1
Digital Industries - Chair's Award
Company/Agency
The Kitchen
Client
Heinz
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Executive summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet… With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz. With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard? By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world. Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever. The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Mark | Young | Sr. Social Creative | The Kitchen |
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1
Digital Industries - Grand Prix
Company/Agency
Vmly&R Commerce
Client
SBS & Asociación de Alzheimer de Puerto Rico
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Executive summary
In 2022, studies made by the University of Miami indicate that people in Puerto Rico have a higher propensity for Alzheimer's and part of the reason could be a genetic variant they have uncovered, making this disease the fourth leading cause of death in people over 65 with a four-time increase in the last 20 years. Spanish Broadcasting System (SBS), owner of the most important radio stations that have been part of the lives of Puerto Ricans for over 80 years, has a long-standing relationship with Puerto Rican Alzheimer’s Association to support the almost 100,000 people living with the condition on the island. SBS came to us with a brief to not only create awareness but a way to improve their lives. We turned famous jingles from previous decades into a new non-pharmacological therapy to help people with Alzheimer’s. Studies have shown music may reduce agitation and improve behavioral issues that are common in the middle-stages of Alzheimer’s. That’s why we used our over 80 years of radio archive to identify the most famous advertising jingles to create a palliative therapy for patients. Those songs created to be remembered, are a time stamp living in our collective memory that have never been played again, compared to regular songs. Caregivers could create personalized jingle playlists based on their patient’s birthdate and play them several times during the day as part of the therapy to bring back memories of their youth.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Manuel | Borde | Global Chief Creative Officer | Vmly&R Commerce |
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3
Digital Industries: Agency Team of the Year
Company/Agency
Onefifty Consultancy
Executive summary
Onefifty consultancy brings together worlds people haven’t combined before: digital data analysis & insights, consulting, and our creative and production studio.
It means we’re grounded in the evidence (our motto is ‘Prove It’) and produces better outcomes.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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Company/Agency
The Kitchen
Executive summary
We’re the in-house agency at Kraft Heinz. Built to cook up bold ideas for our iconic brands that are powered by culture, creativity and collaboration.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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Company/Agency
VMLY&R Commerce
Executive summary
VMLY&R are all about creating connected brands. It’s our positioning as a company, grounded in the belief that it’s our job as marketers — and as human beings — to uncover and create the connections that draw us together. To us, creating connections is about more than just marketing. It’s about elevating how we act and what we do every day through a set of values designed to foster an environment in which connections can emerge and thrive.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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5
Digital Industries: AI or Machine Learning
Company
BrightBid
Summary
BrightBid's primary objective is to democratise access to AI and Machine Learning technologies to assist underserved Paid Search customers in achieving better outcomes on platforms like Google and Bing. These underserved customers face various challenges, such as complex sales cycles, low web traffic, small budgets, international reach, and limited access to advanced technologies. To address these issues, BrightBid assembled a team of AI experts, data scientists, product managers, and paid search specialists to develop an AI engine that emulates the decision-making processes of a performance marketer at scale. Their technology automates the workflows of pay-per-click (PPC) experts to cater to a diverse range of customers. One of their key innovations is a bid optimization model that employs unsupervised machine learning to analyze historical data and adjust keyword pricing based on variables like device, time, audience, and demographics. This model aims to increase bids on high-converting traffic and reduce spending on less productive impressions. In addition to bid automation, BrightBid offers tools for ad copy generation, competitive analysis, and language translation. In 2022, they executed over 50m optimisations on behalf of their customers, significantly surpassing what a manual PPC expert could achieve. BrightBid's success stories include helping a B2B technology advertiser expand into 69 markets with a 47% reduction in cost per lead, boosting conversions and return on ad spend for an upmarket Swedish hotel chain, and significantly improving conversions and conversion value for an online book seller in Sweden. They have also doubled their revenues in a year to £4m+.
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Company
Cognitiv
Summary
Finding new customers can be hard work, especially when targeting people outside a core demographic, or trying to differentiate in a crowded field. More advertisers are turning to deep learning AI technologies to help connect with audiences in more meaningful ways while discovering new customers.
Cognitiv’s NeuralMind™ is the most advanced deep learning AI platform, helping advertisers better predict consumer behavior, discover new customers while driving down customer acquisition costs (CAC) and drive performance at scale over time.
Cognitiv’s efforts led to new customer conversion rates that substantially exceeded client Adam & Eve’s expectations, as well as existing tactics to date. Self-learning models accurately identified interested consumers, resulting in 90% of the total prospecting conversions being individuals only identified and reached by Cognitiv. Of the total prospecting conversions, 60% were net new customers. The campaign resulted in 13% higher order value on average for new customers identified by Cognitiv compared to existing customers.
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Company
Gamelight
Client
Confidential
Summary
Gamelight partnered with one of the largest casual mobile game publishers globally, with multiple titles in the Top 20 Grossing charts in the US. The publisher wanted to scale one of their titles in the US on Gamelight’s game recommendation platform, receive 200.000 installs within a month and reach ROAS Day 7 of 20.5%, almost double it by Day 30 up to 38.8%
To achieve the partner’s goals, Gamelight utilized their AI algorithm to create user profiles to identify intersections between highly engaged users of the game and potential new users whom we can introduce to the game. They predict that audiences with significant overlap will exhibit positive behavior within the game, leading to sustained engagement. Their exclusive access to the valuable data sets allowed them to enhance the AI Algorithm through machine learning techniques.
Thanks to Gamelight's advanced AI algorithm, they have not only exceeded the partner's ROAS targets, but also delivered substantial volumes of new users to the promoted title.
They delivered 200.000 installs during April 2023 in the US reaching partner's advertising budget for the campaign. Despite high CPI bids which typically makes it more difficult to achieve a high ROAS, Gamelight not only met partner's ROAS goals, but exceeded them significantly by landing at ROAS Day 7 of 24.6% and ROAS Day 30 of 47.1%. Furthermore, they achieved a remarkable 380% increase in ARPU and 520% increase in ARPPU compared to what the partner typically achieves on their game through other channels.
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Company
Tipico x Code and Theory
Client
Tipico x Code and Theory
Summary
The doors to online sports betting were about to open and to ‘Win Ohio,’ as the brief stated, we knew we had to make Tipico — a Europe-based sportsbook and newcomer — the Cinderella story of Q1.
We scoured Reddit forums, Ohio meme Instagram accounts, ESPN, Facebook — everything to capture the rhythm, tone, dreams, and nemeses of Ohio sports bettors. We tapped into LLMs to create a living persona using first-party app data, desk research and audience interviews, which effectively trained ChatGPT on four personas that we could now have conversations with.
Audience development can take weeks. Using AI, we did it in less than 48 hours.
“Bet Like You’re From Ohio” was born — a campaign combining hyperlocal art, an irreverent voice, and strategic media buying to reach and resonate with Ohioans. Focusing on Columbus, Cincinnati, and Cleveland, we activated across digital, social, and traditional media, Tipico's app, and within Tipicos MLS Columbus Crew partnership, deploying OOH and in-stadium screens during key home games.
Numbers don’t lie:
- 57% of 2023 acquisition target reached
- 32% share of voice in Ohio.
- Top 5 sportsbook
- 40K registrations in 1 month
- NFL Playoff weekend broke records: Highest single-day first-time deposits, Highest-ever unique activity (active users), Highest-ever handle (total bets), Earned more on Playoff Sunday than in a month in New Jersey.
The speed and accuracy of the AI strategy paid dividends, pinpointing Tipico's target audience, who we infused in every piece of art, messaging and media buy.
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Company
TUI Group
Summary
A key objective of TUI is to innovate and enhance our customer experience, gain deeper insights into customer preferences, and enrich our team's skillset. Our strategy emphasised a commitment to innovation, leading to substantial growth in the TUI App, making it a best-in-class option in the travel and digital industry.
To achieve this, TUI has invested in a cutting-edge generative AI Search App feature. This feature allows customers to seamlessly search for destination information and discover tailored experiences through ChatGPT in the TUI App.
The results of this initiative have been very impressive. Over 36,000 users engaged with the feature since its July launch, with 5,800+ users accessing recommended experiences. The feature also delivered a 22% increase in conversion compared to the existing search flow, meeting business objectives. Additionally, it motivated and developed the TUI team.
Unexpectedly, around 40% of queries were unrelated to Experiences. Requests related to destination information, holiday and restaurant recommendations, and post-booking support. Keyword analysis further revealed themes like location, transportation, finance, booking support, flight, and accessibility.
Despite these unexpected queries, the feature consistently provided satisfactory responses and directed users effectively. These insights are guiding TUI's future development, allowing us to innovate further and adapt our roadmap.
Overall, the integration of generative AI has exceeded expectations, enriching customer experiences and business outcomes. It has positioned TUI as an innovative leader in the travel and digital industry, backed by positive media coverage and enthusiastic customer engagement.
The start of a great generative AI journey.
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2
Digital Industries: AR/VR
Company
January Digital
Client
Carhartt
Summary
January Digital collaborated with Carhartt to develop a unique, data-backed, marketing strategy that would stand alone in the congested retail market. January Digital utilized Carhartt’s iconic beanie to build the original virtual experience. Using the Augmented Reality lens, the feature allowed users to try on different colored beanies for users to get a personalized store experience from their mobile device. To further drive engagement, January Digital created two additional experiences using AR technology: a shoppable holiday-inspired cabin featuring Carhartt’s top products and a game giving users an opportunity to grow an urban farm, collecting tokens for the highest score (a nod to Carhartt’s in-market video creative. Utilizing Snapchat’s shoppable AR tools, January Digital’s holiday 2022 strategy exceeded ROI and client revenue goals by driving +28% YoY growth. The campaign drove a 13 percentage-point lift in ad recall–3x greater lift than US retail norms–by harnessing the effectiveness of shoppable lenses and gamification experience with relevant creative and product assortment.
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Company
Trouble Maker
Client
Asahi Super Dry
Summary
Manchester City Football Club is the ‘Most Innovative Team in Global Sports’. Asahi Super Dry is recognised globally for its innovation and expertise. It was the perfect partnership to redefine the category of training kits in football.
However, we had to overcome a challenge. Training kits generally don’t have the same emotional attachment from fans as other kits.
The goal was to change perceptions and increase the value of the training kit to fans, to elevate the sponsorship and deliver an impactful launch.
To address this challenge, Asahi Super Dry collaborated with Trouble Maker to create the world's first AR-enhanced training kit in partnership with Manchester City.
We developed an AR filter allowing users to scan the Asahi Super Dry 0.0% logo on the shirt, instantly triggering a captivating Japanese-inspired electrical display.
Next, we needed to take it to market.
Trouble Maker devised and produced a social video of the Manchester City men’s and women’s teams discovering the innovation for themselves, directly on their training pitch.
The campaign became the most engaged-with piece of partner content of the season. It generated a remarkable 500% increase in desire compared to the previous year.
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4
Digital Industries: Audio
Company
Fight or Flight
Client
Medius
Summary
Despite a huge rise in white collar fraud, many businesses still underestimate it. This was a challenge for Medius, a B2B provider of anti-fraud software to finance professionals. How do you sell fraud prevention to a buyer who thinks fraud is something that happens to somebody else?
The solution? A hard-hitting, moving story that was impossible to forget, in the form of a True Crime podcast, a mass audience channel most B2B brands would never touch. The podcast, Accounts Deceivable, examined the human cost of financial fraud, asking the question: what does it take to commit a white-collar crime? And what does it feel like for victims to lose millions of dollars of company money?
The True Crime format not only delivered a big audience for Medius’s messages, it also wrapped those messages in a compelling and addictive story, ensuring 89% of listeners listened right to the end.
Headline results?
- A top 150 Apple business podcast, ranking alongside CNBC and Harvard Business Review: an astonishing achievement for a niche B2B brand
- 23,500+ downloads, inside the top 20% of shows across all categories (not just business)
- 96% of audience featured within key markets of UK + US
- Average episode consumption of 89%
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Company
Zulu Alpha Kilo
Client
Summary
What if we presented the booking experience not as a source of stress, but rather an enjoyable part of the journey? What if booking were, in fact, half the fun? Inspired by all the options on Booking.com, our hero Melissa McCarthy gets swept away on a whirlwind musical tour of vacation rentals, hotels, and wigs galore. While most travel advertising is focused on aspirational locations, we romanced the booking experience itself. Filmed both on-location and at the CGI Volume Stage, and backed by a 33-piece orchestra, this piece showed the world that “Booking is half the fun.”
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Company
VMLY&R Commerce
Client
SBS & Asociación de Alzheimer de Puerto Rico
Summary
In 2022, studies made by the University of Miami indicate that people in Puerto Rico have a higher propensity for Alzheimer's and part of the reason could be a genetic variant they have uncovered, making this disease the fourth leading cause of death in people over 65 with a four-time increase in the last 20 years.
Spanish Broadcasting System (SBS), owner of the most important radio stations that have been part of the lives of Puerto Ricans for over 80 years, has a long-standing relationship with Puerto Rican Alzheimer’s Association to support the almost 100,000 people living with the condition on the island. SBS came to us with a brief to not only create awareness but a way to improve their lives.
We turned famous jingles from previous decades into a new non-pharmacological therapy to help people with Alzheimer’s.
Studies have shown music may reduce agitation and improve behavioral issues that are common in the middle-stages of Alzheimer’s.
That’s why we used our over 80 years of radio archive to identify the most famous advertising jingles to create a palliative therapy for patients. Those songs created to be remembered, are a time stamp living in our collective memory that have never been played again, compared to regular songs.
Caregivers could create personalized jingle playlists based on their patient’s birthdate and play them several times during the day as part of the therapy to bring back memories of their youth.
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Company
Mediahub UK
Client
AkzoNobel
Summary
Dulux Heritage’s market share of Premium Aesthetics (AKA posh paint) is 8%, towered over by Farrow & Ball and Little Greene’s 80%. Dulux’s mass market appeal was locking it out of the posh paint club.
How do you break your mass-market everyday brand into the posh paint club?
You behave differently … that’s exactly what we did for Dulux Heritage.
By challenging the long-held belief that paint brands should be seen and not heard.
Through storytelling and autonomous sensory meridian response - that’s ASMR to you and me. We introduced soundscapes to create immersive audio content, triggering listeners to imagine colours.
We partnered with Fearne Cotton's Happy Place and Jessie Ware’s Table Manners to prove that while a picture may be worth a thousand words, sound paints a powerful emotional connection.
Our results showed that audio has the power to sell paint!
With a massive 68% of listeners recalling Dulux or Dulux Heritage - way above Nielsen pre and post benchmarks.
Our campaign also delivered a significant 8% increase in brand recall amongst our target audience.
This first ever paint podcast partnership is the beginning of our audio adventure, delivering growth for Dulux in a competitor free environment.
"We were excited when Mediahub challenged the visual approach to colour, proposing the strategy of using sound to convey our 'it's a feeling' campaign. We reached our core audience with targeted podcasts and challenged category norms."
Sam Balloch – Head of Dulux Marketing
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4
Digital Industries: Automotive
Company
Adform, Scope3, PHD Media
Client
Audi
Summary
Historically, reducing the carbon emissions emitted from digital ads has been challenging due to a lack of green media solutions with quantifiable data and results.
Enter global advertising platform, Adform, and Scope3, the industry’s leading source of supply chain emissions data. Together, the two provide brands and agencies the ability to leverage real-time insights and data to selectively eliminate high-emission domains through Adform’s platform -- and drive results.
This has been proven through a campaign for Audi and its agency, PHD Media. Audi, which has a goal of achieving carbon neutrality by 2025, wanted to ensure the carbon reduction of the ad campaign for its e-tron range of fully electric vehicles in the Czech market.
Adform’s carbon reduction feature enabled the campaign to dynamically exclude 30% of the highest emitting domains in the market, those with emissions above 550 gCO2PM. As a result, Audi was able to reduce emissions by 43%, while achieving 81% lower gCO2PM compared to the Scope3 market average. This was done in tandem with maintaining and improving campaign performance, which led to a 65% increase in CTR versus Audi’s historical performance data from previous campaigns.
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Company
Candyspace
Client
Mazda UK
Summary
Post-pandemic, the retail space is changing. Following a period of lockdowns and closures, more and more customers are choosing to shop online for everything from groceries to buying a new car.
As Mazda dealt with the aftermath of the pandemic and rapidly changing customer channel preferences, Candyspace have assisted in transforming Mazda’s customer experience, embedding a culture of ongoing optimisation and product evolution through running a programme of experimentation.
Candyspace embedded a cross-functional optimisation team to work on the project with Mazda, with our data, UX, development and optimisation teams working together to drive growth and optimise the Mazda retail website. The team presented three initial designs and conducted user testing to determine which variant performed most optimally to achieve Mazda’s business goals.
By implementing a customer-centric approach and ongoing optimisation, Mazda has seen fantastic results including significant uplifts to leads funnelled to their deadlerships.
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Company
OMD EMEA
Client
Mercedes-Benz
Summary
To help Mercedes-Benz raise awareness of the EQE, its new electric car, we needed to convince potential buyers of the car’s performance levels and benefits.
Using paid digital media to build a database of leads and drive sales across the Netherlands, we launched a cross-channel digital campaign, seeding targeted messages that responded to varying consumer need states in the purchase journey.
We identified six key stages of the purchase journey, to push consumers further along the purchase journey with ads about the EQE via Google Ads and social media (Facebook, Instagram, LinkedIn), and premium automotive websites, affluent, tech-savvy archetype.
As a result, our paid media campaign smashed all targets, beating our paid media objectives, CTR benchmarks, sales targets and demonstrated the effectiveness of our targeting campaign.
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Company
DRUM OMG LIMITED
Client
Porsche
Summary
Porsche has built almost unrivalled equity as the marque of high-performance luxury sports cars. But in a world where luxury consumer desires and attitudes are shifting, the brand recognised the need to talk to future audiences not through the lens of product, performance and design, but instead to their deeper motivations. So, to inspire Porsche’s Driven Female audience, and celebrate the 75th-anniversary of Ferry Porsche’s dream, we resolved to bring his most ambitious creation, the 356/1 roadster, to life again – reimagining the process and pursuit of turning dream into reality as a one-of-a-kind digital artwork. The Driven by Dreams Art Installation would be an experience combining the complexity and tensions felt by Ferry during his own creative process with the aesthetic quality of his final creation, unveiled on the world’s largest DOOH screens at The Outernet London, to match the scale of Ferry's ambition. In partnership with Wallpaper*, we tasked avant-garde creative studio, Lusion, with creating an artistic expression of the creative dreaming process, experimenting with cutting-edge Generative AI software to envision the immersive 120” film. Accompanying Wallpaper*’s editorial campaign, female members collective Marguerite ensured their audience of Driven Females were the focus of the exclusive launch event – with premium DOOH and social content furthering our audience reach outside the capital.
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3
Digital Industries: B2B
Company
Bordeaux & Burgundy
Client
Armis
Summary
Our agency had a clear objective when we took on a global industry-leading SaaS client in June 2022. Our goal was to deliver 36 campaigns annually for this client. We far exceeded our target and accomplished an impressive feat by delivering a total of 181 campaigns by August 2022. This not only demonstrates our team's efficiency but also showcases our dedication to meet our client's needs, exceeding expectations and operating effectively at both pace and scale. Since partnering with Bordeaux and Burgundy, our global client has seen a 250% increase in the number of demand generation campaigns it is executing and a $500,000 decrease in non-targeted advertising burn. The firm’s new business pipeline has increased by 35% and overall time for campaign deployment has reduced by 80%. In terms of client growth, we have achieved remarkable results, with an average growth rate of 362% across our client base. This metric serves as a testament to our expertise in implementing effective strategies and delivering tangible results. Through these achievements and targets, we aim to demonstrate our agency's commitment to excellence, client satisfaction, and our ability to surpass expectations while delivering exceptional results
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Company
Quizlet Ads
Summary
In 2022 Quizlet, the #1 AI enhanced global learning platform1 that helps students practice and master whatever they are learning, launched Quizlet Ads, an ads platform to connect brands with Gen Z and millennial consumers where they are most engaged online. With the support of advertisers, Quizlet powers a free learning tool for millions of achievers worldwide.
The launch campaign goals were to establish Quizlet Ads as the premier digital partner to reach Gen Z and millennial achievers by building awareness of the platform’s three core benefits: diverse audiences, scaled & loyal reach, and trusted content, with the advertising and media planning communities.
Through a cross-channel marketing strategy targeting advertisers and media buyers who wanted to reach engaged consumers, particularly Millennials and Gen Z, we exceeded business goals and achieved full-funnel marketing results including:
- Awareness: Raised awareness among the target audience of media buyers and advertisers +15% (Source: Comscore Brand Monitor Survey, December 2022)
- Consideration: Drove over 101K professionals to the newly launched Quizlet Ads website (Source: Google Analytics, June 2023)
- Conversion: Drove 25% of new business accounts in 2022 (Source: Quizlet first-party data, December 2022)
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Company
Nucco - A UNIT9 Company
Client
UBS Asset Management
Summary
UBS Asset Management wanted to raise its profile amongst institutional and professional investors, who did not see the business as an innovative pioneer of sustainable ETF and rules-based investment products.
The brief required raising awareness across 21 markets, to a diverse audience with a wide range of investment maturity. As such, we created a segmented approach that addressed their differing needs using three segments - Emergers, Developers and Leaders.
With these audiences in mind, we developed a "through the funnel" creative campaign that worked from a high-level concept of “Investing in Progress”, to content for the different needs of our segments - ranging from high-level brand films, through white papers and even edutainment with ‘next level’ expertise.
The digital campaign included circa 65 messages and executions for paid media, alongside podcasts, video content, and design support for UBS internal content teams.
The campaign smashed expectations, with paid executions significantly outperforming comparative financial sector campaigns. With CTR’s 2.5 times benchmark, alongside category-leading viewability scores.
Independent qualitative research also summarised the creative as “The sense of UBS as an agency of change - as central to the solutions to global problems – committed to progress and to building brighter futures – and was widely recognised and appreciated.”
The research added, “The simple modernity underscores UBS’s commitment to progress against the grey of the “old world establishment”. A central point to achieving the brief of raising awareness of UBS Asset Management as a pioneer and innovator in sustainable investing.
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3
Digital Industries: Brand/In-House Team of the Year
Company
Amazon
Summary
Founded in 2015, the Cross-Channel, Cross-Category Marketing team (WW-XCM) is a small, but mighty team that represents the largest marketing effort within Amazon. We focus on lines of businesses that contribute to the overall health and reputation of the Amazon parent brand and its major consumer-facing sub-brands including Prime, Alexa, and our Amazon retail brand. With management, strategy, creative, design, production, media, measurement, and research all under one roof, we operate as an quasi-agency; benefiting from seamless coordination between a wide breadth of teams working in close partnership. Our internal team ensures there is a cohesive end-to-end brand experience. We not only produce full-funnel campaign efforts and manage our always-on, organic social channels for Amazon and Prime, but also produce on-site assets and design our packaging and delivery vehicle wrappings. Our focus to build our brand foundation allows us to scale beyond our direct team and evolve our brand guidelines to make individual campaigns and events (e.g., Holiday and Prime Day) feel unique without losing our brand coherence. In doing so, we have created 35k pieces of content in 2022 and 2023. 70% of the brand work and mass advertising is done in-house and our internal teams produce mass ad campaigns including our Super Bowl, Holiday and Prime Day campaigns. This includes working with celebrities like, Randall Pak, Jon Batiste and Kathryn Hahn, to name a few. All creative is measured internally and determined successful if it shifts perceptions, drives customer behavior, and is profitable.
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Company
LinkedIn
Summary
We humbly believe our small-yet-mighty in-house team of six at LinkedIn Ads is redefining how strategic content marketing can become a driving force in broader corporate strategy. In the past, our team has largely played a supporting role in the broader business strategy for LinkedIn Marketing Solutions, but the success of our brand blog and content initiatives – as measured by reach, results, and media attention – was drawing notice from senior leadership.
In 2022, we took the lead in a major strategic content shift that involved launching an ambitious new on-platform thought leadership hub (LinkedIn Collective), rebranding our longstanding corporate blog (LinkedIn Ads Blog), and wrapping this multifaceted launch into a high-scale brand campaign focused on establishing LinkedIn as the “Place to B2B.”
A refined approach geared more specifically to an audience of B2B leaders within a firm set of content pillars has brought new levels of impact to the LinkedIn Ads Blog, increasing organic pageviews for the latest quarter by 30% year-over-year with 88% growth in organic rankings. Meanwhile, the LinkedIn Collective has gained more than 24,000 followers in one year since launching. Our weekly newsletter, “This Week in Marketing,” which launched in its refreshed format alongside the blogs, already has more than 1 million subscribers. And we lead our programming and Studio at the Cannes Lions Festival this year, leveraging our expansive B2B Marketing Benchmark report, which polled more than 2,000 B2B leaders.
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Company
Salesforce
Summary
Salesforce Studios is the in-house production team for Salesforce, bringing together a team of directors, producers, editors, writers, and PMs to serve the video needs of Sales and Marketing. We create best-in-class content that aligns to business needs, builds brand awareness, and inspires our audience of prospects, customers, and the Salesforce developer and admin communities. Notably, our team has produced multiple award-winning original series that power Salesforce+, a first of its kind business content streaming platform where viewers can tune in for original series and programming from live events like Dreamforce.
The documentary-style series “The Ecopreneurs” and “The Shift” are a testament to what is possible in B2B marketing. Produced by Salesforce in partnership with FORTUNE Brand Studio and CNBC Brand Studio respectively, “The Ecopreneurs” demonstrates Salesforce’s commitment to climate action, and “The Shift” highlights the incredible change and success seen in seven companies transforming their businesses to be digital-first with Salesforce’s innovative technology. Rounding out our strategic media partnerships is our deal with Vox Media, bringing the award-winning tech and business podcast “Pivot” with Kara Swisher and Scott Galloway to Salesforce+.
Our original series produced entirely in-house including “Connections,” “Quota,” “HowToDev_,” “How I Solved It,” and “Trailblazer,” are created to target our internal Salesforce communities like sales leaders, marketers, admins, and developers. Since its 2021 launch, more than 7 million people around the globe have used Salesforce+ and our original series have earned more than 50 awards.
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3
Digital Industries: Consumer Goods
Company
Lightdrop
Client
Philips and Kokoon Technology
Summary
Launching The World's First AI Sleep Headphones: Recognizing the critical role of a good night's sleep, Philips, a global leader in technology and innovation, has unveiled its most advanced sleep solution to date – the Philips Sleep Headphones.
In collaboration with Kokoon Technology, a team of expert scientists specializing in sleep science, Philips has developed Sleep Headphones that revolutionize the way we approach rest. These remarkable earbuds are designed to help you fall asleep and stay asleep, even in the noisiest environments. With the perfect combination of comfort and advanced technology, Philips Sleep Headphones deliver a sleep experience like no other.
At Lightdrop, we crafted a powerful Kickstarter fundraising campaign to highlight the revolutionary Philips Sleep Headphones, seamlessly integrating diverse skills in storytelling, video production, VFX, product photography, design, animation, persuasive copywriting, email marketing, and social media management.
At the heart of our campaign was the intent to spotlight the Philips Sleep Headphones as a beacon of innovation. We aimed to depict it as the epitome of Philips’ longstanding tradition of technological excellence merged with Kokoon Technology's deep expertise in advanced sleep science.
In just 35 days, we rallied a global network of supporters, amassing $706k in funding from 3,582 backers. The Philips Sleep Headphones stand as the 20th most-funded Kickstarter wearable campaign, achieving its funding goal within a mere 23 minutes. Our campaign caught Kickstarter's attention, earning us the coveted 'Projects we Love' badge and prominent features on their platform.
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Company
VMLY&R Commerce
Client
Mondelez International, Inc.
Summary
OREOCODES is a first-of-its-kind commerce experience that turns milk barcodes into scannable OREO offers, tapping into something hidden in plain sight, the striking similarity between barcodes and stacks of OREOs, an interactive experience that reminds consumers that every glass of milk deserves an OREO cookie.
How it works:
1. Consumers access the web app at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives like Oat and Almond)
3. Flip or place the barcode in a vertical position (to reveal a stack of Oreos) and scan it with their mobile devices.
4. See the OREOCODE convert into dunkable offers available at three major retailers in the U.S.: Albertsons’, Jewel-Osco, and Safeway.
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Company
Catalyst Creative
Client
Affinity Water
Summary
As the key water supplier for the Southeast of England, we experience the highest domestic water usage in the country.
We aimed to emphasise the urgency of our water scarcity crisis and its impact on local streams, motivating our customers to take action without resorting to fear tactics.
We launched 'Save Our Streams', the UK's largest water-saving initiative, aiming to save 17 million litres per day. Through a multi-channel campaign, we educated customers on water-saving and empowered them to reduce usage with tools like the My Water Footprint quiz, digital hub, and mascot, Duck.
Our 2021/22 campaign received over 90,000 new sign-ups and an additional 23 million litres of water were saved per day, far surpassing our target.
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4
Digital Industries: Content
Company
Hearts & Science
Client
AT&T Business
Summary
The effects of not adopting the latest technology can be catastrophic for businesses. With little real understanding of the power of 5G and the ways it can uplevel business, business and tech decision makers are left in the dust.
Since the broader landscape began hyping up 5G, tons of chatter have persisted in the market. Yet, tangible proof points and clarification of its real potential for businesses were still weak in 2019. To really help business leaders, AT&T needed to literally show them what 5G could do.
To demonstrate the sheer importance, value, and capabilities of 5G for business, AT&T engaged The Washington Post in a never-been-done-before partnership in terms of scale, collaboration, immersion and more - forging a path for more meaningful and impactful B2B work. The Post outfitted their newsroom with AT&T 5G to enable them to become a living use case for the technology AT&T sought to educate its audience on.
Going beyond traditional B2B tactics, this collaboration pushed boundaries – benefiting both AT&T and The Washington Post immensely as well as influencing real-world change. AT&T connectivity and the Post’s journalistic gravitas together created living use cases for how 5G can enhance and transform operations, reporting, communications, output and beyond, resulting in more engaged readers and more inspired and informed business leaders.
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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Company
LinkedIn
Summary
We humbly believe our small-yet-mighty in-house team of six at LinkedIn Ads is redefining how strategic content marketing can become a driving force in broader corporate strategy. In the past, our team has largely played a supporting role in the broader business strategy for LinkedIn Marketing Solutions, but the success of our brand blog and content initiatives – as measured by reach, results, and media attention – was drawing notice from senior leadership.
In 2022, we took the lead in a major strategic content shift that involved launching an ambitious new on-platform thought leadership hub (LinkedIn Collective), rebranding our longstanding corporate blog (LinkedIn Ads Blog), and wrapping this multifaceted launch into a high-scale brand campaign focused on establishing LinkedIn as the “Place to B2B.”
A refined approach geared more specifically to an audience of B2B leaders within a firm set of content pillars has brought new levels of impact to the LinkedIn Ads Blog, increasing organic pageviews for the latest quarter by 30% year-over-year with 88% growth in organic rankings. Meanwhile, the LinkedIn Collective has gained more than 24,000 followers in one year since launching. Our weekly newsletter, “This Week in Marketing,” which launched in its refreshed format alongside the blogs, already has more than 1 million subscribers. And we lead our programming and Studio at the Cannes Lions Festival this year, leveraging our expansive B2B Marketing Benchmark report, which polled more than 2,000 B2B leaders.
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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3
Digital Industries: Data and Insights
Company
UNRVLD
Client
New Era Cap
Summary
The aim: New Era Cap (NEC), the world’s biggest headwear brand, wanted to unlock the full potential of their ecommerce website and use experimentation to drive more revenue and create an optimised customer experience. Their objectives were clear: harness data-informed insights to eliminate guesswork in website development, boost operational efficiency, cut unnecessary spend, maximise conversion rates and ultimately revenue.
The execution: UNRVLD embedded experimentation into New Era’s business to optimise website performance across all steps of the funnel. This has enabled use of real-world data and insights into customer behaviour and preferences to drive increases in conversion rate and revenue. New Era Cap's digital innovation stands as a testament to the power of data-informed experimentation in continuous improvement in achieving substantial business growth.
The results: Through a process of data-driven continuous improvement, we’ve optimised New Era’s ecommerce website to deliver substantially stronger financial performance and significant increases in revenue. Annual worth of the experiments documented has equated to an additional million pound revenue. This has covered the entire cost of the programme and the cost of the tool.
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Company
DDB México
Client
Gahr We Capital (México)
Summary
Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit. According to the Comisión Nacional Bancaria y de Valores (National Banking and Securities Commission), 83% of them don’t have a “credit history” so their loan applications are rejected.
Paradoxically, they are women who have received loans from neighborhood stores all their lives, so, they have a long credit history.
Datatienda.mx collects this information from the neighborhood businesses and uses it to create a credit history that secures them with the banks and allows them to obtain microcredits, financial inclusion, and economic autonomy.
Results:
•Since the platforms launch, more than 20,100 women have registered to build their credit history.
•Of the more than 20,100 women who have registered on the platform, 37% (more than 7,400 women) have received microloans for their businesses and study plans.
•With Data Tienda, we were able to obtain data from more than 140,000 business owners across the country to financially include thousands of low-income women.
•We restored the economic autonomy and empowerment of thousands of women.
•We have made visible gender inequality in Mexico.
•We have promoted entrepreneurship and job creation in the country.
•We have supported the efforts of the financial sector and the government to make the country’s banking sector more bankable.
•We have reduced the financial sector’s risk margin in popular sectors.
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Company
OneFifty Consultancy
Client
Watchfinder & Co
Summary
High end watches - very popular with a core audience BUT how do you use social to go beyond your enthusiasts and create a new audience, who will actually buy?
Use data and understand audience behaviours. This is how we created a new audience for an established luxury good.
This data fuelled and behavioural led campaign generated long and short-term commercial value - relying upon proprietary techniques which come from academia and behavioural science.
As a result, Watchfinder & Co - the market leader for pre-owned luxury watch resale - successfully acquired a new audience that will fuel sales tomorrow AND generated meaningful sales today.
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0
Digital Industries: Digital Design
0
Digital Industries: Digital For Good
5
Digital Industries: Digital Transformation
Company
Tangent
Client
UK Power Networks
Summary
UK Power Networks (UKPN) is a national energy infrastructure provider, distributing power to 8.3 million households and 19 million residents across London and the UK’s southeast every day. Their ambition is to be the most environmentally and socially responsible Distribution Network Operator in the UK, achieving Net Zero by 2028. From this ambition, a vision for a powerful and future-proof website solution was born.
UKPN partnered with Tangent to relaunch their website, with bespoke, user-centric infrastructure offering users access to indispensable features, especially in times of crisis like extreme weather or widespread power failures. This includes improved ways to obtain real-time updates and connect to vital support services. By migrating from a monolithic to headless, MACH, JAMStack and DXC architecture, this new website takes UKPN one step closer to achieving their Net Zero targets, reducing carbon emissions by as much as 44%.
Elsewhere, this migration has fostered even more standout benefits, including a 50% page-load time reduction, 66% operational cost savings and increased traffic capacity, as well as enhanced security and user experience, and being AA accessibility compliant. But most importantly, this platform serves as a dependable and accessible lifeline for users, as demonstrated by a customer satisfaction score of 91.72.
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Company
Enjoy Digital
Client
Sherwin-Williams
Summary
As a subsidiary of the world's largest paint manufacturer, Sherwin-Williams, Valspar is one of the most popular paint brands on the global market. And now, thanks to a recent digital transformation project with Enjoy, the digital experience Valspar offers matches the quality of its paint products.
As always at Enjoy, the project began with discovery. Through interviews with territory managers, a survey of homeowners, and a comprehensive digital analysis, Enjoy gained invaluable insights around audience behaviour, motivations, trends, and triggers. The key learning from this was that Valspar's extensive paint offering presented consumers with a paradox of choice, hindering the decision-making process.
To streamline the user journey, Enjoy developed a market-leading innovation: the Valspar Virtual Assistant. This digital application offers interactive tools to guide customer purchase decisions, from a photo uploader, colour visualizer and coverage calculator to informative video guides.
In addition to the Virtual Assistant, Enjoy crafted a new look and feel for Valspar’s website. They also revamped the menu design, simplified the user-interface, implemented advanced ecommerce functionality and optimised the website for conversions.
When the website was live and kicking, Enjoy targeted key audience segments - using the personas developed in their discovery phase - with a marketing campaign covering paid and organic search to PR, paid social and programmatic advertising. Valspar’s new digital experience quickly got people talking; receiving praise from its internal teams, partners, and customers. And thanks to this campaign, Valspar saw a significant increase in ecommerce sales, website conversions, sessions, users and paid ROAS.
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Company
Candyspace
Client
ITV
Summary
In 2022, ITV launched ITVX, a streaming service to replace ITV Hub, coinciding with the FIFA World Cup. ITVX aimed to transform ITV from a catch-up service to a content-rich video-on-demand platform with both ad-supported and premium subscription tiers.
In addition to VOD, ITVX offers live streaming and debuted with 20 free ad-supported streaming television (FAST) channels. The service features over 20,000 hours of entertainment compared to the 1,500 hours on ITV Hub, with continual updates of exclusive programs and content enhancements.
ITVX underwent a total interface redesign with a user-friendly navigation panel and an auto-rotating carousel to showcase content. The app facilitates streamlined login and registration processes using QR codes and clear data requests, earning praise from users.
Candyspace, ITV’s strategic partner, played a pivotal role in developing ITVX for iOS, Android, and Apple TV devices. Our development teams focused on video playback and streaming, cross-platform compatibility, offline playback, user authentication, and implementing a new design system.
Within six months, ITVX surpassed expectations, registering 1 billion streams in four months. It contributed to a 49% increase in ITV’s streaming hours and a 29% surge in digital revenue in Q1 2023.
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Company
MINT
Client
DAZN
Summary
The advertising landscape has become increasingly fragmented by the growing number of channels, platforms, and intermediaries making it harder for brands to achieve full visibility of their advertising efforts. On top of this, privacy legislation and the deprecation of third-party identifiers pose further hurdles for advertisers planning their campaigns.
In the face of these challenges, brands struggle to achieve a comprehensive view of all advertising operations, with a flood of data to manage across a number of different systems, such as spreadsheets, presentations, emails, dashboards, media buying platforms, search, social, and sales systems.
While finance and operations teams have Enterprise Resource Planning (ERP), and sales and marketing teams have Customer Relationship Management (CRM), MINT’s founders identified a gap in the market for an equivalent solution for businesses that wanted to achieve greater governance, transparency, and efficiency in all of their advertising activities.
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Company
Making Science
Client
RIU Hotels & Resorts
Summary
RIU Hotels partnered with Making Science and Google to revolutionize its approach in response to the pandemic's impact on the hospitality sector. By capitalizing on First-Party Data, a transformative Customer Data Platform (CDP) was crafted on Google Cloud. This shift to a holistic data-driven strategy led to remarkable results: a 99% booking boost and a 45% spending increase. Revenue surged by 250%, with a 230% improved Return on Ad Spend (ROAS) through predictive AI models.
Eugenio del Pino, Director of Direct Sales at RIU, emphasized the pivot from marketing-centric to business-focused strategies. This holistic approach ensures a personalized customer journey across touchpoints, harmonizing operations for enhanced experiences. The integration of data on Google Cloud Platform (GCP) enabled seamless data flow while upholding data privacy standards.
Making Science's pivotal role as a digital accelerator bolstered RIU's success. With a presence in 14 markets and AI-powered tools, Making Science's partnership fortified RIU's transition. Aligned with environmental and social responsibilities, the collaboration reflects a sustainable ethos.
In conclusion, RIU Hotels' strategic collaboration with Making Science and Google exemplifies the potential of First-Party Data and AI-driven insights. This data-centric paradigm shift drives unprecedented growth, solidifying RIU's leadership in the hospitality sector's recovery and exemplifying the power of innovation and partnership.
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4
Digital Industries: Food and Drink
Company
HelloFresh
Summary
This holiday season, HelloFresh spread cheer like never before with the launch of limited-edition Buddy the Elf™ Spaghetti meal kits, inspired by the dish featured in the beloved holiday film. Known for making home cooking a fun experience, HelloFresh provided consumers—and anyone who shares Buddy’s affinity for elf culture—with everything needed to make this festive and fun dish right in the comfort of their own kitchens…silverware optional!
Designed to drive buzz (earned media coverage and social shareability) for HelloFresh, the one-of-a-kind offering was positioned as the ultimate dish for getting in the holiday spirit. With HelloFresh, consumers were able to indulge their curiosity and sweet tooth!
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Company
The Kitchen
Client
Heinz
Summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet…
With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz.
With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard?
By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world.
Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever.
The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
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Company
VMLY&R Commerce & VMLY&R UAE
Client
The Coca-Cola Company
Summary
Coke wanted to stand out and truly engage with Pepsi loving Saudis. However, it knew its lack of relationship with them would be a problem.
As it was impossible to force its way into their hearts, Coke decided to leverage something they already loved: TV, Movies and Technology.
Whilst Pepsi ruled the shelves, Coke was the king of mainstream entertainment, being part of the big screen for decades, in hundreds of shows and movies.
“I See Coke” connects consumers to content that’s not only entertaining, but something they love.
This emotional connection activates consumers, shifting their mindset into buyer mode, triggering a new habit while driving consumer lifetime-value up.
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Company
VMLY&R Commerce
Client
General Mills
Summary
In order to right size a declining cereal category, Lucky Charms sought to bring hyper-relevant entertainment back to the breakfast table by looking inside the box/bowl and letting the charms align, combining Gen Z and Millennials nostalgia for cereal and their new love for astrology.
As a result, Lucky Charms created a first-of-its-kind fortune telling experience that reads the marshmallow charm patterns to provide users with a custom reading during their breakfast routine.
All month, shoppers could watch and interact with a live social stream where followers could tune into Instagram and TikTok every Friday for a personal reading from our astrological influencers and Charmologists Aliza Kelly and Stina Garbis.
We also encouraged guests to get their own readings on LuckysCharmology.com.
Lucky’s Charmology also came to life in Brand pages, Banner Ads, On-Site/ Offsite media and Target’s own social channels. Shoppers who discovered their daily fortune with our activation were also offered 20% ON Lucky Charms cereals via Target Circle.
And to wrap it up, results for this program were stellar – beating KPI’s in several categories. We not only turned the tide on the category decline but also delivered millions of impressions and above average engagement rates.
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2
Digital Industries: Healthcare and Pharma
Company
Publicis Health Media
Client
Astellas
Summary
How does a condition go from being banished from polite conversation to being shouted from one of culture’s most prominent stages? Publicis Health Media developed a robust content strategy to shift the cultural discourse around menopause, removing stigmas to allow for greater understanding of the prevalence and impact of the symptoms of menopause on the lives of millions of women each year. As a result of this campaign, Vasomotor Symptoms of Menopause (VMS), more commonly known as hot flashes and night sweats, went from the shadows to helping to inspire a commercial parody on SNL, a cultural indication of its increased visibility in society, approaching 1 million views to date on YouTube!
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Company
VMLY&R Commerce
Client
SBS & Asociación de Alzheimer de Puerto Rico
Summary
In 2022, studies made by the University of Miami indicate that people in Puerto Rico have a higher propensity for Alzheimer's and part of the reason could be a genetic variant they have uncovered, making this disease the fourth leading cause of death in people over 65 with a four-time increase in the last 20 years.
Spanish Broadcasting System (SBS), owner of the most important radio stations that have been part of the lives of Puerto Ricans for over 80 years, has a long-standing relationship with Puerto Rican Alzheimer’s Association to support the almost 100,000 people living with the condition on the island. SBS came to us with a brief to not only create awareness but a way to improve their lives.
We turned famous jingles from previous decades into a new non-pharmacological therapy to help people with Alzheimer’s.
Studies have shown music may reduce agitation and improve behavioral issues that are common in the middle-stages of Alzheimer’s.
That’s why we used our over 80 years of radio archive to identify the most famous advertising jingles to create a palliative therapy for patients. Those songs created to be remembered, are a time stamp living in our collective memory that have never been played again, compared to regular songs.
Caregivers could create personalized jingle playlists based on their patient’s birthdate and play them several times during the day as part of the therapy to bring back memories of their youth.
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0
Digital Industries: Integrated
0
Digital Industries: Kids and Brand Safety
3
Digital Industries: Leader of the Year
Company
Samsung Electronics
Summary
Alex Hole has been at the forefront of the constantly evolving media landscape throughout his career. As Vice President and General Manager of the Samsung European Service Business Team he is propelling the CTV industry into new ground; producing cutting edge solutions for Samsung Ads full range of partners and delivering Samsung’s vast audience with premium experiences across multiple avenues.
His most recent initiative with Samsung brings the media landscape a truly innovative offering. Samsung Media Services ventures beyond the realms of traditional media devices with its integrated connected experiences across streaming to mobile, gaming, health, smart appliances, art and DOOH. In delivering consumers with seamless viewing experiences, advertisers have access to a unique, unified ecosystem to engage their target audiences.
The service is built upon an unparalleled understanding of consumers' use and engagement with devices both in and out of the home. It reflects Alex’s commitment to constantly pushing the boundaries of what can be expected from media and exemplifies his enthusiasm for the industry.
This latest endeavour, follows Alex’s outstanding stewardship in the successful rollout of Samsung Ads across 18 markets and guardianship of the organisation through key product launches since then. This includes Samsung’s free ad-supported streaming TV (FAST) service, Samsung TV Plus. As well as the Samsung Gaming Hub in Europe, a pioneering initiative in cloud gaming that seeks to make gaming as accessible as streaming.
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Company
Dezeen
Summary
Benedict Hobson and Wai Shin Li successfully led online architecture and design magazine Dezeen through the most challenging period in its entire 16-year history, taking the company from disaster to success.
Dezeen was thrown into disarray when its founder, CEO and editor-in-chief, Marcus Fairs, suddenly and unexpectedly died on 30 June 2022, depriving the company of its leader, mentor and most experienced journalist at a time of declining traffic and revenues.
Thrust into the position of leading the company in unimaginably difficult circumstances, Benedict and Wai stepped up to the plate, bringing a shocked and bereaved team together and devising an ambitious strategy to turn things around and lead the company to record-breaking audience growth and commercial success.
In so doing, they justified their appointment as co-CEOs, secured the future of Dezeen and proved that they can continue to build on Marcus's considerable legacy in the years ahead.
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Company
Iris London
Client
Samsung
Summary
Leadership can look very different across agencies and industries, and I certainly don’t believe all leadership is deserving of celebration. Many leaders I see are entirely self-motivated and will use this Award to help them move closer to their own goals. Whilst a worthy endeavour, I believe this isn’t reflective of a true leader.
I’ve come to understand my style more like the principle of ‘think win win’ from Steven Covey's 7 habits. It’s not about me getting people to do what I want so I can benefit, but rather about nurturing and creating an environment and space where people are supported and openly able to discuss their own hopes and dreams. Only by better understanding people’s needs, can you begin the process of getting them met.
My submission, Leader of the Year, is about showcasing the community I have created, prioritising the inclusion of empathy in my workplace and the commitment to collaboration and integration. Client retainers are growing and people around me are thriving.
Through my leadership, championing collaboration and education, we integrated a 60-person Digital only agency into a 350+ person Creative agency. Now leading the digital scopes for our largest client, Samsung, revenue has grown by 68% and we achieved the highest agency review score in Samsung’s history.
My proudest accolades are being awarded 2022 Finalist at the Drum Awards for Organic Team of the Year, and a team member shortlisted this year for the Rising Star Award.
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0
Digital Industries: Media and Entertainment
2
Digital Industries: Media Strategy
Company
RocketMill
Client
HomeServe
Summary
HomeServe is a leading provider of home assistance cover but they had a problem; not enough people were aware of the protection they offer to cover their homes plumbing, drainage, heating and electrical needs. So they set out to address this challenge by evolving their digital acquisition strategy to also support brand awareness amongst their new bullseye consumer, ‘Jason’, a busy dad of teens who wants to relax with peace of mind that comes from knowing everything is taken care of within his home.
Through targeted media planning, alongside relevant creative and messaging to explain how HomeServe could help Jason ‘take home life in his stride’, We activated a new, full-funnel media approach. The multi-channel campaign incorporated TV, radio, online and out-of-home to target homeowners like Jason as they went about their busy lives. The results of the refreshed approach were an increase in sales from paid media of 64% and a decrease in Cost Per Acquisition of 25% - securing their best ever month for digital performance.
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Company
Little Dot Studios
Client
Girls Day School Trust (GDST)
Summary
Driving an estimated 74x ROI (return on investment), Little Dot Studios (LDS) worked alongside Girls Day School Trust (GDST), to shine a spotlight on and drive major growth in long term registrations to its group of 25 schools. LDS prepared a double-barrelled strategy of creating premium bespoke content, highlighting some of the brightest girls in the school group together with a robust full content marketing funnel strategy to reach new potential parents and students of the GDST school group.
LDS developed “Spotlight Films” to create an emotional connection to education recruitment, using storytelling to highlight the benefits of a GDST school. With great content comes a greater distribution plan, LDS’ integrated paid media plan targeted key touch points for those searching for schools, through YouTube, Google and Meta, generatIng almost 600 leads to date, providing a new pipeline of students across the GDST group and driving significant additional revenue to GDST.
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5
Digital Industries: Metaverse Activation
Company
Clarks Shoes
Summary
On 25th May 2023, Clarks returned to the metaverse for an all-new, out-of-this-world adventure with the launch of PLAYPRINTS World on Roblox. The activation was part of a wider, full funnel campaign launch to drive equity for Clarks' fun-fuelled PLAYPRINTS shoe collection for Kids.
The campaign's primary objective was to target and attract kids aged by engaging them in relevant spaces, using the PLAYPRINTS franchise and Roblox platform as a vehicle for this. The campaign's secondary objective was to convert and reassure parents they're in safe hands with Clarks. For kids, our success measures centred on reach & engagement with the 5-12 audience. For parents, measures were based around PLAYPRINTS product sell-through during the campaign period through parent-driven purchases.
Key campaign performance results include:
- 3.8 MILLION+ game plays so far - +45% higher than last year's CICAVERSE
- 48% of its player base are UNDER 13s, showing the game is effectively connecting with our target Kids audience
- 21.8 MINUTES average playtime in game - +70% higher than the average branded experience on Roblox and last year's CICAVERSE
- 70% Like/Sentiment rating - +70% higher than the average branded experience on Roblox and last year's CICAVERSE
- 16.7 MILLION impressions across our media programme (primarily YouTube Kids), PR and Social
- 23% UPLIFT in PLAYPRINTS lead campaign product sales during the campaign period
- Ad awareness peak for UK parents with children in their household during the campaign period
Stay tuned for more PLAYPRINTS in the next year!
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Company
Anzu
Client
Tommy Hilfiger
Summary
Tommy Hilfiger launched their “Classics Reborn Spring 2023 Campaign” drawing on the brand’s classic garments and the way that these are worn, ‘remixed and re-interpreted by the wearer to create a sense of style as unique as a fingerprint.’ One of the ideas behind this campaign was to appeal to younger generations of buyers who are becoming savvy to the marketing pushes to buy more and are focusing instead on buying clothes that can be adapted.
With the average global ad-blocking rate at 37%, 52% of all consumers not paying attention when ads come on the TV, and 65% of people skipping video ads, Tommy Hilfiger was trying to find a medium that would allow them to make their beautiful and punchy ads front and center to make a splash and catch the attention of their target audience to help drive sales. Gaming presented them with the answer.
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Company
Sony Music UK, Super League and Roblox
Client
Sony Music UK and George Ezra
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Company
Journey
Client
Here East
Summary
Here East is an innovation and technology campus situated in East London with a rich story to tell about its history, impact and vision for the future. To befit their positioning, they commissioned Journey to create a Virtual Twin to use as a communication aid when delivering talks and presentations about the campus and become a platform for remote viewing where travel was impractical.
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Company
Journee
Client
Clinique
Summary
Clinique is a global dermatologist-developed skincare brand known for their quality and scientific approach. In early 2023, they teamed up with Journee Technologies, a leading global end-to-end metaverse expert, to create the “Clinique Virtual Lab” - an immersive metaverse experience that takes you through the company’s products, vision and commitment, all on a beautiful interactive virtual island.
The goal was to show Clinique's dedication to creating digital spaces, and enable customers to experience the brand in a way that demystifies dermatology and the laboratory process, improves the online retail experience, and helps people understand how products are made and what goes into them - all while engaging customers in a space the removes the stereotype of labs being boring spaces with white walls and sterile glass.
Described by Forbes as “A Winning Formula For Web3 Retail”, the lab bridged the divide between technical acumen and creative expression. It pushed the limits of Web2 and made the retail world see what Web3 and the Metaverse could actually look like for their brands.
The Lab was accessible on any device and browser, in 21 different languages and across 36 different markets. It was one of the first metaverses ever to be fully integrated with a brand’s existing web presence instead of stand alone - including existing eCommerce platform and online skincare consultants.
The results are extremely positive; session time increased 270%, eCommerce Conversion Rate increased over 50%, and Average Order Value went up 10%.
Experience it yourself before September 15th at www.clinique.com/the-clinique-lab
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Digital Industries: NFT
2
Digital Industries: Not-For-Profit, Charity and Government
Company
Ministry of Justice
Client
Ministry of Justice
Summary
In February 2023, the UK Government raised the minimum marriage age from 16 to 18 in England and Wales, aligning with international standards and reinforcing anti-forced marriage laws. To communicate this change, the Ministry of Justice worked with child marriage survivor and influencer Payzee Mahmod. To deliver on our key objective to build awareness and understanding of how the legal change will protect children, and why this is so important, we produced content supporting government priorities around protecting children and tackling violence against women and girls:
1. Videos featuring Payzee, highlighting the law's impact on protecting children from forced marriages
2. A motion graphic video explaining the legal changes
3. An interview with MP Pauline Latham who presented the law, released 100 days after enactment
Payzee's personal story was central to the success of our digi comms and our team spent significant time off-camera building trust to ensure we conveyed her experience accurately and sensitively. By highlighting Payzee’s journey to justice, depicting how young people can be impacted by arranged marriage, our content worked to demystify the issues.
The tragedy that Payzee and her sister suffered, and Payzee’s subsequent collaboration with the government and MP Pauline Latham to effect change, provides a compelling narrative that resonated with audiences.
Our content targeted niche, MoJ-identified audience segments, resulting in strong engagement and positive sentiment in response to the law change, demonstrating the power of personal narratives in conveying government action and its impact on the public.
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Company
Vyde, OmniGov, MGOMD
Client
UK Government
Summary
The "It All Adds Up" campaign, part of the wider ‘Help for Households’ initiative, looked to address the energy crisis and cost of living challenges through innovative digital means. OmniGov leveraged Vyde's conversational creatives to effectively educated and empowered consumers to learn about how to reduce their energy usage.
Together we designed a bespoke decision tree that highlighted three key actions, offering easily digestible tips to reduce energy bills. Whatever the circumstance, Vyde’s ad was tailored to the individual. This meant UK Gov could deliver personalisation at scale allowing them to reach and influence more of the public on the easiest ways to reduce energy bills. The campaign not only surpassed all performance metrics but provided unique user-initiated insights that were presented back to the Cabinet Office.
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Digital Industries: Organic Search
Company
Reddico
Client
Auto Trader
Summary
Auto Trader is the No.1 destination for used car buyers in the UK and has also made strides in the new car market, but found it was losing out on organic traffic in the fast-growing EV market.
The business relies on driving a high volume of potential buyers to the platform, in order to attract paid listings, so maximising organic traffic is central to commercial success.
Auto Trader only held a 1.86% share of voice for the top 200 EV-related keywords, so turned to Reddico for help.
Our objectives for the campaign were:
- Grow share of voice for the top 200 EV keywords from 14th place at 1.86% into a top 5 position with a +5% share.
- Boost organic traffic to the electric cars subfolder from 8,000 to 50,000 visits per month (5x).
The solution combined:
- A detailed analysis of the top 50 competitors, by organic share of voice and backlink profile, and the behaviour of target domains.
- Creating six carefully selected content assets we were confident would be well received by webmasters.
- PR outreach to suitable websites to secure valuable placements and backlinks, with content launched in four phases.
We not only delivered on these objectives but significantly exceeded them:
- Auto Trader climbed 11 places to hold the 3rd highest share of voice for the top 200 EV keywords at 7.8%.
- Organic traffic to Auto Trader’s electric cars folder has grown to 110,000 per month (12x).
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Company
Impression
Client
Queensmith
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Company
List & Found
Summary
List & Found are an award-winning B2B digital marketing agency delivering targeted SEO strategies to position businesses at the top of search rankings, empowering customer engagement and driving sales.
In June 2022 we collaborated with Caleo, market-leading installers of luxury residential and commercial designer fireplaces. Operating with exclusive rights to the J C Bordelet luxury range of fireplaces in the UK.
Within 12 months our SEO marketing campaign exceeded targets:
35% revenue increase
36% above monthly lead gen target
Post-pandemic, the downturn in economic outlay across the hospitality market challenged Caleo’s sales environment. They commissioned List & Found to apply rigorous site-wide SEO testing and deliver on their core value hypothesis; attracting high-end residential customers by maximising existing brand-association search volume whilst creating generic search volume that converted.
By identifying key target group conversion drivers, we developed a unique strategic campaign proposition to appeal directly to residential audiences whilst communicating the technical expertise needed to attract their architects.
Transforming the website and SEO strategy with high-impact interactive elements and product-specific detail meant the optimisation of copy insights generated game-changing results:
5 X increase in enquiries via search traffic
89 enquiries converted (5% above standard conv. rate)
200% increase in keyword rankings
Top 5 rankings for all client's core focus keywords
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Digital Industries: Paid Search
Company
MG OMD
Client
Specsavers
Summary
This is the story of how our suite of custom developed tools, SpecsTech, enables MG OMD to create difference that matters to Specsavers, unlocking over £43M in sales revenue annually.
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Company
Jack.tm
Client
LeaseLoco
Summary
In a world where automation and AI is becoming ever more prominent (especially across digital marketing), it’s important that we embrace these tools and harness their power for good by helping businesses increase profits, reducing wastage and freeing us from carrying out boring, repetitive tasks that no one enjoys (for example, generating reports first thing on a Monday morning). This submission showcases how automation can be used to skyrocket performance and create a happier, more sustainable and more productive work environment for us all, I am yet to see this level of automation and efficiency elsewhere.
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Company
Hallam / WEX
Client
WEX
Summary
WEX is a global commerce platform that helps businesses solve operational complexities like employee benefits, managing and mobilising fleets, and streamlining payments. Hallam’s target was to drive additional leads via a three-month campaign that ran in the final quarter of 2023.
Hallam delivered an omnichannel paid media campaign that showcased creativity, strategic thinking, and a data-driven approach to deliver an 18% increase in leads vs. target, while spending 10% less than originally forecast.
Activity ran across 7 markets, utilising a combination of channels over a three-month period, allocating this spend to expanded activity on Google Ads & Programmatic Display as well as fresh activity Yahoo Ads, Programmatic Display and Native inventory.
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Company
Ride Shotgun / PHD
Client
HSBC
Summary
Our research showed that many Business Banking clients were unaware of our FX solutions. Enter HSBC Currency Zone, a new proprietary HSBC platform for currency conversions. We launched an SEM campaign to raise awareness and drive engagement and set high KPI targets for clicks, CPC, CTR, visits, and return visits based on previous benchmarks. The results massively exceeded expectations; achieving a 1,002% increase in clicks, 90% lower CPC, and a CTR higher by 73%, significantly boosting website visits, and quadrupling the return visits rate. The campaign also aimed at driving leads and ended up generating 300% more than planned. The ROMI we achieved was a whopping 530% increase against the target.
The success of this campaign led to its expansion through the addition of localized translated keywords in key markets, as well as currency specific terms linking directly to the currency specific pages.
In summary, the campaign exceeded all our benchmarks by generating high levels of engagement with the HSBC Currency Zone platform, and greatly increased the awareness and interest in our FX & Payments solutions.
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Digital Industries: Platform of the Year
Company
Niantic, Inc.
Summary
Niantic’s 8th Wall platform is transforming how people experience the world by bringing to market first-of-its-kind web-based augmented reality (WebAR) technology. 8th Wall equips brands, developers, and creative agencies with a complete set of tools to build real-time interactive AR experiences that work directly in the browser.
Created to power AR everywhere, with no app download required, 8th Wall’s WebAR aims to reduce barriers to entry for immersive experiences, capture consumer engagement, and create more long-lasting connections between brands and people. 8th Wall experiences deliver success at every stage of the funnel, from awareness and interest to consideration and purchase, all within one seamless experience.
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Company
Fever
Summary
- Fever has established the largest experiential media network worldwide, which has experienced steady growth over the years.
- The transformation in consumer behavior within culture and entertainment is occurring at an unprecedented pace. With this, Fever has developed a unique ecosystem that combines behavioral data, engineering, and culture. This proprietary technology empowers creators by providing them with valuable insights to curate their content and generate demand for their experiences. This content includes classical concerts, immersive experiences, festivals, and gastronomic events.
- Fever also offers a personalized experience directly through its digital platform. This entails tailored content curation for each user, creating an ecosystem designed to understand individual preferences and desires.
- Fever’s goal is to create a platform that supports event creators throughout the entire lifecycle of an experience, bridging the gap between them and their audience while stimulating demand. Fever aims to transform users’ experiences, inspiring a growing community to share unique live experiences in real life.
- Noteworthy experiences include:
1. “The Stranger Things: The Drive-Into Experience” in Los Angeles, in partnership with Netflix. This event captivated the imaginations of more than 300,000 fans over an eight-month period, making it one of the most significant live entertainment events during the pandemic.
2. Through the Candlelight Experience Fever became the largest online seller of classical music worldwide - with over 5M people.
3. Fever recently signed the X Games as it enters into the Sport Entertainment Industry.
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Company
FreeWheel
Client
NBCU
Summary
With all eyes on the world’s largest sporting event, FIFA World Cup, both teams and advertisers wanted to keep a clean sheet throughout the tournament – and FreeWheel, a global technology platform for the TV advertising industry, did just that for a premium viewer experience while also scoring big with publishers.
Airing from November 20 to December 19, 2022, the 2022 World Cup was a ratings hit across platforms, averaging 5.6 million US viewers across both linear and digital platforms per game. For over six months, FreeWheel dutifully prepared to ensure the platform’s ability to manage the commercial load across linear and streaming channels during the live event.
For almost a month, FreeWheel’s publishers hit multiple records, including for highest per-minute traffic. Despite the large quantity of ads served during the World Cup, FreeWheel was consistently 100% incident-free with zero-dollar impact to programmers, meaning there were no missed opportunities for ads and no “dead air” during the ad breaks. FreeWheel also ensured publishers could monetize that record audience with optionality (direct or programmatic) and with certainty – inclusive of 100% uptime with zero impact to revenue. As such, FreeWheel successfully handled two billion digital ad impressions throughout the World Cup (up 25% from the last series!) for all four clients, higher than any other major live event that FreeWheel has been involved with. Additionally, with viewers watching in record numbers, the platform hit a record number of ad requests, five times more than the 2018 World Cup.
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Company
MINT
Summary
Background
The advertising landscape has become increasingly fragmented by the growing number of channels, platforms, and intermediaries making it harder for brands to achieve full visibility of their advertising efforts. On top of this, privacy legislation and the deprecation of third-party identifiers pose further hurdles for advertisers planning their campaigns.
In the face of these challenges, brands struggle to achieve a comprehensive view of all advertising operations, with a flood of data to manage across a number of different systems, such as spreadsheets, presentations, emails, dashboards, media buying platforms, search, social, and sales systems.
While finance and operations teams have Enterprise Resource Planning (ERP), and sales and marketing teams have Customer Relationship Management (CRM), MINT’s founders identified a gap in the market for an equivalent solution for businesses that wanted to achieve greater governance, transparency, and efficiency in all of their advertising activities.
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Company
PXN / Indigo Pearl
Summary
PXN is one of the video games industry’s best kept secrets. From being the go-to PR platform service provider for the likes of Sony, Microsoft, Nintendo and Amazon, to covering 24-hour shifts around key industry events, the team is best-in-class when it comes to industry knowledge, tech know-how and client relations. You know you’re doing something right when industry giants come to you asking for tech solutions to the issues they’re facing. The same can be said for the sheer volume of big-name clients that PXN continues to service both locally and internationally.
The PXN account team isn’t in an outsourced call centre or on the end of a chatbot system, it’s as hands on with its clients as any PR agency account team would be. The platform can be used across many other industries including, but not limited to, music, film, FMCG, consumer tech and goods - the possibilities are endless. PXN significantly lightens a marketing team’s load, enabling them to focus on the more important aspects of the day-to-day.
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Company
Squared.io
Summary
Squared.io is a category-defining product: a fully automated insights and optimization platform for Google Ads. Our integrated AI Ads feature is helping advertisers quickly create and test new ad copy as well as streamline approval processes and catch human errors in ads. We continue to push the boundaries of technology in advertising to a more automated and more intelligent future, providing advertisers with innovative ways of managing both their time and budgets more effectively.
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Digital Industries: Programmatic
Company
SmartHub White Label Programmatic Solutions
Client
Toucan Ads - a renowned advertising technology company, backed by a team of industry experts with extensive experience in publishing and brand marketing.
Summary
Described case study results (https://smart-hub.io/case-studies/) prove that with the innovative SmartHub approach, the company recommends itself as a solid and trusted programmatic tech partner for more than 150 clients worldwide.
With its all-encompassing technical and customer support, SmartHub makes it possible to reach these objectives:
● Launch own ad exchange in a week
● Achieve payback in 2.6 months
● Grow revenues by 262% and ROI by 571% in 4 months
Our remarkable and big launches in 2022-2023:
SmartHub 2.0 upgraded version with an enormous number of new tools to boost the clients` revenues;
SmartHub Basic version was launched for small tech companies, startups, and freelancers, which makes it possible to have a payback even in 1 day, as some of our clients proved.
We also have polished a complex of customer care measures that skyrocket our client service program:
more flexible pricing model, with special offers and discounts;
smart workflow lifecycles — the communication bridge between the wants and needs of our clients and the tech team built in a very agile way that completes a small lifecycle for every single request — to plan, design, review, develop, test, deploy, and launch;
customer satisfaction programs — our team works according to customer service management plans and customer retention strategies, regularly measuring customer satisfaction and gathering feedback to best suit the system for each customer;
guiding and educating our clients — our customer success team provides clients with platform training, business analysis, platform optimization, and immediate correspondence, including on holidays.
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Company
RocketMill
Client
partypoker
Summary
PartyPoker had hit a performance ceiling. Reaching a point of diminishing returns, search activity was resulting in an unsustainable ROI. With the online poker industry as a whole in decline, something needed to change - and change fast - in order to ensure PartyPoker remained competitive.
This required a demand generation injection, a short-term strategy that would increase reach, frequency and consideration of PartyPoker with online poker players as a proof of concept to drive longer-term ROI.
This is how our creative activation through Programmatic drove a +21% increase in brand search impressions and a +135% search lift for our core brand keywords, resulting in a 61% increase in our brand search ROI.
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Company
GroupM Nexus, On Device Research, The & Partnership
Client
TalkTalk
Summary
TalkTalk sought to expand market share for its Full Fibre offering in locations with access to the infrastructure, driven by rising consumer demand for reliable broadband and growing competition in the market.
An attention-driven, custom algorithm developed by GroupM Nexus and m/Six propelled the campaign that enabled TalkTalk to achieve its goal, advancing its media KPIs and proving attention serves as a better proxy for brand lift metrics than more traditional video metrics.
The Attention algorithm powered in-flight performance optimisations across various digital video environments, based on a range of signals including ad position, screen coverage, time on screen, and ad clutter. Overlaying TalkTalk’s geo data allowed the Attention algorithm to efficiently improve brand metrics in postcode districts with access to Full Fibre.
The remarkable outcomes included increasing cut through and capturing greater levels of audience attention (+8%), generating spend efficiencies (-14%), and boosting spontaneous brand awareness, ad recall, and brand consideration (+9%) for TalkTalk.
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Digital Industries: Retail
Company
Awin
Client
Glossybox and Pooch & Mutt
Summary
Like most retailers, GLOSSYBOX, a popular beauty subscription box, faced the challenge of customer loyalty and subscriber retention in the midst of the cost-of-living crisis. To address this, they implemented a retail media strategy in collaboration with Awin with the goal of enhancing their subscriber engagement and generating an inbound revenue stream.
By conducting a customer engagement survey, GLOSSYBOX gained valuable insights into their subscribers' demographics and identified opportunities for partnerships. Through data-driven insights and Awin's brand partnership assistance, GLOSSYBOX identified Pooch & Mutt, a sustainable dog food brand, as a suitable partner. The campaign, which launched during the Q4 peak, aimed to raise awareness of Pooch & Mutt's Christmas products among GLOSSYBOX subscribers.
The collaboration included an exclusive discount for GLOSSYBOX subscribers and leveraged GLOSSYBOX's retail media network by utilising an effective email strategy. It successfully drove purchases and acquired new customers for Pooch & Mutt, whilst GLOSSYBOX were able to foster ongoing engagement within their subscriber base.
The campaign also generated substantial revenue with high engagement rates, owed to the establishment of an effective retail media strategy. GLOSSYBOX's success with Pooch & Mutt has set the stage for future achievements, with partnerships subsequently established in many additional regions.
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Company
Enjoy Digital
Client
Sherwin-Williams
Summary
As a subsidiary of the world's largest paint manufacturer, Sherwin-Williams, Valspar is one of the most popular paint brands on the global market. And now, thanks to a recent digital transformation project with Enjoy, the digital experience Valspar offers matches the quality of its paint products.
As always at Enjoy, the project began with discovery. Through interviews with territory managers, a survey of homeowners, and a comprehensive digital analysis, Enjoy gained invaluable insights around audience behaviour, motivations, trends, and triggers. The key learning from this was that Valspar's extensive paint offering presented consumers with a paradox of choice, hindering the decision-making process.
To streamline the user journey, Enjoy developed a market-leading innovation: the Valspar Virtual Assistant. This digital application offers interactive tools to guide customer purchase decisions, from a photo uploader, colour visualizer and coverage calculator to informative video guides.
In addition to the Virtual Assistant, Enjoy crafted a new look and feel for Valspar’s website. They also revamped the menu design, simplified the user-interface, implemented advanced ecommerce functionality and optimised the website for conversions.
When the website was live and kicking, Enjoy targeted key audience segments - using the personas developed in their discovery phase - with a marketing campaign covering paid and organic search to PR, paid social and programmatic advertising. Valspar’s new digital experience quickly got people talking; receiving praise from its internal teams, partners, and customers. And thanks to this campaign, Valspar saw a significant increase in ecommerce sales, website conversions, sessions, users and paid ROAS.
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Company
VMLY&R Commerce
Client
Wendy's
Summary
In Argentina, Wendy's restaurant presence was already very low compared to other major fast food chains, but now, the competition for "real estate" was also on customers mobile phones.
According to the latest Statista Research, Argentina ranks #1 globally on App deletion with a 51.4% drop rate. This means 1 out of 2 apps downloaded eventually gets deleted after 30 days, mainly because of people clearing space on their phones.
With food apps being the first ones to get rid off, this represented a big problem for Wendy's. Without the marketing budgets to retain app customers, we needed a solution that could stop people from deleting the app.
We customized the Wendy's App shortcut menu with unexpected offers that surprised people and made them think twice before deleting us.
Intercepting the journey anyone trying to delete an app would take:
Tapping and holding the app icon (through Haptic or 3D Touch)
Every week offers were updated, which not only helped Wendy's retain existing customers but also kept them coming back to discover more, thus increasing app usage.
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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5
Digital Industries: Social Media
Company
OneFifty Consultancy
Client
iQ Student
Summary
How does a social campaign get 22x ROI?
The right influencers, meet engaging digital content, meet media innovative paid formats.
One of the UK’s leading providers of student housing, iQ Student, dominated the audience using the right channel, in the right way to drive real commercial results.
iQ Student prides itself on delivering the best home-from-home environment - reimagining the student accommodation experience to give residents their Best Year Yet. That also comes at a slightly higher price point so seeing (the difference) is believing. We brought this to life in the most important commercial window of the year - October - December 2022, when room availability for the next academic year (23/24) opens. For overall revenue management attracting early bookings from current and future residents is key.
This was the digital element of the overall ‘Launch To Market’ campaign, which honed in on TikTok and combined creator content, a highly shareable digital quiz, with an innovative paid social approach to ensure it was highly commercial.
The result was 73 bookings directly attributable to the campaign, worth £707,000. That’s a 22X return on a £31,200 investment (and not accounting for the 560 leads supplied to the sales team!).
iQ gave it a First.
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Company
We Are Social Amsterdam
Client
Crocs Europe
Summary
Crocs Europe wanted an influencer campaign to create awareness and consideration for their latest product drop (the Mega Crush), with a key focus on the notoriously competitive fashion capital that is France.
We Are Social Netherlands recruited the viral French TikTok influencer Wejdene to choreograph a socially infectious dance move, proving that despite their chunky size, the Mega Crush were so comfortable that you could pull off any move you like whilst wearing them.
The campaign captivated fashion-loving Gen Z in France and beyond, far exceeding KPIs for awareness and consideration, and generating an array of earned media above and beyond the campaign deliverables, from fashion publications, to user generated content.
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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Company
The Kitchen
Client
Heinz
Summary
How we sparked a global conversation about Heinz Tomato Ketchup with a single tweet…
With the cost of living crisis pushing up prices, we had to reinforce the iconic status of Heinz Tomato Ketchup amidst growing competition from own-brand alternatives. We devised a disruptive social stunt to reignite the nation's love for the classic condiment and remind them that when it comes to ketchup, it has to be Heinz.
With a limited budget we had to be strategic to disrupt and lean into an insight Heinz could own. Recognising that the British love a good debate, we decided to settle the age-old question of where you store your ketchup: fridge or cupboard?
By partnering with the popular No Context Brits account, we disrupted Twitter feeds with a simple tweet, "FYI: Ketchup. goes. in. the. Fridge!!!" Not only did this trigger a nationwide conversation around Heinz across social platforms, but it also ignited a global frenzy with news coverage from around the world.
Our insight driven tweet had disrupted both social feeds and the news agenda, with the campaign generating billions of media impressions and becoming Heinz’s most successful tweet ever.
The engagement around our disruptive social stunt confirmed we had successfully tapped into a universal insight and talkable tension: where to store ketchup. Through a single tweet, we provoked irrational love for not just ketchup, but for Heinz too. Our campaign reaffirmed Heinz Tomato Ketchup's unparalleled place on tables – proving that for ketchup lovers, it has to be Heinz.
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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5
Digital Industries: Technical Innovation
Company
Code and Theory
Client
Code and Theory
Summary
California wildfires are out of control. Over 4 million acres burned in 2020 and 2021 alone — marking the highest recorded number in history.
To combat this climate change nightmare, Code and Theory built and launched FIREWATCH, a first-of-its-kind web3 platform that uses NFTs to prevent wildfire.
Marking a key moment in the next wave of sustainability, FIREWATCH empowers consumers to “break new ground” by purchasing a pop-art NFT footprint of the California landscape. All proceeds support wildfire prevention through One Tree Planted, a non-profit organization dedicated to global reforestation. All NFTs are carbon-offset on Solana, the world's most eco-friendly blockchain.
Most NFT projects are essentially digital storefronts, but FIREWATCH is an immersive experience that leverages renderings from Google Maps, NASA imagery, California’s diverse habitat topography, and CalFire’s open data API — all expressed in a web3 application.
Despite crypto winter, FIREWATCH has driven significant impact:
-Safeguarded over 10K square miles of California land vulnerable to wildfire
- Reached over 200M users through press in Forbes, NFT Evening, Adweek and more
- Code and Theory was invited to speak on an Art Basel panel called “Bursting the “NFTs ARE BAD” Bubble: How FIREWATCH is Building a Non-Fungible Future” alongside leaders from One Tree Planted and Solana.
- It earned two honors at The Webby Awards for Responsible Technology and Sustainable Technology
- It vaulted Code and Theory to Fast Company's Design Company of the Year in the Innovation by Design Awards, and earned an honor in the "Experimental" category.
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Company
VMLY&R Commerce & VMLY&R UAE
Client
The Coca-Cola Company
Summary
Coke wanted to stand out and truly engage with Pepsi loving Saudis. However, it knew its lack of relationship with them would be a problem.
As it was impossible to force its way into their hearts, Coke decided to leverage something they already loved: TV, Movies and Technology.
Whilst Pepsi ruled the shelves, Coke was the king of mainstream entertainment, being part of the big screen for decades, in hundreds of shows and movies.
“I See Coke” connects consumers to content that’s not only entertaining, but something they love.
This emotional connection activates consumers, shifting their mindset into buyer mode, triggering a new habit while driving consumer lifetime-value up.
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Company
Imagination
Client
Major League Baseball
Summary
Working with Major League Baseball (MLB) we brought a new baseball experience to life in an epic three-day event, exposing existing and a new generation of fans with an exciting, fresh and interactive take on the game.
Imagination once again partnered with MLB on this celebration of baseball, creatively responsible for curating and crafting the fan festival experience in the heart of London. Celebrating the best of baseball culture with an unrivalled fan festival, MLB returned to the UK in a big way with their 2023 London Series Trafalgar Square Takeover. A free-to-attend, high-energy experience held over a three-day weekend in June offering unique opportunities for digital storytelling. Trafalgar Square Takeover was an opportunity for fans to experience MLB in the centre of the capital with baseball activities, partner activities, ballpark food, merchandise and a full programme of entertainment including a live DJ and screening of the MLB London Series 2023.
At the heart of the experience sat Home Run Derby X The Cage, a brand new dimension-defying immersive digital baseball experience, giving visitors a chance to hit home runs in a baseball game blending real life and virtual gameplay using the latest ball tracking technology. Located within an epic cage structure, players hit physical baseballs which were digitally visualised across the iconic London skyline, reaching Nelson’s column and beyond.
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Company
Twitch Ads
Client
WhatsApp
Summary
WhatsApp wanted to build awareness of its multiple layers of protection that keep messages private. So, they turned to Twitch - the digital playground of choice for Gen Z and Millennials and home to a community that values authenticity, collaboration and inclusiveness. Together, they set out to immerse WhatsApp in the digital gaming environment through a fun, entertaining, experience.
Twitch’s content is built by streamers, who engage with their communities for hours on end – but they of course need to take a break now and then. The challenge for streamers is that when they take a break, their audience drops off and their revenue shrinks.
WhatsApp and Twitch recognised the opportunity to help streamers by filling the breaks and keeping audiences engaged. And so Privacy Protectors was born - a first-of-its-kind mini-game where Twitch chat work together to protect their favourite streams from space invader-style threats, using projectiles representing WhatsApp privacy features. Success earned the community free WhatsApp subscriptions, and streamers took the opportunity to lead discussions of WhatsApp privacy.
This innovative gaming format transformed a moment when audience numbers and attention typically drop into a rewarding experience for viewers. In the process it engaged the Twitch community with the detail of WhatsApp privacy features, blasting awareness to new levels and powering up message association for WhatsApp as the platform that protects users’ privacy.
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Company
Squared.io
Summary
Squared.io is a category-defining product: a fully automated insights and optimization platform for Google Ads. Our integrated AI Ads feature is helping advertisers quickly create and test new ad copy as well as streamline approval processes and catch human errors in ads. We continue to push the boundaries of technology in advertising to a more automated and more intelligent future, providing advertisers with innovative ways of managing both their time and budgets more effectively.
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4
Digital Industries: Travel, Leisure and Sport
Company
Civil Aviation Authority
Client
Civil Aviation Authority: ATOL
Summary
ATOL as a brand, is well known and recognised, but one of the challenges we faced was conveying the benefits ATOL protection brings and why it would be relevant to those booking holidays. That’s why we launched a six week campaign across the peak holiday booking period of 21st December 2022 – 31st January to educate people about the importance of ATOL protection when booking package holidays.
Through a joyful creative, extensive audience research and a digital campaign spanning Google Display, Programmatic Display, Google Search, YouTube, Meta, Native and Sky AdSmart, we were able to significantly exceed our awareness goals, achieving 30.5 million impressions and 143,000 clicks across the six week period. Not only did we meet our objective, there was also a huge increase in performance YoY. Compared to our 2021-2022 campaign, we saw a 93% uplift in impressions YoY, based on just a 36% uplift in budget.
The result? A more informed audience who will be able to rest easy knowing their holiday is financially protected by ATOL.
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Company
Bloomberg Media
Client
Georgia National Tourism Administration
Summary
This comprehensive, cross-platform partnership between Bloomberg Media Studios and the Georgia National Tourism Administration was highly successful in delivering the target message of the country’s immense travel appeal. Glimpses of Georgia successfully communicated a modern, 21st-century story of what Georgia has to offer. From nightclub owners to fashion designers with an eye on sustainability, specific care was taken to make sure that the talent that was cast for the videos represented the bustling reality of Georgia’s contemporary urban culture, rather than its historical past. The performance metrics proved the effectiveness of the content strategy. The social-first approach taken to the video production was central in maximizing audience engagement, as the episodic vignettes that made up each video in the second and third waves in particular were perfect for splicing into bite-size chunks across social media. The 1.65% click-through rate from social media was 139% higher than Bloomberg’s benchmark, proving the effectiveness of the social strategy in the Glimpses of Georgia campaign. The video series saw a collective total of more than 2.2 million views, and an average completion rate of 71%. The high level of video views and engagement shows that audiences really gravitated towards the content, indicating that there is a curiosity and demand for different, more unique travel experiences. Glimpses of Georgia achieved its goal of spreading awareness of the country’s phenomenal offerings and to inspire tourists all over the world to come spend time in the multifaceted, unspoiled land of Georgia.
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Company
Razorfish
Client
Visit Orlando
Summary
If you told someone who had never heard of Orlando about all that happens there, they might not believe it even exists. Self-driving cars? Towering coasters? Siblings actually getting along? Metaverse tech? Michelin stars? And a mouse more famous than Lady Gaga? But it’s all real. In fact, we call it “Unbelievably Real,” because this isn’t just a place with dreams—it’s a place where people manifest their visions. And it’s a place where, no matter how spectacular the stage, the feelings and connections are entirely authentic. From entertainment to technology to business and beyond, everything about Orlando is “Unbelievably Real.”
Crafting a compelling story for potential visitors, residents, meeting planners and business leaders alike wasn’t just a creative challenge—it required a huge shift in the way that internal Orlando stakeholders worked together. For the first time ever, we facilitated Visit Orlando and the Orlando Economic Partnership (OEP) joining forces to launch a unified creative platform hailing Orlando as “Unbelievably Real.” Every creative execution demonstrated Orlando’s unique ability to combine all things fantastical and authentic.
The new brand platform played a key role in driving visitors to the region in 2022, cementing Orlando as the #1 U.S. travel destination.
$8 billion in directly attributable additional visitor spending
359-to-1 return on ad spend globally
#1 U.S. tourist destination, with 74 million visitors in 2022
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Company
The Guardian
Client
Google Pixel
Summary
Like the Guardian, Google Pixel believes in parity in women’s football coverage. Despite interest in the women’s game growing, attracting 17.4 million viewers for last summer’s Women’s Euro final, only 2% of print and 6% of television football news mentions in the UK are dedicated to the women’s game. Closing the visibility gap is a big pillar of Pixel's role in football. As part of this, Pixel has launched Pixel FC – a collective of dedicated women’s football creators and presenters.
Google Pixel has partnered with the FA and both England teams to bring football fans closer to the sport they love through richer content, greater inclusion and more immersive experiences, all powered by its leading AI.
That's why Google Pixel wanted to support the Guardian in making the Women’s World Cup 2023 unmissable.
As the Guardian’s exclusive sponsor for the entire tournament, Google Pixel was everywhere Guardian football fans were; with the right media across audio, digital and print to deliver scale, influence and integrity to the wider campaign.
It was the Guardian’s most read women’s football tournament, with 42m page views, 2m page views to the nail-biting final, and 150% of our podcast target for Women’s Football Weekly.
With big, bold and beautiful new formats like the Fabric XL display units across all digital coverage, integrated podcast ads in every episode of Womens’ Football Weekly and 100% of voice in our print special to kick it all off, we made sure Google Pixel was there for every moment.
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3
Digital Industries: UX
Company
Torpedo
Client
Panasonic Connect
Summary
In the competitive and rapidly changing digital landscape, Panasonic Connect recognised the need for a fresh and innovative website to provide an exceptional online experience for their 2.5 million yearly global visitors.
The goal? Overcome the challenges that customers face when trying to access information about high-quality products, services, and support, whilst also highlighting a new solutions architecture that uses a combination of products within industry verticals. To do that we needed to create a state-of-the-art, multilingual/regional, efficient, SEO optimised, and customer-centric website.
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Company
YETI x Code and Theory
Client
YETI
Summary
At the end of 2022, while most brands were looking backward, YETI was looking ahead. Year in Preview is the first interactive, personalized calendar of its kind, empowering people everywhere to look ahead and plan their outdoor adventures.
YETI had two key goals with Year in Preview, starting with solving a tangible problem for customers by building a personalized calendar that gave them access to the best and most diverse outdoor events year round. Second, to extend the reach of the YETI brand by making a lasting impression on new audiences. For the first goal, engagement was off the charts, with a 9% add to calendar rate, meaning hundreds of thousands of events added by outdoor enthusiasts everywhere. Users also averaged more than 2 minutes on Year in Preview — 40 seconds more than the average B2C experience (source: DataBox). This testimonial from Camille Egdorf, Professional Fly Fishing Guide and YETI ambassador, says it all: “We always talk about “the year in review” but why not look forward? YETI’s Year in Preview makes it simple to plan and add that extra stoke level to your upcoming year.”
For the second goal, Year in Preview delivered more than 200M impressions through press alone. From Fast Company to Travel and Leisure, Digiday, Ad Age, and more, YETI captured a massive audience across business, technology, creativity, design, and lifestyle. It also recently won the Webby Award for Best Website - Travel, and Fast Company's Marketing Award in the Innovation by Design Awards.
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Company
Superco
Client
Represent
Summary
Rising fashion brand Represent joined forces with Superco to revamp its digital presence. The project's key objective was to infuse the new website with the brand's unique identity and global appeal. Through a Vision Discovery Session, data-driven insights, and innovative design, we crafted a premium user experience that appeals to the brand's fashion-forward fans.
Our team utilised Alpine.js and Tailwind.css to ensure a seamless blend of brand expression and accessibility. The use of AI tool Neurons optimised layout and engagement, and we also introduced The Vault, a now highly anticipated exclusive online event.
Since working with Superco on the site redesign, Represent has witnessed a remarkable 92% revenue increase and a 32% boost in conversion rates. The fashion label's digital transformation is a testament to our commitment to UX excellence.
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