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...
ALCOHOLIC DRINKS
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
CONSUMER ELECTRONICS
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...
CORPORATE & UTILITIES
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.
FASHION & BEAUTY
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...
NYX PMU Proudly Pro- You: When Representation Still Isn’t Equal
One L'Oréal, Publicis Media
Client: NYX PMU
FOOD, DRINK & HOUSEHOLD
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, t...
A Cat-egory Disruption: Gourmet by Purina takes feline fine dining to foodies
WPP Media (OpenMind team)
Client: Nestlé / Purina Gourmet
MEDIA & ENTERTAINMENT
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 choosing 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 outdoor sc...
HEALTHCARE
Everything’s fine…until it’s not. The healthcare campaign that pressed pause on TV.
EssenceMediacom, a WPP Media Brand & ITV
Client: Benenden Health
PUBLIC SECTOR & CHARITIES
The cancer detectives: Acting on the key metric
EssenceMediacom a WPP Media Band, Channel 4 & Dragonfly
Client: CRUK
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
RETAIL – ONLINE & OFFLINE
TRAVEL & LEISURE
Jet2: Nothing beats a long-term strategy
Wavemaker UK, a WPP Media Brand
Client: Jet2.com & Jet2 Holidays
Ring-rangadon for a holiday....media craft that drives results.
EssenceMediacom, a WPP Media Brand
Client: TUI
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...
THE DATA & CREATIVITY AWARD
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 ...
INSIGHT & INNOVATION
BEST COMMERCE MEDIA STRATEGY
Culture + Commerce: The New Blueprint in Alcohol
EssenceMediacom, a WPP Media Brand
Client: Suntory -196
BEST USE OF INSIGHT
TOTAL COMMUNICATIONS CAMPAIGN
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, sendi...
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 ta...
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 fac...
PRODUCT INNOVATION – MEDIA AGENCY
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 ...
CREATIVE IDEA: BUDGET OVER £250K
Everything's fine... until it's not. The healthcare campaign that pressed pause on TV
EssenceMediacom, a WPP Media brand
Client: Benenden Health
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,...
CREATIVE IDEA: BUDGET UNDER £250K
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...
CONTENT
BEST SOCIAL STRATEGY - SPONSORED BY NEXTDOOR
BEST USE OF EXPERIENTIAL
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. ...
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
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 ...
BRANDED CONTENT - SOCIAL / MOBILE / DIGITAL
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, t...
Boots Online Doctor: Misinformation Medics
EssenceMediacom, a WPP Media Brand and LadBible
Client: Boots
BRANDED CONTENT - PODCAST & RADIO
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,...
BRANDED CONTENT - GAMING
BIRDS EYE: CHICKEN SHOP ENERGY
Zenith and Publicis Sports & Entertainment
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.
BRANDED CONTENT - EXPERIMENTAL, OUT OF HOME & PRINT
Google Pixel: The Unlikely pairing of Vogue and Football
EssenceMediacom, a WPP Media Brand
Client: Google
CONTENT STRATEGY
Everyone Needs a Squad - EE's Content First Approach to Empowering Young Women Through Football
WPP Media (OpenConnect team), Freeda and Loop
Client: EE
MEDIA PARTNERSHIPS: BUDGET UNDER £250K
Absolute Collagen: Radiant as a Radioactive Seal
EssenceMediacom, a WPP Media Brand
Client: Absolute Collagen
MEDIA PARTNERSHIPS: BUDGET OVER £250K
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,...
From Aisles to Applause: Tesco Clubcard's Show-stopping BGT Sponsorship
EssenceMediacom, a WPP Media Brand
Client: Tesco
INTERNATIONAL CATEGORIES
BEST INTERNATIONAL STRATEGY
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...
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...
BEST OF THE BEST CATEGORIES
AGENCY OF THE YEAR - SPONSORED BY THE TELEGRAPH
COMMERCIAL TEAM OF THE YEAR
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...
GRAND PRIX
CAMPAIGN OF THE YEAR
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, sendi...
