The winners of The PRmoment Awards 2025

With a staggering 95% of airline pilots in the world being men, chances are you’ve never heard or seen a female pilot. So, easyJet has been on a drive to shift the dial and drive greater diversity within the pilot community by tackling misconceptions about who could have the potential within them to become a real high-flyer and encourage more women to join the profession.

How better, than to put the public to the test with a real-life pilot aptitude quiz? And taking out-of-home advertising to a new level with a real-life female easyJet pilot strapped to a billboard in central London?

The judges said: “A highly impactful and creative campaign that exceeded its objectives - very impressive.”

Following last year’s #GetFairAboutFarming campaign that resulted in a change of the law to better protect farmers from supermarkets’ commercial practices, this year Frank set out to shine a light on farmwashing.

The campaign included an exposé docuseries that was seen 12.8 million times, resulting in 11,000 letters sent to MPs by the public, while farmwashing was discussed in Parliament and consumers showed their support for independent farmers with Riverford seeing a 45% uplift in traffic to the website.

The judges said: “This was a really focused and well thought through campaign.”

The "World’s Bluest Waters" campaign for CV Villas focused on improving rankings and visibility for Greece-related non-branded keywords through innovative digital PR.

Using scientific colour theory, Propellernet discovered the beaches with the world’s bluest waters.

The campaign achieved 220 pieces of coverage, including 70 high-quality links to the Greece category page—exceeding the annual target by 744% in just one month. As a result, CV Villas achieved #1 rankings for key terms like "Greece villas" and "Greece villa holiday," driving visibility up by 118% and delivering over 12,600 additional clicks annually for key search terms.

The judges said, “Genuinely a very creative and efficient campaign, that has had unarguable impact in the search domain.”

Most of us think of Alzheimer’s as a slow, life-limiting disease that narrows human horizons, ending in a distressing death for sufferers and carers alike.

Yet there are 55 million people around the world living with some form of dementia today and 30 million new cases diagnosed every year. Despite this scale, after initial diagnosis sufferers are often left to cope on their own, with little or no help. Lenovo’s Alzheimer’s Intelligence explores the potential of AI to transform support for people living with dementia.

The judges said: “A heartwarming use of AI chatbot functionality and brilliant to see it being used for social good.”

In 2024 the LEGO Group launched its first ever passion-led product range, bringing together almost 100 sets under the badge of ’Space’. From DUPLO sets a 2 year old could build, to a 3,600 piece highly detailed replica of the NASA Artemis Space launch system, the curated range helped fuel the UK’s passion for Space Exploration. Mischief's job was to deliver a fully integrated launch campaign aimed primarily at kids and their shopper parents.

The judges said: “The celebrity partnerships are perfect for the campaign, generating great results and clear brand benefit. The results were particularly impressive given the election announcement, causing Mischief to have to pivot and adapt to achieve success.”

"I’m not Buzz Lightyear – I’m not going to infinity and beyond!”- Gemma Collins on the importance of pensions, Sky News.

People don’t want to think about getting older… that is, apart from when it comes to the beauty industry. Our Face Forward campaign lent into this insight, creating a parody advert about a pot of face cream to get people to think about their pension pot. And the star? ‘The GC’ herself – a perfect fit for ‘beauty’ creative, yet surprising as a spokesperson for pensions, adding to the news value and helping our fully-integrated campaign exceed all KPIs.

The judges said: “A really smart strategy. The way the objectives were laid out upfront and delivered against in the results section also made it very easy to see what a success the campaign was.”

Bupa is known to many as a health insurer. But as a leading global healthcare brand, Bupa has a much bigger purpose. In 2024 attention was turning to a ‘summer of sport’ anchored by Paris 2024. Bupa saw an opportunity to cut-through with its first-ever brand campaign, centred around sponsorship of Para athletes. Pretty Green knew health is complex topic- as unique as the beat of your heart! So ahead of the Games, it partnered with photographer Annie Leibovitz to capture portraits showcasing what health means to Bupa’s athletes. The campaign encouraged everyone to join the conversation and share their Picture of Health, driving positive reappraisal, 1bn earned media reach and +17% SoV YoY.

The judges said: “Not only were the objectives clear from the outset, but how the campaign delivered against them, left it undeniable that this campaign was a great success!”

New Covent Garden Market is at the heart of foodie London. It is a semi-public night market, supplying B2B customers, high-end restaurants, hotels and other hospitality businesses for which London is renowned. Sunny Side Up's job was to make sure that current and potential customers continue to see it for what it is: a remarkable hub for the provision of high-quality fruit and veg from around the world.

This was Sunny Side Up's first creative project for New Covent Garden Market and it included a tight budget, a Western lowland gorilla and an anniversary!

Client: "to be honest, this has been pretty overwhelming”.

The judges said: “Incredible campaign - so simple and so powerful.”

The V&A has over 2.27m objects in its collection. There’s something for everybody so “if you’re into it, it’s in the V&A”. Hope&Glory offered nine people the opportunity to advise the V&A about its collections – enhancing its understanding of modern culture. The campaign reached 87% of the core audience and, of those exposed to the campaign, 76% said the activity made them think more positively about the V&A brand. Amongst non-V&A visitors, 40% said the activity made them think it was more relevant to them.

The judges said: “Huge results for a modest budget. Tapped into culture. This is gold standard”

Bottle’s #SushiMe campaign for Yutaka leveraged a strategic mix of influencers to elevate brand visibility and engagement. Led by Celebrity MasterChef winner Kadeena Cox, the campaign featured celebrity-inspired sushi sculptures showcased on TV and social media. Micro-influencers amplified the campaign by creating their own sushi portraits, encouraging user-generated content, and driving community engagement.

Anchored around International Sushi Day, the multi-platform approach achieved 5.63 million social impressions, 86 media placements, and 5 TV segments, exceeding all KPIs. The campaign delivered a +4% increase in Share of Voice and an 8% uplift in brand recall, positioning Yutaka as a leader in Japanese cuisine.

The judges said: “Fun, clever and well executed. This is what influencer campaigns should be about.”

MHP's ‘Fake Always Breaks’ campaign not only helped motorists to better understand the life-threatening dangers of buying fake car parts, it also demonstrably improved consumer confidence in knowing how to spot and report counterfeit goods. In parallel, the campaign reduced the likelihood that people will consider buying fake car parts in future by +79%.

MHP achieved those feats through best practice planning, strategy and evaluation. Research was used throughout the campaign planning and delivery process to understand audience motivations, opportunities, challenges and reactions. This was accompanied by hard-hitting creativity, and expert delivery across earned, organic and paid social channels.

The judges said: "Fantastic recall data and impact analysis, with simple but clear strategy and execution.”

The UK’s illegal cannabis-using community exceeds 2.5M, with around 1.8M using it for health issues like chronic pain. Despite this, many continue to buy from dealers rather than source it legally from medical cannabis clinics such as Curaleaf.

To uncover what’s really in street-bought cannabis— ranging from mould to E. coli—Third City lab-tested samples and went straight to the source. Billboards in drug hotspots and QR code stickers on lamp posts flipped an innovative dealer tactic against them. The result? Over 700 media hits and an 18% spike in new patients for Curaleaf Clinic after launch.

The judges said: “A really smart campaign activated effectively across multiple platforms, delivering a jump in patient numbers with huge reach and impact.”

Broadcast Revolution's “Alan Bates Approach” to media and storytelling delivered the double whammy of capturing hearts and minds. It's research showed that 50% of hairdressers were at risk of closing. Highly emotive spokespeople were prepared to deliver interviews and a meticulous broadcast first strategy meant that no stone was left unturned.

The campaign delivered 140 pieces of coverage, doubled the association’s membership, questions were asked at PMQ’s, emergency meetings were held between the Salon Employers Association and the Dept for Business & Trade, all advancing discussions and support.

The judges said: “An impactful campaign that delivered a large volume of media coverage and positive outcomes for the client.”

In its third year, Cadbury's "Sign With Fingers Big and Small" initiative, in partnership with the National Deaf Children’s Society, addressed Halloween exclusion for deaf children. Tin Man created a BSL-friendly street for 7-year-old Ada, resulting in widespread global coverage, including a 7-minute BBC segment, increased BSL interest, and community adoption of the concept.

The judges said: “Not only was this really heart-warming, the measurement was brilliant too!”

In partnership with Camden Town Brewery, W Communications identified a golden opportunity to create a unique collaboration that would resonate with an older demographic—specifically Boomers, who are among the UK's most avid beer drinkers.

By connecting Camden Town Brewery with the iconic UK condiment brand HP Sauce, W crafted a cross-generational collaboration that would bring two juxtaposed brands together over a beer made with brown sauce. This unexpected partnership not only captured attention but also sparked conversations across generations.

The judges said: “Excellent research and insights that led to some great execution. A great set of results demonstrating PR's commercial potential.”

12 years after retiring from a glittering career of Grand Slams and three devastating Wimbledon final losses, Betway gave Andy Roddick the ‘Advantage’ and a shot at redemption…4,018 miles away in Wimbledon, North Dakota. Transforming this tiny town into a DIY tennis tournament, enlisting all the residents as players, officials and fans. The result? Betway’s most successful social-first campaign to date across 12 markets. Plus (more importantly), Andy Roddick finally getting a win at Wimbledon.

The judges said: “Class act of a campaign. Very clever approach. PR tenacity, creativity and sheer graft at work.”

200 years ago, John Cadbury opened a grocer’s shop in Birmingham. Cadbury has come a long way since 1824 but one thing that never changes is the generous spirit it brings to everything it does. The 200th anniversary was an opportunity to generously give back to the people who have contributed towards its success. Tin Man needed to ensure that the employees felt special and celebrated. It decided to embark on an emotional, epic chocolate-filled roadshow for the entire Cadbury family to enjoy across the UK.

The judges said: “A heart-warming piece of work, filled with carefully thought-through and meaningful touches to engage employees with Cadbury's values, history and future. Excellently executed.”

CALM's “Missed Birthdays” was a spectacular installation designed to raise awareness of suicide. Each of the 6,292 balloons marked the birthday a young person missed because they died by suicide. It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the installation on their social channels. Most of all, the installation prompted 29,500 visits to the CALM C.A.R.E. Kit microsite delivering vital prevention information and advice.

The judges said: “Crisp and clear articulation of what you did, why you did it and what your campaign generated - both in terms of coverage but also in behaviour shift.”

Experian and the modern dating landscape aren’t natural bedfellows. Finance is much more in Experian’s wheelhouse, however the majority of the target 18-24 year olds aren’t interested, they switch off. Mischief's job was to make financial services interesting to a group that don’t want to talk about it. It did it by disguising financial advice as dating advice and so the campaign was able to engage with this group in a way that has now meant the topic of finance is one of relevance.

The campaign hasn’t just gone down well with the target audience. We have heard from numerous stakeholders that producing The Cost of Loving has allowed these talented, compassionate people in the business to see themselves in a new light!

The judges said: “Really true insight that informed a brilliant strategic approach.”

How do you persuade the British public to wise up and take action against a new fraud threat? By convincing one of the country’s best-loved TV stars not to lend his voice to the campaign!

Instead, Good Relations cloned the voice of James Nesbitt, using it to warn Britons about the growing threat of AI voice-cloning fraud and to create a ‘safe phrase’ to protect them and their loved ones. Over 700 pieces of media coverage later, 82% of those who saw the campaign said they planned to set up a safe phrase to keep them and their loved ones safe.

The judges said: “A smart way to showcase the issue, which clearly generated talk-ability.”

A 13-year-old's insight, "you're not always happy," sparked a global McDonald's campaign. "The Meal" removed the Happy Meal smile during Mental Health Awareness Week, driving nearly 2,000 media pieces and in-store creative.

The judges said: “This is a fantastic campaign - rooted in true insight, good choice of ambassador and full team collaboration to make it happen.”

Bottle PR’s #YutakaSushiMe campaign transformed Yutaka from a grocery staple to a cultural hit by creating celebrity sushi sculptures with pun-based names like Benedict Cucumber-batch and Ed-amame Sheeran. Launched on International Sushi Day, the campaign featured a pop-up exhibition, live TV demos with Celebrity MasterChef winner Kadeena Cox, and a social media challenge inspiring user-generated content. Exceeding all targets, Bottle secured 86 earned media placements, 5 TV appearances, and a total audience reach of 27 million. Yutaka saw a 4% rise in Share of Voice and an 8% increase in Brand Recall, standing out as a leader in Japanese cuisine.

The judges said: “A really fun, creative and impactful campaign that exceeded objectives and successfully cut through the noise.”

Despite the body positivity movement, obsession with exercising to lose weight has overshadowed the mind-body connection ASICS promotes - with the return of weight loss fixation and searches for 'weight loss exercises' up by 552% in the last year. In response, ASICS created an alternative "weight loss" message, working with influencers to disrupt the exact environments that people were being bombarded with content about how to lose weight. Golin hijacked social feeds and search with a trojan horse – 15 Minute Weight Loss content – celebrating the weight just 15 minutes of movement can take off your mind.

The judges said: “I loved this, it was a really clever way of getting attention in a crowded space and to change minds.”

Specsavers used famously misheard sayings such as "Escape goat" and "nip it in the butt" to create a mass hearing test. After dropping these sayings ("eggcorns") into mainstream TV and radio shows without any explanation, Golin launched The Misheard Manifesto, correcting the nation's mishearing and prompting them to book a hearing check at Specsavers. Securing a wave of mass National awareness and driving a staggering 400% above target increase in hearing test bookings.

The judges said: “The insights really linked to the strategy and the results were very impressive. The campaign was infused with humour, which clearly resonated with the public.”

A 13-year-old's insight, "you're not always happy," sparked a global McDonald's campaign. "The Meal" removed the Happy Meal smile during Mental Health Awareness Week, driving nearly 2,000 media pieces and in-store creative.

The judges said: “A strong, clever campaign, driven by insights, well integrated with clear and effective results.”

If a person is killed outside, the minimum sentence is 25 years. But if someone is murdered in the safety of their own home? A pitiful 15. And the victims? Mostly women, murdered by partners with a history of coercive control, in brutal acts of overkill. Earnies created Black & Blue plaques for charity Killed Women, commemorating seven women murdered at home, which were placed on the victims’ houses, then taken to Westminster to lobby Government. The families’ plea: ‘Murder is murder, change the law’. The results? Earnies changed the law. And, the founders of the charity got OBE’s.

The judges said: “This incredible campaign moved me to tears. Such a simple, powerful mission. Achieved through simple, powerful actions. There was a huge responsibility on the team here to get this right, and that they did.”

Introducing Chipwatch: a targeted, creative and VERY budget-friendly campaign that delivered on the objectives of driving awareness, consideration and ticket purchases, helping the 55th edition of Southampton International Boat Show welcome over 100,000 visitors for the first time since the Pandemic. Klaxonn was tasked with creating a stunt that doesn’t just raise brand awareness, but pushes people to buy tickets for an annual and regional boat show. Easy, right? All you have to do is make sure visitors’ precious seaside chips are safe, by hiring a famous hawk as the world’s first ‘Head of Seagull Security’.​

The judges said: “The objectives for this campaign were clear and challenging. The team nailed all of them through smart tactics, delivered creatively.”

Combining proprietary spending data with consumer and retail research, Barclays painted a picture of how Swifties across the UK were celebrating the 15 UK tour dates, splashing out a total of £997m on tickets, fashion, travel, accommodation, dining and merch. Barclays became journalists’ go-to for financial insights on the historic event, driving over 2,100 pieces of coverage, thousands of mentions on TikTok, a measurable uplift in brand sentiment, and inbound enquiries from six large corporate clients interested in licensing Barclays’ paid-for data products.

The judges said: “An excellently structured and implemented campaign, resulting in stand-out results in a highly competitive media environment.”

For its centenary, Westminster’s iconic Old Marylebone Town Hall offered 100 couples the chance to say “I do” on 1st October, for just £100. The council devised a campaign on a shoestring budget to support the event, showcasing the venue’s legacy, notable celebrity weddings, whilst celebrating Westminster’s diverse love stories. A partnership with the BBC at the event captivated 30K viewers in its first-of-its kind livestream over 10 hours. The campaign secured 400+ pieces of coverage, a £48,000 revenue increase and 100 couples, 70 of which had a connection to Westminster, had an unforgettable day to remember.

The judges said: “Proof that you don't need huge budgets to create a stunning campaign. Fantastic results, brilliant business outcomes.”

Greggs is known for its playful tone of voice and position within British culture. Its biggest challenge at Christmas is to launch its festive menu in a disruptive way (when media is saturated with high-budget launches). Step forward culinary queen Nigella. The resulting campaign generated over 1,520 pieces of coverage from start-to-finish. The “ad” was hailed a triumph and Greggs reported that Q4 like-for-like sales rose 2.5%.

The judges said: “A strong, unexpected idea and execution with great post-campaign data, showing the true impact of PR when done well.”

A 13-year-old's insight, "you're not always happy," sparked a global McDonald's campaign. "The Meal" removed the Happy Meal smile during Mental Health Awareness Week, driving nearly 2,000 media pieces and in-store creative.

The judges said: “The simplest of insights, proven research and a brilliant creative, which is synonymous with the brand.”

With a surprise brief to engage MPs in one of the most emotive and important legislative debates in recent years, John Doe created a compelling campaign with ‘Let Us Choose’ in support of assisted dying. What resulted was a huge media moment that navigated sensitive messaging, a complex fabric of audiences and extremely vocal opposition – ultimately opening the door to monumental legislative change.

The judges said: “I can't remember a time when I've seen a campaign with such powerful messaging. So beautifully crafted.”

To combat male violence and harassment against women, the Mayor of London tasked us with changing male behavior. With 96% of young men witnessing misogyny but 70% unsure how to intervene, we needed to empower them to challenge their friends' behavior. We needed a word.

The judges said: “Really interesting campaign. I was enthralled by the entry! It demonstrated a brilliant understanding of the UK media landscape and publicity tenacity.”

Aldi believes that everyone should have access to fresh, healthy, affordable food. It’s a right, not a privilege. And why stop just at just food - why not fashion as well? So, when Taylor Herring spotted that Moschino had released the ‘Sedano bag’, a £3,700 leather purse that looked like a bunch of celery, it knew Aldi had to act.

Enter the Aldi ‘Celery Bag’… a fun, fast, reactive idea - and the direct result of true collaboration and trust between agency and client. The campaign not only highlighted Aldi’s great value but did it in a way that felt culturally relevant, whilst using the brand’s witty tone of voice. The spoof bag generated over 1.7M views, 2,000 comments (in the first hour), 130+ media articles, and a 10% increase on celery sales.

The judges said: “Tapping into cultural moments seamlessly, whilst hitting your brand’s messaging is very impressive.”

On a chilly night, how do you get thousands of Newcastle United football fans to attend an event designed especially for them? For Sela, specialists in live experiences, the answer was to tap into a private piece of NUFC fan folklore that only “true” diehards would know. Sela projected a replica of an iconic cult fan banner from 1997 that pretended to offer a BMX for sale onto a major local landmark, re-tooled with a hidden message about the event. 22,000+ NUFC supporters phoned the number hidden inside the projected image, hearing a recorded invitation to “a special event” that Saturday.

The judges said: “I really liked the combination of old and new. Using new technologies to create a great feeling of nostalgia. The creative idea really built that community relationship and engagement.”

If a person is killed outside, the minimum sentence is 25 years. But if someone is murdered in the safety of their own home? A pitiful 15. And the victims? Mostly women, murdered by partners with a history of coercive control, in brutal acts of overkill. Earnies created Black & Blue plaques for charity Killed Women, commemorating seven women murdered at home, which were placed on the victims’ houses, then taken to Westminster to lobby Government. The families’ plea: ‘Murder is murder, change the law’. The results? Earnies changed the law. And, the founders of the charity got OBE’s.

The judges said: “A powerful campaign that paved the way for real change.”

For most people, the enduring impression of a live football match is the wall of noise – the cheering, the booing, the roar when a goal goes in. Sela, Newcastle United sponsors and live experience specialists, recognised an opportunity to help the deaf community share this experience. Using cutting-edge technology, we developed a world-first replica Newcastle United shirt woven with intelligent sensors that translated the crowd noise into a complex “physical language” of pulses and waves. Deaf fans called it “transformative”, CNN International rebuilt their studio to be accessibility-friendly and cover the story and two major European tournaments have used the technology, with advanced talks underway to introduce it globally.

The judges said: “Wonderful use of technology to make football more inclusive. Stunning results!”

Accounting for approx. 40% of all crime, the UK is facing a fraud epidemic and Virgin Media O2 is investing millions of pounds in counter fraud measures to keep its customers and society safe.

Billed as a first-of-its-kind campaign to fight back against scammers, at the heart of the campaign is Daisy. Acting as our ‘Head of Scammer Relations’, Daisy is an AI granny created using cutting-edge AI programmed to take scam calls and waste fraudsters’ time.

The judges said: “This was a great campaign with fantastic results. I've heard people from all audiences and technical levels talking about this, and that in itself is a testament to how good the work is.”

Jess is an exceptional PR professional. In her short career she’s been a real agent for change – including identifying the opportunity for a brand-new media specialist role and developing a new proposition for the agency. She’s consistently the lead media strategist on her client campaigns and has an incredibly robust network of journalist relationships, which secures transformational results for clients. Jess is also committed to laying the groundwork for future media specialists and invests her time in both the nurture and development of her team members, as well as the agency’s internal culture via her charitable initiatives and collaborations.

The judges said: “Jess has responded to her agency and market needs brilliantly and is clearly adding a huge amount of value. Jess clearly has an exciting future ahead of her.”

The world of PR is becoming dangerously homogenous. Recruiting a more diverse group of candidates is vital, if our industry is to survive. It’s truly inspiring to watch Lianna take on that baton, to drive change. If we don’t have more people like Lianna championing our industry and sharing its merits with a broader swathe of the next generation - who may not have access to this information - what industry will there be to look forward to in the next five, ten or twenty years? After all, creativity is not the search for novelty. It's the search for difference.

The judges said: “Great insight that led to a powerful campaign, and outstanding coverage driving delivery. Lianna is working hard to make the workplace more inclusive and get people away from their desks, we need more Liannas!”

Mariam's passion for public relations ignited at an early age, stemming from her early work as a celebrity publicist for an Egyptian artist. She managed his media presence, securing press coverage and handling various aspects of his publicity. She also gained valuable experience managing PR and social media for a band in Colombia, further broadening her international PR expertise. This early exposure to different markets shaped her ability to navigate diverse industries and media landscapes.

The judges said: “Mariam clearly works extremely hard to deliver amazing client results and also to further her knowledge and career. She is setting a fantastic example.”

They say cobbler’s children have the worst shoes. Hard Numbers say that’s a poor excuse. When markets turned tough in 2024, it chose to shine its own footwear first, using the same marketing approaches it recommend to clients.

From pioneering research into AI and reputation to doubling down on professional development and refusing to water down our values, Hard Numbers showed that walking the walk beats talking the talk. More than 200 leads, 20 new clients, 22 events, 14 speaking opportunities and a 54.5% pitch win rate later, Hard Numbers is proof that sometimes the best defence is a good offence.

The judges said: “This agency showed impressive growth during a difficult year in the industry.”

Purpose Union is a minority-owned social purpose agency founded on the belief that we’re all better off when organisations think, act, and communicate on the world’s biggest social justice and environmental challenges. We couldn’t be prouder of our team of 11. They represent a new and diverse generation of strategists, redefining what a small agency can achieve by delivering innovative solutions to complex global challenges with creativity, precision, and impact.

The judges said: “Purpose Union is incredibly inspirational - doing good, and doing it well. An agency not afraid to take on big global issues with a clear sense of purpose.”

This nomination highlights a year full of highs and lows for Capture Communications, and showcases the determination, resilience and collaborative values of its team when faced with real loss and adversity. Reaching our 4th birthday with a client list that blends iconic FMCG and lifestyle brands with nimble challengers and innovators, and colleagues you can rely on at every level day in and day out, is a reality check of real pride. 100% team retention, client retention and growth through recommendations are the hallmarks of doing things right and staying motivated in tough climates.

The judges said: “What a year you have faced - and to come through it, whilst delivering campaigns with real impact is a huge testament to the team.”

Our greatest challenge has been laurels. And not resting on them. We’ve adorned the shelves of Hope&Glory with many awards over the years. We’ve been shortlisted over 1,320 times in awards shows. We’ve won 515 of those. We think we lead the way in our workplace policies. The volume of LinkedIn messages the team receive with job offers would suggest they are sought after (and the number they turn down affirmation that we’re still doing a good job of keeping them). So this year has been about pushing further. Refusing to rest on laurels. We’re driven by a fear of being the agency about which people say “do you remember when they were brilliant?”. We challenge mediocrity at every turn and strive to improve on every front.

The judges said: “Clearly a great place to work delivering great campaigns and growing remarkably - definitely one to admire!”

Our mission is to foster a workplace where every colleague feels supported and valued, enabling them to 'Live Happy'. Embracing diversity as a core strength, we strive to create an environment where colleagues can bring their authentic selves to work, knowing that their contributions are valued and respected. Through a multifaceted approach to listening, including engagement surveys and Colleague Engagement Forums, we gather feedback to shape interventions and benefits that truly make a positive impact. Some of the initiatives and benefits in place to support our colleagues include: 11 dedicated employee led network groups address vital life topics including, Disability, Family Friendly, Menopause, LGBTQ+, Caribbean & African, and more.

The judges said: “Good diversity in the team and a series of creative press office campaigns that drove column inches beyond travel pages.”

Our greatest challenge has been laurels. And not resting on them. We’ve adorned the shelves of Hope&Glory with many awards over the years. We’ve been shortlisted over 1,320 times in awards shows. We’ve won 515 of those. We think we lead the way in our workplace policies. The volume of LinkedIn messages the team receive with job offers would suggest they are sought after (and the number they turn down affirmation that we’re still doing a good job of keeping them). So this year has been about pushing further. Refusing to rest on laurels. We’re driven by a fear of being the agency about which people say “do you remember when they were brilliant?”. We challenge mediocrity at every turn and strive to improve on every front.

The judges said: “Is there anything Hope&Glory haven't thought of in terms of their people, the work they put into the world and care for our planet?”

2024 ended up being a record-breaking year on all fronts for Pangolin. it grew its fee revenue by 31% YoY, added 15 brand new clients to its roster and saw nine talented new people join the agency full time. It also officially launched a social division with a growing team of specialists and hired our first creative director to help turbo charge our creative output.

The judges said: “Loved how clear you were in your goals for the year and how tangible the outcomes were. You're holding yourselves to account!”

2024 was the year Teamspirit came of age, growing to become both the world’s largest financial services agency and #3 in B2B PR. Fees grew 41.2% year-on-year. Rising levels of client satisfaction and NPS growth led to client referrals, which translated into new business from Scottish Widows, BUPA and more, far exceeding targets. Internally, it worked hard and developed its own, retention growing to 93%. And it was independently recognised for our innovation, creativity and effectiveness in 22 prized awards for client work, our greatest tally ever.

The judges said: “Clearly a really strong year for Teamspirit, with great financial growth and good focus on creating an inclusive and purposeful workplace.”

Our greatest challenge has been laurels. And not resting on them. We’ve adorned the shelves of Hope&Glory with many awards over the years. We’ve been shortlisted over 1,320 times in awards shows. We’ve won 515 of those. We think we lead the way in our workplace policies. The volume of LinkedIn messages the team receive with job offers would suggest they are sought after (and the number they turn down affirmation that we’re still doing a good job of keeping them). So this year has been about pushing further. Refusing to rest on laurels. We’re driven by a fear of being the agency about which people say “do you remember when they were brilliant?”. We challenge mediocrity at every turn and strive to improve on every front.

The judges said: “Outstanding all round, somehow Hope&Glory maintains excellence and just gets better as the years go on. Massive congratulations to the team.”

Work & Class was founded in April 2024 as the first communications agency aiming to bridge the gap between brands and often neglected working class audiences. Starting as just two people on 1st April 2024, by the end of the calendar year it doubled to four full-time employees with 100% staff retention. Despite a growing (and much needed) focus on DE&I, social class is rarely addressed, even though it intersects with all aspects of diversity. Half of the UK public identify as working class, yet only 16% in creative careers and 22% in marketing share this identity. As a result, campaigns often ignore or misrepresent working class audiences.

The judges said: “The agency's proposition is something truly unique, class is so often overlooked when it comes to DE&I initiatives and your agency is truly one of a kind.”

In just 305 working days, solo female founder Nikki Collins propelled Earnies from a startup to a thriving agency, securing 23 clients through sheer determination and ranking second in industry new business charts for 2024. This rapid growth led to the creation of 13 jobs during an economic downturn, securing significant retainers with clients like Just Eat and LVMH, and generating over £1.3 million in revenue. Notably, this success enabled Earnies to fund and execute the impactful "Killed Here for Killed Women" pro bono campaign, which resulted in a tangible legal change.

The judges said: “Loved your story and how you are trying to change PR for the better.”

In 2024, Wildfire secured its future by becoming 100% employee-owned, ensuring independence and removing the risk of shareholder exits. This change elevated employee empowerment, giving everyone a vested interest in the company’s success and growth. The year saw Wildfire shortlisted for 21 awards across agency, culture, and campaign categories. It achieved a whopping eNPS of 89% and increased our Great Place to Work score to 98%, with recognition for development, wellbeing, and women at work. This heightened engagement has driven a tangible impact on the business, driving a 15% increase in annual run rate and a solid 20% net profit.

The judges said: “Coherent objectives, clear strategy, a mountain of data supporting the outcomes, phenomenal!”