RESULTS 2024
Agency
Media Idea: Launch
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.
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. ...
Media Idea: Under £250k
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...
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...
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...
Media Idea: £250k – £1m
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...
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...
Media Idea: Over £1m
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...
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.
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...
Media Owners and Media Platforms
Media Idea: Launch
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...
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...
Media Idea: Under £250k
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%.
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...
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...
Media Idea: £250k – £1m
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...
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!
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...
Media Idea: Over £1m
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.
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...
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!
Innovation and Creative Excellence
NEW: Best Advertiser-funded programme or entertainment
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 ...
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...
NEW: Best use of retail media
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...
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...
Best use of content: Under £250k
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...
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.
Best use of content: Over £250k
Amex Gold 'Unsigned'
TV, OOH, Amazon Prime, NME, Mix Mag, Tik Tok
Client: American Express / Gold Card
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...
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...
Long-Term Media Strategy
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...
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...
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.
Media Innovation
Doritos Silent
OMD UK with Sips&Bites, Twitch, LADbible, Talon
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...
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...
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...
Media Creativity: Launch
Doritos Silent
OMD UK with Sips&Bites, Twitch, LADbible, Talon
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...
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...
Media Creativity: Under £250k
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
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...
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...
Media Creativity: £250k – £1m
Talk to Me: Brand Integration within 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...
Samsung Galaxy S24 Ultra Arcade
Starcom x Livewire
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...
Media Creativity: Over £1m
Doritos Silent
OMD with Sips&Bites, Twitch, LADbible, Talon
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...
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.
Best Audio
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...
NHSBT Organs - Not Just Heart FM
MG OMD, OmniGov, Havas London, Global
Client: NHS Blood and 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...
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.
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...
Change The Ending
Above+Beyond
Client: Alzheimer's Research UK
Small Collaboration: Under £250k
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...
Streams of (Un)consciousness
PHD, Twitch, GameSquare
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...
NHSBT Organs - Not Just Heart FM
MG OMD, OmniGov, Havas London, Global
Client: NHS Blood and 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...
Large Collaboration: Over £250k
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,...
Doritos Silent
OMD UK with Sips&Bites, Twitch, LADbible, Talon
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...
Talking Now Helps Your Loved Ones Later.
Carat UK, Global & Reach Solutions
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%.
Research
Best Use of Data for Audience Buying
Gold: NHSBT Blood - 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...
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
‘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...
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...
Econometrics
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 ...
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...
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...
Trade Body Research
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...
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 ...
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...
Research Insight
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...
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...
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...
People, Agencies & Teams
Rising Star – Agency
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, ...
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...
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...
Media Agency of the Year
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...
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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. ...
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...
Media Leader of the Year - Agency
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...
