Campaign Media Awards

Shortlist

Product Sector Categories

Automotive

Absolute Radio presents The Road to Isle of Wight Festival

Enterprise

Agency: Bauer Media & PHD Media

In 2019, Enterprise challenged Bauer and PHD to boost engagement across their target audience and celebrate their USPs in a sceptical market.

Enterprise owned Absolute Radio’s coverage of the Isle of Wight Festival through a 4 week activation “Road to the Isle of Wight Festival” featuring exclusive coverage and an innovative use of t...

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...

The Spoils

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 ...

Power To Surprise

Kia

Agency: News UK and Havas

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.

Kia makes cars that punch well above their weight. The Kia Stinger, for example, proved it had the blend of design, dynamics, kit and value to go toe-to-toe ...

Taking Time Out on a Road Trip

SEAT UK

Agency: PHD

Alcoholic Drinks

Bacardi Spiced Rum

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.

A category pioneer, Bacardi had over ...

Advert

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.

Probably 'NOT'

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.

...

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...

Better Future Now

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.

We decided that if we wanted to show that AXA is a positive force for good we needed to tell the human stories behind its research initiatives; whether that meant exploring the fut...

Barclaycard x easyJet

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...

Crossword Clues

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.

So our challenge was to get this group of afﬂu ent, intellectual customers to download and use the app. W...

M-Word

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.

So we h...

Do you want the bill, Sir?

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.

Where you shop matters

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.

In 2019 they wanted to make an even bigger difference. You can create significant change by inspiring milli...

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...

Fighting the Fatbergs

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.

Hearts & Science drove behavioral change to how consumers dispose of waste, through cross media c...

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...

Reebok & Cardi 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...

Fashion x Gaming

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.

Although the ta...

Pride 2019

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, ...

Everybody's Race

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.

Enter ‘Everybody’s Race’. Teaming up with STRAVA, Spotify and Runner’s World, this series of sponsored challenges accompanied runners from initial training to rac...

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 From Brew to SKU

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.

Through the smart application of data, we zeroed in on the growth market, targeting existing coffee and RTD-coffee drinkers in key environments and regions. The result? Our SOV more...

#BountyGate

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.

We did it by convincing the brand to move from traditional TV activity to a social-led stunt which gained exactly the kind of cultural traction needed ...

McDonald's Big Mac with Bacon

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...

The Hunt is On!

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 ...

Donate Your Words

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...

Holidays Are Coming 2019

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.

We delivered Coke’s most effective and innovative Christmas campaign ever, with a strategy that put real happiness and real human connection at its heart.

Banned but not beaten

Bodyform

Agency: Zenith

Overcoming media censorship to celebrate the vulva, growing market share by 3% in five weeks

The Dynamic Blood Appointment

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.

To encourage people living locally to permanent donor centres to register at their local centre, and book an appointment to give blood, we developed a localis...

How good, clean fun, got Millennials brushing their teeth better

P&G Oral B

Agency: Starcom UK

Oral-B:

Amongst their love of avocados, serial entrepreneurialism and inability to buy property, ORAL-B uncovered another worrying millennial cliché: they are all brushing their teeth less. So we partnered with Channel 4 to spark a behaviour change – getting their top reality and soap talent to show 16 to 34s how it’s done, and...

Every Mind Matters

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 ...

#SENSITIVEMOMENTS

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.

Made In Chelsea viewers are significantly m...

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 Derry Girls

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.

We wanted to champion that authenticity. We had an ardent Northern Irish fanbase who could...

Britain Get Talking

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.

But by moving away from the traditional LEGO targeting approach and embedding ourselves in key Potterhead environments, we were able to make the wizarding wo...

Box Set Sabbatical

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?

A traditional comms approach, that works for families, wasn’t going to cut it.

Our idea was to target anyone hating their job, offering them the opportunity of a lifetime: the chance to earn an ...

Everyday Life

Parlophone / Coldplay

Agency: the7stars

In an era of surprise Spotify album drops and instant gratification, music has become transient and disposable.

We were tasked with launching Coldplay’s first album of the streaming era, Everyday Life, an experimental double-LP that required listening in one sitting. We had to convince people to buy the physical album over the str...

Jumanji: The Next Level

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

We took media to the Next Level, by creating a unique, contextual, unexpected and unbelievable show integrati...

The Bitter Bond

Born Free Foundation

Agency: Engine

Canned hunting is the hunting of captive-bred animals in a confined area from which they cannot escape.

More than 8,000 captive-bred lions are kept in more than 250 breeding facilities in South Africa. Paying volunteers help hand-rear captive-bred lion cubs under the false impression they will be released into the wild. Tourists pay to take...

Disability Works

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.

Qualitative research uncovered the barriers to this untapped opportunity. We found that aside from practical concerns like childcare and course logistics, what our nurses mos...

Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap

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’....

Talk to talkSPORT

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.

We hijacked the one thing men talk about emotionally for Samaritans...

Christmas Jumper Day 2019

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.

To reclaim ownership in 2019, MediaCom and Channel 4 generated a unique ad-break takeover – disrupting charity comms by forgoing distressing ...

Rap Battle

Time To Change

Agency: MediaCom

“Are you OK?” “I’m ﬁne.” “No – are you really OK?”

Britain is in the grip of a teenage mental health crisis. 1 in 8 teens have mental health problems, 400,000 under-18s currently receive treatment on the NHS, and suicide rates are their highest in 20 years.

However, ask a teen how they are, and they o...

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.

The Joy of (Not) Missing Out

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.

Our research showed us the one key occasion where Domino's wins over the aggregator platforms: A Treat Night In. We had to make Domino's the obvious choice for that occasion, ...

All in with ITV

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.

By going ...

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.

New brands are continually emerging into the marketplace - creating a greater fight for sales. In early 2019 ISAWITFIST.com - a brand with a loyal following and a growing market share knew they had to be fleet-footed and stay ahead of the newcomers.

ISAWITFIST.com came to MAG to capitalise on its marke...

Centenary

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...

The Power of Suggestion

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.

To achieve BA’s growing revenue targets during the most commercially important month of the year for the whole travel market, we had to provide releva...

Ride More to Get More

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.

Motivating the Gymtimidated

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.

The Gym Group were dipping their toe into brand advertising for the first time ever – and had huge expectations of what it might deliver.

Goodstuff identified an audience within the 40% of UK adults who...

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.

...

The CRM & Media Award

Connecting EE with their customers

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 ...

Finding customers in the wild

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

Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap

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’.

Our research identified...

BA Jan Sale 2019

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.

The Power of Suggestion

British Airways

Agency: Wavemaker & Ogilvy (Horizon)

Heineken FlyWheel

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 Watson at Wimbledon 2019

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...

The Dynamic Blood Appointment

NHS Blood and Transplant

Agency: 23red

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...

Best Social Strategy

Banned but not beaten

Bodyform

Agency: Zenith

Growing market share by 3% via Social… when Social wouldn’t take our money.

Probably 'NOT'

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.

So...

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.

Insight highlighted that 20m takeaway...

#BountyGate

Mars

Agency: MediaCom

#SaveOurShirt

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.

We helped Paddy Power outdo its reputation for mischief by doing the unthinkable: emblazoning football shirts with its logo, causing outrage amongst fans, and then ‘unsponsoring’ them one week later.

Inviting the nation to party

Tesco

Agency: MediaCom

Tesco’s campaign to celebrate their 100th birthday was about giving customers exceptional value with prices that “take you back”.

As part of the celebration, Tesco sparked conversation with their customers, using social listening to identify where they should offer their exclusive Centenary offers. We asked, and then we listen...

Seven Worlds, One Planet

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

Google

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.

So rather than sticking to a spray and pray TV plan, we tapped into Britain’s most loved, and most sweaty culture – music festivals...

Pick a leaf and power the planet: bringing nature back to London’s most concrete jungles

P&G Herbal Essences

Agency: PGOne

Herbal:

Starcom, Herbal Essences and Jack Media collaborated to create an experiential for…butterflies? A *genuinely* living and breathing billboard that celebrated the brand’s partnership with Kew Gardens and raised awareness of the need to protect the UK’s tiny wildlife, distributing 36k packs of wildflower seeds and increasing ...

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.

JLP turned to podcast advertising for the first time ever and formed a uni...

Top Boy Academy

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. ...

Travel Fan

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.

O2’s challenge was to stand out and add value to customers at a tournament, of which they were not an official sponsor, at which the team would not be able to carry O2’s logo on their shirt and which was taking place 6,000 miles aw...

Pilgrims Choice x Tastemade

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...

Supermarket Sweep AFP

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 ...

Where you shop matters

Visa / The Guardian

Agency: Starcom

Augmented Realitree

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...

Communities Defeat Terrorism

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

Google

Agency: Essence and Amplify

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.

Recognising the n...

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 Blood Squad

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.

A wealth of quantitative data existed which spelt out t...

Taking Chicken Town to Hollywood

KFC

Agency: Digital Cinema Media & Spark Foundry

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...

Australia – One Voice

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.

After three years of decline Australia was back to being the number one destination for Natural Beauty and Wildlife, Coastlines, Beaches and Marine Life.

Where you shop matters

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. In 2019 they wanted to make an even bigger difference.

You can create significant change by inspiring mi...

Save Well, Spend Better

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.

It was our job to...

Donate Your Words

Mondelēz International | Cadbury Dairy Milk, Sky, Channel 4, Facebook and Twitter

Agency: Carat UK (Media), The Story Lab (Partnerships), VCCP (Creative), Golin (PR)

Christmas Jumper Day 2019

Save the Children + Channel 4

Agency: MediaCom

Where you shop matters

Visa / The Guardian

Agency: Publicis PO1: Starcom, Saatchi & Saatchi

The Challenge
Christmas is a time for giving and Visa take that very literally.
Our business is focussed on enabling local businesses to thrive so we know #whereyoushopmatters. Last Christmas we gave a platform to 100+ merchants nationwide, turning local business owners into stars. In 2019 we wanted to make an even bigger difference. On T...

Best Use of Insight

Poster Power

British Heart Foundation

Agency: PHD

Channel 4 Hollyoaks Social

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.

The harsh reality that over 55s – 28% of the population – accounted for m...

Safer Gambling / Bet Regret

GambleAware

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 ...

M-Word

Lloyds Banking Group

Agency: MediaCom

Argos

Mental Availability

Agency: PHD

Do you want the bill, Sir?

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.

Creative Idea

Dracula

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.

Drama garners interest like few other genres and dramas therefo...

Britain Get Talking

ITV

Agency: Uncommon Creative Studio & Goodstuff

Crossword Clues

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.

So our challenge was to get this group of afﬂ uent, intellectual customers to download and use the app. We...

The Hunt is On!

Mondelēz International | Cadbury Creme Egg

Agency: Carat UK

Walkers Restage

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...

Jumanji: Next Level

Sony Pictures

Agency: Manning Gottlieb OMD

Magpie: The 100% AI-driven campaign

Twitter

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

Optimised for Attention

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...

The Rapport Report

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

Google

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.

Existing tools are helpful when the trackable action is...

Giving Context to Google Nest

Google

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.

At the same time, consumer concerns about privacy and the way companies are using data to shape behaviour are grow...

Gravity Planning

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’.

In 2019 the7stars sought to develop a more nuanced framework that would help us navigate the relationship (or more often, the lack of...

Clean Air

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.

Global and TFL worked on an £82 million capital investment programme, and at the centre of this stands the reinvention of one of the most impor...

HooplAR+

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.

This allows for mass reach delivery & targeting precision without the need to download an app. Alongside this we wanted to challenge the issues brands were facing through AR experiences within social platform...

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 ...

Building the digital advertising environment of the future

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.

Last year we built a platform that delivers better ad experiences for the 99%* of UK adults we reach, while creating more ...

Telegraph Women's Sport

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.

Telegraph Women’s Sport is an innovation that does just this. It has changed the face of sport not only for women, but for all.

It has delivered p...

Probably 'NOT'

Carlsberg

Agency: Initiative

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

M-Word

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.
...

Donate Your Words

Mondelēz International | Cadbury Dairy Milk

Agency: Carat UK

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.

Qualitative research uncovered the barriers our audience faced. Aside from rational barriers (understanding what nursing life is like,...

Best International Strategy

American Gods

Amazon

Agency: Initiative

Banned but not beaten

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.

With a need to raise awareness and drive engagement, co...

From Starbucks to star bucks

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.

Thus, by applying advanced analytics and utilising algorithm to scientifically predict the influencing power through EMV (Earned Media Valuation) solution, w...

Agency Team of the Year

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.

In 2018 the team set out to create a unique framework built around three pillars:
Outcomes, Partnership and Transparency.

Business Science

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 Paid Social UK

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.

Another significant contribut...

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.

Sitting at the core of OMD UK, the 40-strong team helps clients understand and capitalise on the flow of a...

Platform GSK

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.

pGSK GBI has led the charge across EMEA in transforming GSK communication plans to be not only consumer focussed, but consumer obsessed. We’re at the forefront of the developme...

Acast UK

For the past five consecutive years, Acast’s UK commercial team has doubled its revenue. In 2019 we went above and beyond to help the whole business smash its global targets. It was year of media firsts, record-breaking revenue, new product launches, and the UK podcast industry — spearheaded by Acast’s innovation and leadershi...

Digital Cinema Media

Since 2015 DCM has enjoyed record-breaking revenue growth, increasing both brand count and average order value. However, facing a year full of economic uncertainty and no predicted audience uplift (-0.5% Comscore, January 2020), the team realised that without a change in direction this growth could plateau. We needed a new plan to...

Spotify

Our goal is to become the leading audio platform in the UK, enabling advertisers to amplify their stories and become their partner of choice. We had to punch above our weight and earn the right to be on a plan.

Through the efforts of an incredible sales team, we have created a digital audio marketplace which we lead, driving results ...

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.

Our strategic thinking was for Blis to assume the role and responsibilities of a market leader to change perceptio...

4Sales

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 Solutions

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 our ...