Winners 2026
Campaigns
B2B CAMPAIGN
Coming Soon
The Academy
Client: Verifymy
Verifymy seized the introduction of the UK’s Online Safety Act as a commercial opportunity to position itself as the leading age-verification partner for adult entertainment platforms. To break through industry apathy, Verifymy launched Coming Soon, a provocative awareness campaign fronted by adult content creator Ivy Maddox. Rather th...
ENVIRONMENTAL PURPOSE CAMPAIGN
FastTech Is The New Fast Fashion
SHOOK
Client: Recycle Your Electricals
PR that gets onto the Cambridge Dictionary’s new words list…without even trying? PR that consistently makes headlines and sofa slots? PR that gets 150,000 more people doing critical recycling? That’s cut-through. That’s culture. That’s change. That’s what happens when you successfully show ‘FastTech is the new Fa...
Fashion Play
Kindred
Client: Epson
Epson has strong brand recognition, but little is known about its work beyond paper. Throwing down the gauntlet, Kindred was challenged to show a different side to the brand and how its technology is tackling one of fashion’s biggest problems – discarded clothing. We identified a newsworthy entry point: children’s cloth...
INTEGRATED CAMPAIGN
#AxeTheRacingTax
Teneo
Client: BHA
In June 2025, British horseracing faced an existential threat to the sport’s financial sustainability. The Government was proposing to harmonise remote gambling duties, increasing taxation on all forms of gambling under a standard rate in the Autumn Budget. For horseracing, which depends on betting as a financial lifeline, the economic...
Phone Addiction Kills
W Communications and adam&eve\TBWA
Client: Mumsnet
For Mumsnet, W Communications and adam&eve\TBWA turned a nation’s parental distress into political heat - forcing Britain to confront the uncomfortable truth about smartphones, and helping shove a sluggish government towards action. Molly Russell. Megan Evans. Jason Pulman. Three young lives lost amid a growing crisis of online ...
INTERNATIONAL CAMPAIGN
Matrescence Campaign
Tommee Tippee and Peanut
Matrescence, the profound transition into motherhood, a universal yet under-recognised experience, lacking formal definition and mainstream awareness. It is not acknowledged by authorities such as the Oxford English Dictionary or Merriam-Webster, nor supported by everyday tools like Apple keyboards. To change this, Peanut and To...
Bring Kids Back UA
Atticus Partners
Client: Office of the President of Ukraine
Atticus successfully delivered a PR-led integrated campaign that successfully elevated the return of abducted Ukrainian children into a sustained global priority, reinforcing one core diplomatic message: the return of Ukraine’s stolen children is a non-negotiable condition for peace. Key international media markets for the campaign sin...
Don't Miss A Beat
Hawthorn Advisors
Client: World Heart Federation
Cardiovascular disease (CVD) is the world's leading cause of death, claiming more than 20 million lives annually. Yet up to 80% of heart attacks and strokes are preventable. To mark the 25th anniversary of World Heart Day, Hawthorn Advisors partnered with the World Heart Federation (WHF) to deliver Don't Miss a Beat, a campaign ...
PR EVENT
Aldeh
Taylor Herring
Client: Aldi
In autumn of 2024, the Gallaghers revealed to the world they were touring together after 15 long years apart. It was obvious to everyone (and every brand) that this would be THE cultural moment of the year. When an opportunity like that lands in your lap, well, you’ve got to roll with it... And that’s just what we did with Aldeh...
For the Girls
W Communications & Spike
Client: England Rugby & the Red Roses
For England Rugby, Spike - W Communications’ specialist sports arm - built an event led campaign that did not simply borrow the heat of the tournament but helped turn it into lasting participation. No vast sponsorship rights package or brute-force media spend. Just a strong belief that if the Women’s Rugby World Cup was going ...
SOCIAL PURPOSE CAMPAIGN
Robbed: Big Tech's Little Victims
Forster Communications & Inflect
Client: National Education Union
Robbed: Big Tech’s Little Victims is a high impact campaign by the National Education Union, supported by a coalition of organisations, that helped drive a significant shift in the UK Government’s position on children’s online safety within nine months. At launch in September 2025, ministers rejected raising the minimum social media ag...
The Real Crown Jewels
Taylor Herring
Client: OddBalls
Testicular cancer is the most common cancer in men aged 15-49 - yet over half don’t check themselves. It’s highly treatable if caught early, but awareness and action remain dangerously low. Embarrassment and stigma continue to make testicular health one of the least openly discussed cancer topics among young men. Our solu...
BEST USE OF A CELEBRITY(IES)
When Daddy Pig Ran the Marathon
PrettyGreen
Client: Hasbro
A finish line moment the whole country was talking about, powered by the strategic use of one of the UK’s most trusted fitness celebrities. On Sunday 26th April, Joe Wicks joined Daddy Pig to take on the TCS London Marathon, transforming George Pig’s hearing loss storyline into a joyful national headline moment supporting the Na...
Coming Soon
The Academy
Client: Verifymy
Verifymy seized the introduction of the UK’s Online Safety Act as a commercial opportunity to position itself as the leading age-verification partner for adult entertainment platforms. To break through industry apathy, Verifymy launched Coming Soon, a provocative awareness campaign fronted by adult content creator Ivy Maddox. Rather th...
BEST USE OF CONTENT
The Relationship Aid
Golin + Ketchum
Client: Specsavers
While over-55s spend £11bn a year on adult products to reignite their romantic spark - they ignore their hearing health, which is key to romantic connection. Yet one in three hearing aid users report more physical intimacy with their partner - so Specsavers, romance influencers and Married at First Sight’s Paul Brunson anonymously seed...
The Return of Barry Scott
One Green Bean
Client: Cillit Bang
After nearly a decade away from our screens, Cillit Bang staged the most anticipated comeback in household cleaning history. Turning years of internet (and media) speculation, conspiracy theories, and meme culture into a strategically crafted, social-first campaign, we answered the burning question: “Whatever happened to Barry Scott?” ...
BEST USE OF CREATIVITY
The Relationship Aid
Golin + Ketchum
Client: Specsavers
While over-55s spend £11bn a year on adult products to reignite their romantic spark - they ignore their hearing health, which is key to romantic connection. Yet one in three hearing aid users report more physical intimacy with their partner - so Specsavers & Married at First Sight’s Paul Brunson anonymously seeded a mysterious 'couple...
The KitKat Heist
Burson x VML
Client: Nestlé
One week before Easter, a key sales moment for chocolate, KitKat faced a supply chain crisis: 12 tonnes of KitKat bars were stolen in transit. Rather than hide it, we controlled the narrative to capture the world’s attention. Inflecting our release and online statements with the brand’s signature wit, we ignited an earned media and UGC...
BEST USE OF A CONTENT CREATOR
McDonald's World Menu Heist
Red Consultancy
Client: McDonald's UK & I
The arrival of McDonald’s World Menu Heist – a menu that saw eight global items available in the UK for a limited period - was hotly anticipated. But new HFSS/ LHFD* restrictions landing the same week as the launch limited the products that could be talked about via paid media. Our solution was to lean into the creator community to do ...
#TeamWater
WaterAid
In August 2025, two of the world’s biggest YouTubers, MrBeast and Mark Rober, joined forces with WaterAid to launch #TeamWater. What emerged was one of the most ambitious and effective creator-led PR campaigns ever delivered by an NGO. In just one month, the campaign raised over $41 million, mobilised over 10,000 digital-first creators...
BEST USE OF PLANNING, STRATEGY AND EVALUATION
Phone Addiction Kills
W Communications and adam&eve\TBWA
Client: Mumsnet
For Mumsnet, W Communications and adam&eve\TBWA turned a nation’s parental distress into political heat, with a powerful campaign that forced Britain to confront the uncomfortable truth about teen smartphone use and helped shove a sluggish government towards action. Molly Russell. Megan Evans. Jason Pulman. Three young lives lo...
The Undropped Kit
Golin + Ketchum
Client: ASICS
Two out of three girls will drop sport before 16 and PE kit is a major reason. Period anxiety, sweat visibility, shapes built for boys don’t just bother them. They stop them. For ASICS, a brand built on Sound Body, Sound Mind, this was a barrier they could fix. Handing ownership entirely to the girls, their voices, their design choices...
BEST USE OF A SMALL BUDGET
The Real Crown Jewels
Taylor Herring
Client: OddBalls
Testicular cancer is the most common cancer in men aged 15-49 - yet over half don’t check themselves. It’s highly treatable if caught early, but awareness and action remain dangerously low. Embarrassment and stigma continue to make testicular health one of the least openly discussed cancer topics among young men. Our solu...
Coming Soon
The Academy
Client: Verifymy
Verifymy seized the introduction of the UK’s Online Safety Act as a commercial opportunity to position itself as the leading age-verification partner for adult entertainment platforms. To break through industry apathy, Verifymy launched Coming Soon, a provocative awareness campaign fronted by adult content creator Ivy Maddox. Rather th...
CITY & CORPORATE COMMUNICATIONS
The Home Age
MHP Group
Client: E.ON
The Home Age was a creative corporate and B2B campaign to highlight the transformative potential of battery storage to tackle fuel poverty. The campaign achieved awareness, trust and advocacy among hard-to-reach energy stakeholder audiences. The project integrated experiential, earned and digital activations, using E.ON’s ground breaki...
Rural Communities are Engines of Growth
Cavendish
Client: Fibrus
Fibrus is one of the UK’s leading Alternative Network (altnet) Providers, set up to democratise access to full fibre broadband and bring high speed connectivity to some of the country’s most remote locations. A challenger brand at heart, Fibrus’ mission is to separate itself from utility companies of old and show customers, the Gov...
FINANCIAL SERVICES
Strengthen Your Pension
Third City
Client: The ABI and Pensions UK, on behalf of the pensions industry
When Ross Kemp swaps crime documentaries for crunches, you know it’s not your average pension campaign. In the backdrop of a growing retirement crisis, we borrowed from the world of wellness to deliver a powerful message about strengthening your financial future. While people are passive about their pensions, they are active whe...
Minted in History
Cash Access
In December 2025, Cash Access UK marked the opening of its 200th Banking Hub in Billericay, Essex. Taylor Herring worked with the in-house team to turn what could have been a routine branch launch into a nationwide Christmas story. The creative was quite literally minted in history, a unique collection of seasonal chocolate coin...
HEALTHCARE ETHICAL & OTC CONSUMER
The Relationship Aid
Golin + Ketchum
Client: Specsavers
While over-55s spend £11bn a year on adult products to reignite their romantic spark - they ignore their hearing health, which is key to romantic connection. Yet one in three hearing aid users report more physical intimacy with their partner - so Specsavers & Married at First Sight’s Paul Brunson anonymously seeded a mysterious 'couple...
The Real Crown Jewels
Taylor Herring
Client: OddBalls
Testicular cancer is the most common cancer in men aged 15-49 - yet over half don’t check themselves. It’s highly treatable if caught early, but awareness and action remain dangerously low. Embarrassment and stigma continue to make testicular health one of the least openly discussed cancer topics among young men. Our solu...
INTERNAL COMMUNICATIONS AND EMPLOYEE ENGAGEMENT
Let's Go!
Golin + Ketchum
Client: The Magnum Ice Cream Company
When The Magnum Ice Cream Company listed across three stock exchanges, 19,000 employees worldwide could have been bystanders to a financial milestone. Instead, "Let's Go!" made them part of the story. Day 1 became about people taking ownership of their collective future as part of the world's largest ice cream company and stepping into...
ISSUES AND REPUTATION MANAGEMENT
The KitKat Heist
Burson
Client: Nestlé
One week before Easter, a key sales moment for chocolate, KitKat faced a supply chain crisis: 12 tonnes of KitKat bars were stolen in transit. Rather than hide it, we controlled the narrative to capture the world’s attention. Inflecting our release and online statements with the brand’s signature wit, we ignited an earned media and UGC...
Phone Addiction Kills
W Communications and adam&eve\TBWA
Client: Mumsnet
For Mumsnet, W Communications and adam&eve\TBWA turned a nation’s parental distress into political heat, with a powerful campaign that forced Britain to confront the uncomfortable issue of teen smartphone use and helped shove a sluggish government towards action. Molly Russell. Megan Evans. Jason Pulman. Three young lives lost ...
MARKETING COMMUNICATIONS: AUTOMOTIVE AND TRANSPORT
The Line To Legend Land
Great Western Railway
Client: VCCP Roar
Great Western Railway’s brand is rooted in storytelling and adventure. In Spring 2026, we brought this spirit to life by reviving ‘The Line To Legend Land’ - a book originally published by GWR 100 years earlier. As well as reimagining ten legendary tales from across the GWR network, we worked with former Children’s Laureate, Michael Mo...
Your Presence Is Presents Enough
Mischief
Client: Avanti
Every five minutes, a vulnerable child runs away, many using the rail network. At Christmas, when passengers’ distraction is heightened, Avanti West Coast partnered with Railway Children to help people notice what is often missed. ‘Your Presence Is Presents Enough’ was a national safeguarding campaign built around a symbolic five-minut...
MARKETING COMMUNICATIONS: CULTURE, MEDIA, SPORT AND TRAVEL
The Undropped Kit
Golin + Ketchum
Client: ASICS
Two out of three girls will drop sport before 16 and PE kit is a major reason. Period anxiety, sweat visibility, shapes built for boys don’t just bother them. They stop them. For ASICS, a brand built on Sound Body, Sound Mind, this was a barrier they could fix. Handing ownership entirely to the girls, their voices, their design choices...
Your Presence Is Presents Enough
Mischief
Client: Avanti
Every five minutes, a vulnerable child runs away, many using the rail network. At Christmas, when passengers’ distraction is heightened, Avanti West Coast partnered with Railway Children to help people notice what is often missed. ‘Your Presence Is Presents Enough’ was a national safeguarding campaign built around a symbolic five-minut...
MARKETING COMMUNICATIONS: LEISURE AND HOSPITALITY
A Meal to Change Minds
MHP Group
Client: Hilton
A Meal to Change Minds was corporate campaign that celebrate the unique contributions of Hilton staff by placing them at its centre, positioning Hilton as the industry-leading inclusive employer. It drove wider public conversation about the need to break down employment barriers for people with learning disabilitie while inspiring a no...
The Holiday Swim School
Taylor Herring
Client: easyJet Holiday’s
Summer holidays are synonymous with jumping in the pool, frolicking on the shore and swimming in the sea; but for some people this isn’t the reality. Simply, because they can’t. One in three British adults can’t swim the length of a pool. Nine million Brits are unable to swim at all. But for those that can, it’s often the best b...
MARKETING COMMUNICATIONS: HEALTH, BEAUTY, RETAIL AND FASHION
The Real Crown Jewels
Taylor Herring
Client: OddBalls
Testicular cancer is the most common cancer in men aged 15-49 - yet over half don’t check themselves. It’s highly treatable if caught early, but awareness and action remain dangerously low. Embarrassment and stigma continue to make testicular health one of the least openly discussed cancer topics among young men. Our solu...
Aldeh
Taylor Herring
Client: Aldi
In autumn of 2024, the Gallaghers revealed to the world they were touring together after 15 long years apart. It was obvious to everyone (and every brand) that this would be THE cultural moment of the year. When an opportunity like that lands in your lap, well, you’ve got to roll with it... And that’s just what we did with Aldeh...
NOT-FOR-PROFIT
Change Starts In The Changing Room
Fanclub PR
Client: Sweaty Betty Foundation
“Change Starts in the Changing Room” transformed an overlooked facilities issue into a national conversation about girls’ participation, confidence and wellbeing, driving tangible policy influence and unlocking long-term funding for systemic change. Working with the Sweaty Betty Foundation, Fanclub identified an invisible barrie...
Bells & Butterflies
Hope&Glory
Client: Great Ormond Street Hospital Charity
In a bid to raise awareness of Great Ormond Street Hospital Charity’s “Build It, Beat It” campaign to raise £300 million for a new cancer care unit, we created a national first. “Great Tom” –the main bell of St Paul’s –rang out to commemorate the 253 young people who did not get to ring the end of treatment bell at GOSH, while a...
PUBLIC AFFAIRS
#AxeTheRacingTax
Teneo
Client: BHA - British Horseracing Authority
In June 2025, British horseracing faced an existential threat to the sport’s financial sustainability. The Government was proposing to harmonise remote gambling duties, increasing taxation on all forms of gambling under a standard rate in the Autumn Budget. For horseracing, which depends on betting as a financial lifeline, the economic...
The Undropped Kit
Golin + Ketchum
Client: ASICS
Two out of three girls will drop sport before 16 and PE kit is a major reason. Period anxiety, sweat visibility, shapes built for boys don’t just bother them. They stop them. For ASICS, a brand built on Sound Body, Sound Mind, this was a barrier they could fix. Handing ownership entirely to the girls, their voices, their design choices...
PUBLIC SECTOR
Have the Chat
Stripe Communications
Client: Scottish Government
Scotland’s opt-out law made organ donation the default, but families are consulted first and increasingly they don’t know what their loved one wanted. With registrations plummeting and a record 640 people waiting for a transplant, we closed the intention gap by making one action feel normal: record your decision and Have the Ch...
Climate and the environment at Oxford
University of Oxford
Rising global temperatures are driving changes in sea level and contributing to extreme weather conditions, causing catastrophic impacts on human life and a decline in the planet’s biodiversity. The undergraduates who joined Oxford in 2025 are likely to experience the greatest change of any generation since we emerged from the ice age ...
TECHNOLOGY
The Last Shot Gallery
Words+Pixels
Client: Back Market
While 89% of UK consumers had noticed signs of climate change, 46% said it made no difference to their tech purchasing behaviour. Back Market set out to close that gap. The Last Shot Gallery subverted "Shot on iPhone," the most recognisable consumer advertising campaign of the smartphone age, commissioning emerging artists to re...
Coming Soon
The Academy
Client: Verifymy
Verifymy seized the introduction of the UK’s Online Safety Act as a commercial opportunity to position itself as the leading age-verification partner for adult entertainment platforms. To break through industry apathy, Verifymy launched Coming Soon, a provocative awareness campaign fronted by adult content creator Ivy Maddox. Rather th...
People, Consultancies & Teams
DIVERSITY, EQUITY & INCLUSION CHAMPIONS
Hope&Glory
Our greatest challenge has been laurels. And never resting on them. We’ve adorned the shelves of Hope&Glory with many awards over the years. We remain the most-awarded independent agency of the year (a title we’ve held for four years) and are the most-awarded agency of the last five years according to PRWeek. We’ve been s...
John Doe
John Doe is an independent agency that attracts attention for the world’s most ambitious brands. Founded by Lee Beattie and Pam Scobbie from a kitchen table in the Gorbals, Glasgow, we now have offices in Glasgow, London and Manchester, delivering audience-obsessed, earned-first culture work fuelled by creativity and data. ...
NEW CONSULTANCY OF THE YEAR
Chomp
If this category rewards genuine challenge met with genuine resourcefulness, then Chomp’s story starts here: launching a new agency into an industry on its knees - deliberately. Run by two under-35s, and while part of the wider W Group, Chomp doesn’t receive a free dinner ticket when it comes to finances. Built without a safety ...
Spike
This is not a “plucky start-up with potential” story. This is a non-league club lifting the Champions League trophy before anyone’s even learnt the squad numbers. Spike is a new sports agency launched in 2025 that, in its first 12 months did what most agencies spend a decade promising in pitch decks to do and never quite delivering....
LEADER OF THE YEAR - AGENCY
Oli Bradley & Nick Braund
Words+Pixels
Two leaders who had never met built one of the fastest-growing agencies in Europe on a shared conviction: that the industry was getting it wrong, and there was a better way. Five consecutive years of growth proved the model worked. But in 2025, Nick and Oli made a more challenging leadership decision. Not to push harder, but to ...
YOUNG PR PROFESSIONAL
Rebekah Jordon
Syneos Health Communications
I moved into healthcare communications from a background in Biochemistry because I wanted to be closer to where science meets people – shaping how innovations are understood and accessed. I am a Senior Account Manager at Syneos Health, having rapidly progressed by consistently delivering impact beyond my level. I combine scientific exp...
SPECIALIST CONSULTANCY OF THE YEAR
89up
89up is a fully integrated global communications agency built to only serve charities, non profits and foundations. We provide a comprehensive suite of services - including strategy, R&I, PR, PA, advocacy, digital mobilisation, content creation and web technology - to help mission-driven organisations tackle complex global issue...
MatchFit
We are MatchFit, the specialist sports PR agency. Against a sports agenda that’s noisier than ever, we put a premium on the true craft of PR to help world-class brands and rightsholders navigate that world. MatchFit isn’t just a catchy agency name – it’s a culture; a mindset; a behaviour. It’s a kitemark for our standards and v...
BOUTIQUE CONSULTANCY OF THE YEAR (<£3M TURNOVER)
Earnies
2025/26 was a defining year for Earnies as we entered what we like to call our “not-so-terrible twos”. Founded in 2023, we set out to create earned-first campaigns built to travel, from front-page headlines to breakfast TV to social conversation. Because attention isn’t given, it’s earned. While the industry consolidated around ...
Work & Class
The PR industry has a blind spot: it doesn’t reflect or understand the majority of people in communities across the UK – working class audiences. Work & Class was built to change that. As the only agency placing the UK’s largest demographic at the heart of its mission, we’ve quickly proven the commercial value of doing so, winn...
SMALL CONSULTANCY OF THE YEAR (£3M-£8M TURNOVER)
Ready10
2025 was the year Ready10 evolved. As we approached our tenth birthday, we recognised a fundamental challenge holding us back from the next stage of our journey: perception. We were often the ‘wild card’ in pitches; the fresh and energetic agency clients were excited by, but also seen as young and ‘small’ and not always the one, when...
Tin Man
Agency of the Year four times, 19 out of 21 pitch wins, top spot in PR Week’s new business rankings, a host of household names (and £1.3m) added to our client roster, continued double digit growth and another year of solid profit - outwardly the headlines for Tin Man in 2025 were glowing. But behind the headlines there were more chal...
MID-SIZED CONSULTANCY OF THE YEAR (£8M-£20M TURNOVER)
The Romans
The past 12 months at The Romans have seen… 44 new hires join us, 30 new clients won by us and a stunning 42% YoY revenue growth. A 93% client retention rate, a 92% staff retention rate and a creative department that almost tripled from 9 to 26. The creation of a ‘beer-proof’ parka-style Lidl jacket to celebrate Oasis reuniting, a ca...
Taylor Herring
2025 was the most successful and most high-stakes year in Taylor Herring’s history. At the start of the year, founders Cath Taylor and James Herring announced they would step down after nearly 25 years, with a formal departure set for October. In practice, however, both founders took an immediate step back from day-to-day decision-mak...
LARGE CONSULTANCY OF THE YEAR (>£20M TURNOVER)
Golin + Ketchum
Golin's 2025 should have been its hardest. A landmark merger, an office move and the kind of structural uncertainty that breaks agencies. Instead, it became one of our best years on record. A fifth consecutive year of strong growth, powerful new business wins, winning Best Places to Work 2026 and the only PR agency to become a Contagio...
W Communications
In a year when the industry talked endlessly about transformation, W got on and proved it. We delivered our strongest year of growth ever. UK revenue surged from £17m to £25m, with 44% UK growth and 32% globally, propelling W into the industry’s Top 20 for the first time. A 95% pitch win rate secured more than 100 new client wins - up...
IN-HOUSE TEAM OF THE YEAR (PRIVATE SECTOR)
Evri
2025 was a defining year for Evri’s in-house team; a moment that tested resilience, judgement and leadership in one of the UK’s most scrutinised sectors. Against a background of rapid growth, heightened reputational risk and a landmark merger with DHL eCommerce UK, a five-strong team delivered outstanding impact at national and global ...
easyJet
easyJet’s UK External Communications team is a small but mighty in-house function responsible for protecting and promoting the reputation of the UK’s largest airline in one of the most fast-moving and highly scrutinised sectors. In easyJet’s 30th year, the team set out to cut through a complex external environment shaped by geopolitica...
Rathbones Group
Rathbones’ press team didn't exist in 2024. Following a complex integration that created one of the UK’s largest wealth managers, leadership recognised the need for a reputational platform to match the business’s scale and ambition. In 2025, we transformed PR from a reactive function into a strategic, integrated in-house operation at t...
