Shortlist 2026
WORK
Marketing Effectiveness
Breaking the Sound Barrier: How Silence Sold a Show
ITV Creative
When you're responsible for reaching 45 million viewers a month, unconventional choices can feel like a big risk. British crime drama Code of Silence, which premiered on ITVX in 2025, was anything but safe: a deaf lead, an intricate premise built around lip-reading and covert policing, and a subject – the daily experience of deafness...
Coral-Eclipse 50: Turning Heritage Into Modern Momentum
Entain Creative
Coral-Eclipse 50 turned the 50th anniversary of Britain’s longest-running Grade 1 sponsorship into a modern, customer-first growth platform. Rather than simply celebrating Coral’s heritage, Entain Creative used the milestone to create value for racing fans through rewards, entertainment, participation and a standout race-day experience...
More Than a Sponsor: Making Ladbrokes Part of the Liverpool FC Story
Entain Creative
Ladbrokes’ Liverpool FC partnership turned a world-class sponsorship platform into a season-long fan experience. Instead of relying on visibility alone, Entain Creative used genuine LFC access, fan culture and personality to create content, products and experiences supporters actively wanted to engage with. Delivered in-house across ...
That's Criminal
Sips & Bites
Pepsi faced a critical challenge: losing relevance with Gen Z, an invaluable cohort. With our salience lagging behind competitors, we needed to prove that our new Pepsi MAX flavours could satisfy their craving for comforting ‘little treats’. Traditional marketing claims wouldn't cut through their innate scepticism. The solution? Sips &...
Creative Excellence
Dirty Business
4Creative
To launch Channel 4’s Dirty Business, a factual drama about the heartbreaking human cost of Britain’s we wanted to raise awareness of not just the shoes but more importantly the sewage crisis at the heart of it. With a limited budget but urgent intent, we needed to make it impossible to ignore. We created The Fountain of Filth: a 10-m...
Friet vs Patat: The Sauce That Split a Nation
The Kitchen UK & Europe
In the Netherlands, fries are more than food. They are part of everyday culture. But ask what they are called and the country splits in two: friet or patat. The answer changes by region, upbringing and identity, and people defend their word with surprising passion. So when Heinz launched a new chip sauce, we did not try to settle the a...
Schools's Back: Educating Yorkshire
4Creative
In 2025 Britain was writing off a generation. Media narratives around teenagers had become overwhelmingly negative; portraying them as disengaged and beyond saving. This peaked following cultural moments like Netflix’s Adolescence; where political rhetoric painted a bleak picture of a generation. For many young people - especially tho...
The Most Wonderful Time of the Year
ITV Creative
I'm a Celebrity has aired every November for over two decades. The creative challenge isn't awareness; it's anticipation. How do you make a format the audience knows intimately feel like an unmissable event? Compounding this: the campaign launches into the most creatively competitive month in advertising among major brands. Creative ...
The Pepsi SweeTest- The World's First Sweetest Algorithm
Sips & Bites
Pepsi faced a critical challenge: losing relevance with Gen Z, an invaluable cohort. With our salience lagging behind competitors, we needed to prove that our new Pepsi MAX flavours could satisfy their craving for comforting ‘little treats’. Traditional marketing claims wouldn't cut through their innate scepticism. To launch our new Pe...
Year in Monzo 2025: ‘The Legend of’
Monzo
In 2025, the Creative Studio at Monzo set out on a quest... Since launching in 2019, Year in Monzo – the bank’s end-of-year 'wrapped' – has become a cultural moment that customers love and dread in equal measure. So, in a world full of annual recaps, we needed an idea that still felt fresh, funny and shareable. Monzo's answer in 20...
Branded Content Strategy
Making ‘Digital’ Visible
BAE Systems Digital Intelligence
How do you make digital expertise visible when your parent brand is globally recognised for building aircraft, ships and submarines? That was the challenge facing Digital Intelligence (DI), BAE Systems' digital defence business. Despite employing nearly 5,000 specialists in digital innovation technology, senior customer stakeholders t...
The Five Million Perspectives that Power our Brand
BAE Systems Digital Intelligence
When senior government and defence stakeholders told BAE Systems Digital Intelligence (DI) that they did not see BAE Systems as a digital business, despite DI’s 5,000 specialists working across cyber, data, AI and national security technology, we recognised that a new campaign alone would not solve the problem. We needed a content stra...
Social Content Strategy
Open to Work, Huns
Canva
Historically, Canva has built awareness through traditional brand campaigns supplemented by independent creator partnerships. While it’s proved effective for brand health metrics, we want to show up in a culture-first way to drive talkability among our Knowledge Worker audience. The objective was to make people consider Canva as a seri...
The Future of Work
Pearson and Paragon Works Global Studios
Paragon Works Global Studios’ in-house team at global education provider Pearson was tasked with plotting a return to social media for the brand to support an increased focus on D2C markets. The brief was to create a campaign that positioned Pearson as a leader within the ‘Future of Work’ conversation among Gen Z audiences navigating ...
Best Use of Emerging Technology
The Pepsi SweeTest- The World's First Sweetest Algorithm
Sips & Bites
Pepsi faced a critical challenge: losing relevance with Gen Z, an invaluable cohort. With our salience lagging behind competitors, we needed to prove that our new Pepsi MAX flavours could satisfy their craving for comforting ‘little treats’. Traditional marketing claims wouldn't cut through their innate scepticism. The solution? Sips &...
TOV Writing Assistant
Veolia UK
The brand team at Veolia UK created a comprehensive tone of voice and house style guidelines, then the real challenge began. How do you embed writing principles and house style across a business of 15,000? This is the story of how an AI agent created consistency across the business' communications, helped to improve writing skills, and...
TSB and Tiny the Elephant: How the early adoption of AI made a big idea much bigger
TSB
TSB is a medium sized bank without the marketing budgets of the big banks, and needs to punch above its weight. In 2023, TSB launched a new idea: Tiny the Elephant - money is the elephant in the room and TSB can help you shrink it. As an animatronic puppet, Tiny needed nine puppeteers. Traditional production methods limited scalabil...
Design
Big Dip Studio - Domino's CHICK 'N' DIP sub-brand design
Big Dip Studio, Domino's UK/ROI
Domino's was launching a chicken sub-brand. Not a new range, not a menu extension; a credible challenger with its own identity, able to stand beside the biggest names in chicken…whilst still being unmistakably Domino’s. Big Dip Studio, Domino's 10-person in-house creative team, led every element of the design. The proposition was s...
Brand Identity Refresh
Just Eat Takeaway
As JET evolved into new verticals with new audiences, our brand needed to keep up. There was a disconnect between the brand’s identity/tone of voice and the engagement needed to convert customers. Global identity refreshes are massive, complex programmes of work. Brands almost always work with external agency partners to ensure succe...
Fighting the climate journalism crisis
The Brandtech Group | OLIVER
Fighting the climate journalism crisis Global media climate coverage is down 38% since 2021, driven partly by billionaire-backed outlets invested in burning fossil fuels. The Guardian's independence lets it fight to keep climate issues in the headlines, but it costs. This year's climate appeal addressed this specific threat, raising ...
GITC 50 Identity
PA Consulting
To mark the 50th anniversary of PA Consulting’s Global Innovation and Technology Centre (GITC) in Cambridge, Design Studio at PA created an identity rooted in the architecture, history and purpose of the site itself. Since 1976, the Rogers & Piano-designed building has been the physical home of PA’s ingenuity, bringing together more th...
The Gala Joy Ride: Making Every Moment Memorable
Entain Creative
As Gala evolved from bingo into a fuller gaming proposition, the brand needed a visual identity with more energy, cut-through and flexibility. The positioning, ‘Where a little joy goes a long way’, gave Gala a clear promise; Entain Creative’s task was to make it visible, distinctive and practical across every channel. The Joy Ride tu...
Copywriting
Copy that pushes the far right out of the picture
The Brandtech Group | OLIVER
The Guardian's 2025 charity appeal aimed to raise £1 million for charities countering division caused by increasing far right activity. The brief to OLIVER: turn 'hope over hate' into donations, without defaulting to the predictable. OLIVER's answer was bold: put far-right language into the Guardian's mouth – then subvert it. Executi...
Scottish Widows Business Protection Report
Beehive in-house creative agency, Lloyds Banking Group
Campaign In-house Agency Awards 2026: Background and thinking behind the entry. Agency: Beehive, Lloyds Banking Group Beehive is Lloyds Banking Group's in-house creative agency, bringing together strategy, copywriting, design and content production to solve real commercial challenges. This project reflects Beehive at its best. We ident...
Writing from the Stands
Monzo
Football fans will tell you 'there's too much money in the game'. So as Coventry City FC's front-of-shirt sponsor, Monzo couldn't rely on the usual 'proud sponsor' copy that pops up in the game. So Senior Brand Writer Hit Patel created 'Writing from the Stands': a copy platform built on five principles that shaped every piece of partn...
Not For Profit
Foundation to Thrive
Shelter
For decades, the public conversation about social housing has been dominated by the negative: homelessness, temporary accommodation and a chronic shortage of affordable homes. Shelter’s in-house creative team wanted to change that narrative and build support for a new generation of social homes by showing what happens when people do ha...
Not just a building: bringing the world More Mansfield. Forever.
Mansfield College, University of Oxford
How do you persuade people to give millions to a building without making the building the reason to give? Mansfield College needed to secure a further £8.5m for an ambitious Estate Transformation Project. But rather than follow the obvious capital-campaign route of selling rooms, facilities and bricks and mortar, we wanted to sell som...
LEADERSHIP & TEAM
In-house Agency Leader
Jerome
Uber
When Jerome Austria joined Uber's international team eight years ago, former colleagues called it a mistake. Uber's reputation had become difficult to defend, but Jerome found an inspiring creative team doing work far beyond what the company's image suggested. Today, as Executive Creative Director for Uber's international markets and g...
Matt
Sips & Bites
Matt Watson transformed Sips & Bites from a creative delivery team into a commercially accountable growth partner for PepsiCo Europe. Taking full leadership in 2025, he created and embedded his new “Insurgent Mindset”, a culture of ambition, curiosity, collaboration and responsible risk-taking and translated it into practical change. H...
Paul
BAE Systems Digital Intelligence
Throughout my time at BAE Systems Digital Intelligence, I have worked to transformed the in-house creative capability from a fragmented service function into a strategic driver of business growth, organisational alignment, and commercial performance. Following the integration of eight businesses into Digital Intelligence, I inherited ...
Best New In-house Agency or Team
Craft House Agency
Asahi Group
Craft House was created to meet Asahi Europe's growing creative ambitions with a model that combines agency-quality thinking, in-house agility and deep commercial understanding. Established across five countries and later expanded into Romania, the team was built to deliver everything from brand campaigns and social content to CRM a...
Elsevier Creative Services
Elsevier
Elsevier’s Research Marketing SVP Craig Welch founded the internal creative services team in January 2024. His reasoning was simple: nobody owned Elsevier's 140-year-old brand. With 45 external agencies worldwide, there were 45 interpretations of ‘on brand’. As he put it, "Brands can't be rented." Eighteen months in, the results...
Pearson Creative Team
Pearson and Paragon Works Global Studios
Paragon’s in-house team is the ‘secret weapon’ powering Pearson’s global creative. That’s how the world’s largest education and learning company describes the partnership less than a year after launch. Stakeholder sentiment scores 94% for ease of working endorse a model praised for flexibility and collaboration. Together, we’ve built a...
Sureserve
Launched in May 2024, the Sureserve Marketing Team was created to support a rapidly growing, acquisition-led business and unite multiple operating companies under a single vision: One Sureserve. Starting with no centralised marketing infrastructure, CRM history or meaningful contact database, the team was tasked with building a scalabl...
In-house Agency of the Year
4Creative
At 4Creative, we believe the best marketing doesn’t interrupt culture, it contributes to it. That belief has made 4Creative one of UK’s most awarded and influential in-house creative agencies, consistently competing with the world’s most celebrated agencies. Not despite being in-house, but because of it. During the eligibility period,...
Big Dip Studio - Domino's In-House Creative Agency
Big Dip Studio, Domino's UK/ROI
We’re Big Dip Studio. The in-house creative team behind Domino's; the UK & Ireland's No.1 pizza delivery brand. Our work ranges from national TV campaigns down to dip lid design. Founded by Jenny Cobelli in 2021 as a team of one, Big Dip has grown into a team of 10 specialists across art direction, copywriting, design, motion, produ...
ITV Creative
Three years ago, ITV Creative was a production team executing promos. Today, with Campaign's In-House Agency Leader of the Year Niki Garner at the helm and ECD Tom Houser in place, it is the creative force behind ITV's most commercially critical strategic priority: Supercharge Streaming. It conceives brand platforms, launches channels,...
Just Eat Takeaway
Working smarter is the backdrop to an exceptional year of innovation that saw Just Eat Takeaway’s (JET) in-house Creative Studio prove resilience and adaptability. With almost everything done in-house, our creatives averaged 130+ monthly creative briefs across 15 markets. Team downsizing news came, but delivery didn’t stop. We answere...
KCC Team at PepsiCo
Pure Play & PepsiCo
PepsiCo and Pure Play’s joint Krakow Capability Center (KCC) was established with a clear ambition: to make digital media a competitive advantage and achieve full digital media self-sufficiency by 2029. Since launching in 2022 with just two specialists managing social campaigns in one market, the Poland-based KCC has evolved into an in...
Sips & Bites
For Sips & Bites, 2026 was the year of accountability. Moving from a start-up to a network of Europe’s best talent, we transitioned from a centrally funded luxury to a highly accountable, cross-charging growth model. We removed our own safety net: with PepsiCo brands now given the choice of which agency to use, our work simply had to w...
The Kitchen for Kraft Heinz
The Kitchen UK & Europe
Since 2025, The Kitchen UK and Europe has transformed from exclusively running organic social to a full-service agency. This year we are delivering 29 multi-market campaigns, or a campaign every 9 working days, across paid, earned, and owned, with a 93% increase in working budget, in addition to running organic social media across 6 ma...
Uber
Millions of people across 70+ countries count on Uber to get them where they're going and get dinner to their door. Yet in late 2023, Uber didn't even rank in the top 100 on Interbrand. In recent years, transforming reliability into real connection has been the focus of Uber's in-house creative team in EMEA. This past year, that focus ...
