SHORTLIST

The Independent Agency Awards 2025 Shortlist Announcement

We are happy to announce that our 2025 Independent Agency Awards shortlist is now live!

We have an outstanding selection of agencies taking part this year, with an even more exceptional collection of campaigns.

Winners will be announced live at the Awards Ceremony at MAD//Fest’s main Hexagon stage on the evening of July 1st.

Group 1. Disciplines

Best use of PR

Drummond Central and Hope&Glory PR – Nigella launches the Greggs Christmas Menu – Greggs
Axe + Saw – ”State of Dating Vol 1” – Feeld
Sunny Side Up – Food for Discerning Diners – New Covent Garden Market
Launch – Don’t Wash Your Clothes – AEG
PrettyGreen – Silent Night, Gentle Night – Sky Kids
Anything is Possible & Sherlock Communications – Back of the net: Building grassroots football authority – Betfair

Best use of Brand Experience

2LK – The power to move – Canon
A*live – Beyond the Swatch: Dulux’s Most Experiential Colour of the Year Launch Yet – Dulux
Circle Agency – THE HOT MILKSHAKE UNBELIEVA-BAR! – Costa Coffee
Moby Ventures, part of the Whalar Group – The Matcha Mob – A Fan-Fueled Success Story – Nami Matcha
onepointfive – Bumble House Party – Bumble
onepointfive – Adaptive Launch – Primark

Best use of Media

VCCP Media – Teaching the Old Dogs New Tricks – Bulldog
Generation Media – Bluey – The Sign – BBC Studios
AMS Media Group – The Great Grid Upgrade – National Grid
JAA – R.E.S.P.E.C.T For Every Kind – RSPCA

Best use of Social Media

Situation UK – Mean Girls Day – Mean Girls The Musical
The Fifth – Emma Willis: Delivering Babies – UKTV
Savvy Marketing – No More Nails – Red Bull Soapbox Race
eight&four – Sandals Insiders: How Superfans Became Sandals’ Strongest Storytellers – Sandal Resorts

Best Shopper Campaign (in-store and online)

Lime Communications & Juice Creative Design – WIN with your favourites – Celebrations
Halo Studio – Fresh & Naked unwashed bagged salad Brand Awareness Campaign – Fresh & Naked
Savvy Marketing – Robinsons X Wicked – Robinsons
ZEAL – Cheez-It UK Launch – Cheez-It
Savvy Marketing – Just Fruits. Just Nuts – Nakd

Best Digital Product

Forty Eight Point One – From World-Class Physical to World-Class Digital. Capturing the Dishoom Magic – Dishoom
The Creative Lab – The Safe Roads Challenge – Medidas Group
eight&four – The Full Works: Transforming 1st Central’s site into a direct sales engine – 1st Central
Filter – PersonalizeWP: Elevating WordPress Experiences – WordPress

Best use of Google Media

The shortlist will be announced on W/C 19th May

Best Promotional Campaign

Sponsored by PromoVeritas

The shortlist will be announced on W/C 19th May

Group 2. Craft

Best Idea/Concept

Amigo Partnership – Rebranding and relaunching – The Pools
A*live – Beyond the Swatch: Launching Dulux’s Colour of the Year 2025 – Dulux
Strange Thoughts – The De-Boner – Currys & Wingstop
Baked – Life’s Better By The Water – Red Equipment
PrettyGreen – Picture of Health – Bupa

Best Art Direction & Design Campaign

bandstand – Meet Pip – c2c Rail
Chapel – The Science of Great Video – VEED
Ideas + Outcomes – eakin freeseal® – Eakin Healthcare
Isilumko Activate – Clicks Beauty Playground – Revlon Cosmetics SA

Best use of Copy

Amigo Partnership – Your Parents – The Pools
The Behaviours Agency – Create your great outdoors – Bradstone

Group 3. Sectors

Best B2B Campaign

Truant – Simply the Best – Simply Business
Transmission – Power To Move Your Business – Snapdragon
bandstand – What Iff – Biffa
December19 – The Xero Challenge: Disrupting the Accounting Software Market – Xero
True – Reimagine the Possible – Exel Composites
Orange Panther Collective – Source:FT – Financial Times

Best B2C Campaign

Halo Studio – Fresh & Naked unwashed bagged salad Brand Awareness Campaign – Fresh & Naked
Drummond Central – Greggs Bag Some Joy: The Game Show – Greggs
IF. – Fuel the Feeling – FreshPet
ORCA – ‘No Matter Their Manners…’ – Pet Drugs Online
Savvy Marketing – No More Nails – Red Bull Soapbox Race

Best FMCG Campaign

RPM – Lovely Day For A Guinness – Guinness
Halo Studio – Fresh & Naked unwashed bagged salad Brand Awareness Campaign – Fresh & Naked
ZEAL – Dry Manuary – TENA Men
YOU Agency – Fancy Cleaning For Everyone! – Daz

Best Retail Campaign

Drummond Central – Greggs Bag Some Joy: The Game Show – Greggs
AVANTGARDE – Renault Maison 5: R5 E-Tech Launch – Renault
The Specialist Works and Craft Media – A Home Run For House Lingo – Ruggable
Savvy Marketing – Pay Day – adidas

Best Specialist Sector Campaign

Mediaplus UK – Most Disastrous Campaign Ever – Hiscox
DoubleShift – Electrifying Rebrand – Monavate
mark-making* – BE MORE YOU – Pepper Money

Best Entertainment, Leisure and Travel Campaign

Experience12 – LEGO Games at gamescom – Lego
PrettyGreen – Silent Night, Gentle Night – Sky Kids
Launch – Strategic Social – The Natural Adventure

Best ‘Not for profit’ Campaign

Truant – HypnoCat – Material Focus
MI Media & GOOD Agency – The Love Inside – MND Association
eight&four – Launching the Life Saving Network ’The Circuit’
Climbing Trees – Youth Knife Harm Paid Media Campaign – Essex Violence & Vulnerability Unit
Crafted – Every Second Counts – Médecins Sans Frontières UK
JAA – R.E.S.P.E.C.T For Every Kind – RSPCA

Best Purpose Driven Campaign

Axe + Saw – The Centre – Spotify x Mentivity
PMG – Reframing Fabric Choices to Drive Sustainable Fashion Awareness – Woolmark
PrettyGreen – Silent Night, Gentle Night – Sky Kids
AMS Media Group – The Great Grid Upgrade – National Grid
eight&four – CPR saved my life – British Heart Foundation x A View From A Bridge

Purpose Awards

Altavia UK
erjjio
Salt
GingerMay

Best International Campaign

Drummond Central – Breaking News- bet365
PrettyGreen – Picture of Health – Bupa
AVANTGARDE – Chasing the Sun – World Rugby SVNS Series