PRODUCT SECTOR
AUTOMOTIVE
2025 Renault 5 EV Launch
MG OMD
Client: Renault
The 2025 launch of the Renault 5 reintroduced an automotive icon with bold new energy, transforming its French Electro Pop identity into a disruptive force within the EV category. Through a year‑long, culturally charged rollout spanning high‑impact media, experiential takeovers and social‑first storytelling, the campaign reignited desi...
Breaking records launching JAECOO
Wavemaker UK, a WPP Media Brand and Outernet London
Client: Chery Group, JAECOO
Lights, Camera, Action
Initiative UK
Client: Volvo
For the launch of the refreshed Volvo XC60 plug-in hybrid, we set out to solve a familiar automotive challenge: how to cut through a category dominated by spec sheets and feature-led launches, while building meaningful consideration and long-term brand value. Grounded in a clear understanding of Volvo’s core promise of protection, our ...
Peugeot – Milestone Moments
Starcom
Client: Stellantis - Peugeot
To reignite growth in a category dominated by short-term, in-market targeting, Peugeot took a bold strategic shift: winning future buyers before they even entered consideration. By identifying the life milestones that reliably precede car purchase, Peugeot rebuilt its media around real human transitions, matching models, messages and c...
Search It & Weep: a breakthrough in the used car category
EssenceMediacom, a WPP Media Brand
Client: cinch
Vauxhall: Making Every Home EV Ready
Starcom
Client: Stellantis - Vauxhall
To accelerate electric mobility as an everyday choice, Vauxhall took a bold, strategic approach to remove uncertainty before it formed. By leading a first-of-its-kind partnership with Zoopla, the brand embedded EV readiness into the home-buying journey itself, turning infrastructure into utility rather than advertising. The result was ...
ALCOHOLIC DRINKS
Camden Stout - Honest Reviews
Starcom
Client: AB InBev: Camden Stout
To challenge Guinness’s dominance in stout, Camden took a bold, culturally native approach to earning trust where it matters most: in the pub. By turning private reactions into public endorsement, the brand created a new kind of social proof for stout drinkers, making trial visible, credible and contagious. The result was a distinctive...
Culture + commerce: the new blueprint in alcohol
EssenceMediacom, a WPP Media Brand
Client: Suntory -196
Move With The Greats
OMD UK
Client: BACARDÍ
Dance like nobody’s watching, the old saying goes. Except now, everyone’s watching and no one’s dancing: 73% of young people are self-conscious and 53% worry about dancing in public. It ain’t like it used to be (media Thursdays at Sway, anyone?!!). Enter: BACARDÍ Our campaign, Move With The Greats, was the antidote ...
Revive Live
Spark Foundry
Client: Brown Forman
The ‘manufacturing of a legacy’ campaign by Jack Daniel’s (Brown-Forman) was a strategic initiative designed to reclaim the brand's iconic status within music culture while addressing the crisis facing the music industry. By refocussing on why people love music and what is important to them we brought physical soul and meaning to a spa...
Rugby like never before
Wavemaker UK, a WPP Media Brand; Asahi UK, Frukt, The Academy
Client: Asahi Super Dry
Tequila Rose: Owning Pink Energy
Bountiful Cow
Client: Tequila Rose
Tequila Rose became the UK’s No.1 shot by owning Pink Energy: the buzz before a big night out. By hard wiring that insight into every media and cultural decision, we turned a challenger brand with a tiny budget into a category leader, delivering cultural impact and national growth in a declining shots market.
BANKS & FINANCIAL SERVICES
Chase: the importance of being permanent
EssenceMediacom, a WPP Media Brand
Client: Chase
Everything's Premier
PHD
Client: HSBC
Keep On Kicking
Wavemaker UK, a WPP Media Brand and Bauer Media
Client: AXA
SME-dia
PHD
Client: HSBC UK
The AI discovery bank
Initiative UK
Client: NatWest
Britain’s savings safety net is fraying, but in a discovery world shaped by feeds, forums and AI, banks are no longer where people go for answers. Using the NatWest Savings Index of 10,000 UK adults, we turned real human questions into machine readable, community proven guidance, turning them into signals in places people and algorit...
VERY PAY: THE CREDIT GLOW-UP
Zenith x LadBible x ITV
Client: Very
Very Pay was loved by its loyalists but invisible to the majority. It was a case of ‘if you know, you know’. But most people did not know. So, we injected Very Pay with main character energy, shifting from functional performance messaging to public, brand-first, peak-time storytelling to introduce more people to Very Pay and turbo-char...
CONSUMER ELECTRONICS
A Sigh Of Relief
Spark Foundry
Client: Currys
Currys exists to make tech accessible, so its advertising had to be accessible too. Yet with two million people living with sight loss and 12 million experiencing hearing loss, most UK ads still exclude them: 75% run without subtitles and 90% without audio description. Channel 4’s 2024 Diversity in Advertising Award challenged brands t...
Curry Sells
Spark Foundry
Client: Currys
Currys is famous for the big-ticket staples (TVs, laptops, appliances) — but modern “consumer electronics” is now a huge world of tech-led lifestyle products, from massage guns to smart composters. As shopping shifted from search to scrolling, those quirky, high-margin “hidden gems” were being overlooked, simply because people didn’t k...
Samsung Health x Hearst – The Ultimate Tr-AI-ning partners
Starcom & Hearst
Client: Samsung
As AI enters everyday devices, trust—not innovation—has become the biggest barrier to adoption, especially in personal health. In partnership with Hearst, Samsung reframed Health AI not as a feature, but as a trusted training partner. By co-authoring credible guidance with Hearst’s health authorities, complex biometric data was transla...
Samsung, Galaxy Z Fold 7: Unfold the Unmissable
Starcom & Sky
Client: Samsung
To unlock the true value of foldable innovation, Samsung reimagined how the Galaxy Z Fold 7 was experienced, not explained. By fusing the device with Sky Sports’ most unmissable live moments, we turned premium content into a powerful, emotional product demonstration. This bold shift reframed mobile viewing, cut through category convent...
CORPORATE & UTILITIES
Essential for Living
MG OMD
Client: O2
O2’s rebrand marked a bold step‑change, shifting from product‑led messaging to a culturally resonant platform rooted in real human connection: Essential For Living. Guided by deep cultural intelligence, the brand moved into the moments, contexts and communities where people feel most alive - using high‑attention media, live events and ...
FREE RIDES TO STAMFORD BRIDGE WITH ONE RULE: DON’T TALK ABOUT FOOTBALL
Zenith x Chelsea Football Club x Samaritans x Ubiquitous
Client: Three
How Three, Chelsea FC and 40 London cabbies created an unexpected and life-changing experience on match days, helping football fans feel comfortable enough to open-up about their mental health.
Imagine what’s possible
Wavemaker UK, a WPP Media Brand and Purple Goat
Client: Irwin Mitchell
Safer SIMs: Equipping Parents, Protecting Children
WPP Media (OpenConnect team) and Posterscope
Client: EE
Savills: Engineering Selective Fame
Bountiful Cow
Client: Savills
By deliberately refocusing Savills to sit proudly in the most valuable end of the UK property market, we reversed share loss to boutique competitors and drove a two-year high in salience and consideration among the most affluent audiences. The campaign delivered a 65 percent year-on-year increase in high-value market appraisals, provin...
SKY BROADBAND: NEXT LEVEL TARGETING PRECISION
Publicis Next
Client: Sky
Sky are always improving their broadband network to make it available to more customers. By finding a new way to target only the households that are ‘new to network’ (those that can buy Sky's superfast broadband for the first time), we were able to deliver record-breaking brand and sales uplifts.
Tesco mobile: The great British phone switch
EssenceMediacom, a WPP Media Brand & Channel 4
Client: Tesco Mobile
FASHION & BEAUTY
740
Mediahub
Client: New Balance
To launch the New Balance 740, we turned time into the media platform. The campaign ran in two daily moments, 7:40 am and 7:40 pm, with creative, placements, and BeReal prompts shifting in real time to reflect how Gen Z moves through the day. The shoe became a living demonstration of all-day versatility. The result was New Balance’...
Adidas: be here now… for the cultural moment of the year!
EssenceMediacom, a WPP Media Brand & JL
Client: Adidas
Bed Head - Ban The Bland
Cream
Client: Bed Head by TIGI
A Head for Stealing Share: How Bed Head rebelled and won big Re-launching into the consumer space in 2022, by 2025 Bed Head was no longer a newcomer on the market, our task in media was to accelerate growth. Operating in a haircare market defined by sameness, Cream helped Bed Head turn its disruptive brand DNA into a creator...
Lancôme Holiday Gifting Express: 90 Years of First-Class Beauty
One L'Oréal, Publicis Media
Client: Lancôme
NYX PMU Proudly Pro- You: When Representation Still Isn’t Equal
One L'Oréal, Publicis Media
Client: NYX PMU
Primark - Wearing Permission in Public
Starcom
Client: Primark
Denim is fashion retail’s most unforgiving category. If shoppers question your denim, they question your brand. Primark entered 2025 facing precisely this challenge. While awareness remained near universal, denim sales were declining despite continued category growth, signalling a credibility gap rather than a demand issue. Consumers k...
Puig – Launching La Bomba with a Bang
Starcom
Client: Puig
Carolina Herrera needed to grow share with Gen Z and their new fragrance, La Bomba, but faced a market dominated by fast, cheap, culturally fluent alternatives. To stand out, the launch turned the invisible into visible but coded flashes of personality, embedding the scent into everyday spaces Gen Z inhabit with 3D DOOH, taxi & TikTok ...
FOOD, DRINK & HOUSEHOLD
A Cat-egory Disruption: Purina Gourmet takes feline fine dining to foodies
WPP Media (OpenMind team)
Client: Nestlé / Purina Gourmet
BIRDS EYE: CHICKEN SHOP ENERGY
Zenith x EA Sports
Client: Birds Eye
Birds Eye chicken was increasingly squeezed by private label in a beige, price-led frozen aisle battle. We re-framed the competitor set and positioned ourselves closer to chicken shop culture, dropping into Gen Z’s at-home hangouts, in-game, in-stream and in-feed to drive a +26% sales uplift in a price-led category
Dr Pepper: Stay weird
EssenceMediacom, a WPP Media Brand
Client: Dr Pepper
Kleenex x Mr Doodle: turning media into accessible art
PHD, Talon & Grand Visual
Client: Kleenex
Ristorante Book Club
Wavemaker UK, a WPP Media Brand
Client: Dr Oetker
Secret Menu
OMD UK
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk abou...
The Filet-O-Fish Facebook Society of 2012
OMD UK
Client: McDonald's
The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”. But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turn...
The Perfect Gift
MG OMD
Client: Waitrose & Partners
The Perfect Gift redefined festive advertising by behaving like the year’s biggest film release. With a bold, cinematic strategy and standout cultural moments, the campaign captivated the nation and became a talked‑about seasonal highlight.
MEDIA & ENTERTAINMENT
Educating Yorkshire
OMD UK
Client: Channel 4
Over a decade after it first took the country by storm, Educating Yorkshire was set to return. In it’s honour, we wanted to unleash the very thing that made the show the show. Them. The kids. We didn’t need a strategy. They were the strategy. So, we hired them. We headed up t’ West Yorkshire, to explain how marketing work...
How Netflix Made The UK Question Reality for Black Mirror
iProspect
Client: Netflix
To launch the seventh season of Black Mirror, we set out to create not just a campaign, but a cultural moment; one that blurred the lines between fiction and reality. Our goal was bold: make Black Mirror the most talked about show in April and dominate streaming viewership. But with a tech-savvy, conspiracy-loving audience immune to tr...
ITV: Taking the ‘code of silence’
EssenceMediacom a WPP Media Brand & ITV Media
Client: ITV
The Telegraph: Frontlines of Free Speech
Bountiful Cow
Client: The Telegraph
On the third anniversary of the conflict in Ukraine, the Telegraph’s Ukraine: The Latest was translated into Russian and Ukrainian using AI voice tech. Instead of using our budget to promote it in social media, we decided to take it physically into Kyiv through the city’s most unavoidable media spaces - on Europe’s largest ou...
Wicked for good: Wake up inside OZ
EssenceMediacom, a WPP Media Brand & Havas Play UK
Client: Universal
WSQK The Squawk - the UK’s first branded radio station with Global, iProspect and Netflix's Stranger Things Season 5
Global / iProspect
Client: Netflix
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hou...
HEALTHCARE
Boots online doctor: Misinformation medics
EssenceMediacom, a WPP Media Brand & LADbible
Client: Boots
Everything’s fine…until it’s not. The healthcare campaign that pressed pause on TV.
EssenceMediacom, a WPP Media Brand & ITV
Client: Benenden Health
Feel at Ease
Initiative UK
Client: Bupa Dental
Bupa Dental Care confronted a critical challenge: the paralysing anticipation of the dental chair which peaks before practice visits. ‘Feel At Ease’ delivered reassurance where fear really lives – out of the practice and into the real world. In a concentrated Manchester pilot, we brought public reassurance to everyday spaces throu...
Hard Men Talk
Hearts & Science; LADbible
Client: Opella - Cialis
Cialis® Together set out to break the silence around erectile dysfunction (ED), a condition wrongly perceived as an ageing issue. In reality, 30% of men under 40 experience ED, and for 85% of them, the cause is psychological. Yet stigma persists—61% of men think ED is too taboo to discuss, and restrictive media policies make awareness ...
The Allevia Pollen Passport
Hearts & Science; MRM Spain
Client: Opella - Allevia
Allevia, the UK’s #1 hayfever brand, sought to grow beyond the April–July allergy peak, where 88% of spend occurs. With global pollen levels rising (+13% YoY), we uncovered a critical insight: over one-third of Brits book holidays in January—yet remain unaware of allergy risks at their destinations. To seize this opportunity, Hearts ...
The London HIV Prevention Programme
the7stars
Client: The London HIV Prevention Programme
The London HIV Prevention Programme (LHPP) is a pan-London partnership funded by all 32 boroughs and the City of London Corporation, united by a single ambition: zero new HIV transmissions by 2030. HIV prevention would only become relevant when it stopped behaving like a niche issue and started behaving like a shared civic conversation...
PUBLIC SECTOR & CHARITIES
Driving submariner recruitment with the world’s first government digital human
Wavemaker UK, a WPP Media Brand and Voxly Digital partner
Client: The Royal Navy
Educating Yorkshire Partnership
Wavemaker UK, A WPP Media Brand and MGomd
Client: Department for Education - Get Into Teaching
FROM SELLING THE STRUGGLE, TO A £14M SUMMIT
Zenith
Client: Macmillan Cancer Support
While charity competitors focused on articulating their purpose, Macmillan and Zenith made a bold move. We realised that cash-strapped donors weren’t looking for another reason to feel heavy; they were looking for a reason to have fun. By pivoting Mighty Hikes from a localised sponsored event to an opportunity to explore the UK, we did...
Helping A Charity Few Could Remember Take On Dementia - The UK's Biggest Killer
Medialab
Client: Alzheimer's Society
Dementia is the UK’s biggest killer, placing immense strain on families, public services and society. Despite its scale and complexity, it has been under-represented and under-funded for years. Alzheimer’s Society, one of the few organisations capable of leading the fightback against dementia, faced a challenge of chronic invisibility ...
Historic environment Scotland: Heritage for all
EssenceMediacom a WPP Media brand
Client: Historic Scotland
Overcooked: Live
Arena Media
Client: Make-A-Wish UK
One child every hour in the UK is diagnosed with a critical illness and becomes eligible for a life-changing wish. During Make-A-Wish UK’s fifth annual Wish 200 Week, we harnessed the power of gaming to turn awareness into action, using creators, community, and play to smash fundraising targets. Our focus was Gaming Millennials, ...
The cancer detectives: Acting on the key metric
EssenceMediacom a WPP Media Band, Channel 4 & Dragonfly
Client: CRUK
Warming the UK up to low carbon heating with a trusted British soap
OmniGOV at MG OMD
Client: DESNZ (Department of Energy Security & Net Zero)
The UK’s commitment to achieving net zero emissions by 2050 demands transformative changes in individual behaviour, including the widespread adoption of renewable technologies such as heat pumps. However, the high upfront costs, installation disruption, and misinformation have hindered uptake. Our campaign addressed these challenges by...
RETAIL – ONLINE & OFFLINE
A tale of two farming giants
Wavemaker UK, a WPP Media Brand and Amazon
Client: Morrisons
Aldi's Christmas Wedding – a total media love story
Starcom & McCann
Client: Aldi
As Christmas approached Aldi sought to connect with shoppers seeking reassurance, instead of everyday value. To achieve this, we built emotional continuity through an episodic wedding story around Kevin the Carrot, rather than relying on a traditional early TV peak. Delivered as a joined-up media system across TV, entertainment, newsbr...
At last, a Christmas campaign that's real
EssenceMediacom a WPP Media Brand
Client: Tesco
Batch from Scratch
OMD UK
Client: Lidl GB
From aisles to applause: Tesco clubcard’s show-stopping BGT sponsorship
EssenceMediacom a WPP Media Brand and ITV
Client: Tesco
IKEA Oxford Street - An Iconic Launch
iProspect & Mother
Client: IKEA
As Britain’s high streets declined, IKEA chose Oxford Street - the nation’s most symbolic retail battleground - to redefine its brand and consumers’ relationships to IKEA. Tasked with reaching 80% of Londoners, driving mass footfall to a new-format store and creating IKEA’s most talked-about launch ever, iProspect’s launch campaign nee...
Making Style Pay
Mindshare, a WPP Media Brand and D2D
Client: Marks & Spencer (Fashion, Home & Beauty)
TRAVEL & LEISURE
Guided by Flavour
Initiative UK
Client: GetYourGuide
Food has become one of the most powerful ways people choose and imagine travel destinations, yet the journey from inspiration to action is often fragmented. GetYourGuide recognised the opportunity to bridge this gap by using food culture as a lens for discovering places more deeply. Through Guided by Flavour, we showed how local flavou...
Jet2: Nothing beats a long-term strategy
Wavemaker UK, a WPP Media Brand
Client: Jet2.com & Jet2 Holidays
Journey Further x Park Holidays
Journey Further
Client: Park Holidays
In 2025, the UK domestic travel market contracted by 4%, with key factors including economic tightening and negative industry sentiment. While competitors engaged in a race to the bottom on price, Park Holidays partnered with Journey Further to pivot from generic demand capture to a sophisticated, audience-led trust strategy. The...
Nothing Beats... Excellent Media Craft that Drives Results
EssenceMediacom, a WPP Media Brand
Client: TUI
Nudging Drivers from Congestion to Conversion
Wavemaker UK, a WPP Media Brand and VCCP
Client: Transport for London
Powering Relevance for Rail
T&P and TMW
Client: Govia Thameslink Railway
DATA & CRM
THE CRM & MEDIA AWARD
Samsung: Orion, the data bridge that unlocked growth
Starcom and Orion
Client: Samsung
Samsung faced a major blind spot: third-party retailers held most sales data, leaving no realtime view of market performance. Starcom built Orion, a bespoke data bridge connecting marketwide sales with Samsung.com behavioural signals for the first time. By modelling two years of data and activating insights directly into media platform...
Side Missions
OMD UK
Client: McDonald's
McDonald’s had become a routine stop rather than the highlight of people’s days, so we set out to turn those everyday visits into something that could be celebrated. We called on gaming culture, realising that unplanned McDonald’s visits were already functioning as ‘side missions’ to every-day life. We elevated the tiny, joyful d...
Winning value, one postcode at a time
EssenceMediacom, a WPP Media Brand
Client: Tesco
THE DATA & CREATIVITY AWARD
From Data to Life-Saving Donations
OmniGOV at MG OMD & Havas
Client: NHS Blood & Transplant
The NHS needs 4,300 blood donations daily, on average, to meet the needs of hospitals, but with other issues dominating headlines, donation can easily fall off the public radar. NHSBT uses paid media as a key lever to drive donation appointment bookings but as they carefully balance the demand for different blood types - appointment av...
Indeed.co.uk: Aligning Two Missions At War
EssenceMediacom, a WPP Media Brand
Client: Indeed
Nudging Drivers from Congestion to Conversion
Wavemaker UK, a WPP Media Brand and VCCP
Client: Transport for London
Relative Advantage: Unblocked
Bountiful Cow
Client: Hilltop Honey, Numen, The Body Coach
Despite 96% of the population either reading, listening to or watching news, advertisers have become distinctly newsphobic. Quality news publishers in particular have been unfairly penalised by brand safety blocking technology which prevents as much as 40% of their inventory running advertising. Brand safety blocking technology is not ...
The AI discovery bank
Initiative UK
Client: NatWest
As UK savers turned away from traditional bank advisors on the high street, and towards feeds, forums and AI, NatWest faced an existential challenge. Our breakthrough came from treating creativity not as execution, but as engineering. We transformed 10,000 real voices into structured datasets, machine‑readable assets and AI‑friendly co...
The Allevia Pollen Passport
Hearts & Science; MRM Spain
Client: Opella - Allevia
Allevia, the UK’s #1 hayfever brand, aimed to grow beyond the April–July allergy peak, where 88% of spend occurs. With global pollen levels rising (+13% YoY), we uncovered a critical insight: over one-third of Brits book holidays in January—yet remain unaware of allergy risks at their destinations. To seize this opportunity, Hearts &...
THE BIG WEEKEND PREDICTOR: PREDICTING DRAMA TO DRIVE SUBSCRIPTIONS
Publicis Next
Client: Sky
It should make sense to align Sky Sports media investment to when the Big Six play to drive subscriptions. But our ‘Big Weekend Predictor’ proved that the Big Six hype didn’t always align with what motivated prospective subscribers. We quantified the true value of each game, eliminating waste on low-hype weekends, turning media plannin...
Turning Broadband Failure into Media Advantage
Carat UK
Client: VodafoneThree
Vodafone Home Broadband faced slowing growth in a low‑salience, high‑inertia category dominated by a heavily outspent market leader. Rather than compete on share of voice, Vodafone identified a sharper opportunity - broadband only matters when it fails. By using live service‑disruption data to trigger media locally and in real ti...
INSIGHT & INNOVATION
BEST COMMERCE MEDIA STRATEGY
Co-op Media Network, Coca Cola Europacific Partners, Special Olympics Great Britain and The Makaton Charity: Making Meals That Matter
Co-op Media Network
Client: Coca-Cola Europacific Partners, Special Olympics Great Britain & The Makaton Charity
Meals that Matter is a commerce media strategy developed by Coca-Cola Europacific Partners, Co-op Media Network, Special Olympics Great Britain and the Makaton Charity. Built around an exclusive £6 meal deal, the strategy used retail media to convert shopper insight into action, driving incremental sales while increasing visibility for...
Culture + Commerce: The New Blueprint in Alcohol
EssenceMediacom, a WPP Media Brand
Client: Suntory -196
KitKat Blocks: Pioneering Omnichannel Retail Media for NPD Success
WPP Media (OpenMind team) and Tesco
Client: Nestlé / KitKat
Maybelline Mascara Masterclass
One L'Oreal, Publicis Media
Client: Maybelline
Meat‑Free Made Easy: reigniting plant‑based growth
Tesco, Tesco Media, Plant Futures and plant based suppliers
Client: Tesco, Tesco Media, Plant Futures and plant based suppliers
As the plant‑based category was slowing, Tesco, Plant Futures and eight leading suppliers united in a first‑of‑its‑kind, category‑wide collaboration to reignite growth. Powered by Plant Futures’ insight that 30% of the nation are ‘open omnivores’ and the precision of Clubcard behavioural signals, we built bespoke audiences of shoppers ...
Philly x NYB
Pop30, media powered by Spark
Client: Philadelphia
Brunch is booming and deeply loved, yet Philadelphia’s association with the occasion was minimal, leaving significant headroom for growth. Insight revealed that brunch decisions are not made in the cheese aisle, meaning Philadelphia was absent at the key moment of inspiration. To unlock growth, the strategy tackled the barrier at its r...
Reclaiming the biscuit aisle with a century-strong commerce strategy
Capture
Client: pladis
When McVitie’s Chocolate Digestives turned 100, we faced a challenge bigger than a birthday. Inflation was driving shoppers toward cheaper own-label alternatives, risking our relevance and visibility. To reverse this trend, we wanted to build off the back of our True Originals 1.0 campaign, which reminded the nation that McVitie’s were...
Tail-Wagging Q4 Results: Unleashing Q4's Potential for Sure Petcare
Havas Market UK
Client: Sure Petcare
The Commerce Connector: Bringing Google and Amazon’s data together to revolutionise online sales for Nestlé
WPP Media (OpenMind team) and Google
Client: Nestlé / Purina Pro Plan & Nescafé Dolce Gusto
Toblerone & the world’s first shoppable choir
Publicis Media
Client: Toblerone
Christmas gifting is a high‑pressure moment dominated by familiar, “safe” chocolate brands. For Toblerone Diamond Truffles — a relatively new entrant with low awareness — standing out against icons like Lindor and Ferrero Rocher required more than louder advertising. With a limited budget and new LHF restrictions cutting off traditiona...
BEST USE OF INSIGHT
Cancer Detectives
EssenceMediacom, a WPP Media Brand
Client: Cancer Research UK
FROM SELLING THE STRUGGLE, TO A £14M SUMMIT
Zenith
Client: Macmillan Cancer Support
While charity competitors focused on articulating their purpose, Macmillan and Zenith made a bold move. We realised that cash-strapped donors weren’t looking for another reason to feel heavy; they were looking for a reason to have fun. By pivoting Mighty Hikes from a localised sponsored event to an opportunity to explore the UK, we did...
Kärcher – Pressure Point Planning
Starcom
Client: Kärcher
Kärcher's 'Pressure Point Planning' campaign elevated planning with true insight by identifying that indoor cleaning isn't routine, but driven by emotional 'pressure points.' Leveraging OnePulse research, we uncovered specific trigger moments causing stress or embarrassment. This deep human insight enabled a live targeting system, acti...
Part of the Game
Mindshare UK, a WPP Media Brrand, MullenLowe, Arsenal Football Club, Meta, TikTok, Global, MG Empower, Wasserman and Golin
Client: Unilever - Persil
The AI discovery bank
Initiative UK
Client: NatWest
Two in five UK adults have under £1,000 saved, and they’re no longer asking banks for help - they’re asking feeds, forums and AI. With machine‑generated savings answers surging 300%, and over 1.7 million savings queries typed into Google each year in the UK - NatWest was vanishing from the moments that shape financial decisions. Our da...
The Allevia Pollen Passport
Hearts & Science; MRM Spain
Client: Opella - Allevia
Allevia, the UK’s #1 hayfever brand, sought growth beyond the April–July allergy peak, where 88% of spend occurs. The insight? Over one-third of Brits book holidays in January—yet pollen risks at destinations remain invisible. With global pollen levels rising (+13% YoY), this was a golden opportunity. Enter The Allevia Pollen Passpor...
THE BIG WEEKEND PREDICTOR: PREDICTING DRAMA TO DRIVE SUBSCRIPTIONS
Publicis Next
Client: Sky
It should make sense to align Sky Sports media investment to when the Big Six play to drive subscriptions. But our ‘Big Weekend Predictor’ proved that the Big Six hype didn’t always align with what motivated prospective subscribers. We quantified the true value of each game, eliminating waste on low-hype weekends, turning media plannin...
Vaseline Verified
Mindshare, a WPP Media brand
Client: Unilever - Vaseline
TOTAL COMMUNICATIONS CAMPAIGN
Breaking the silence around Breast Cancer Screening
Wavemaker UK, a WPP Media Brand, M&C Saatchi, Freuds, 23Red, MMC, BDG, OmniGov
Client: NHS
IKEA Ocford Street - An ICONIC Launch
iProspect x Mother x Hope & Glory x RAPP x Weber Shandwick x IKEA
Client: IKEA
As Britain’s high streets faced continued decline, IKEA chose Oxford Street to signal a new era for both the brand and city-centre retail. This was not simply a store opening, but campaign that touched every consumer touchpoint in its quest to reshape perceptions of IKEA’s format and of Oxford Street. Our ambition was to reach the vast...
ITV: Taking the 'Code of Silence'
EssenceMediacom, a WPP Media brand
Client: ITV
Part of the Game
Mindshare UK, a WPP Media Brand; MullenLowe; Arsenal Football Club, Meta, TikTok, Global, MG Empower, Wasserman and Golin
Client: Unilever - Persil
Secret Menu
OMD UK
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk ...
Side Missions
OMD UK
Client: McDonald's
McDonald’s had become a routine stop rather than the highlight of people’s days, so we set out to turn those everyday visits into something that could be celebrated. We called on gaming culture, realising that unplanned McDonald’s visits were already functioning as ‘side missions’ to every-day life. We elevated the tiny, joyful d...
Walkers Worcester Sauce
OMD UK
Client: PepsiCo
Nothing sparks love from the Brits quite like Walkers' legendary Worcester Sauce crisps. First launched in the '90s, they have the tangy kick of Worcestershire sauce that the nation can't get enough of. A true British icon. But in early 2022, disaster struck. Walkers pulled Worcester Sauce crisps from shelves, sending shoc...
Wicked For Good: Wake Up Inside Oz
EssenceMediacom, a WPP Media brand
Client: Universal
PRODUCT INNOVATION – MEDIA OWNER
EV Ready Home
Zoopla
Client: Vauxhall
A global and industry first, Zoopla and Vauxhall partnered to redefine how electric vehicle readiness is considered in the home buying journey, removing one of the biggest barriers to EV adoption. With the UK committed to net zero and the 2030 ban on new petrol and diesel car sales fast approaching, millions of drivers now face a...
Future Optic
Future
Client: Future Optic
The way consumers search, discover and evaluate information is rapidly evolving as AI-powered platforms become a common starting point alongside traditional search. As more answers are delivered directly within AI interfaces, publishers and advertisers face a fundamental challenge: maintaining visibility, value and commercial relevance...
Octave AI’s offering to advertisers for an end-to-end audio advertising solution
News UK
Client: Sky & Publicis
Octave AI, launched in October 2025 as part of News UK’s Octave audio-visual advertising business, offers advertisers an end-to-end audio advertising solution combining dynamic creative, premium inventory, and first-party data. The platform makes audio advertising more accessible, enabling brands to deliver high-quality, tactica...
Premium World
Ozone
Client: n/a
Ozone’s Premium World is a game-changing multi-market innovation designed to remove the friction of activating campaigns across a fragmented international publisher landscape. By offering scaled simplicity for time-pressed international brands and agencies, it provides a high-performance alternative to the major platforms, while also c...
PRODUCT INNOVATION – MEDIA AGENCY
A Massive Breakthrough in SOV Understanding
EssenceMediacom, a WPP Media brand
Client: Tesco
Aligning Two Missions at War in One Product
EssenceMediacom, a WPP Media brand
Client: Indeed
How Brave Bison boosted ROAS by 195% for Trafalgar Travel through AudienceGPT and AdStudio
Brave Bison
Client: Trafalgar Travel
Trafalgar Travel faced a major performance challenge: up to $300,000 in paid social media spend was going unused due to a lack of insight-led creative that could convert demand at scale. Brave Bison partnered with Trafalgar to solve this using AI, not as an add-on, but as the engine behind performance decision-making. Using...
Less Is More
Spark Foundry
Client: Miele
Miele sells premium appliances built to last — but in a category dominated by louder, bigger-spending brands, its awareness and consideration were flatlining, and price barriers made growth harder. The usual response is to go broader nationally, but for Miele that would have diluted limited budget and increased waste. So we flip...
Relative Advantage: Unblocked
Bountiful Cow
Client: Numen, Hilltop Honey, The Body Coach
Despite 96% of the population either reading, listening to or watching news, advertisers have become distinctly newsphobic. Quality news publishers in particular have been unfairly penalised by brand safety blocking technology which prevents as much as 40% of their inventory running advertising. Brand safety blocking technology is not ...
Responsible Media Algorithm
Mediahub
Client: Charity X
We built a custom bidding algorithm powered by the ESG Media Index, turning sustainability from a reporting metric into a live optimisation signal. The system balanced performance, context, and ESG scores in real time, creating a more responsible programmatic ecosystem for Pinterest and Charity X. The approach delivered up to +14pp ...
Shaping the Nation
WPP Media (collaborating with Meet the 85%, The People, Diversity Standards Council, Blis, Captify, Channel 5, JC Decaux, Mobsta, Sky and Reach)
Client: WPP Media
CREATIVE IDEA: BUDGET OVER £250K
Educating Yorkshire
OMD UK
Client: Channel 4
Over a decade after it first took the country by storm, Educating Yorkshire was set to return. In it’s honour, we wanted to unleash the very thing that made the show the show. Them. The kids. We didn’t need a strategy. They were the strategy. So, we hired them. We headed up t’ West Yorkshire, to explain how marketing work...
Everything's fine... until it's not. The healthcare campaign that pressed pause on TV
EssenceMediacom, a WPP Media brand
Client: Benenden Health
From Aisles to Applause: Tesco Clubcard's show-stopping BGT Sponship
EssenceMediacom, a WPP Media brand
Client: Tesco Clubcard
How Black Mirror Made The UK Question Reality
iProspect
Client: Netflix
To launch the seventh season of Black Mirror, we set out to create not just a campaign, but a cultural moment; one that blurred the lines between fiction and reality. Our goal was bold: make Black Mirror the most talked about show in April and dominate streaming viewership. But with a tech-savvy, conspiracy-loving audience immune to tr...
Secret Menu
OMD UK
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk ...
The Journey IIOME
Initiative UK
Client: Nike
When England’s Lionesses secured their historic back-to-back European championship, Nike Football faced the challenge of honouring a generational victory without getting lost in a saturated social feed. To capture the attention of "Gamechangers" (17-25 yr old footballers), Nike moved beyond traditional advertising to invent a new media...
WSQK The Squawk, the UK’s first branded radio station with Global, iProspect and Netflix's Stranger Things Season 5
Global / iProspect
Client: Netflix
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hou...
CREATIVE IDEA: BUDGET UNDER £250K
Camden Stout - Honest Reviews
Starcom
Client: Starcom
To challenge Guinness’s dominance in stout, Camden took a bold, culturally native approach to earning trust where it matters most: in the pub. By turning private reactions into public endorsement, the brand created a new kind of social proof for stout drinkers, making trial visible, credible and contagious. The result was a distinctive...
Herephones: When Media Became The Message
Medialab
Client: St Mungo's
Homelessness is visible everywhere, yet the human stories and the organisations working every day to change lives often remain unseen. For St Mungo’s, building brand awareness is essential to long-term support, but difficult to sustain with limited budgets. When delivering this brand campaign, the priority was clear: increase aw...
Making history with Netflix and The Thursday Murder Club
The Telegraph & iProspect
Client: Netflix
Like a would-be assassin during a convenient power cut, we couldn't let this opportunity pass us by. To celebrate the release of The Thursday Murder Club on Netflix, The Telegraph’s Puzzles team flipped the script to create a bespoke series of blood-soaked brainteasers for readers – a first in their 100-year puzzling history. With puzz...
The Allevia Pollen Passport
Hearts & Science; MRM Spain
Client: Allevia
In 2024, Allevia—already the UK’s #1 hayfever brand—faced a challenge: 88% of allergy spend occurs during April–July, leaving growth opportunities untapped. To expand beyond the UK hayfever season, Hearts & Science launched The Allevia Pollen Passport, a first-of-its-kind platform blending global pollen intelligence, personalised value...
The Filet-O-Fish Facebook Society of 2012
OMD UK
Client: McDonald's
The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”. But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turn...
Vaseline Verified
Mindshare, a WPP Media brand
Client: Unilever - Vaseline
CONTENT
BEST SOCIAL STRATEGY
Activate
Freuds
Client: The Department for Health and Social Care
Activate! Getting the “six–seven!” generation moving. Childhood inactivity is rising, with over half of UK children – especially those in deprived areas – failing to meet daily activity guidelines. School holidays make it worse: no PE, no structure, and children glued to screens. Exercise can feel intimidating or “not for them”, ...
Curry Sells
Spark Foundry
Client: Currys
Currys is famous for the big-ticket staples (TVs, laptops, appliances) — but modern “consumer electronics” is now a huge world of tech-led lifestyle products, from massage guns to smart composters. As shopping shifted from search to scrolling, those quirky, high-margin “hidden gems” were being overlooked, simply because people didn’t k...
Fan Debates
LADbible Group
Client: Dominos
Misinfomation Medics
EssenceMediacom, a WPP Media Brand
Client: Boots
Night Mode FC
Initiative UK & Twitch
Client: Nike
To capture the attention of "Gamechangers" (17-25 yr old footballers) whose lives now play out through late-night doomscrolling and streaming, Nike Football launched NIGHT MODE FC. This unprecedented social strategy transformed Twitch into a live, three-hour retro-horror experience, moving beyond traditional ads to "haunt" the platform...
The Filet-O-Fish Facebook Society of 2012
OMD UK
Client: McDonald's
The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”. But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turn...
Vaseline Verified
Mindshare, a WPP Media Brand
Client: Unilever - Vaseline
BEST USE OF EXPERIENTIAL
FREE RIDES TO STAMFORD BRIDGE WITH ONE RULE: DON’T TALK ABOUT FOOTBALL
Zenith x Chelsea Football Club x Samaritans x Ubiquitous
Client: Three
How Three, Chelsea FC and 40 London cabbies created an unexpected and life-changing experience on match days, helping football fans feel comfortable enough to open-up about their mental health.
Fully Bringing on the Boom
Bicycle London / Ocean Outdoor / Leo UK
Client: MOJU
To elevate MOJU from a functional product ritual to an emotional brand platform "Bring on the Boom," Bicycle London wanted to transform standard sampling into a "fame-making" media event. Leveraging the visceral "kick" of ginger shots, we partnered with Ocean Outdoor and Leo UK to build the "Boom Booth" at Westfield Stratford. Th...
Kleenex x Mr Doodle: turning media into accessible art
PHD, Talon & Grand Visual
Client: Kleenex
The UK's Most Remote Gig
MG OMD
Client: O2
O2 set out to prove the true power of its network by delivering the UK’s most remote live‑streamed gig - an ambitious, mountain‑top performance. Powered entirely by O2’s 5G capabilities, the experience connected audiences across the Highlands, London’s Outernet and online, transforming extreme geography into a compelling proof of netwo...
Turning Gifting Anxiety Into Festive Delights
Publicis Media
Client: Toblerone
Every aisle, ad and feed is packed with the same golden ribbons and copy‑paste cheer. Toblerone Diamond Truffles needed to stand out — bold, unmistakable, and as iconic as its shape. Despite 2.5 years in market, awareness and trial lagged behind Ferrero Rocher and Lindor. With new LHF restrictions cutting off traditional channels, Tobl...
WRAPPER’S DELIGHT: LESS AI, MORE REAL AF
Zenith
Client: Spotify
We followed Spotify's most criticised Wrapped in 2024, with its most celebrated by breaking data out of the algorithm and into the real world, resulting in a 72% increase in engagements and a 20% increase in positive brand sentiment.
Yorkshire Tea Cherry Bakeover
Goodstuff
Client: Yorkshire Tea
With black tea in decline, Yorkshire Tea launched its Speciality Brew range to attract younger audiences and reinvigorate the tea break. However, in a crowded category, the range held just 5.8% share, and a new flavour, Cherry Bakewell, needed more than a conventional FMCG launch. The challenge was to drive awareness, trial, and cultur...
BRANDED CONTENT - TV & CINEMA
Batch from Scratch
OMD UK
Client: Lidl GB
Farm to Foodhall
Mindshare, a WPP Media Brand
Client: M&S
LEGO Build the Thrill with F1
Starcom x Sky
Client: LEGO
This LEGO campaign pioneered branded content on TV with 'F1 Kids', redefining motorsport viewing for families. Partnering with Sky Sports, LEGO co-created a first-of-its-kind live F1 broadcast featuring child commentators, simplified storytelling, and playful graphics. This integrated approach went beyond sponsorship, embedding LEGO's ...
Making Vinted and pre-loved fashion the main event
Mindshare a WPP Media Brand, Lion TV & Lime Pictures, RECIPE and Prime Video
Client: Vinted
The Replacer
Mediahub
Client: Activision
They call me The Replacer. When the world’s biggest names vanish into another world, I’m the one who shows up. In a world where ads get skipped, muted, and ignored, you don’t ask for attention. You walk straight into the moment. I didn’t run the ad break. I ran the broadcast.
BRANDED CONTENT - SOCIAL / MOBILE / DIGITAL
Airport Gifting Expectations Make Viral Chaos
Publicis Media
Client: Toblerone
Toblerone’s “Tantrum Girl” began as a piece of social-first branded content designed to feel spontaneously captured in the chaos of airport travel, The video centred on a playful, relatable moment: a young girl theatrically melting down after returning from a family trip without a Toblerone. Rooted in a familiar emotional truth, the co...
Boots Online Doctor: Misinformation Medics
EssenceMediacom, a WPP Media Brand
Client: Boots
Monzo - The Book of Money
Influencer
Client: Monzo
Knowing when to step back and let creators lead can be powerful, especially when tackling taboo subjects like money, where confidence and trust matter. When we launched The Book of Money campaign for Monzo, the aim wasn’t to just plug the product; it was to start a conversation that genuinely helped demystify personal finance and make ...
More Than a Rub Club
Channel 4
Client: Voltarol
Voltarol partnered with Channel 4 to address the growing loneliness crisis impacting disabled and LGBTQ+ communities, recognising the powerful role movement plays in creating belonging and social support. As cheaper alternatives threatened brand loyalty, Voltarol needed to offer genuine value beyond functional pain‑relief messaging. Ch...
O2 and Word on the Curb
MG OMD, Unite
Client: O2
O2 and Word on the Curb redefined branded content by shifting from representation to genuine, community‑rooted connection. Through culturally authentic storytelling led by trusted creators, the work showed how O2’s connectivity empowers real moments of belonging: supporting families, widening networks of care, and strengthening inclusi...
Tesco Mobile: The Great British Phone Switch
EssenceMediacom, a WPP Media Brand
Client: Tesco Mobile
The Filet-O-Fish Facebook Society of 2012
OMD UK
Client: McDonald's
The only seafood option on the McDonald’s menu, the relevance of the Filet-O-Fish on the McDonald’s menu was under question – with fans often subjected to comments such as “you’re ordering what?!”. But in the depths of Facebook lived an abandoned group of just six fans – The Filet-O-Fish Facebook Society. So we unearthed it, turn...
The North Face: The Coldest Dub
the forge at PHD
Client: The North Face
Despite a commanding lead in the outdoor category, The North Face faced a challenge: the brand’s ubiquity on the hight street was turning off a younger, style-driven audience who no longer felt like it was for them. This audience has disproportionate influence, so it was critical to win them back – but relevance would have to be earnt....
Tinder Double Date Island
Raptor and OMD
Client: Tinder
Tinder Double Date Island was a continent spanning reality dating series designed to bring fun, low-pressure dating to life for Gen Z. The task was to drive awareness and adoption of the new Double Date feature across Europe, ultimately proving Tinder understands how Gen Z really wants to meet. Eight best-friend creator pairs fro...
BRANDED CONTENT - PODCAST & RADIO
Absolute Collagen: Radiant as a Radioactive Seal
EssenceMediacom, a WPP Media Brand
Client: Absolute Collagen
From Postcode to Podcast: Unlocking Record Results for People’s Postcode Lottery
the7stars UK Ltd / Goalhanger
Client: People's Postcode Lottery
Google Gemini: Head-To-Head with ChatGPT
EssenceMediacom, a WPP Media Brand
Client: Google Gemini
Kopparberg x Capital Dance
the7stars
Client: Kopparberg
Here’s how Kopparberg won back younger drinkers by creating a first-of-its-kind event which took over an entire day of live radio and fuelled a Summer of embracing each day to the full.
Moonpig: How Owning Pre-Results Emotion Created an A* In Cards
EssenceMediacom, a WPP Media Brand
Client: Moonpig
Tombola Asks: Who are you checking for?
EssenceMediacom, a WPP Media Brand
Client: Tombola, Breast Cancer Now & Bauer
WSQK The Squawk, the UK’s first branded radio station with Global, iProspect and Netflix's Stranger Things Season 5
Global / iProspect
Client: Netflix
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hou...
BRANDED CONTENT - GAMING
BIRDS EYE: CHICKEN SHOP ENERGY
Zenith x EA Sports
Client: Birds Eye
Birds Eye chicken was increasingly squeezed by private label in a beige, price-led frozen aisle battle. We re-framed the competitor set and positioned ourselves closer to chicken shop culture, dropping into Gen Z’s at-home hangouts, in-game, in-stream and in-feed to drive a +26% sales uplift in a price-led category.
Night Mode FC
Initiative UK & Twitch
Client: Nike
To capture the attention of "Gamechangers" (17-25yrs footballers) who have traded channel surfing for late-night streaming, Nike Football created NIGHT MODE FC. Twitch transformed into a live, three-hour retro-horror experience centered on Nike’s "Scary Good" universe. An interactive gaming engine where the narrative could evolve, enab...
Side Missions
OMD UK
Client: McDonald's
McDonald’s had become a routine stop rather than the highlight of people’s days, so we set out to turn those everyday visits into something that could be celebrated. We called on gaming culture, realising that unplanned McDonald’s visits were already functioning as ‘side missions’ to every-day life. We elevated the tiny, joyful d...
Taking Intensity to the Next Level
PHD Manchester
Client: Takis
BRANDED CONTENT - EXPERIMENTAL, OUT OF HOME & PRINT
Adidas - You've Got This!
EssenceMediaCom, a WPP Media Brand
Client: Adidas
Aldi’s Celebrity Carrot Christmas Wedding Spectacular
Starcom & McCann
Client: Aldi
As Christmas shoppers seek reassurance alongside everyday value, Aldi needed a meaningful way to connect. By turning Kevin the Carrot’s wedding into a culturally authentic story and sharing it through news and magazine brands, we brought Aldi's playful narrative to life. A three-chapter journey across print, digital, and social mirrore...
Flutter Entertainment and Mail Metro Media: True editorial integration
EssenceMediacom, a WPP Media
Client: Flutter Entertainment and Mail Metro Media
Google Pixel: The Unlikely pairing of Vogue and Football
EssenceMediacom, a WPP Media Brand
Client: Google
Secret Menu
OMD UK
Client: McDonald's
Marketing orthodoxy tells brands to launch loud, explain fast, and maximise reach. We did the opposite. We hid. The Secret Menu wasn’t invented by McDonald’s… it already existed in fan culture. The Chicken Cheeseburger. Surf’N’Turf. Espresso Milkshake. We took something already whispered about and made it impossible not to talk ...
The Journey IIOME
Initiative UK
Client: Nike
To celebrate the Lionesses’ back-to-back European championship, Nike identified that moments of national pride are not validated in individual feeds but shared in collective physical spaces. “IIOME” bypassed saturated digital feeds to execute a high-impact OOH media takeover, turning the team's physical journey into a national narrativ...
WRAPPER’S DELIGHT: LESS AI, MORE REAL AF
Zenith
Client: Spotify
We followed Spotify's most criticised Wrapped in 2024, with its most celebrated by breaking data out of the algorithm and into the real world, resulting in a 72% increase in engagements and a 20% increase in positive brand sentiment.
Yorkshire Tea Cherry Bakeover
Goodstuff
Client: Yorkshire Tea
With black tea in decline, Yorkshire Tea launched its Speciality Brew range to attract younger audiences and reinvigorate the tea break. However, in a crowded category, the range held just 5.8% share, and a new flavour, Cherry Bakewell, needed more than a conventional FMCG launch. The challenge was to drive awareness, trial, and cultur...
CONTENT STRATEGY
A Lidl Content Strategy With Big Impact
OMD UK
Client: Lidl GB
Aldi Christmas wedding – a media love story
Starcom & McCann
Client: Aldi
As Christmas approaches, Aldi focused on connecting with shoppers in a meaningful way. Creating a long-running, episodic wedding story around Kevin the Carrot, we sustained emotion from engagement to the wedding day. Delivered as a unified content system across ITV, Bauer radio, print, and social, the campaign brought the story to life...
Everyone Needs a Squad - EE's Content First Approach to Empowering Young Women Through Football
WPP Media (OpenConnect team), Freeda and Loop
Client: EE
Hard Men Talk
Hearts & Science; LADbible
Client: Opella - Cialis
Cialis® Together set out to challenge the stigma surrounding erectile dysfunction (ED), a condition often misperceived as an ageing issue. In reality, 30% of men under 40 experience ED, and for 85% of them, the cause is psychological. Yet silence persists—61% of men think ED is too taboo to discuss, and restrictive media policies make ...
Lights, Camera, Action
Initiative UK
Client: Volvo
For the launch of the refreshed Volvo XC60 plug-in hybrid, we built Pulling Focus with content at the heart of the media strategy. We used cinema as the primary platform but designed a content system that could live beyond a single execution. Partnering with Curzon and DIVE’s Wild Spaces initiative, we created a programme of film-led a...
Night Mode FC
Initiative UK & Twitch
Client: Nike
To capture the attention of "Gamechangers" (17-25yrs footballers) who have traded channel surfing for late-night streaming, Nike Football launched NIGHT MODE FC. Twitch transformed into a live, three-hour retro-horror experience centered on Nike’s "Scary Good" universe. Nike turned Twitch into an interactive content canvas, where the n...
Storytelling at Scale: The Strategy for Landsec's Retail Portfolio
The Content Emporium
Client: Landsec
We deliver a fully integrated, insight-led content strategy for Landsec, a FTSE 100 commercial real estate leader, spanning social, CRM, websites, SEO and design across 17 shopping centres. Our role is to balance consistency at scale with content that feels local, human and relevant, ensuring every destination connects meaningfully wit...
Sun Originals: building a franchise engine for a video-first future
News UK
Client: The Sun
The Replacer
Mediahub
Client: Activision
They call me The Replacer. When the world’s biggest names vanish into another world, I’m the one who shows up. In a world where ads get skipped, muted, and ignored, you don’t ask for attention. You walk straight into the moment. I didn’t run the ad break. I ran the broadcast.
MEDIA PARTNERSHIPS: BUDGET UNDER £250K
Absolute Collagen: Radiant as a Radioactive Seal
EssenceMediacom, a WPP Media Brand
Client: Absolute Collagen
Aldi x Bauer Christmas wedding love-in
Starcom, McCann & Bauer
Client: Aldi
As Christmas approached, Aldi wanted to connect with shoppers looking for reassurance during the festive season. Working closely with Bauer Media and creative agency McCann, we turned Kevin the Carrot’s wedding into a live, unfolding celebrity-style story across OOH, radio, and print. This sustained emotional continuity, reinforced con...
Hard Men Talk
Hearts & Science; LADbible
Client: Opella - Cialis
Cialis® Together broke the silence around erectile dysfunction (ED), a condition wrongly perceived as an ageing issue. In reality, 30% of men under 40 experience ED, and for 85% of them, the cause is psychological. Yet stigma persists—61% of men think ED is too taboo to discuss, and restrictive media policies make awareness harder. A...
Part of the Game
Mindshare UK a WPP Media Brand, MullenLowe, Arsenal Football Club, Meta, TikTok, Global, MG Empower, Wasserman and Golin
Client: Unilever - Persil
World Menu Heist
OMD UK & LADbible
Client: McDonald's
McDonald’s across the world were launching crave-worthy items, leaving UK fans with major menu envy. They didn’t just want the food. They joked about stealing it. So, we took the joke seriously. Enter World Menu Heist. McDonald’s most audacious limited-time offer launch ever, where we “stole” the most coveted items from McDonald...
ZENITH, UBIQUITOUS TAXIS AND SAMARITANS: FREE RIDES TO STAMFORD BRIDGE WITH ONE RULE - DON’T TALK ABOUT FOOTBALL
Zenith x Chelsea Football Club x Samaritans x Ubiquitous
Client: Three
How Three, Chelsea FC and 40 London cabbies created an unexpected and life-changing experience on match days, helping football fans feel comfortable enough to open-up about their mental health.
MEDIA PARTNERSHIPS: BUDGET OVER £250K
Build The Thrill
Sky Media & Sky Sports F1 x Starcom
Client: The LEGO Group
Build The Thrill brought The LEGO Group and Sky F1 together to re‑energise families around LEGO’s vehicle range by tapping into the UK’s fast‑growing passion for Formula 1. While LEGO remained a loved brand, children were increasingly drawn to fast, screen‑led entertainment and drifting away from physical play earlier. LEGO needed to r...
From Aisles to Applause: Tesco Clubcard's Show-stopping BGT Sponsorship
EssenceMediacom, a WPP Media Brand
Client: Tesco
How Google Pixel and ITV are changing the face of sports journalism
EssenceMediacom, a WPP Media Brand
Client: Google Pixel and ITV
Powering Change: EDF Lights Up Coronation Street with ITV
Havas Media, Havas Play & ITV
Client: EDF
In a volatile, price-sensitive energy market, EDF launched Sunday Saver, offering 16 hours of free electricity in exchange for shifting usage away from peak weekdays. Most energy decisions are made at home, shaped by routine, and paid advertising rarely lands in the exact context where energy is used. Behaviour change needed a t...
Rugby like never before
Wavemaker UK, a WPP Media Brand, Asahi UK, Frukt, The Academy
Client: Asahi Super Dry
WSQK The Squawk, the UK’s first branded radio station with Global, iProspect and Netflix's Stranger Things Season 5
Global / iProspect
Client: Netflix
How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hou...
INTERNATIONAL CATEGORIES
BEST INTERNATIONAL STRATEGY
Align Technology: Invisalign x Disney – I’m Feeling FREAKIN’ Confident
Starcom
Client: Align Technology (Invisalign)
To accelerate Invisalign’s long-term relevance with the next generation, Align Technology took a bold cultural approach, reframing orthodontics through identity rather than medicine. By embedding Invisalign within the generational transformation story of Freakier Friday, the brand shifted perceptions across teens and parents, elevating...
DR PEPPER: STAY WEIRD
EssenceMediacom, a WPP Media Brand
Client: Dr Pepper
Making Vinted and pre-loved fashion the main event
Mindshare A WPP Media Brand, Lion TV & Lime Pictures, RECIPE and Mediaset Spain production.
Client: Vinted
Samsung: Galaxy S25 – Governing Discovery in the AI Era
Starcom
Client: Samsung
To future-proof Samsung’s leadership as consumer discovery shifted to AI, Samsung took a pioneering approach, treating LLMs as a new audience to be actively shaped. By building a global AI-visibility governance system with Brandlight.ai, Samsung secured authority, accuracy and recommendation for the Samsung Galaxy S25, creating a scala...
Starring Great Britain
OmniGOV at MG OMD
Client: VisitBritain
Starring Great Britain transformed global fandom for British film and TV into a powerful driver of national tourism. By immersing travellers in iconic on‑screen locations and showcasing a vibrant, modern Britain beyond London, the campaign re‑positioned the UK as culturally alive, diverse and worth visiting now. A smart, market‑priorit...
When Banking Became a Craft
Spark Foundry
Client: UBS
After UBS’s emergency acquisition of Credit Suisse in March 2023, the world’s largest private-wealth manager faced a trust shock. Confidence dipped and familiarity/preference varied by market, just as geopolitics, intensified competition (US, Hong Kong, Singapore) and the “Great Wealth Transfer” raised the stakes. UBS needed to reassur...
BEST OF THE BEST CATEGORIES
AGENCY OF THE YEAR
OMD UK Team McDonald's
OMD UK
In a year where they faced a mountain the size of a Big Mac, Team McDonald’s rose to the challenge. With the 2024 cost-of-living crisis hitting McDonald’s hard, the team moved into 2025 with a challenge: how do they deliver standout results and do it whilst navigating challenging new industry regulations under LFHD? So t...
One L'Oréal, Publicis
Publicis Media
OpenMind UK Team (part of WPP Media)
WPP Media
PHD UK New Business team
PHD
Search Solutions @ MG OMD
MG OMD
Search Solutions @ MG OMD has grown from a one‑person function into an eight-person strong centre of excellence delivering bespoke, revenue‑driving technology for clients. Built on the principles of going Beyond the Platform, making meaningful impact and fostering constant collaboration, the team creates innovative tools that transform...
COMMERCIAL TEAM OF THE YEAR
Acast
In 2025, Acast’s Commercial Team set the benchmark for excellence in a rapidly evolving podcast landscape, delivering award-winning innovation, standout growth, and industry leadership. As podcasting expanded across audio, video, and social, the team exceeded targets through market-leading solutions including AdCollab Chat, AI-powered ...
DCM Studios
In 2025, DCM Studios' revenue was up 40% year-on-year, becoming a driving force behind Digital Cinema Media’s commercial success. The seven-person creative team has transformed cinema into one of media’s most dynamic and profitable platforms, combining deep expertise of the medium with high-level creative ambition. Rather than on...
Guardian Advertising
In a world shaped by chaos, distortion and collapsing media trust, the Guardian stood firm and empowered its commercial team to meet the moment. We didn’t change who we are, we proved who we are matters more than ever. 1) Built for the future The Guardian operates its strongest, most diversified model in 200 years. Digit...
JCDecaux UK
In 2024, JCDecaux UK’s Commercial Team outperformed the digital giants OOH and the wider advertising market. Entering 2025, the challenge was how to sustain momentum in a tougher trading environment while continuing to innovate and deliver for customers. The answer was a strategic focus on the fastest-growing opportunity of programmati...
Sky Media
After years of being on the defensive, television is no longer retreating. 2025 marked a turning point - the year TV, powered by Sky Media, pushed back, we led with clear principles; Culture over clickbait / Collaboration, not control / Quality over cost / Facts not fraud / Effectiveness over efficiency / Connected, not fragmented. Thi...
The Telegraph
What we lack in team size and big expenses, we make up for in team spirit and big results. 2025 saw us work with 113 new advertisers, boost brand consideration for our partners by 72% and deliver a third consecutive year of near double digit growth in digital and partnership revenues – all against the backdrop and distraction of a very...
