2025 SHORTLIST
WORK
Marketing Effectiveness
Battery Breakdown - Scott's Story
Electrical Safety First
After an initial launch in 2023, we ran a new phase of our Battery Breakdown campaign in June 2024, focused on telling the highly emotional personal story of Scott, who lost his entire family to an e-bike battery blaze at his home. Our objectives were to raise awareness of e-bike battery fires, our own report into the matter, and to po...
Children's Care Matters
Acorns Children's Hospice
In 2024–25, the Acorns Children’s Hospice in-house MarComms team created and spearheaded the 'Children’s Care Matters' or Save the Grant campaign - a sector-wide marketing and PR campaign that not only safeguarded the future of UK children’s hospices but delivered unprecedented awareness, engagement and political impact.What began as a...
Cooking Up Conversions
Greenpark & Unilever Food Solutions
AI search has arrived fast and hard, reshaping the way people find information online. In under a year, Google’s AI Overviews jumped from appearing for 10,000 keywords to over 172,000, while CTRs for the #1 organic result plummeted 32% according to Search Engine Journal. For brands, it sparked a pressing question: if clicks are disappe...
Doritos Square
Sips & Bites
Brand and movie franchise partnerships are a well-trodden area of marketing resulting in a basic “badging” activation. But we wanted to be bold and unexpected to create passionate engagement. We know that when the natural order of things is upset, people pay attention. So, by suggesting our famous Doritos triangular snack was going squ...
We've Got Your Back - Premiership Rugby League sponsorship '24/'25 season
Funding Circle
For our third Premiership Rugby League sponsorship season, Funding Circle brought strategy & activation in-house for the first time. Our small-but-mighty team delivered the ‘We’ve got your back’ campaign, from strategy to production and media planning.Our content series ‘The Team Behind The Shirt’ created authentic, engaging videos fea...
Creative Excellence
#WeSeeYou – Lily Parr: An interview 100 years in the making
Generation at Three UK
#WeSeeYou: Lily Parr is a groundbreaking campaign by Three UK’s in-house agency Generation, using cutting-edge AI to bring back a legend football forgot. Launched on International Women’s Day 2025, it reunites 1920s trailblazer Lily Parr - who scored more goals than Ronaldo and drew crowds of 50,000 - with modern-day icon Karen Carney ...
Christmas: Bringing Fairy To Life
Marks and Spencer Food
Dawn French’s ‘Fairy’ first charmed the nation’s Christmas TV screens in 2021, in a magical ‘Night at the Museum’ world where guest characters came to life when no one was watching. It was a proven formula, in terms of both creative effectiveness scores (all three campaigns had been ‘5 star’ performers with System1) and sales return. H...
Harmless
Electrical Safety First
"Harmless" is an emotionally driven, drama-led short film, with the key driving concept being impactful storytelling with a dramatic twist. Instead of being overly informative or preachy, our story affects the audience emotionally before they become aware of the potential dangers hiding in plain sight. This powerful hero film played a ...
Honesty Box
4creative
Lying about your height, ghosting, forgetting to mention you’re married, modern dating is broken.So to launch Channel 4’s Honesty Box, a new dating show featuring a cutting edge lie detector we wanted to call out the lies in modern dating, by announcing It’s Time Dating Got Honest.We launched with a film that showed the true horrors of...
Hot Couture
Sips & Bites
Brits love spicy foods and snacks. But they don’t love sweating. Many feel uncomfortable with sweat and 1 in 4 people have been sweat shamed. Unfortunately, our new Extra Flamin’ Hot range makes people sweat, a lot. But we want our fans to feel free to sweat, so we designed Hot Couture to tackle the issue and change the negative percep...
Paris Paralympics 2024: Considering What?
4creative
Channel 4 has broadcast the Paralympic Games since 2012. Yet despite the Games being the third biggest sporting event in the world, research told us nearly 60% of people watch it to see athletes “overcoming their disabilities” – a problematic and patronising attitude that one Paralympian referred to as “well meant bullshit”.To smash th...
The Euros 2024
ITV
ITV’s campaign to promote its airing of the UEFA Euro 2024 last summer is a masterclass in emotional resonance and reactive craft from an in-house creative agency.The 2024 Men’s Euros was a huge moment on ITV. After initial optimism, the national mood had started to flag as England's performance was felt to be lacking – the country tor...
Social & Creator Creative Excellence
Heinz Ketchup Phone Case
The Kitchen UK & Europe
Heinz is an iconic brand, but for 18–35-year-olds, it risks feeling outdated. With brand power 11 points lower in this group, we needed to reignite Irrational Love. When Hailey Bieber’s viral lip gloss phone case took off, we saw a cultural moment that mirrored our global platform. So we asked: if people carry lip gloss everywhere, why...
The Wavy Cut
Sips & Bites
Christmas and New Years in Spain is celebrated in style. People treat themselves to the best, from fine food, to dressing up. They present their best self. As a result, hair salons are booked months in advance. A popular hair style is ‘corte ondulado’ or the ‘wavy cut.’ Lays new gourmet wavy crisp ‘Corte Ondulado’ is aimed at premi...
Branded Content Strategy
To be announced on the night
Social Content Strategy
Magnum - From Sweet Treat to Style Statement
U-Studio/OLIVER
THE CHALLENGE In 2023, global cocoa prices surged, leading Magnum to raise its prices. For budget-conscious GenZ, this prompted a shift to private label ice creams. So how could we convince GenZ that Magnum was worth paying more for? THE SOLUTION We tapped into how GenZ were treating food in social – as a form of personal expression a...
NatWest Social Media Team
Natwest
The NatWest Social Media Team, established in-house in early 2023, is a high-performing group driving modern marketing within a regulated banking environment. By operating internally, the team gains agility and deeper brand alignment, consistently outperforming business-as-usual campaigns across both B2C and B2B audiences. Recognised b...
Best Use of Emerging Technology
#WeSeeYou – Lily Parr: An interview 100 years in the making
Generation at Three UK
#WeSeeYou: Lily Parr is a groundbreaking campaign by Three UK’s in-house agency Generation, using cutting-edge AI to bring back a legend football forgot. Launched on International Women’s Day 2025, it reunites 1920s trailblazer Lily Parr - who scored more goals than Ronaldo and drew crowds of 50,000 - with modern-day icon Karen Carney ...
Responsible AI innovation
U-Studio/OLIVER
Responsible AI innovation U-Studio is helping to lead an ethical AI revolution. They worked with key Unilever Business Groups to help develop proprietary frameworks that balance creative acceleration with responsible innovation. Their approach is about transforming how brands connect with consumers while setting new industry benchmar...
LEADERSHIP & TEAM
In-house Agency Leader
Bill Cameron, Head of Design Studio
PA Consulting
PA’s Design Studio is my home turf — a strong in-house creative team in London, backed by a flexible network of freelance and agency partners. I lead thirteen talented, multi-disciplinary designers, who bring PA’s ideas to life across 19 global locations through campaigns, events, reports, bids, video, and digital content.In the past y...
Nicola Evans, Creative Services Manager
RNLI
As the leader of the RNLI’s in-house creative agency for several years, Nicola Evans has been on a mission to show how the right talent, led in the right way, can deliver creative entirely in-house. All at a level that competes with – or exceeds – the quality you’d expect from a large external agency. All at considerably less of the e...
Niki Garner, Head of Creative
ITV Creative
In just two years, Niki Garner has transformed ITV Creative into one of the UK’s most progressive and high-performing in-house agencies.Brought in to get the team “match fit” ahead of the ITVX launch, Garner inherited a traditional promo-focused department and turned it into a strategic, brand-building powerhouse. She streamlined the t...
Sam Dawson, Head of Creative Studio
OVO
Since January 2024, Sam Dawson has transformed OVO’s Creative Studio into a cohesive in-house agency. Sam leveraged her operational expertise to lead the studio in partnership with the brand team. The result is thriving creativity, with Sam guiding the creative leads, as well as better communication and alignment with the wider busines...
Best New In-house Agency or Team
Bandai Namco Entertainment Europe
This past year has been amazing for Bandai Namco Europe, with massive hits like Dragon Ball Sparking! ZERO and Elden Ring Nightreign among others. And these releases coincided with the full blossoming of our in-house Creative/Digital Agency. This resulted in incredible brand cases for us, with 360° campaigns crafted from A to Z, at an ...
Entain
Entain Creative aren’t just an in-house agency. We’re a full 360 agency taking briefs across all media channels, including 24 in-house shoots, and acted as lead agency for Ladbrokes, delivering five TVCs while saving the business £3.45 million. Along the way we’ve created a culture that makes the best people proud to work here.We’ve ha...
OVO
In 2024, amid widespread distrust in energy companies, OVO significantly boosted its trust scores. How? With the help of a new hybrid creative studio. Recognising the need to source flexible specialist skills alongside their in-house talent, OVO partnered with Publicis Groupe’s LeSHOP. Agency skills met brand knowledge to form a powerh...
Sainsbury's Zest
Launched in April 2023, Zest has grown into a 175 strong creative powerhouse, delivering over 650 briefs a year and 28,000 product assets for some of the UK’s most-loved brands, Tu, Sainsbury’s, Habitat, Argos, and Nectar.Our mission is simple: Built to deliver better. Better understanding of customers, better craft, and better agility...
Ticketmaster
In 2023, we launched a centralised in-house paid media team to address a key challenge: local markets lacked the resources to run effective campaigns at scale. What began as a team of three has rapidly evolved into a high-performing, cross-European operation. We partnered with platform experts and established best-practice frameworks t...
In-house Agency of the Year
4creative
As the industry turns its attention to in-house agencies, one organisation continues to lead. Named Campaign’s Top 5 Agency of the Year in 2024—alongside Mother, Leo Burnett and adam&eveDDB—and recognised as Creative Review’s Most Creative In-House Agency, D&AD’s Top In-House Agency, Shots Agency of the Year, and Cannes Lions Track Age...
BBC Creative
In the run up to Royal Charter renewal, our role at BBC Creative is now critical in demonstrating the BBC’s unique public value.That’s why we’ve unlocked the public value in every brief. In a world that’s more divided than united, we’ve brought people together with the Euros and Olympics.When the public were tired of UK politics, we en...
Entain Creative
Entain
Entain Creative aren’t just an in-house agency. We’re a full 360 agency taking briefs across all media channels, including 24 in-house shoots, and acted as lead agency for Ladbrokes, delivering five TVCs while saving the business £3.45 million. Along the way we’ve created a culture that makes the best people proud to work here. We’ve h...
Heineken
Background:The decision to in-house Heineken UK’s media team was made in 2019, however, due to Covid, this did not really take effect until 2021. That year, the team was focused on delivering core aspects of digital media buying, such as OLV, display and social. Since then, however, we have grown the team substantially to make sure w...
Marks and Spencer Food
This is not just an in-house agency. This is an in-house agency that, since 2019, has created every single piece of work for M&S Food across advertising, sponsorship, editorial, photography, CRM and online content, by a team of just 35 people. Led by Robbie Black, the in-house team have a strong culture built around honesty, openness, ...
Pure Play x PepsiCo
Created in 2022, PepsiCo’s Kraków Capability Center (KCC) in house media team was designed to become a strategic advantage in the highly competitive FMCG sector and to make PepsiCo self-sufficient in digital media by 2029. The journey began in late 2021 when PepsiCo joined forces with Pure Play to design a new capability. By March 2022...
Sips & Bites
Hello, we’re Sips & Bites. PepsiCo’s in-house creative agency. We’re a tightly knit, diverse group of 30 people with a strong, human-first culture. Led by our CCO Matt Watson, we’re driven by a shared passion to create human-centric work that grows the business and creates fame. We’ve assembled a talented and tireless team from around ...
U-Studio, redefining in-house excellence
U-Studio/OLIVER
U-Studio, redefining in-house excellence U-Studio, Unilever's innovative in-house agency, has transformed their marketing capabilities through a unique combination of embedded brand knowledge, cutting-edge technology and diverse talent. U-Studio's success lies in continuous evolution to meet Unilever's changing needs. They've achieved ...
