transformed a temporary position into a permanent role, quickly advancing to manage significant agency accounts. when things got tough during the pandemic...

Gaby Kirk

DCM Studios Creative, Digital Cinema Media

Gaby Kirk, DCM Studios – Creative, has significantly enhanced cinema experiences through innovative content and partnerships. Leveraging her deep understanding of cinema audiences and technology, she has executed campaigns like creating a talking cat for Samsung alongside Starcom, to delivering an unmissable immersive cinema experience...

Jacob Jankel

Chief Technology Officer, i-media

i-media had spent years attempting to build a process to ingest a wealth of data from its MSA environments, in particular ANPR and EPOS data, to drive better campaign planning and data driven products. Unfortunately, very little progress had been by previous teams and consultants. No processes had been automated, the cloud infrastru...

Ryan Widelski

Sales Manager, The Sun

Ryan Widelski's impact at News UK is nothing short of transformative. His role as a Nucleus Champion has been pivotal in driving the digital transformation within his team and agencies. By consistently showcasing the benefits of Nucleus and emphasising the opportunities it has generated, Ryan has effectively championed innovation and i...

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Sales Team of the Year

Commercial Team

Telegraph Media Group

In moving to a subscription business, TMG’s commercial team had to prove that when done well, advertising could enhance the subscriber experience and produce better results for brands. It has taken a lot of testing and learning, but we belive we have cracked it and in 2023 we achieved our ambitious company wide target of 1m subscriptio...

Global Business Solutions, UK

TikTok

TikTok launched in the UK in 2018, offering an entirely new platform for inspiration, discovery and community. Five years on, TikTok is now used by 150 million people across Europe every month, along with millions of businesses and brands, and is the number one platform for people aged 16-24 in the UK. But the past five years have n...

Heart Vs. Science - A Cinema Story

Digital Cinema Media

At the mid-point of 2023, DCM recognised that without a change in direction, our ambitions could plateau. “Pre-Covid” could no longer be our baseline and, if we continued with the same old approach, it wouldn’t deliver the ambitious growth we wanted. So how could DCM’s sales heroes change the game for cinema in the long term? ...

ITV Commercial

ITV

“OUTCOMES” is the one-word story for 12 months in which... an ITV drama led to hope for subpostmasters, our outcomes measurement initiative truly landed with partners, and Planet V exceeded £1bn of billings since launch. With Peter Field’s 2023 study re-confirming TV’s unrivalled effectiveness, our year focused on advertising IMP...

JCDecaux UK's Commercial Team

JCDecaux UK

JCDecaux’s sales ethos is absolutely unique. JCDecaux UK’s sales team is literally saving lives – with revenues not only providing a powerful and effective channel for brand advertisers but also funding public access life-saving defibrillators in cities UK-wide. This values-led approach has resulted in a stellar year for JCDecaux wit...

Ozone

In a digital ecosystem faced with many ongoing challenges, the Ozone team has continued to flourish through a consistent and unwavering focus on its mission to ‘power and empower the Premium Web’ and bringing to life its ‘Simply Premium’ commercial proposition. This year represented another year of the same old! By holding our ne...

The Telegraph Commercial Team

Telegraph Media Group

Hearts & Science

In 2023 Hearts was the fastest growing agency in the UK with over £220m in net new billings. Following a year like that all too often means growing pains, cultural disruption, over-worked talent, error-strewn operations and neglected incumbent clients. In 2024 we bucked that trend. We used 2023 growth to supercharge our work, e...

Medialab Group

Medialab Group: A year of unprecedented growth for the UK's leading independent media agency, and its partners

In a challenging year for the media industry, Medialab has surged ahead and been an independent agency powerhouse. Our explosive growth, innovative campaigns, and relentless pursuit of excellence have set us apart. We've landed high-profile clients, delivered groundbreaking work and harnessed the power of our Apollo platform to drive g...

MG OMD

At MG OMD, we passionately champion the power of media. This year, we’ve ensured that media isn't just a footnote but the headline, both inside and outside the industry. We’ve secured major new business wins and retained key clients with innovative campaigns. Our work spans immersive experiences, groundbreaking technology, and creati...

MG OMD

OMD UK

At OMD UK, we’ve been shortlisted for Agency of the Year every year of the last five (and won in 2022). This top tier form is the product of consistently sharp leadership; a dynamic and diverse agency of empowered superstars; a to-die-for, continually enriched client list; and buoyant commercial growth. Keeping our eyes firmly f...

PHD UK

Wavemaker UK

Wavemaker UK came into 2023 on a high, leading the new business league table and earning over 100 award nominations. Despite these achievements, we worried about the unexpected pace of our success and the fear of growing unsustainably, and the effect that could have on our people, our clients and our work. To address these chall...

Zenith UK

We’ve grown faster than the market - Four years ago, Zenith was ranked 9th in Campaign’s agency rankings. This year we are ranked 4th. This is continued momentum up from 5th last year. Plus, we achieved a pitch conversion rate of 70%, bringing in 8 new clients in the last 12 months We delivered meaningful work - From shining a li...

Sponsored by

Media Brand of the Year

LADbible Group

In just 12 months, LADbible Group proved itself to be the best mate of the internet – helping us achieve 3,312 views of our content PER SECOND since July 2023. We did it by being there for our mates, supporting our audience’s mental health via UOKM8 and helping them better understand complex topics by evolving Minutes With. ...

Picturehouse Cinemas

Digital Cinema Media

Picturehouse Cinemas, the UK’s most established boutique cinema exhibitor, has been at the forefront of independent cinema for 25 years. An essential part of high streets throughout the nation, Picturehouse offers community-centric venues, social experiences and quality content to a dedicated fanbase. With advertising an important reve...

Tesco Media and Insight Platform

A supermarket might not be the first thing that comes to mind when thinking about media brands. Nonetheless, with the Tesco Media and Insight Platform going from strength to strength, the retailer continues to make significant inroads into the advertising marketplace. Today it offers advertisers and agencies the largest first-party beh...

The Independent

In 2023, The Independent, the UK's largest quality news brand, navigated industry challenges by focusing on innovation, inclusion, and independence. Despite significant changes across several digital platforms and a tough ad market, The Independent delivered impactful journalism and drove positive change, raising millions for charity a...

The Pride of Britain Awards

Reach

Very few media brands are responsible for changing lives, highlighting causes and celebrating communities in a way that casts a lasting legacy. And even fewer were born from the spark of an idea to celebrate ordinary people who do extra- ordinary things. The Pride of Britain Awards started as an event and has evolved into a much admire...

The Telegraph

Telegraph Media Group

Telegraph Media Group is a news brand with a bold vision: to have more paying readers than ever before. This is a digital transformation success story that has future-proofed The Telegraph’s ability to provide quality journalism for many years to come.

Time Out

Time Out was born in 1968 and like all publishers has gone through many changes. But... the heart of the brand has always remained the same 'Best In The City'. We connect and inspire our audience with the best things to do, the best places to eat and the things you must see. We're pleased to report we are in a strong financial position...

Sponsored by

Media Leader of the Year - Media Owner/Media Platforms

Karen Stacey

CEO, Digital Cinema Media

Karen Stacey believes that happy people do great work. Her role is to create a vision, clearly communicate and give people the strategic pillars to thrive - before getting out of the way and letting them do their job. Her team are led by example to be brave, be expert, be spirited and be thoughtful - to be the BEST they can - the value...

Garrett O'Reilly

CEO, Hearts & Science

When Garrett was made CEO of Hearts UK, he wrote an ambitious 2-year growth plan. One that meant Hearts would break the established order of the media landscape. Year 1: win big – become the UK’s fastest growing agency winning +£220m in net new billings including Allwyn – the biggest UK pitch of the year. After a...

Media Idea: Launch

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Media Idea: Launch

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Media Idea: £250k – £1m

Media Idea: Over £1m

NEW: Best Advertiser-funded programme or entertainment

NEW: Best use of retail media

Best use of content: Under £250k

Best use of content: Over £250k

Long-Term Media Strategy

Media Innovation

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Media Creativity: Under £250k

Media Creativity: £250k – £1m

Media Creativity: Over £1m

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