The Campaign Media Awards are all about celebrating the ideas, innovation and strategic thinking that are changing media. The awards are now better and smarter and the categories reflect the fast-moving media landscape and recognise the talent who are driving the change.
Absolute Radio presents The Road to Isle of Wight Festival
Enterprise
Agency: Bauer Media
In 2019, Enterprise found trust levels around renting had fallen and needed an influential brand with unrivalled access to their target audience to change this.
GTB Ford CV Backbone of Britain I
Ford
Agency: Mindshare UK
To build the brands position as number one in the Commercial Vehicle (CV) market, Ford took to the market with their extensive brand campaign, Backbone of Britain, to communicate their refreshed commercial vehicle line up. Ford faced multiple challenges from competitors, and we needed to re-assert and build on Ford’s leadership po...
Jaguar Land Rover
Agency: Verizon Media & The Story Lab
Realising there was a demand for an everyday luxury hub, Verizon Media and The StoryLab created and launched The Spoils (https://thespoils.luxury) for JLR, a brand new premium lifestyle platform. Targeting the time-poor with a penchant for the cool and covetable, The Spoils sought-out hidden gems to keep urban audiences in the know. At ...
Kia
Agency: News UK
Kia asked Bridge Studio to enhance perceptions of its brand while promoting three models: the Proceed, all- electric e-Niro, and its new compact SUV, the Xceed.
Taking Time Out on a Road Trip
SEAT UK
Agency: PHD
Bacardi
Agency: OMD UK
In 2019 Bacardi was in a tricky position. Rum, which had recently suffered in comparison to gin, was changing: growth was coming from an increasingly popular breed of darker, spiced rums. To succeed Bacardi needed to not just launch a spiced rum but get people to order Bacardi Spiced by name.
Brew Dog
Agency: Craft Media
This is the story of how Brewdog, a challenger in the beer category, with only 0.63% share of voice, tuned in to British culture and dropped their first ever TV campaign which got them so talked about, they smashed sales targets, and sold enough shares in the company to run the campaign again.
Carlsberg
Agency: Initiative
In the face of declining sales and mounting criticism over Carlsberg’s quality and taste credentials, Carlsberg made the brave decision to completely rebrew their flagship beer, emerging with a New Danish Pilsner.
Guinness: The Official Sponsor of Belief
Diageo | Guinness
Agency: Carat UK
What do you do when a rival beer brand sponsors the biggest tournament in a sport you have built your brand around? The answer is you run for spaces, not the faces. Guinness stole the spotlight from a rival beer brand by becoming the Official Sponsor of fan Belief. Creating the Belief-o-Meter; An API that analysed the nation’s state of Belief...
AXA
Agency: News UK
AXA wanted to prove that it’s much more than ‘just’ an insurance provider by demonstrating its ongoing commitment to building a better future for its customers.
Barclaycard
Agency: OMD UK
In 2019 Barclaycard set out on a mission to take the high-ground – turning credit cards from toxic to trusted - by helping people to spend smarter with their card and in turn drive brand consideration in a highly congested and competitive market. One of the biggest areas of credit card misuse is when travelling abroad, so here was Barclaycard...
Lloyds Banking Group
Agency: MediaCom
Lloyds Bank want to help their customers feel in control of their banking every day, and have an incredible app which helps people do just that. In spite of this, older customers were not using the app as much as other groups.
Lloyds Banking Group
Agency: MediaCom
Did you know that people are more reticent talking to their families about money than they are talking about politics or sex? Finding this insight allowed us to create a conventionbreaking campaign in a low interest category. Because whilst banking can be low interest, having a better relationship with money and your family is not.
NatWest
Agency: Zenith
Lead the solution, don’t be part of the problem. How NatWest shone a light on unconscious bias, driving an increase in their best investors.
Visa / The Guardian
Agency: Starcom
Christmas is a time for giving, but nowadays it’s about more than rampant consumerism. VISA know #whereyoushopmatters - last Christmas they gave a platform to 100+ merchants nationwide, turning local business owners into stars.
The Missing Piece
Smart Energy GB
Agency: PHD
Changing the water usage habits of over a million Thames Water customers
Thames Water
Agency: Hearts & Science
For Thames Water, monitoring and maintaining water levels is a constant balancing act. Before Autumn 2019, the UK had seen reduced rainfall over the past three years. Reduced rainfall, coupled with the rise in population, if we continue to use water at the current rate there will not be enough water to go around in a little as 20 ye...
Thames Water
Agency: Hearts & Science
Fatbergs are huge blockages that reside under London’s streets, consisting of build ups of grease, wet wipes and fats forming the equivalent of a giant concrete boulder in the middle of the sewer and cost millions of pounds to remove.
Think Differently About Autism
The Telegraph, SAP & PHD
Agency: Telegraph Media Group
Diversity in the workplace is a hot topic. However, neurodiversity, particularly autism, is often overlooked. SAP and The Telegraph united to address this imbalance, with thought-provoking content using high-impact formats and locations – content that offered actionable advice for the workplace A campaign aimed at getting key busi...
Vodafone Find Unlimited; Verizon Media
Vodafone
Agency: Wavemaker
Verizon Media created for Vodafone a city-wide virtual scavenger hunt utilising Geolocation AR Technology to help users to ‘Find Unlimited’. We gave users a chance to discover drop-zones in a map on their phone (via mobile-web, so no app had to be downloaded) and head to the location to pick up Vodafone prizes in AR. The platform utilized b...
Adidas
Agency: MediaCom
In order to sell the new Club C trainers in a saturated ‘white trainer’ market, Reebok had launched global campaign, ‘Sport the Unexpected’, featuring US rapper Cardi B in a New York nail bar. Wanting to support this US-focused asset with UK-specific content, we partnered with BME-focused publisher GUAP and LADbible Group...
H&M Menswear
Agency: Zenith
The men’s fashion market has unique challenges compared to women’s: men spend less time shopping, buy from fewer stores and don’t engage with fashion related media. The entry point for men isn’t fashion itself, but other passion points and iconic heroes. Gaming has exploded in recent years and has now overtaken sport as the most pop...
Schwarzkopf LIVE - Colour Between The Lines
Henkel - Schwarzkopf LIVE Colour
Agency: Wavemaker
Henkel set us an ambitious challenge for their Schwarzkopf LIVE Colour (hair-dye) brand; drive a strong growth trajectory which shifts them from no.3 to no.2 in a cluttered and competitive category. To add to the challenge we had the additional backdrop of limited budget, a need to be ‘always-on’ and no creative assets.
Levi's
Agency: OMD UK
Levi’s have played an authentic role at the heart of the LGBTQ+ community for decades, supporting the historically marginalised, and acting as a proud uniform of rebellion and queer identity. With more and more brands jumping on the bandwagon for a momentary, inauthentic moment during Pride, we wanted to take the high-ground, ...
New Balance
Agency: MediaCom
As the official apparel and footwear sponsor of the 2019 London Marathon, New Balance wanted to be the sportswear of choice for runners of all levels and motives.
From humiliation to high fashion
Tena
Agency: Zenith
Breaking the incontinence taboo with a disruptive shift from Private to Public media. This delivered penetration, and grew the bladder weakness product category by 73%
Costa
Agency: MediaCom
Fewer than 20% of new FMCG brands survive their first year. Coca-Cola’s new ready-to-drink (RTD) coffee didn’t just survive the category. It stormed it.
Mars
Agency: MediaCom
By putting a mini Bounty behind doors one and two of the Celebrations advent calendar, we created a Christmas catastrophe for Bounty-hating Celebration fans but a chocolate triumph for Mars.
McDonald's
Agency: OMD UK
The Big Mac is the world’s best-known burger, but in a category defined by innovation and novelty, being a classic isn’t always a good thing. In 2018, McDonald’s had made a bigger Big Mac and a smaller one (the Grand and Jr, respectively) to celebrate its 50th birthday, but with sales sluggish the following year it decided...
Mondelēz International | Cadbury Creme Egg
Agency: Carat UK
Cadbury Creme Egg Hunting Season was in its third year, but with a flat budget, longer Easter season and no new news we needed to reinvent the game. We created a first of its kind Easter Egg Hunt, hiding Cadbury Creme Eggs where you would least expect to find them - in other brands adverts. Solving our client's challenge, while ...
Mondelēz International | Cadbury Dairy Milk
Agency: Carat UK
In the face of looming HFSS restrictions, Cadbury needed to be brave and go beyond traditional TV campaigns to build an emotional connection. With Elderly loneliness identified as a key societal issue that Cadbury could demonstrate its spirit of generosity, we partnered with Age UK to create the Dairy Milk ‘Worldless Bar’. 30p from ever...
The Coca-Cola Company
Agency: MediaCom
The festive season has become overwhelmed by emotional advertising. So, for Coca-Cola to cut through, we had to get real.
Bodyform
Agency: Zenith
Overcoming media censorship to celebrate the vulva, growing market share by 3% in five weeks
NHS Blood and Transplant
Agency: 23red
Every day, NHS Blood and Transplant needs 5,000 people to give blood. And every day, in donor centres all over the country, there are blood appointments available.
How good, clean fun, got Millennials brushing their teeth better
P&G Oral B
Agency: Starcom UK
Oral-B:
Public Health England
Agency: Wavemaker
1 in 6 people experience a mental health problem each week . Whilst awareness of the importance of looking after your mental health is growing, people still don’t know how to do it. So, Public Health England created Every Mind Matters, a ground-breaking resource offering personalised action plans to empower people to look after their ...
SENSODYNE & C4
Agency: Platform GSK (made up of Spark Foundry and Digitas)
In 2019 Sensodyne’s primary objective was boosting consideration with a younger skewing audience, a group that suffer from sensitivity but do little or nothing about it. At 6.5m they represented a hugely missed opportunity, but didn’t connect with the issue and subsequently Sensodyne brand.
From humiliation to high fashion
Tena
Agency: Zenith
Breaking the incontinence taboo with a disruptive shift from Private to Public media. This delivered penetration, and grew the bladder weakness product category by 73%
Channel 4
Agency: OMD UK
To launch season 2 of Derry Girls on Channel 4 we needed to make Derry Girls a national hit. An instant hit with the first season, being the most watched show ever in its Northern Irish home, Derry Girls proved a tougher sell in the rest of the UK.
ITV
Agency: Uncommon Creative Studio & Goodstuff
‘Britain Get Talking’ is an ITV Mental Wellness campaign to help families get closer. Supported by MIND and Young Minds. As the final of Britain’s Got Talent built towards its climax, Ant and Dec paused the show for a minute of silence, asking people to reconnect with their family instead. Turning ‘Britain’s Got Talent’ into ‘...
HARRY POTTER MAKING THE WIZARDING WORLD FEEL REAL
LEGO
Agency: Initiative
In 2019, LEGO faced a new challenge; we didn’t have the cultural velocity of a new book or film to spring board from to get the country excited about the LEGO Harry Potter range.
NOW TV
Agency: MediaCom
How could we get millennials to sit up and take notice of NOW TV, in the face of heavy and relentless competition from Netflix?
Parlophone / Coldplay
Agency: the7stars
In an era of surprise Spotify album drops and instant gratification, music has become transient and disposable.
Sony Pictures
Agency: Manning Gottlieb OMD
In 2019, MG OMD were challenged to make the second film in the Jumanji film franchise, Jumanji: The Next Level, as successful as the 2017 original. But here's the twist, we had to do it on 20% less budget
Born Free Foundation
Agency: Engine
Canned hunting is the hunting of captive-bred animals in a confined area from which they cannot escape.
Harry Specters, Beco & Ignition Brewery, funded by Natwest, Sainsbury’s & Nationwide
Agency: Channel 4
We took over an entire prime-time ad break on International Day of Persons with Disabilities and partnered with three top brands in Sainsbury’s, Natwest and Nationwide Building Society. Each brand donated their ad spot to one exciting, innovative and game changing social enterprise in Beco, Ignition Brewery and Harry Specters, who...
Using media to convince a generation of nurses to return to the NHS
NHS and Mumsnet
Agency: Mediahub
With the NHS facing a 40,000+ nursing vacancy crisis, we needed to convince an audience we hadn’t spoken to before; lapsed nurses, to return to practice.
NHS and UCAS
Agency: Mediahub
With the NHS facing a deficit of 40,000+ nurses in the UK, attracting new nurse students is critical to the future of the institution. Faced with this huge recruitment challenge, we identified a previously untapped opportunity to drive incremental applications outside the established UCAS application deadline; the ‘clearing window’....
Save the Children
Agency: MediaCom
Since launching in 2012, Christmas Jumper Day has become Save the Children’s headline fundraiser. But only 12% of people associated the day with STC – it had lost it’s charitable meaning.
The Samaritans
Agency: Goodstuff
Awareness around male mental health is higher than ever, but suicide remains the biggest killer of UK men under 50. We leveraged profound insight into the way suicide is reported by media outlets - which can actually exacerbate problems of those suffering suicidal thoughts.
Time To Change
Agency: MediaCom
“Are you OK?” “I’m fine.” “No – are you really OK?”
Verizon Media MAKERS and Barbie 'Closing the Dream Gap'
Barbie and Mattel
Agency: The Story Lab and Verizon Media
Mattel wanted Barbie to help close the ‘Dream Gap’, so Verizon Media and Barbie partnered to launch MAKERS in the UK, a women's leadership platform that tells the stories of groundbreaking women today to inspire the leaders of tomorrow. We hosted a Barbie Dream Gap workshop, inviting 16 girls and a host of inspirational and dive...
Rage against the (coffee) machine
Costa Express
Agency: Zenith
Costa Express gave away 3.1m cups of coffee in 24 hours to drive penetration. Within 6 weeks, we had proved the best things in life really are free.
Domino's
Agency: Arena Media
Domino's position as the UK's number one pizza takeaway brand was being rocked by a changing marketplace, with disruption from delivery platforms.
Dunelm
Agency: Goodstuff
Dunelm was struggling to recruit new customers, particularly pre-family, affluent couples who viewed the brand as drab and dated. To fix our brand perception of quality and deliver new customer growth we turned to TV – namely ITV to lead our brand communication activity, committing 100% of our brand TV budget with them.
ISAWITFIRST.COM and Love Island - Retail Partnership
ISAWITFIRST.COM, Love Island, ITV and Media Agency Group
Agency: Media Agency Group
The fast-fashion industry is booming.
Tesco
Agency: MediaCom
We got the nation talking and buying Tesco in their centenary year by using media to make the nation reminisce about Freddo bars, Skips & Frazzles crisps, and Supermarket Sweep! The centenary campaign would be the highest recorded ROI for a new campaign (£3.10), and growing value perceptions +2.5% YoY.
Effectiveness written into our DNA
Ancestry
Agency: the7stars
Genealogy/DNA is big business, with the total global market estimated to be worth £9bn and the UK a sizeable chunk of this. In the UK, market growth has slowed, and there are comparatively few brands competing for this spend. Until 2019 they all behaved the same - relying on discounts and introductory offers to compete at the bottom of...
British Airways
Agency: Wavemaker & Ogilvy (Horizon)
UK travellers feel enormous pressure to get trips ‘right’, with nearly half finding the process stressful and so they seek inspiration and social proof to choose their destination.
Halfords & Carat
Agency: Dentsu Aegis Network Manchester
Halfords leveraged universal human insight to drive mass-migration from sofa to saddle, to the parks and cycle paths of the UK, getting over 16,000 families back on their bikes and cycling 3.4 million miles in the process.
The Gym Group
Agency: Goodstuff
This is the story of how we got The Gymtimidated moving; getting The Gym Group’s media, their business and the nation in to shape.
100% Pure New Zealand with Magic Radio + Absolute Radio
Tourism New Zealand + Magic Radio + Absolute Radio
Agency: Bauer Media
New Zealand has long been known for its stunning landscapes and iconic scenery, but in the world of social media, it’s hard to achieve cut -through with the world’s insta-ready landscapes at your fingertips. The challenge for Tourism New Zealand was to stand out and amplify showcase the truly unique differences that NZ has to offer.
Connecting EE with their customers
EE
Agency: Essence
Having firmly embedded itself as the nation’s favourite device, the smartphone market is now changing; phone lifespans are extending, with one in five people hanging on to their smartphone for more than two and a half years. The UK has seen a 78% increase in SIM-only contracts since 2015, posing a problem for mobile networks who have ...
NatWest
Agency: Zenith
How we found NatWest customers, and only NatWest customers, in paid media to grow loan sales by 47%
Using media to convince a generation of nurses to return to the NHS
NHS and Mumsnet
Agency: Mediahub
With the NHS facing a 40,000+ nursing vacancy crisis, we needed to convince an audience we hadn’t spoken to before; lapsed nurses, to return to practice.
NHS and UCAS
Agency: Mediahub
With the NHS facing a deficit of 40,000+ nurses in the UK, attracting new nursing students is critical to its future. Faced with this huge recruitment challenge, we identified an untapped opportunity to drive incremental applications outside the established UCAS application deadline; the ‘clearing window’.
British Airways
Agency: Kinetic Worldwide
A unique digital OOH campaign for British Airways that utilised first-party data to select creative based on prevailing search terms in specific locations – demonstrably delivering positive effects on sales and consumer perceptions of the brand.British Airways
Agency: Wavemaker & Ogilvy (Horizon)
UK travellers feel enormous pressure to get trips ‘right’, with nearly half finding the process stressful and so they seek inspiration and social proof to choose their destination.
Heineken
Agency: Dentsu Red Star
For years, the alcohol industry has been able to rely on a tried-and-tested communication model: the double whammy of highly emotive TV advertising and stand-out point-of-sale. But with TV viewership fragmenting and Craft Beer taking the market by storm, this model started to falter. Our solution was simple, yet revolutionary: embrace a...
IBM
Agency: Kinetic Worldwide
A data-driven campaign that provided true utility to consumers and potential customers alike, using IBM Watson’s AI capabilities to create Wimbledon highlights and send them to DOOH screens across London’s transport network within minutes. Over 60,000 different creatives were built using multiple layers of data, including live on-co...
NHS Blood and Transplant
Agency: 23red
Every day, NHS Blood and Transplant needs 5,000 people to give blood. And every day, in donor centres all over the country, there are blood appointments available.
Tesco Clubcard Plus - ahead of the headlines
Tesco
Agency: MediaCom
In November 2019, Tesco launched its subscription service, Clubcard Plus, designed to give customers the very best value from shopping with Tesco. The accompanying campaign, built on the idea of “Value You Can’t Stop Talking About”, culminated with a Metro partnership that embodied the campaign platform: a takeover consist...
Bodyform
Agency: Zenith
Growing market share by 3% via Social… when Social wouldn’t take our money.
Carlsberg
Agency: Initiative
In the face of declining sales and mounting criticism over Carlsberg’s quality and taste credentials, Carlsberg made the brave decision to completely rebrew their flagship beer, emerging with a New Danish Pilsner. But to drive reappraisal of Carlsberg, we had to find a way to tell the nation our beer had changed for the better.
A FINGER CLICKIN’ GOOD ENTRY INTO GAMING
KFC
Agency: Spark Foundry
KFC were losing cultural relevance with a younger cohort of fans and needed a lasting relationship with these consumers in order to usher in new brand loyalists. We needed to earn that loyalty credibly and authentically through a campaign that infiltrated a rapidly growing young adult passion point; gaming.
Mars
Agency: MediaCom
By putting a mini Bounty behind doors one and two of the Celebrations advent calendar, we created a Christmas catastrophe for Bounty-hating Celebration fans but a chocolate triumph for Mars.
Paddy Power
Agency: MediaCom
We built an entire campaign around what turned out to be one of the sport’s most audacious stunts ever, with results to match.
Tesco
Agency: MediaCom
Tesco’s campaign to celebrate their 100th birthday was about giving customers exceptional value with prices that “take you back”.
BBC
Agency: Havas Media
As Ofcom pointed out, the BBC will face a "threat to its future sustainability", if it cannot "engage young people sufficiently". 70% of under-35s say they are worried about the environment and global warming. With Seven Worlds, One Planet featuring humanity's impact on the environment as one of its central themes (and with millenni...
Google brings you closer to the stars
Agency: Ogilvy
In October 2019, Google revealed its brand-new smartphone, Pixel 4, with the aim to drive awareness/cultural relevance for its improved camera feature, Night Sight mode. A camera so good, it can shoot the stars. Seeing the stars is a reminder of our place in the world, our connectedness, and the possibilities of human cu...
Double Digit Growth Through Music
Mitchum
Agency: Initiative
In 2018, Mitchum’s successful shelf space strategy had hit a ceiling so to maintain growth we needed to recruit the armpits of a whole new and typically hard to reach audience 25 – 34 year olds.
Pick a leaf and power the planet: bringing nature back to London’s most concrete jungles
P&G Herbal Essences
Agency: Starcom UK
Herbal:
Think Differently About Autism
The Telegraph, SAP & PHD
Agency: Telegraph Media Group
Diversity in the workplace is a hot topic. However, neurodiversity, particularly autism, is often overlooked. SAP and The Telegraph united to address this imbalance, leading with an event-led celebration of neurodiversity in the workplace with a progressive and positive approach – by celebrating the benefits of workplace diversity...
Fashioning the Future: Comfort Swap Shop
Unilever/Comfort
Agency: Hearst UK & Mindshare
Gen Z'ers and Millennials have no loyalty when it comes to fabric conditioners. Purchase decisions are made based on ease and promotional offers. Comfort wanted to drive a more meaningful relationship with this audience to super-charge purchase intent, so turned to Hearst to capitalise on its expertise in engaging young adults.
Acast partnership drives festive John Lewis visits
John Lewis & Partners
Agency: Acast
John Lewis and Christmas go hand-in-hand. But, while John Lewis & Partners (JLP) has run hugely successful TV campaigns in recent years, it wanted to retain its relevance and diversify its marketing approach in 2019 by extending its reach beyond the small screen.
Netflix
Agency: NTS
NTS Radio and Netflix present Top Boy Academy, an innovative project for young people with creative ambition at its heart. As one of the leading global voices in music culture and subculture, and a longstanding presence in the local area, NTS were the perfect partner to help Netflix engage meaningfully with a youthful Hackney audience. ...
O2
Agency: Jump (part of Havas Media Group)
O2’s long-running sponsorship of England Rugby has always been based on the power of fan support.
Pilgrims Choice
Agency: Yonder Media
Full of cheddar, but with no cheesy brand integration in sight, this content partnership delivers the magic combination of something you’d actually want to watch, with the distribution scale that meant millions actually did. Interactive and influencer-fuelled, with numbers to die for and a clear uplift on the bottom line, this...
Tesco
Agency: Tesco
2019 marked Tesco’s 100th birthday and 100 years of giving customers great value. Our creative route centered around, “Prices that take you back” – prices so low that customers would feel transported back in time. As well as bringing back characters from the past, Tesco, in partnership with Thames and ITV2, brought back the ...
Visa / The Guardian
Agency: Starcom
Christmas is a time for giving, but nowadays it’s about more than rampant consumerism. VISA know #whereyoushopmatters - last Christmas they gave a platform to 100+ merchants nationwide, turning local business owners into stars.
Yorkshire Tea
Agency: Goodstuff
Yorkshire Tea needed more kids aged 7-11 years old to understand why trees are important, given that’s the age group involved in their national tree planting initiative and age when trees, biodiversity and eco-systems are covered by the National Curriculum. In lieu of visiting more schools, we needed to extend the education to more ki...
Counter Terrorism Policing
Agency: Wavemaker & DCM
Counter Terrorism Policing (CTP) combines 24-hour action and a huge amount of ‘back office’ work. CTP’s challenge to Wavemaker was to help encourage the public to report suspicious activity and behaviour. So, faced with like for like budgets and no new creative assets, we were forced to think creatively to encourage more reporting,...
Pixel 3: Making every day more extraordinary
Agency: Essence
Google Pixel 3 was launched into an overcrowded smartphone market - its competitors, iPhone, Samsung and Huawei, dominated share with sizeable marketing campaigns. Google’s core objective was to drive consideration by 10% - an ambitious target for a relatively new entrant and a nation loyal to their smartphones.
Data-powered, interactive content marketing campaigns to drive top tier link acquisition
iProspect & BetVictor
Agency: Dentsu Aegis Network Manchester
With BetVictor unable to complete with the spending power of some of its competitors, coupled with a highly competitive media space, SEO is crucial to their business performance. Our data storytelling content strategy delivered impressive results.
ITV2
Agency: Goodstuff
An aging population and blood donation shortage in the UK mean younger and male donors are vital to having enough blood to maintain regular supplies. ITV2 partnered with NHSBT to help address this issue as well as leveraging this brand purpose to shift perceptions of ITV2 as a youth brand.
Taking Chicken Town to Hollywood
KFC
Agency: Digital Cinema Media
Following a catastrophic logistics failure in 2018, KFC was still feeling the effects of lower preference and consideration scores than they had enjoyed pre “chickengate”. It was vital that KFC not only continued to rebuild its customer base and maintain awareness, but also improve consideration metrics to ensure business results remain...
The Telegraph
Agency: Telegraph Media Group
Australia was far from united in its advertising and communications, but The Telegraph got the family together and devised a centralised content plan.
Visa / The Guardian
Agency: Starcom
Christmas is a time for giving, but nowadays it’s about more than rampant consumerism.
Carat UK, Mondelēz International, The Story Lab, VCCP, Golin, Sky, Channel 4, Facebook and Twitter
Agency: Carat UK
In the face of looming HFSS restrictions, Cadbury needed to be brave and go beyond traditional TV campaigns to build an emotional connection. With Elderly loneliness identified as a key societal issue that Cadbury could demonstrate its spirit of generosity, we partnered with Age UK to create the Dairy Milk ‘Worldless Bar’. 30p from ever...
Lloyds
Agency: MediaCom
To stay ahead of the competition, Lloyds Bank needed change the way it advertised. Less about selling services, more about demonstrating the benefits of people talking about money (still a taboo subject for many). Our solution was a hugely successful primetime show called Save Well, Spend Better, supported by a chat service with Rel...
Make M&S A Saturday Dinnertime Favourite
Marks and Spencers
Agency: Mindshare UK
M&S Food was a victim of its own success: terrific quality perceptions meant that shoppers only thought of them for special occasions and treats. By partnering with Britain's favourite TV show, we placed M&S in a shared family moment, showing people that it is a brand for families like theirs, with affordable food for all the family...
McDonald's Breakfast Extension
McDonald's
Agency: OMD UK
Since 1982, McDonald’s have been satisfying the nation with their tasty Breakfast menu including popular staples like the Sausage and Egg McMuffin and the Hash Brown. However, McDonald’s find themselves in a market where new players are vying for a share in the breakfast market who serve breakfast for longer hours.
Save the Children + Channel 4
Agency: MediaCom
Since launching in 2012, Christmas Jumper Day has become Save the Children’s headline fundraiser. But only 12% of people associated the day with STC – it had lost it’s charitable meaning.
Visa / The Guardian
Agency: Starcom UK
The Challenge
BeGambleAware
Agency: Goodstuff
GambleAware had some serious obstacles ahead of them when looking to help the nation reduce the harm that problem gambling can do. Looking at a target audience of instinctively reckless young men and an enormous spend from the giants of the gambling industry and being only able to afford a 2.6% share of voice, smart planning based around a key ...
Poster Power
British Heart Foundation
Agency: PHD
Channel 4 Hollyoaks
Agency: OMD UK
In early 2019, Hollyoaks – the long-running soap vital to years of after-school and post-lecture routines – needed a fresh approach; against the backdrop of linear TV declining for most age groups, with the youngest viewers in particular, dropping-off.
Lloyds Banking Group
Agency: MediaCom
Did you know that people are more reticent talking to their families about money than they are talking about politics or sex? Finding this insight allowed us to create a conventionbreaking campaign in a low interest category. Because whilst banking can be low interest, having a better relationship with money and your family is not.
Argos
Mental Availability
Agency: PHD
NatWest
Agency: Zenith
Lead the solution, don’t be part of the problem. How NatWest shone a light on unconscious bias, driving an increase in their best investors.
BBC
Agency: Havas Media
In a landscape of diminished content loyalty, many under-35s now turn to alternate, non-BBC platforms for entertainment - ones that capture their attention by meeting their wants and needs. As a consequence, the BBC has lost relevance as a destination for this age group.
ITV
Agency: Uncommon Creative Studio & Goodstuff
‘Britain Get Talking’ is an ITV Mental Wellness campaign to help families get closer. Supported by MIND and Young Minds. As the final of Britain’s Got Talent built towards its climax, Ant and Dec paused the show for a minute of silence, asking people to reconnect with their family instead. Turning ‘Britain’s Got Talent’ into ‘...
Lloyds Banking Group
Agency: MediaCom
Lloyds Bank want to help their customers feel in control of their banking every day, and have an incredible app which helps people do just that. In spite of this, older customers were not using the app as much as other groups.
Mondelēz International | Cadbury Creme Egg
Agency: Carat UK
Cadbury Creme Egg Hunting Season was in its third year, but with a flat budget, longer Easter season and no new news we needed to reinvent the game. We created a first of its kind Easter Egg Hunt, hiding Cadbury Creme Eggs where you would least expect to find them - in other brands adverts. Solving our client's challenge, while ...
PepsiCo Walkers
Agency: OMD UK
We wanted to put Walkers Crisps back at the heart of British culture. We were category leader and well loved. However our shift to short term sales promotions, coupled with the squeeze on the grocery middle, had eroded our brand fundamentals. Walkers had become famous by making the nation laugh, with the irresistibility of crisps and Ga...Sony Pictures
Agency: Manning Gottlieb OMD
In 2019, MG OMD were challenged to make the second film in the Jumanji film franchise, Jumanji: The Next Level, as successful as the 2017 original. But here's the twist, we had to do it on 20% less budget
Magpie: The 100% AI-driven campaign
Agency: Merkle
Twitter is a unique platform to discover what’s happening, anywhere in the world, in real-time. Every day, news stories break, gifs go viral, and someone, somewhere, breaks the internet. Twitter covers all of these, with the latest news, reactions and conversations. The fast-paced nature of the platform poses a...
Mental Availability
Argos
Agency: PHD
Co-op
Agency: Carat UK
Co-op and Carat teamed up with Google to create an industry-first – a custom algorithm which optimises digital campaigns to attention in real-time - ensuring Co-op’s ‘Easy to Eat, Easy to Recycle’ campaign cut through. And it delivered, nearly doubling the number of people who paid attention vs other supermarkets, increasing con...
Goodstuff
Agency: Goodstuff
At Goodstuff, we want extraordinary relationships. Relationships that both Goodstuff and clients value and deliver on the holy trinity of Fun, Fame and Fortune. But nurturing relationships where the agency is seen as a truly respected partner requires more than trying harder – it needs the familiar tools of insight, strategy and plan....
Discovering Lifetime Value for Google Ads
Agency: Essence
Online marketers have long enjoyed the ability to track every user touchpoint and action, but for years the industry has focused on short-term goals, such as lead submissions or product purchases, missing important cues and assuming all customers have an equal value over time.
Agency: Essence
Google are pioneers in using A.I for personalisation. It’s in Google’s products and their advertising. But effective personalised ads can be labour-intensive and hard to scale - and they’re usually based on personal data.
the7stars
Agency: the7stars
Despite protestations to the contrary, the marketing sphere still seems to be stuck on past notions of the journey as funnel, the simplicity of brand vs activation and the concept of ‘brand love’.
BNP Paribas
Agency: JCDecaux UK
Giving millions of Londoners a breath of fresh air, commuters at BNP Paribas’ ‘Clean Air Zones’ in Marylebone Station are benefitting from improved air quality, thanks to a unique advertising product ‘Clean air hubs’ - introduced by JCDecaux UK in partnership with BNP Paribas, Airlabs and Chiltern Railways – blending the val...
The Unique Digital Ribbons: Harnessing the Power of Full Motion
Global
The London Underground partnership is the biggest OOH contract in the world. Built on a Victorian maze of tunnels, with over 150,000 advertising sites seen by millions of people every year.
Hoopla Digital - Various Clients
Agency: Hoopla Digital
With HooplAR+ we looked to develop a product that could harness the power & brand opportunity of AR but deliver it across web placements.
Mantis: Using AI to Unlock an Industry Challenge
Mantis: Reach Solutions
Agency: Reach
Brand Safety was a topic that dominated the digital advertising ecosystem in 2019. Clarion calls from advertisers for publishers to take "more responsibility”, were countered by publishers complaining that brand safety tools were slowing down their pages and costing them millions by stopping ads on perfectly safe content. All the while media ...
The Ozone Project
Building a better future for digital advertising is strategically challenging, yet this is exactly at the heart of The Ozone Project’s innovation: We are building the digital advertising environment of the future.
The Telegraph
Agency: Telegraph Media Group
In an age obsessed by data, cookies and selfies, we have lost sight of what matters: media products with purpose, and innovations that address societal issues and drive change.
Carlsberg
Agency: Initiative
In the face of declining sales and mounting criticism over Carlsberg’s quality and taste credentials, Carlsberg made the brave decision to completely rebrew their flagship beer, emerging with a New Danish Pilsner.
Rage against the (coffee) machine
Costa Express
Agency: Zenith
Costa Express gave away 3.1m cups of coffee in 24 hours to drive penetration. Within 6 weeks, we had proved the best things in life really are free.
HARRY POTTER MAKING THE WIZARDING WORLD FEEL REAL
LEGO
Agency: Initiative
In 2019, LEGO faced a new challenge; we didn’t have the cultural velocity of a new book or film to spring board from to get the country excited about the LEGO Harry Potter range.
Lloyds Banking Group
Agency: MediaCom
Did you know that people are more reticent talking to their families about money than they are talking about politics or sex?
Mondelēz International | Cadbury Dairy Milk
Agency: Carat UK
In the face of looming HFSS restrictions, Cadbury needed to be brave and go beyond traditional TV campaigns to build an emotional connection. With Elderly loneliness identified as a key societal issue that Cadbury could demonstrate its spirit of generosity, we partnered with Age UK to create the Dairy Milk ‘Worldless Bar’. 30p from ever...
Saving the NHS one connections touchpoint at a time
NHS
Agency: Mediahub
The NHS is under siege; facing a 40,000 nursing vacancy deficit and growing. Its future relies on driving student applications. With 32% less budget YOY we couldn’t outspend, so we had to outsmart.
American Gods
Amazon
Agency: Initiative
Bodyform
Agency: Zenith
Overcoming international media censorship to celebrate the vulva, growing market share by 3% in just five weeks.
Financial Times - The New Agenda
Financial Times
In 2019, the Financial Times launched its most substantial brand campaign since the financial crisis. The New Agenda puts the FT firmly on the side of responsible business. The opening statement - capitalism, time for a reset - provoked global debate and underlines the role of the FT as a trusted guide to the emerging trends that are reshap...
Braver and Bolder Wins the Race
Formula 1
Agency: Wavemaker
Senna. Prost. Silverstone. Monaco. 1,000 Grands Prix across 70 years. A rich, wondrous history of Formula 1 that holds little meaning with millions of new fans that F1 wants to gain by 2021. New and younger fans would come from the USA, APAC – not just heritage heartlands.
Nestle Taiwan / Starbucks
Agency: Zenith Taiwan
"Starbucks at Home" coffee capsules had just launched in Taiwan. Nestlé challenged us to drive initial sales for this product, however we only had $15,000 USD to work with.
OmniGov @ Manning Gottlieb OMD
Manning Gottlieb OMD
Few agency teams in the UK can lay claim to setting a new world standard for media buying. But in just over a year OmniGov @ Manning Gottlieb OMD, led by OmniGov CEO Paul Knight, have succeeded in this ambition.
MediaCom
MediaCom’s Business Science division is the largest econometrics team across media agencies in the UK. The team ensures that we invest our clients’ marketing budgets optimally to drive maximum return for their businesses, delivered through market leading technology. 2019 was an incredible year for our econometrics experts; a year in which t...
Mindshare UK
Mindshare Paid Social UK celebrated the end of 2019 as officially the best team in the agency! Much of our success has been a result of working in close collaboration with a range of disciplines within the agency, putting high focus on delivering meaningful outcomes for our clients and accelerating their growth.
OMD UK Connections Planning Team
OMD UK
Last year, OMD UK’s Connections Planning (CP) team was shortlisted for Team of the Year at Campaign’s Media Awards, confirming to the industry what OMD UK already knew; that our CP team is one of the best in the media world.
Spark Foundry and Digitas
In our first year pGSK GBI has become convincing proof that local strategy, innovation, and campaign delivery can thrive within a global account framework.
Blis - Stop talking, start listening
Blis
Our innovation as a market leader was to stop the noise. Location ad-tech providers were especially scrutinised after the introduction of GDPR in 2018, creating disillusion in the marketplace and lack of trust in location data.
Channel 4
Despite a challenging economic background and a year of unprecedented change, our sales operation remained outstandingly strong in 2019. Despite a declining market, we delivered our second highest corporation revenues ever, our customer service (NPS) scores remained high at 7.5, and we continued to deliver award-winning creative wor...
Reach
2019 was a transformational and busy year for Reach Solutions. Following the acquisition of Northern & Shell, we had to launch as a new media owner, taking the Reach brand and our fresh sales story to agencies and clients. We needed to improve and invest in our products and ensure our vast, complicated portfolio was easy to buy for ...
E: [email protected]
P: 020 8267 4433
E: [email protected]
P: 020 8267 8290
