Doris Christina Steiner, Ketchum Publico – Strategic Communications & Communications Lead Goran Golik, go & try - Creative Director Alexander Trybus, go & try - Creative Director Lydia Körner, Freelancer - Graphic Designer Saskia Schäfer, Ketchum Pleon - PR Consultant Ferda Ataman, Neue Deutsche Medienmacher*innen – Spokesperson, Project Lead Gilda Sabehi, Neue Deutsche Medienmacher*innen - Spokesperson, Social Media Tajana Graovac, Neue Deutsche Medienmacher*innen - Social Media

Supported by 3 Monkeys Zeno & Fight or Flight

We believe that brands should stand for more than profit and contribute positively to the world. Brands can no longer only exist to make a great product and secure a healthy profit. The spotlight is on brands, their contribution, their actions, as consumers demand that they positively impact the world beyond the product or service they create. We help brands do this by creating movements not movements. A moment is always lost, even if it generates momentary attention. A movement lives on and defines tomorrow. We believe this approach inspires our team to come to get out of bed in the morning, and delivers lasting results for our clients.

Dan Neale, Managing Director, Alfred Lucy Newson, Deputy Managing Director, Alfred Holly Legg, Associate Director, Alfred Hannah Lynch, Associate Director, Alfred Chris Kedian, Head of Digital, Alfred

Lansons was founded with clear purpose: to do great work for clients that we believe in; strive to be a fantastic place to work for our people; and to make a positive contribution to society. We have created a moral and ethical foundation for our business and all those connected to it – our people, clients and partners. We have been named as one of the 60 best SME workplaces across all sectors in the UK for the past 17 years by Great Place to Work® Institute. In 2021 we also won PRWeek Best Places to Work, Mid-size Agency and PRCA Workplace Champions - Very Large Agency. Despite a tough and unusual year, we have continued to live our values throughout the pandemic.

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In a year of crisis, when everything in the world was turned upside down, 2020 saw FleishmanHillard UK deliver its best performance yet. its people strived and thrived despite the pandemic and their efforts bagged 18 industry awards and delivered a financial performance that outpaced the market. A total of 45 new joiners left other firms to join the team at FleishmanHillard and strap in for the ride, scores of new clients came onto the roster and it celebrated becoming the only agency in the country to achieve the Government’s D&I benchmark, the National Equality Standard. Paying tribute to such achievements delivered against the odds, it decided to drop the F-bomb in every sense and finally said goodbye to the last F – Fishburn - in its name. A fitting tribute to the agency its become.

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Ketchum in the UK is a force for good for our people, clients, industry, and society. We strive to be the most diverse and inclusive communications agency in London, doing work that matters and leaves a legacy.

All the team in Ketchum, London.

The past year saw Kindred renew its focus, making a bold decision to only take on new work if that work would make positive change in the world. This helped us remain open for business, protect jobs, keep our agency culture thriving and grow financially. We’ve helped people link climate change and food waste, nudging 2.5m to change their behaviour. We’ve shown kids there’s a dream career in STEM for them, prompting 62% to consider a STEM job. And, in one of the most challenging jobs market in recent history, we helped 100,000 young people build the self-belief needed for a successful job hunt. We’ve been making change from the inside too, launching a new EDI strategy, implementing Kindhead, our mental health support programme, and upping our game on measurement, flexibility and pro bono support for those who share our belief in using communications to make positive change.

All Kindred employees Abby Lewis-Miller, Account Director Beccie Stevenson, Associate Director Ben O'Callaghan, Associate Director Charley Boughen, Senior Account Manager Charlotte Dolman, Business Director Chris Bamford, Creative Director Clare Walker Senior Account Executive Courtney Gover, Senior Account Director Daniela Marchesi, Associate Director Elle Bracher, Account Manager Emma Parrish, Business Director Georgia Green, Account Director Georgia Laudat, Senior Account Executor Georgie Mew, Associate Director Hannah Samuels, Social Media Executive Heidi Easton, Social Media Strategist Jasmet Sandhu, Management Accountant Jennifer Ames, Account Director Joanna Long, Account Director Julia Riddle, Associate Director Katie Holl, Business Director Letreis Lawrence, Senior Account Executive Lorraine Galvan, Marketing Manager Mandy Laws, Associate Director Nick Mustoe, Chairman Olivia Murphy, Senior Account Manager Peter Gooch, Business Director Polly Parkin, Senior Account Executive Roop Pardesi, Senior Account Manager Ross Garavand, Commercial Director Sharon Bange, Managing Director Shona Mathew, Business Director Simon Walter, Studio Manager Sinead Gray, Joing Managing Director Sital Mistry, Senior Designer Sophie Lanning, Senior Account Manager Suzi Bielski, Creative Services & Production Director Terence Tejada, IT Manager and Helpdesk Vince Daga, Motion Designer

Battenhall is a new kind of communications agency, pioneering innovative technologies, new ways of working, and providing specialised and integrated brand communications. The last year has seen record annual revenue growth of £1m, innovative new services, global expansion, and a record 49 client wins. New services, including our rapid response communications division Battenhall REACT, were launched to high-profile clients, such as the NHS, to help deal with Covid-19. And we pioneered new ways of working, such as Battenhall Total Flexible Working, which gives our team the ability to work from wherever they wish, for as long as they want.

Battenhall

Ready10 is the small agency trusted by big brands and a consumer PR success story of the last five years. They’ve a retained client roster that includes the likes of McDonald’s, Moneysupermarket and Paddy Power and our new business wins in the past year include Flora, Betfair and Allbirds. We burst on the scene in 2016 with a unique digital proposition for consumer PR – to combine the ‘new media power couple’ of PR and data – and have gone from strength to strength by creating work that moves Hearts, Minds & Bottom Lines.

The fantastic team at Ready10

The PR team is led by Tricor Group Head of Marketing & Communications, Sunshine Farzan, who has extensive experience leading global, regional and local teams at Fortune 500 brands in the US & APAC. Tricor Group CEO Lennard Yong said: “Working with Sunshine and her team is a joy and privilege. The team’s innovative approach to relaunching the Tricor brand raises the bar, revealing how cost-effective, creative use of digital and social platforms can compete with high-budget ATL activities and help challenger brands disrupt the marketplace. She is a key member of our management team and shows broad-based business acumen. Her team plays a critical role in our corporate M&A strategy seamlessly integrating the 6 M&As we have completed and the many other acquisition targets we are evaluating, alongside their marketing, digital, and communications efforts to elevate Tricor’s brand reputation and drive consideration across the 21 markets we operate in.”

Sunshine Farzan, Group Head of Marketing & Communications, Tricor Group Nancy So, Group Marketing Manager, Tricor Group Crystal Chau, Marketing Officer, Tricor Group Emma Black, Freelance Designer, Tricor Group Joey Ho, Marketing Assistant, Tricor Group Jennifer Chan, Marketing & Communications Intern, Tricor Group Ashlee Huang, Marketing & Translation Intern, Tricor Group Amanda Shi, Marketing & Translation Intern, Tricor Group

Like everyone else across the globe, Covid was an unexpected force that hit Bauer Media and its audiences in a way that the comms team could have never imagined. Suddenly, staff were working from home for the first time, listeners and readers were stuck at home, and advertisers were experiencing budget cuts and review. A small team of five, the comms team created a plan that supported all its audiences. Internally, the team helped motivate staff and retained a sense of Bauer community and collaboration, provided transparency and celebrated key cultural events, whilst externally comforted audiences and clients through such an unpredictable time. With new technologies, creative campaign ideas and focusing on the topics that mattered most to audiences – from mental health to women’s safety to diversity and inclusion – the comms team had a standout year with impressive results.

Cat Martin – Communications Director, Bauer Media Audio Jess Blake – Communications Director, UK Publishing Amelia O’Shea – Amelia O’Shea – Head of Communications, Bauer Media Audio UK  Odelia Yu – Senior Commercial Communications Executive Eloise Wilson –Senior Communications Executive

NFL Kickoff has long provided excitement and anticipation. When football made its highly-anticipated return in September 2020, Frito-Lay’s internal creative agency produced a TV commercial called "'Twas the Night Before Kickoff," comparing the return to football to the excitement of the night before Christmas. It featured NFL stars, including Brady, Gronkowski, Romo, Katie Sowers and Marshawn Lynch, helping fans get excited for NFL’s return while enjoying their favorite Frito-Lay snacks. The campaign was very well-received, finishing with 100% positive sentiment across earned media coverage – including major outlets like the TODAY Show, USA Today and The New York Times.

Rachel Ferdinando - SVP, CMO/Frito-Lay North America Marissa Solis - SVP, PGS, Media, Sports/Frito-Lay North America Jon Watts - Sr. Director, PGS, Sports/Frito-Lay North America Kiren Devereux - Brand Director, PGS & Sports/Frito-Lay North America Chris Yemma - Director, PR/Frito-Lay North America Chris Bellinger - VP, Creative & Digital/Frito-Lay North America Tammy Booth - Creative Director/Frito-Lay North America Christie Duoos - Sr. Account Executive/Frito-Lay North America Nick Scott - Copywriter/Frito-Lay North America Spencer Bagert - Art Director/Frito-Lay North America

In the summer of 2020, Polestar 2 hit on the road, after years of development. Constrained by the global pandemic, Polestar, the new and relatively unknown company, managed to pull off a global press launch. These extremely hands-on events, that would typically entail flying journalists from all over the world to one spectacular location, turned virtual. Global test drive events were held locally, that is, ten test drive events in ten countries in as many weeks. Everything except the physical driving of the cars was done virtually. The virtual doors were open between July and September of 2020, with journalists thrilled to test drive the Polestar 2. Reviews poured in from multiple countries, creating enormous impact for the automotive newcomer. Following the successful event, the company decided to continue to lead the way by maintaining this kind of press drive.

Brent Ellis, Public Relations & Communication EU, Polestar Andreas Larsson, Event Project Manager, Polestar Andrew Lytheer, Head of Communications and PR, Polestar

LinkedIn’s vision to connect every member of the global workforce to economic opportunity is central to LinkedIn’s Brand and Communication team. It is the galvanising force that attracts great talent to LinkedIn and motivates our team of diverse individuals to make a difference. This shared passion has never been more important as we work tirelessly using our industry-leading expertise in brand strategy, consumer marketing, social, communications and social impact to help LinkedIn members get through the toughest jobs market in a generation, and give under-represented voices a platform to help create a fair and equitable future. Creativity and collaboration are what binds our team together, and what we look for in our brilliant agency partners. Our work is celebrated globally within LinkedIn as best in class, and recognised as making a tangible difference to our members, brand and business.

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Launching a new organization is both exhilarating and challenging for any team. When it involves a global footprint with more than 40,000 employees, a relevant purpose, world-class science and a promise to rethink healthcare, the effort becomes even more substantial. In addition, a global pandemic upending every facet of our society and a virtual workplace reshaping everything. Driving the creation of Viatris, the Corporate Affairs Function, an in-house global communications and corporate brand team encompassing more than 100 professionals drawn from both legacy organizations – partnered with leaders to architect a new corporate positioning and identity to ensure Viatris was relevant from day one. Through a complex strategic approach this team successfully introduced Viatris to the world leveraging its workforce via a new cultural set of norms, while sustaining the supply of essential medicines and transitioning thousands to a remote environment.

Lara Ramsburg, Head of Corporate Affairs, Viatris Jennifer Mauer, Head of Global Communications and Corporate Brand, Viatris The Viatris Day One Communications and Brand Team

At BCW, we are committed to a culture of intentional inclusion. This is not a reaction to the tragic events of 2020, rather a deep-seated belief that diversity drives progress. In January 2020, BCW hired Carol Watson as the company’s first Chief Inclusion Officer. Watson immediately joined the BCW People Team in auditing and recalibrating personnel policies and processes – from recruitment and hiring to development and advancement – to mitigate bias. BCW launched Destination Inclusion, its largest internal global DE&I initiative to date. This now annual program, and newly introduced client offering, engages employees across five global regions with 21-days of content and activities. Clients reap additional benefits from BCW’s commitment to inclusion. They receive expert guidance on managing their own business transformations and, with the launch of the BCW Polycultural Consulting Unit in 2020, are supported in developing nuanced marketing communications built for a majority minority world.

- Donna Imperato, Chief Executive Officer, BCW - Carol Watson, Chief Inclusion Officer, BCW - Kristen Lisanti, Chief Culture Officer, BCW - Patty Enright, Chief People Officer, BCW - Members of BCW’s Think Tanks - Members of BCW’s Employee Resource Groups

Last year, we made a number of commitments to promote and action positive change within Full Fat in relation to ethnic diversity, equity, and inclusivity. We created the company’s first Diversity, Equality & Inclusion Committee (DEI) to help the agency deliver its commitments (internally and externally), and create an open space for employees to raise queries. Fundamental to the committee’s approach was that our DEI work will never be ‘finished’ - we should always look to find new ways to grow and be bold and unafraid to make mistakes, as long as we learn from them. We recognise that we can always do more and will be an active ally by fostering a more diverse and inclusive network, encouraging open conversations with our team and clients, increasing external DEI training, pledging financial commitments to anti-racism, ensuring diversity across our clients and cultural programmes and being open about our progress.

This submission is for each member of the team, with special credit to our brilliant DEI committee.

Ketchum in the UK is a force for good for our people, clients, industry, and society. We are on a mission to be the most diverse and inclusive communications agency in London; showing up every day for each other and our clients and delivering work that matters and that leaves a legacy. We believe there is a connection between the way we treat each other and the strength of the work we deliver for clients. We want to be an agency that reflects the diversity of the audiences we want to engage, and one that lives by our values every day.

The full team at Ketchum London, with special mention to the Inclusion Council.

Mutant is a weird name for an agency, we know. We’d love to tell you there’s a cool reason for it - like being exposed to gamma radiation or being bitten by a spider - but alas, our origin story is a little less dramatic. We started in 2012 as a PR agency, led by one guy with a simple idea - to grow an agency that focused on getting business results and removing agency fluff, whether that’s increasing sales, improving employee retention, or driving inbound leads. From these humble beginnings, we evolved into a regional agency with offices in Singapore and Malaysia, servicing clients across Asia Pacific and globally for their PR, content marketing and branding needs. Our results speak for themselves. In 2020, Mutant recorded a host of new client acquisitions alongside an industry-defying staff retention rate of 85%.

Joseph Barratt, CEO Lina Marican, Managing Director Byravee Iyer, Managing Editor Rebecca Lewis, Strategic Director Archana Menon, Country Manager (Malaysia) Matthew de Bakker, Director

WX, the brainchild of Warren Johnson, founder of W Communications is a registered social enterprise with a mission to attract and develop young people passed by traditional routes to influential jobs, which in turn will increase diversity at W and hopefully inspire the wider industry to take action. Underwritten by Warren with a six-figure sum, and with a mandate to invest its profits into growth, WX originally offered paid three-month internships and long-term employment to young people with basic education (GCSE or equivalent) who have the ambition and creative drive required to forge a career in communications.

as per pdf

Julien has risen from apprentice to Creative Co-ordinator in the past year, where he has been integral in planning and executing campaigns for clients including Moonpig, Craft Gin Club and MyBuilder. At just 20, Julien has proved himself to have natural creative flair and reports to PLAY's Campaign Lead, where the team are responsible for ideation, shoots, OOH creative and media planning. Julien has become a firm favourite of clients, who rely on him - he always goes above and beyond.

It’s not every day that a trip to the barbers can help protect you against fraud; but that’s exactly what Grayling did for Lloyds Bank. Against the backdrop of increased fraud during Covid-19 where monetary losses totalled half a billion+, Lloyds Bank set out to continue its mission to fight fraud. Lloyds Bank teamed up with Johnny’s Chop Shop for a hair-raising social experiment like no other. This campaign motivated real behaviour change. 79% of men who saw the campaign thought twice about what they post on social media and 25% actively changed their profiles to private to protect themselves. This campaign motivated real behaviour change, helping people to reduce their risk to fraud. Post-campaign evaluation of 2000 UK adults found that 1 in 4 people saw the campaign and actioned real behaviour and over a quarter (26%) of men have vetted their followers on social media.

Joey Ng, Director; Sophie Young, Senior Account Manager; Kate Fox, Senior Account Manager; Rebecca Elmer, Account Manager; Molly Woodward, Account Manager; Ally Mackintosh, Senior Account Executive and Daniel Davis, Account Executive >>> working to Tom Nutt, Head of Corporate UK & Europe.

In Sweden, drowning is the most common fatal accident among children in the ages of 1-6 and is a result of lacking parental supervision. Swedes spend an average of 3.5 hours/ day scrolling on their phones. Insurance company Trygg-Hansa turned the problem (the smartphone) into the solution – by creating Beach Mode, an app that makes your phone inaccessible when you are at the beach with your children. No scrolling, no social media and no phone calls. The only feature that works is emergency calls. Launching the unique app made it possible to educate parents through earned media across Sweden on the importance of supervision when at the beach. The initiative spread all over Sweden, earned media reach: 15 million, social media reach: 14 million (Swedish population 10 million). 2020: 31% fewer children died from drowning

Axel Bringel, Creative Director, BCW Sofia Skogquist, Art Director, BCW Sean Canning, Client Lead, BCW Jacqueline Grünthal, Project Manager, BCW Anna Alvling, Production Manager, BCW Nora Maki, PR Specialist, BCW Niklas Adamsson, PR Specialist, BCW Frida Söderberg, UX DESIGN, BCW Johanna Nyberg, FAD, Consultant Joel Hördegård, Director of Photography, The Talent Group Magnus Karlsson, Gaffer, The Talent Group Kim Ramsell, Editor, The Talent Group Sabina Törnberg, Colourist, Mud Studios Hanna Axelsson, Head of Marketing and Communication, Trygg-Hansa Maria Lindholm, Head of PR, Trygg-Hansa Alexandra Björnsson, Child Insurance Expert, Trygg-Hansa Anette Andersson, Project Manager, Trygg-Hansa Petter Lindqvist, Marketing Planning & Insight Manager, Trygg-Hansa

Harpic wanted to highlight the invisible threat of how germs spread when you flush without closing the toilet lid - because whilst the pandemic may have made hygiene a hot topic, awareness around bathroom bacteria and contamination was surprisingly low. We launched #CloseTheLid – an initiative designed to both shock and educate the public. This was achieved through a series of explosive photographic images that brought to life the truly revolting reality of what happens when you don’t… #CloseTheLid. Coverage reached 66+ million people, via exposure in 11 national news outlets and over 12 minutes of broadcast. A low budget, big impact earned media campaign, that delivered both massive brand awareness and an attributable sales increase.

ECD (agency): Kat Thomas, One Green Bean Creative Director (agency): Daniel Roberts, Creative Director, One Green Bean Creative (agency): Toby Rutherford, Creative, One Green Bean Business Director: Lucy Hutchinson, One Green Bean Account Director: Hannah Stewart, One Green Bean Account Manager: Andy Ruscoe, One Green Bean Photographer: Jonathan Knowles

We’re Open by American Express delivered 730 pieces of coverage and we landed prominently branded images across the front pages of six national newspapers. It was a textbook example of a great story that anticipated the news agenda and delivered just the right assets at just the right time. But it was also a campaign that delivered in its aim to drive footfall to small and independent high street retail and dining businesses at a time when they needed it most. PR contributed to record levels of Cardmembers taking part in the programme and to £1.1 billion spent by Brits in small businesses on Small Business Saturday 2020 – a 25% increase on the previous year.

The team, Hope&Glory and American Express

Care homes have had it particularly hard during the pandemic. In fact, it’s probably been the toughest year possible for this section of society. So how do we showcase the positive work of the Barclays Digital Eagles Care Home Initiative – digital skills training in care homes - against this backdrop, and with the pandemic still in full force? We used the power of digital to bring together care home residents and their families, who hadn’t seen each other for months, by creating The Christmas Care Home Choir. An uplifting, heart-warming and feel-good festive singalong by care home residents, delivered as a virtual Christmas card to their family and friends. Filmed 100% remotely and delivered 100% virtually, thanks to Barclays Digital Eagles training.

Tin Man - strategy and creative Oh My! content production

Robbie Does Robbie To Stop Robbers.

Miranda Seymour, Head of Media Relations, Santander UK Helen Needham, Media Relations, Santander UK Adam Williams, Media Relations, Santander UK & The Romans (team effort, as always)

Fear around COVID-19 was preventing women from seeking medical advice and getting their breasts checked. Breast Cancer Now wanted to step up its vital efforts encouraging women to check themselves and get the issue back into the headlines during a year dominated by the pandemic. We talked to woman from a diverse range of backgrounds about their experiences and turned to animation to bring the stories to life - diversity and inclusion were key and the freedom of this format would enable all woman to identify with the content. The film charts the relationships women have with their breasts over the course of their lives and ends with a powerful call to action.

Weber Shandwick: Steve Back, Executive Creative Director Janelle Feliciano, Associate Creative Director Violette Vérité, Senior Vice President Claire McPhilips, Vice President Stephanie Rock, Project Manager Jenny Wakeling, Senior Account Manager Katie Gunderson, Senior Associate, Media Relations Breast Cancer Now: Deanne Gardner, Assistant Director of Brand, Marketing and Communications Lauren Songour, Senior Manager, Brand Marketing and Planning Bethany Rudge, Brand Marketing Executive Dan Papworth-Smyth, Head of Digital Engagement Sophie Softley Pierce, Press and PR Manager (services & influencing) Victoria Shillito, Associate Director, Press PR & Celebrity

In early 2020, it seemed that Noah's Ark Children's Hospice would be devastatingly impacted by the COVID pandemic. The charity, which helps support London's most unwell babies and children, projected a loss of over £2million worth of income, from an annual turnover of around £3.5million. At the same time, Elaine Stern, CEO of integrated content agency The 10 Group posted on LinkedIn offering pro bono support to a charity who was struggling due to the pandemic in a bid to give something back at this challenging time. What started as a social media post turned into two national creative campaigns, an all-star line-up of celebrities including Spurs footballers and ex-Doctor Who actor Peter Capaldi, and a fundraising total of over £2.1 million. Enough to not just wipe out the fundraising deficit, but cover the annual costs of the hospices entire fleet of nurses and carers for the year

Erran Baron-Cohen, Composer (#KeepNoahsArkAfloat campaign) Ivor Baddiel and Dave Cohen, Scriptwriters (#KeepNoahsArkAfloat campaign) Ian Mennie, Designer, The 10 Group Lewis Rose, Director Lorry Powles, Producer, The 10 Group Jack Webster, Post Production, The 10 Group Bud Gallimore, DP

Every year on Holocaust Remembrance Day, March of the Living UK arranges for Holocaust survivors to lead thousands on a 3km walk from Auschwitz to the gas chambers at Birkenau, as part of an important educational initiative. With travel to Poland not possible due to the pandemic, March of the Living were set to suffer a huge blow. We needed to create an alternative way to promote the immensely powerful experiences of the survivors and educate as many people as possible about the lessons of the Holocaust. We created a series of films – ‘Meet The Survivors’ – where we paired up leading British celebrities with some of the Holocaust survivors who would have normally led the march, to create emotional, inspirational and educational films which were released across their social channels on April 8th to mark Holocaust Remembrance Day 2021, alongside a wider PR build across traditional media.

Graham Goodkind, Founder & Chairman, Frank Eli Shebson, Account Manager, Frank

The way we care for our planet has never been in sharper focus, and at this crucial moment in human history, Fauna & Flora International (FFI) wanted to change the way conservation is funded and call on governments and businesses to commit $500 billion to nature conservation worldwide. The NGO needed a launch platform to mobilise the public, conservation groups and key influencers alike, to amplify the call on policymakers to act. Activated during the pandemic and the morning after the most chaotic US Presidential debate in history, ‘Our One Home’ hit headlines globally and earned support from across industry and celebrity, including the likes of Leonardo DiCaprio, Stella McCartney, cyclist Chris Froome, business leader Deborah Meadon and many more. Media reach of 930mn, 119k+ video content views and 90k petition signatures have been followed by engagement with the UN and globally influential Organisation for Economic Co-operation and Development (OECD).

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Anna Varley Jones, Campaign planning and strategy Carolina Madrid, Associate Director Katie Hill, Associate Director Graham Reid, Associate Director Adam Short, Director Ben Reeve, Senior Manager Charlotte Easton, Manager Liam Foy, Senior Manager, Digital Claire Proudfoot, Executive Producer That Lot: David Schneider, Executive Creative Director David Levin, Executive Creative Director Ciara O’Grady, Post Production Manager Fauna & Flora International: Jonny Wright, Senior Director, Communications and Fundraising Anna Quenby, Head of Communications Nathan Williams, Press and Media Lorna Salmon, Social Media Communications Executive Tim Knight, Communications Specialist Lizzie Duthie, Communications Manager Steph Baker, Digital Communications Officer

Many of the inner-city young people that Snow-Camp work with have been involved in knife crime and the charity wanted to do something about it. Practicing mindfulness is proven to reduce youth gang violence and our youth led focus group told us ‘we don’t know how to deal with how we feel’. But how do you get ‘at risk’ young people in the UK to actually try mindfulness? By creating the world’s first mindfulness drill track. The lyrics of the track taught and promoted mindfulness techniques and made mindfulness culturally relevant to our target audience. The campaign encouraged over 600 young people to sign up for this little-known charity’s free mindfulness classes. It received significant national media attention and took on a life of its own as schools have begun using the track and the youth led mindfulness content as anti-knife crime teaching material.

Jasmine El-Gabban, Senior Account Manager, Alpaca Peter Elms, Director, Alpaca Anna Kent, Communications Manager, Snow-Camp

When COVID-19 and the UK lockdown hit, Big Issue vendors saw their livelihoods erased overnight. Footfall on the high streets and at train stations halted altogether, and many of The Big Issue vendors’ loyal customers began working remotely. They lost not only their source of income but also the community and support system upon which they relied. Through partnering with the Big Issue, LinkedIn’s goal was to reconnect vendors with their customers, while challenging perceptions of vendors to establish them as self-employed professionals. We launched the ‘Raising Profiles’ campaign to provide bespoke training and help vendors create profiles on LinkedIn and get the most out of the platform. By raising awareness of the vendors' stories, we helped the Big Issue vendors reconnect with their customers, find new customers and build a new online community, which in turn enabled them to sell digital subscriptions of the magazine.

Supported by 3 Monkeys Zeno & Fight or Flight.

#ApartButTogether - a campaign to support the UK’s mental health during lockdown – clearing our heads by controlling our hair. Resulting in Head & Shoulders becoming the #1 haircare brand for sales during the 2020 Covid-19 pandemic.

Steph McDonald (Ketchum) Activity Oversight Emma Sharpe (Ketchum) Activity Lead Ellie Pinnock (Ketchum) Activity Management Frankie Boden (Ketchum) Activity Management Maeve Leonard (P&G) Director for E-commerce and Communications, Haircare & Skincare Laura Meredith (P&G) Senior Brand Manager

2020 was the year we deeply questioned the status quo and embraced new solutions to better the planet. The fashion industry is one in need of such disruption. Enter Bolt Threads, a biotechnology company, that is creating the next generation of sustainable materials inspired by nature. Bolt Threads’ new unleather innovation – Mylo, is made from infinitely renewable mycelium (the underground structure of mushrooms) and looks and feels just like real leather. As consumers, tech innovators and fashion audiences look to adopt new materials in support of the environment, our PR campaign put Mylo at the center of ALL alternative and vegan leather conversations, as well as overarching fashion sustainability narratives. We established Bolt Threads and Mylo as the first-to-market and alternative leather leader thanks to PR for an innovative consortium partner launch with Stella McCartney, Adidas, lululemon and Kering, as well as ongoing storytelling and thought leadership.

Marilla Perkins, Senior Director of Marketing, Bolt Threads Shawna Nordman, Senior Project Marketing Manager, Bolt Threads Ling Luke, Consultant Meghan Curtis, Partner + General Manager, Allison+Partners Taylor Burke, Director, Allison+Partners Katy Mendes, Director, Allison+Partners Cassie Downey, Senior Account Executive, Allison+Partners Lexi Holden, Senior Account Executive, Allison+Partners Kara New, Account Executive, Allison+Partners

The PUMA Suede has been appearing on the feet of icons and game-changers in fashion and culture since 1968. Tommie Smith, Bobbito Garcia a.k.a. Kool Bob Love, Walt “Clyde” Frazier and Kool Herc, to name a few. Its classic lines and iconic fabric have helped Suede stand the test of time, decade after decade, subculture after subculture. But how do you re-launch something to a new audience, when it’s already been around for years? The answer - Suede Music. A music platform by PUMA Classics, totally in tune with 2020 and staying fresh to a new generation. The resulting content reached 281 million people via media and 2.3 million via social media, and the share-ability and stickiness of the idea meant our results far exceeded the original brief. Suede Music was implemented across all PUMA channels, adopted by its retailers and will be extended across Europe this year.

PUMA Sportstyle Trade Marketing Manager: Linda Imadojemun Brand Communications Manager- Sportstyle: Tom Pearce Head of Marketing UK&I: Ruth How MSL CEO, MSL UK & Salterbaxter: Chris McCafferty Creative Director: Jules Hilson Associate Director: Anna Golding Associate Director: Henrietta Oakes Creative Lead: Kim Allain Senior Account Executive: Isha Davis Senior Account Executive: Antonia Robinson Digital Creative: TuTu El-Kashef Junior Designer: Lia Krochmal

With the arrival of Coronavirus causing a decline in breast self-check and breast cancer referrals, Golin helped Estee Lauder Companies UK&I launch their iconic Breast Cancer CSR Campaign to reprioritize breast cancer during the Pandemic. The resulting activity united women of all communities in the world’s largest online self-check event, sharing self-check best practice and normalising breast care through a diverse range of viewpoints. The campaign ignited media and social discussion, achieved a world record event attendance and left a legacy of increased self-checking and positive conversation across audiences.

Natasha Weeks, Executive Director Feven Iyassu, Director Alex Martin, Senior Account Manager Kat Arnull, Chief Strategy Officer Chanel DeYong, Senior Account Manager Beth Whitworth, Director of Communications

A campaign to dismantle the culture of shame and secrecy surrounding vulvas, spark frank conversations, and encourage improvements in the education system. What began as a campaign to show a diverse range of vulvas, became a journey into something much more emotional. Our research revealed layers of entrenched stigma and misinformation and opened up an unimaginable reality - extreme censorship of vulvas has caused a crisis which we needed to address. 40% of young people want a “neat, symmetrical shaped vulva” and 22% have considered either cutting or bleaching their vulva. We started a new conversation about vulvas that was long overdue, which GLAMOUR and Dazed called ‘groundbreaking’. The campaign put casts of real vulvas onto daytime television, and its educational illustrations were banned by Instagram and then later reinstated, just proving the need for this work in the first place.

Samantha Phillips, Co-Founder, Catch Harriet Lewis - Consultant, Catch Nicole Green, Co-Founder, Catch Evie Kennedy - Consultant, Catch Sophie Harte - Senior Consultant, Catch Jody Elphick - Head of Brand and Content, Callaly Ariana Dening - Brand and Marketing Manager, Callaly Georgie Nash - Art Director, Callaly Ceylan Kumbarji - Social Media Manager, Callaly Celia Foot - Head of Partnerships, Callaly Rina Salee - Illustrations,Callaly Claire Harrison - Photography, freelance Carolina Mizrahi - Set design and styling, freelance

In the midst of a pandemic, we created mass-participation art to show that, in spite of the challenges the culture sector faces, art can thrive. The campaign, undertaken to support the launch of Sky Arts on Freeview, was a stand-out moment not just in marketing terms, but in terms of its cultural impact. Over 500 pieces of branded coverage worldwide and global reach of over 250 million (2.1 times). Over 150 pieces appeared in the UK alone. As a result of the campaign, four-in-ten (40%) of our audience recalled the campaign and the vast majority (79%) of those exposed (so to speak) said it increased their awareness and propensity to watch Sky Arts on Freeview.

The team, Sky Arts with Hope&Glory

Online piracy of music, films, sport and games has been rising consistently and, with the pandemic and everyone stuck at home, it was set to skyrocket. We had to stop this spiralling problem. This campaign did just that. Strategically using high value social influencers and a meticulous paid, earned, shared, owned model we changed behaviour amongst 16-24 year olds for the first time in more than 2 years. Piracy instantly and noticeably stopped increasing in all sectors and decreased as much as decreased as much as 10% in the movie industry.

Tin Man - strategy and creative Creative Content UK - client Oh My! and Raygun - content direction and production TIpi Group - paid media Restless Comms - digital strategy

A partnership between Facebook and Hey Duggee that saw us create the first “adult” version of the kids’ show delivered over 250 pieces of coverage, and over 1.5 million organic views of our episode. Campaign research found that over nine in ten (91%) of the parents of young children exposed to the campaign agreed with the statement “Facebook recognises what parents are going through and the site has been important in helping them find support” (relative to 37% amongst parents not exposed to the activity).

The team, Facebook and Hope&Glory

To mark the launch of brand-new drug trafficking mini series ZeroZeroZero on streaming service NOW, Fever created a map of the world made entirely of 161kg of flour – the equivalent of how much cocaine London consumes in one week. The supersized map, made of the drug’s name-sake 000 flour, highlighted four peaks representing the European cities with the highest consumption rate – London, Barcelona, Amsterdam and Berlin. Cargo ships were also placed on the map, reflecting that 77% of cocaine is carried by sea. The campaign resulted in blanket national coverage of the artwork with a campaign reach of 1billion and led to ZeroZeroZero being the most talked about show of the week in media read by our target audience.

Caroline Farley, Lucinda Pride, Charlotte Woods, Catherine Dolan, Catherine Bates, Joseph Coupe, Claudia Hockey, Megan Ruddy, Will Holloway, Kirsty Taylor, Claire Barson, Claire Scott, Molly Wyatt, Amy McGloin, Byron Fitzpatrick, Nicola Fletcher

PlayStation UK partnered with Transport for London for a hero execution that drove mass consumer awareness for the UK launch of the PlayStation 5 (PS5). A genuine cultural cut-through moment was created by taking the world-renowned London Underground sign and pairing it with PlayStation UK’s own brand iconography: the four shapes - triangle, circle, cross and square. The dramatic images captured the importance of the launch and grabbed media and consumer attention. The image reveal on PlayStation’s owned channels generated 9m organic impressions. The activation delivered 960m+ media impressions; it trended on Twitter, generating over 106m impressions within 24 hours; and it was the lead story on Reddit. This contributed to PlayStation having the most successful console launch of all time and achieving a 69% market share.

Creative Concept: Red Consultancy together with PlayStation UK Marketing Team Photography, Videography, Press Outreach and Social Strategy: Red Consultancy • Danny Whatmough, Managing Director, Red Consultancy • Dan Lambden, Senior Creative Planner, Red Consultancy • Carly Pearson, Director, Red Consultancy • Joff Sumner, Creative Services Director, Red Consultancy • Camilla Morgan-Giles, Associate Director, Red Consultancy • Raphael Turner, Associate Director, Red Consultancy • Maddie Richards, Account Manager, Red Consultancy • Hannah James, Account Manager, Red Consultancy • Gabriella Cobham, Senior Account Executive, Red Consultancy Media Planning and Buying: Mediacom • Dan Palmer, Business Director, Mediacom • Chloe Parker, Associate Director, Mediacom • Hannah Cooper, Associate Director, Mediacom • Stephen Harvey, Digital Manager, Mediacom • Laurence Filby, Digital Manager, Mediacom • Ellie Reidy, Senior Planner, Mediacom • Ben Powell, Senior Digital Planner, Mediacom • Luke Readings, Paid Social Planner Buyer, Mediacom • Polly Doyle, Comms Planner, Mediacom Creative (Signage and Punderground Stations): Diva Agency • Suzy Barnes, CEO, Diva Agency • Andy Barned, Executive Creative Director, Diva Agency • Jack Davis, Senior Account Manager, Diva Agency • Paul Weedon, Account Manager, Diva Agency • Olly Mitchell, Design Director, Diva Agency • Mike Peers, Art Director, Diva Agency • Ben Roberts, Motion Lead, Diva Agency • Jake Bacon, Middleweight Designer, Diva Agency • Tom Price, Technical Lead, Diva Agency • Steve Langley, Motion Graphics Designer, Diva Agency Media Owner: TfL • Harriet McDonald, Commercial Partnerships and Experiential Marketing Lead, TfL • Niall Brolly, Commercial Partnerships Manager, TfL • Chris Chance, Commercial Partnerships Manager, TfL • Jon Hunter, Head of Design, TfL • Thomas Canning, Head of Desk, TfL • Rebecca Derbyshire, Social Media Community Manager, TfL Signage and Installation: AJ Wells / Links Signs • David Gatrell, Senior Commercial Manager, AJ Wells • Jake Hunter, Project Manager, AJ Wells • Links Signs, Signage and Installation • Tony Kidby, Managing Director, Links Signs • Paul Cox, Operations Manager, Links Signs Client: PlayStation UK Marketing Team • Warwick Light, Vice President & Managing Director, PlayStation UK • Mark Bowles, Marketing Director, PlayStation UK • Tom Whitaker, Group Marketing Manager, PlayStation UK • Jon Edwards, Senior Product Manager, PlayStation UK • Neal McCann, Product Manager, PlayStation UK • Nick Bartlett, Marketing Analytics & Media Manager, PlayStation UK • Jessica Benson, Head of Communications, PlayStation UK • Sarah Moffatt, Senior Communications Manager, PlayStation UK • Matthew Ruddle, Social Media Manager, PlayStation UK

Coronavirus hit and summer 2020 was cancelled. No friends, no festivals, no fun. Virgin Media challenged Tin Man to use its connectivity to ease the nation into a summer they didn’t anticipate. What better way to bring people together and add some much needed joy during those dark months than by resurrecting a much-loved brand property virtually, and celebrating the powerful connections people make through music and entertainment. Welcome back Virgin Media V Festival (2020 style). Filmed during lockdown with social distancing measures in place, we harnessed fans nostalgia for this popular, 3-year retired event and brought 1.35 million viewers together (metaphorically), swapping the beer tent for the living room to connect over some great musical moments.

Tin Man - PR Manning Gottlieb OMD - TV, VOD, press, social, Global radio partnership Adam & Eve DDB - creative Linney and Redwood - video content

Fever and Sky Q – Kids Quotes. A campaign targeted at families to help children easily search for the TV / entertainment they love using their favourite phrases, raising awareness and talkability of Sky Q’s voice commands with celebrity Mum Storm Keating, insight led research, creative video content and photography.

• Nikki Fletcher, Director of Communications, Product & Platforms, Sky • Helen Nunn, Head of PR - Product, Sky • Jill Reilly, Senior PR Manager, Product & Platforms, Sky • Ruth Clifford, PR Executive, Sky • Jo Chappell, Divisional Creative Director, Fever • Lucinda Pride, Director, Fever • Lauren Sirr, Senior Account Director, Fever • Charlotte Woods, Account Director, Fever • Nathaniel Warnes, Account Manager, Fever

Innovative hairbrush brand Tangle Teezer is on a mission to become a brand that takes a stand on important issues. When we learned that just 5% of kids’ books feature a character of colour, we created #HairyTales: Tangle Teezer’s take on fairy tales, putting Black characters and afro-textured hair centre-stage. We smashed KPIs, delivering over 275 x pieces of coverage, and succeeded in getting Tangle Teezer out of product roundups and showing it is committed to tackling the issues its audiences face. Broadcast coverage with Good Morning America - which drove so much traffic to Woke Babies’ website that it crashed, that’s more than 60,000 people taking action and wanting to find out more about HairyTales - along with BBC News, PA, Grazia and more.

Trish Cooke, Author Kelly-Jade Nichols, Founder of Woke Babies Angela Corbin, Illustrator Amy Barber, Head of Marketing North America, Tangle Teezer Lily Pulfrey, Influencer Manager, Tangle Teezer Sara Collinge, Managing Director, Don’t Cry Wolf Kat Park, Senior Account Director, Don’t Cry Wolf Alex Wolfe, Senior Account Manager, Don’t Cry Wolf T. Anthony Patterson, Senior Publicist, Don’t Cry Wolf Jahanara Chaudhry, Senior Account Executive, Don’t Cry Wolf From DCW Productions: Simon Ross and Dulani Wilson

The pandemic forced us to make decisions on what we deem essential. The arts & culture sector was deprioritised. Galleries and museums were forced to close – but essential shops like supermarkets remained open. Using that simple loophole and the power of creativity, we bypassed regulations and opened a supermarket at the Design Museum, allowing it to welcome visitors again. We collaborated with artists to turn essential items such as loo-roll, pasta and bread into artworks, all available at supermarket prices and demonstrating our belief that Creativity is Essential. All proceeds from sales went towards supporting the creative community.

Matt Buchanan, Head of PR Jenny McCoubrey, Client Partner, Ogilvy PR Rosey Stones, Business Director, Ogilvy PR Becky Bayles, Business Director, Ogilvy PR Eden Summers, Manager, Ogilvy PR Gary Grimes, Manager, Ogilvy PR Shirin Vahdat-Khah, Influence Manager, Ogilvy PR Emily Woodhams, Executive, Ogilvy PR Livvy Ripman, Executive, Ogilvy PR Lauren Peters and Augustine Cerf, Creative Team, AMV BBDO Alistair Nichols, Deputy Head of Account Management, AMV BBDO Josephine Chanter, Director of Audiences, the Design Museum Rioco Green, Senior Media and PR Manager, the Design Museum Natasha Curtin - Global VP Bombay Sapphire Heather Doughty - Brand PR Manager, Bombay Sapphire

For decades, Crayola has empowered children to express their creativity and imagination. However, children of color were still searching for a better way to visually represent and reflect themselves. In Fall 2019, Crayola brought Golin in on the ground floor of an important idea to meet the needs of its increasingly multicultural audiences: a new line of crayons representing global skin tones, so every child of color can feel seen. The team ensured the product was announced with the right messaging, the right product name, and at the right time to meet the needs and wants of consumers from around the world. We did that with Crayola’s Colors of the World crayons, a global 24 crayon color palette that authentically reflects over 40 global skin tones.

Lead Agency: Golin • Ellen Ryan Mardiks, Chairman • Margenett Moore-Roberts, Chief Inclusion & Diversity Officer, CMG • Laura Russo, Executive Director, Account Management • Danielle Bickelmann, Executive Director, Account Strategy • Mattie Sullivan, Director, Communications • Chevonne Nash, Director, Media • Mariam Shahab, Director, Influencer and DEI Strategy Lead • Jaclyn Giuliano, Senior Manager, Media • Emma Maliszewski, Senior Manager, Media Ad agency: dentsu mcgarrybowen credits • Ida Rezvani, President • Philip Gaughran, Global Chief Integration Officer • Matt Ian, Chief Creative Officer • Craig Cimmino, Executive Creative Director • Andre Galan, Group Managing Director • Grant Flannery, Group Strategy Director • Jules Evenson, Group Creative Director, Art • Michael Greenberg, Group Creative Director, Copy • James McCawley, Account Supervisor • Valen Sparks, Account Executive • Mallory Jones, Senior Strategist • Lauren Lampasi, Producer • Maria Gagliardi, Business Manager • Stephen Stallings, Music Producer

Chocolate and bunnies are two elements that make for an eggs-tra special Easter and it was Stir's job to launch the KITKAT Bunny chocolate snack for Easter 2021 with a piece of innovative and exciting activity that encouraged the nation to 'have a break' from its troubles. It devised The Big Bunny Hutch reality series, five short online episodes featuring five fluffy and friendly bunnies, each competing in challenges for viewers' affections and votes, including an Easter Egg Hunt, fruit and vegetable banquet and disco party. There was even a love triangle and its own Diary Room, the KITKAT Bunny Tales Booth. The winner was crowned KITKAT’s 2021 Easter Bunny through a public vote. With its own iconic theme tune and a big-name narrator, The Only Way is Essex star Pete Wicks, the campaign smashed KPIs with This Morning's Phil saying: "Whoever their PR company are, well done, absolute genius."

Richard Thiardt, Account Director, Stir Hannah Sweeney, Associate Director, Stir Polly Atherton, Managing Director, Stir

With Lynx and Marmite, we bought together two of the UK’s most iconic yet entirely unrelated FMCG stalwarts to create inventive matrimony during a turbulent summer that saw many such ceremonies were being postponed. Our preposterous NPD pairing sent media mad with over £420k worth of unexpected sales, 300k units flying off shelves, 450 pieces of product coverage and even made Ben Shepheard break Social Distancing guidelines live on Breakfast TV. What’s more, all of this was done for a sniff under £10k (including our fee); creating a ‘water cooler conversation’ at a time when water coolers were out of bounds.

as per pdf

PlayStation UK partnered with Transport for London for a hero execution that drove mass consumer awareness for the UK launch of the PlayStation 5 (PS5). A genuine cultural cut-through moment was created by taking the world-renowned London Underground sign and pairing it with PlayStation UK’s own brand iconography: the four shapes - triangle, circle, cross and square. The dramatic images captured the importance of the launch and grabbed media and consumer attention. The image reveal on PlayStation’s owned channels generated 9m organic impressions. The activation delivered 960m+ media impressions; it trended on Twitter, generating over 106m impressions within 24 hours; and it was the lead story on Reddit. This contributed to PlayStation having the most successful console launch of all time and achieving a 69% market share.

Creative Concept: Red Consultancy together with PlayStation UK Marketing Team Photography, Videography, Press Outreach and Social Strategy: Red Consultancy • Danny Whatmough, Managing Director, Red Consultancy • Dan Lambden, Senior Creative Planner, Red Consultancy • Carly Pearson, Director, Red Consultancy • Joff Sumner, Creative Services Director, Red Consultancy • Camilla Morgan-Giles, Associate Director, Red Consultancy • Raphael Turner, Associate Director, Red Consultancy • Maddie Richards, Account Manager, Red Consultancy • Hannah James, Account Manager, Red Consultancy • Gabriella Cobham, Senior Account Executive, Red Consultancy Media Planning and Buying: Mediacom • Dan Palmer, Business Director, Mediacom • Chloe Parker, Associate Director, Mediacom • Hannah Cooper, Associate Director, Mediacom • Stephen Harvey, Digital Manager, Mediacom • Laurence Filby, Digital Manager, Mediacom • Ellie Reidy, Senior Planner, Mediacom • Ben Powell, Senior Digital Planner, Mediacom • Luke Readings, Paid Social Planner Buyer, Mediacom • Polly Doyle, Comms Planner, Mediacom Creative (Signage and Punderground Stations): Diva Agency • Suzy Barnes, CEO, Diva Agency • Andy Barned, Executive Creative Director, Diva Agency • Jack Davis, Senior Account Manager, Diva Agency • Paul Weedon, Account Manager, Diva Agency • Olly Mitchell, Design Director, Diva Agency • Mike Peers, Art Director, Diva Agency • Ben Roberts, Motion Lead, Diva Agency • Jake Bacon, Middleweight Designer, Diva Agency • Tom Price, Technical Lead, Diva Agency • Steve Langley, Motion Graphics Designer, Diva Agency Media Owner: TfL • Harriet McDonald, Commercial Partnerships and Experiential Marketing Lead, TfL • Niall Brolly, Commercial Partnerships Manager, TfL • Chris Chance, Commercial Partnerships Manager, TfL • Jon Hunter, Head of Design, TfL • Thomas Canning, Head of Desk, TfL • Rebecca Derbyshire, Social Media Community Manager, TfL Signage and Installation: AJ Wells / Links Signs • David Gatrell, Senior Commercial Manager, AJ Wells • Jake Hunter, Project Manager, AJ Wells • Links Signs, Signage and Installation • Tony Kidby, Managing Director, Links Signs • Paul Cox, Operations Manager, Links Signs Client: PlayStation UK Marketing Team • Warwick Light, Vice President & Managing Director, PlayStation UK • Mark Bowles, Marketing Director, PlayStation UK • Tom Whitaker, Group Marketing Manager, PlayStation UK • Jon Edwards, Senior Product Manager, PlayStation UK • Neal McCann, Product Manager, PlayStation UK • Nick Bartlett, Marketing Analytics & Media Manager, PlayStation UK • Jessica Benson, Head of Communications, PlayStation UK • Sarah Moffatt, Senior Communications Manager, PlayStation UK • Matthew Ruddle, Social Media Manager, PlayStation UK

We created Wildlife Watch: a customised live streaming experience that enables people worldwide to become virtual wildlife rangers, using Samsung phones on the African plains as surveillance devices. Upcycled Samsung Galaxy handsets planted to live-stream from across the African plains made way for a 24-hour worldwide wildlife watch, protecting the animals and raising awareness of poaching. ‘Watchers’ could move between cameras, report suspicious sightings to all-female anti-poaching unit ‘the Black Mambas’ and share images from the watch on social.

1. Anouska Ruane, Director of Communications & Events Europe, Samsung 2. Camilla Barrett, Brand Communications Manager, Samsung 3. Stefan Ronge, Chief Creative Officer, Edelman 4. Mattias Ronge, Chief Creative Officer, Edelman 5. Miranda Mitchell, Client Strategist, Edelman 6. Nicki Cooper, Earned Lead, Edelman 7. Denesh Agnihotri, Associate Creative Director, Edelman 8. Anuj Shah Associate Creative Director, Edelman 9. Martin Jon Adolfsson, Creative Director, Edelman 10. Prinolon Govender, Creative Director, Edelman South Africa 11. Myles Cameron, Tech Director, Edelman 12. Steve Malkerty, Head of Design, Edelman 13. Greg Hemes, Producer, Edelman 14. Fernando April, Producer, Edelman South Africa 15. Peter Norris, Project Manager, Edelman 16. Claire Fraser, Project Director, Edelman 17. Kirsten Mackenzie, Associate Director, Edelman 18. Penny Lipsham, Digital Planning Director, Edelman 19. Renato Ivaldi, Digital Associate Director, Edelman 20. Melita Watt, Business Affairs, Edelman

There’s nothing worse than being short a player for your game, unable to find a friend to plug the gap. Our solution: Rent-A-Pred: For one week, London football teams were able to WhatsApp adidas asking for a player to make up their team, with some of London’s best ballers lined up to give teams an ‘unfair advantage’. For the lucky few their ‘Pred’ player would arrive in the form of adidas royalty, including Kaka, Eni Aluko and The F2. Our campaign positioned the adidas Predator 20 – with its ‘Unfair Advantage’ – as the boot of choice for Gen Z, gaining global media coverage including four broadcast hits, 46 articles and 74 publisher social posts.

Claire Holden, Chief Innovation Officer, Hill+Knowlton Strategies Ash Lewis, Account Director, Hill+Knowlton Strategies Eden Cooke, Head of Creative Content, Hill+Knowlton Strategies George Cullen, Account Manager, Hill+Knowlton Strategies Joe Manners, Senior Account Executive, Hill+Knowlton Strategies

In 2020 P&G Professional navigated the fish and chip industry through the muddy waters of contradictory advice. The Clean Start campaign included a guide to good hygiene, an assurance stamp for shops cleaned with Fairy and Flash, and news content convincing the nation to buy fish and chips with confidence. It worked. Reaching 359M, 43% said they would order from restaurants displaying P&G’s CleanPLUS Experience sticker. Foodhub noted a 208% increase in fish and chip orders and P&G Professional saw a 22% CTR from coverage generating a 17% uplift in website traffic requesting product starter kits and Clean Start materials.

Daisy Pack, Director, Citizen Relations Paige Minns, Account Director, Citizen Relations Sophie Brewer, Account Executive, Citizen Relations

UK Fintech disruptor Concirrus came to EC-PR to supercharge its brand awareness and launch of its Quest platform, an insurtech platform. As an industry outsider the challenge was vast as they embarked on a voyage to digitise the Maritime insurance sector and to change established behaviour that had been in place in an industry that is over 200 years old. The solid thought leadership campaign displayed real empathy with its target audience. It demonstrated Concirrus’ value to the market as well as its understanding of the critical challenges facing its target buyers. Concirrus successfully elevated its brand position, credibility and authority as the go-to-expert with dominant share of voice against competitors and a 30% uplift in website traffic. All attributed to PR activity.

The team was led by Liz Churchman (Director) at EC-PR with support from Lorraine Emmett (MD) and Alenka Gobec (Account Director). The team worked closely with their client Caroline Hurst, (Marketing Director) Concirrus.

Instead of promoting products, we put customers at the heart of Shell's business marketing, championing the hard-working engineers who work tirelessly to provide power for our homes and the essential infrastructure we need. We delivered better performing content, which ultimately increased both sales and margin.

TBC

Imagining the seas of the future by remembering seas past.

Nicola Good, Head of Brand & External Relations, Lloyd's Register Jeannie Ivanov, Marketing Director, Lloyd's Register Mike Ramsden, Group Content Editor, Lloyd's Register & The Romans (team effort, as always)

When the Ever Given ship ran aground in the Suez Canal in March 2021, the world’s attention was captured by the unfolding drama. The 1,300-foot ship unintentionally clogged one of the globe’s busiest shipping lanes, causing a maritime traffic jam lasting six long days and costing the global economy an estimated $400 million an hour. The Navigating the Suez Canal campaign catapulted commodity markets data and analytics provider Kpler to the forefront of this fast-developing, global story. Good Advice’s creation of an always-on, rapid response newsroom positioned Kpler as the most trusted source for data and insight for media around the world during the incident. This resulted in 2,704 pieces of earned media coverage in a week and over 60% share of voice on the topic when compared to competitors.

Dima Vasilenco, Founder, Good Advice Arthur Chevreul, Head of Communications & Public Relations, Kpler (client)

The Passenger Confidence Tracker: an international PR and content campaign by Inmarsat Aviation to uncover the impact of COVID-19 on air passenger attitudes. It sparked a global conversation about the critical role of digitisation in the airline industry’s recovery – and built Inmarsat’s profile at a time when the relevance of its inflight Wi-Fi offering was under threat.

Renata Carcassi (Director of Marketing Communications, Inmarsat Aviation); Robeel Haq (Marketing Business Partner, Inmarsat Aviation); Toby Conlon (Client Partner, Ogilvy); Francesca Platt (Account Director, Ogilvy); Carlotta Saxton (Manager, Ogilvy); Nicole Roberts (Executive, Ogilvy)

Casa de Cantona was the remarkable summer hit for a travel brand promoting a tournament that no one could go to. Our Hotels.com campaign reached over 76% of the audience we set out to engage through editorial coverage in the two key markets – UK and France – for this campaign. Most impressive, the campaign drove over 65,000 visits to the landing page we created to support it – delivering site traffic at a critical time for the brand.

The team, Hotels.com and Hope&Glory

To bring to life Premier Inn’s ‘Rest Easy’ brand platform, Golin helped the nation switch their sleep-disrupting bedtime viewing habits with the launch of Ewetube. Yorkshire Shepherdess, Amanda Owen, and her flock reimagined audiences’ favourite shows and films, supported by our resident sleep expert. From the Queens Lambit to Good Wool Hunting, Flocky to ASMB’AA – we brought counting sheep back for the streaming generation. And they loved it. To date, EweTube has generated over 300 pieces of coverage, 120,000 site visits, a 70% increase in Premier Inn’s organic search interest and increase in bookings.

Gemma Upil, VP Director Kayleigh Ross, Senior Account Manager Alex Wood, Executive Creative Director Patrick Smyth, Associate Creative Director Jean Carvalhosa, Associate

On a mission to drive traffic, authority, links and brand during the winter season for Parkdean Resorts, we ran a search-first creative campaign which landed 227 links, 70K+ video views #1 rankings and a solution to a nationwide problem. We ran a campaign that brought our customers and wildlife together to raise awareness of the decline of hedgehogs and how they are now officially at risk of extinction. The world's first hedgehog holiday park situated in the Lake District by Parkdean Resorts was a solution to a growing problem, driving media awareness across the world, traffic in the thousands and search results which pushed Parkdean Resorts to top positions in the serps during a season that needed a push. Our campaign got a local Lake District holiday park talked about in 17 countries. They had one of their best winter booking seasons ever.

Iona Townsley - Campaign Strategist, Rise at Seven Nicci Mills - Digital Strategist, Rise at Seven Amy Jones - Senior Digital Designer, Rise at Seven James Hayward-Browne - Content Creator, Rise at Seven Will Hobson - PR Director, Rise at Seven

Up at The O2 (the climbing experience on the roof of entertainment venue) briefed us to drive ticket sales for the experience during the period when lockdowns were lifting in September. It was a brief with big ambitions, but limited budget, and our solution was simple – we created Stand Up at The O2, a comedy event series with hilarious comedian Suzi Ruffell. For a total campaign cost of £7,851, we generated coverage 28 pieces of coverage, with 90% of coverage including a link to the booking website, resulting in all nine consumer performances sold out within 72 hours.

Fever: Abbie Hughes, Kirsty Taylor, Cat Dolan, Molly Bergara • O2: Stephanie Moses, Hannah Stennett, Daniel Hurst

Megabus, famed for its £1 journeys and cartoon bus driver identity, doesn’t generate a whole lot of brand love. And it attracts even less love from 55yrs+ customers, who just don’t use the service. So, how could we engage this audience emotionally, and make the brand stand for something other than low-cost travel? By reuniting them with their grandkids, after months of enforced distance and isolation during the pandemic. Our Grand Reunion campaign, offering free travel for grandparents to see their grandchildren for free, for a year was a brilliantly novel, emotive, shareable and scalable PR idea with bags of video content potential and commercial legs. The impact? Perception of Megabus as a brand suitable for over 55s skyrocketed from 8% to 57% post campaign, 10,000 grandparents actively engaged with the Grand Reunion trial ticket, and we secured 60+ pieces of coverage.

Tin Man - strategy & creative Oh My! - content production

By summer 2020, easyJet holidays was facing plummeting consumer booking confidence due to the pandemic while leading operators faced criticism about approaches to cancellations and refunds. To demonstrate industry leadership and regain confidence among travelers, Grayling devised and launched the easyJet holidays’ Protection Promise. This watertight and transparent guarantee was built on comprehensive planning and research, including studying 50 competitor policies and exclusions. Grayling also commissioned independent research to understand consumers' demands from a policy that would restore faith. The campaign delivered across earned and owned and smashed coverage KPIs, while also changing booking behaviours, supporting internal comms and being widely-praised by media. Lisa Minot, The Sun's Travel Editor, enthused: "easyJet holidays' Protection Promise is the best policies package I've seen." One in four consumers saw the campaign and 76% of these said they would have enough trust in the brand to book a future trip with eJh [Censuswide].

Estelle Boon, Head of Consumer, Grayling Kate Dwyer, Associate Director, Grayling Hattie Stewart, Account Director, Grayling Ashley Daly, Senior Account Manager, Grayling Jemma McGrath, Account Manager, Grayling Hannah Turner, Account Executive, Grayling Jo Bowdery, Senior Communications Manager, easyJet holidays Lauren Ridley, Senior Press Officer, easyJet holidays

Consumers want to see brands take real action. Token gestures are scorned. Brands must demonstrate their values and make an impact on the world. IKEA’s statement about sustainability would have to be backed with iconic action. A one market stunt would accomplish nothing. They had to think bigger. So on Black Friday – a day of excessive consumption - IKEA did something radical, at an unprecedented global scale... It started buying customer’s furniture back. In 20 countries all over the world, from Black Friday onwards, IKEA customers could return their unwanted furniture to stores, in exchange for up to 50% of its original value. The second-hand furniture was then fixed up, displayed in-store and sold on to other customers at reduced prices. Any unsold furniture could be donated to charity or recycled, ensuring that nothing went into landfill.

Ingka Group Jessie Macneil-Brown: Campaign Unit Manager Maria Binnelid: Campaign Unit Project Manager Irina Banciu: Campaign Project Leader Simon Henzell-Thomas: Director of Global Public Affairs & Advocacy Olivia Ross-Wilson: Global Communication Manager Pia Heidenmark Cook: Chief Sustainability Officer Edelman UK Chief Creative Officer: Stefan Ronge Chief Creative Officer: Mattias Ronge Chief Client Officer: Ruth Warder Creative Director: Martin Jon Adolfsson Art Director: Sabine Stromsky Copywriter: Oscar Muller Design Director: Steve Malkerty Senior Director, Chris Wilcox Associate Project Director: Claire Fraser Executive Producer: Lucie Hackman Senior Producer: Cara Hickson Junior Project Manager: Stefania Basile Other Companies and Contributors Production Company: Riff Raff Films Ltd Director: The Sacred Egg Executive Producer: Matthew Fone Producer: Jane Tredget DOP: Daniel Landin Production Designer: Monika Sajko 1st AD: Chris Kelly Production Manager: Stuart Butterworth Editor: Ben Campbell Edit House The Quarry Service Company: Papaya Films Service Producer: Tomek Skrodzki VFX Company: Moving Picture Company London VFX Producer London Ryan Hancocks Colourist London: Matthieu Toullet VFX Supervisor: Jake Nelson Music: Felt Music Music Track: Tightrope Sound Design: Jon Clarke @ Factory Studios London

IKEA exists to create a better life at home. The Organisation for Economic Co-operation and Development (OECD) found that women do three times more housework than men. Time spent on housework is time that can’t be spent on other things, so addressing this is super important for the progress of gender equality. The work-from-home culture that came with Covid made the problem even worse. BRIEF For International Women’s Day, IKEA wanted a campaign that would help shift inequalities in the home and demonstrate its belief that an equal home is a better home. OBJECTIVES • Create multi-market presence around International Women’s Day activation. • Build equity around IKEAs equality commitments and belief that all homes should be created equally because a better home creates a better life. CREATIVE SOLUTION We created FiftyFifty - a fun way into a difficult topic with a conversation-starting card game designed for Instagram.

EDELMAN: EMEA CO-Chief Creative Officer: Stefan Ronge EMEA CO-Chief Creative Officer: Mattias Ronge Creative Director: Martin Jon Adolfsson Art Direction: Sabine Stromsky Copywriter: Oscar Muller Executive Producer: Lucie Hackman Junior Producer: Joel Wilson Senior Designer: Rob Kruszewski Client Lead and Senior Director: Chris Wilcocks Head of Brand Strategy: Joanna Tatchell Associate Director: Claire Fraser Associate Director Digital: Melody Achi Project Director: Emma Zadravetz Junior Project Manager: Stefania Basile Editor: Rene Pannevis

When the UK went into lockdown in March 2020, the way we shopped for food changed overnight. The vulnerable found themselves restricted from accessing groceries, and panic buying led to empty shelves. Iceland Foods, a food retailer rooted in the communities it serves, had to adjust quickly. What resulted was a nimble, hands-on programme of activity, extended throughout the year and designed to support those struggling. Right from the start, Iceland took a high-visibility leadership role, becoming the voice of UK supermarkets and earning widespread plaudits for its actions.

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Katie Hill, Senior Vice President, Client Experience Lotti Swanwick, Senior Manager, Integrated Media Iceland Foods Ltd.: Caspar Nelson, Head of Customer Marketing Zoe Marsh, PR and Social Manager

Alongside Brothers Eliot and their much beloved Pizza Pilgrims brand, we transformed a £20m COVID-stricken pizza restaurant empire into a category defining retail superstar by quite literally thinking outside the box and for the first time ever, delivering proper pizza by post. Not only did our recipe for retail as opposed to restaurant success go on to match the income of five of their restaurants combined, but it also received the combined praise of the industry for introducing the UK to the now much lauded and revenue-rich ‘makeaway’ category.

as per pdf

2020, a year when many of us couldn’t be with loved ones, and although Zoom became the norm, the sending of thoughtful gifts and letters to each other took on greater meaning. However, it wouldn’t have been possible without the nation’s unsung heroes – the posties. Fanclub and notonthehightstreet’s campaign for notonthehighstreet celebrated the postal workers who helped the nation stay connected, who helped deliver the small touches and gestures and went out of their way to lift spirits when times were tough. This fully integrated and shareable search for the nation’s most loved posties delivered sack fulls of rich and emotive content, website-driving mechanics and commercial clout. The result: 20,000 nominations from the public and 1.2 million coverage views which led to one in two nominators opting in to receive notonthehighstreet’s marketing newsletter and almost half of all those who nominated their postie went on buy a gift onsite.

Paul Lucas, Director, Fanclub Emily Barnes, Account Director, Fanclub Fabian Castellani, Senior Account Manager, Fanclub Emilee Senchyna, Account Manager, Fanclub Charlotte Sweeney, Senior PR Manager, notonthehighstreet Laura Hunter, Brand Manager, notonthehighstreet Michelle West, Head of Brand & Social, notonthehighstreet

Swedish food brand Felix’s commitment to climate-friendly production and low-carbon-impact product lines wasn’t breaking through to its core demographic. So it wanted to encourage its customers to consider shopping more sustainably – and to recognise that Felix products were a cost-effective way to do so. Contending with COVID-19 restrictions, we orchestrated an ambitious, Felix-branded public activation in the middle of Stockholm’s shopping district, garnering not just international coverage but acclaim from retail, food experts and environmentalists for Felix’s educational approach, which showed customers the relative climate costs of the different foods they eat.

Prime Weber Shandwick Ylva Lindberg, Senior Vice President Edward Boëthius, Senior Consultant & Head of Insight and Strategy Isak Landaboure, Creative Director Elisabeth Avrotin, Strategic Project Manager Felix Holfve, Creative/Art Director Nadine le Gros, Creative Copywriter Beata Berg, Planner Marcus Bjellder, Senior Associate Alexander Stangel, Digital Producer Johanna Åkesson, Designer Beata Berg, Planner Felix Thomas Sjöberg, Head of Marketing Josefin Sohl, Brand Team Manager Madeleine Lund Holmberg, Brand Team Manager

The IET and Kindred’s ‘Sports of the Future’ campaign convinced three in five kids to consider a career in STEM, and helped them believe anyone can be an engineer.

Charlotte Dolman, Business Director, Kindred Rebecca Stevenson, Associate Director, Kindred

Sadiq Khan hired us to show the world that London retail and hospitality businesses were open again and ready to serve the capital. Our idea: get a load of nurses, cabbies, celebrities and the Mayor himself to take over TfL tannoys and use underground announcements to tell the world what what they’re missing out on. We also introduced Sadiq to Bimini Bon Boulash and the internet melted a bit.

Every single member of the agency worked on this one!

In July 2020, DigiKind was engaged by the Royal Borough of Windsor and Maidenhead to help instil public confidence in safe shopping locally and enjoying local visitor attractions after the UK’s first lockdown. The demise of the high street was only accelerated by the pandemic. With “nonessential” shops, tourism and hospitality sectors struggling to survive multiple lockdowns, restrictions on movement and plummeting public confidence in visiting and shopping the high street pushed our nation’s town centres to a breaking point. Seeking to counter these issues, DigiKind implemented a creative, multi-channel digital ecosystem to embed a community of brand ambassadors who would champion their high street. We collaborated with the local community to build a word of mouth economy, and empowered local businesses to embrace digital channels, safely reopen, and reimagine what was possible in a time of COVID.

DigiKind Team: Kathy Kyle Bonomini, Project Lead for My Royal Borough - Director and Co-Founder, DigiKind David Worsell, Director and Co-Founder, DigiKind Rosie Riordan, Communications Consultant, DigiKind Client: Royal Borough of Windsor & Maidenhead (RBWM) Stephanie James, Service Lead for Economic Growth Place Directorate, RBWM Julia White, Visitor Manager, RBWM Stephanie Lewis, Lead Museum Officer Museum, Arts & Local Studies Team Place Directorate, RBWM Paul Roach - Windsor, Eton and Ascot Town Manager, RBWM Louisa Dean, Communications and Marketing Manager, RBWM

Small businesses account for 97.9% of Canadian businesses. Due to COVID-19, 50% were truly worried that they may have to close permanently. If Canadians were strongly on board with the “shop local” movement, why were local businesses suffering? On Nov. 24, 2020 the second day of the new lockdown, in a prominent Toronto neighbourhood residents woke up to their entire neighbourhood being For Lease. This arresting display forced shoppers to viscerally experience the reality of the pandemic.

Matt Litzinger, President & Chief Creative Officer, The Local Collective Pepe Bratanov, Creative Director, The Local Collective Kaitlin Doherty, Managing Director The Local Collective Lauren Brown, Solutions and Operations Director, The Local Collective Michael Ash, Integrated Strategy Director, The Local Collective Amanda McMillan Brand Director, The Local Collective Omar Morson, Designer, The Local Collective HyPitch Marketing Wild Child Group

Gender-violence awareness campaigns tend to center around triggering images of victims, intended to have an emotional impact on the viewer. Evidence suggests, however, that we can become numb to these images and even tend to categorise such images (and therefore campaigns) as being for 'others', rather than ourselves. Such campaigns may even make things worse, by re-enforcing the powerlessness of ‘victims’ and the strength of abusers. We had to do something different. So we decided to apply maths to a problem where emotions had failed. We asked Germans 'What's Your Number?' and confronted our audiences with the real hard numbers of women they personally know (statistically) who will experience domestic violence. We calculated the numbers for 22 German cities, and projected them in giant letters on buildings in prominent places. Visitors to our website could sync their Facebook data to see the number of their friends affected.

Edelman Germany Manuel Frank, Chief Creative Officer Christina Marie Rautenberg, Account Director Verena Brendel, Account Director Sybille Dinzer, Planning Director Anne Gunzenhäuser, Creative Director Art Johanna von Rumohr, Creative Director Copy Isabell Schaller, Senior Art Director Grant Gibson, Art Director Sophie Falke, Senior Project Manager Vanessa Buetof, Activation Specialist Georg Kalter, Head of Digital Santana Beutter, Digital Strategist Theresa Becker, Performance Marketing Consultant Hagen Albers, Senior Data Strategist Anh Duc Pham, Digital Support Sissy Genth, Digtal AAE Johanna Tresp, Digital AAE Daniel Wiedemann, Frontend Developer Ralf Hoffmann, Frontend Developer Jana Kemmer, Frontend Developer Stefan Erdmann, Backend Developer

Despite domestic food sales going through the roof and mainstream media full of nothing but ingenious consumables stories thanks to the ongoing Pandemic, Bovril continued to find its sales flatlining and the brand’s reputation in steady decline. On behalf of our biggest client Unilever, we decided to daringly interject by writing our own brief to overcome internal pessimism, changing consumer habits and a client that felt unloved in comparison to the much wider and better-funded product portfolio. Our insightful, responsive, and highly entertaining campaign embellished Bovril’s longstanding links to the Beautiful Game to deliver a 4.5% sales increase and brand’s biggest moment in 40 years through hard work, dogged tenacity, and perseverance. What’s more, we bucked the trend of a traditional football transfer in the fact that it cost absolutely nothing, instead relying on the imaginative and resourceful tactics of a young team hungry for sales and smile-inducing success.

as per pdf

During the Chinese New Year of 2021, one year after the COVID-19 outbreak, FC Barcelona dedicated this special moment of homecoming to its Chinese fanbase by taking them ‘home’. Through online and offline activations rallying players, partners, and fan communities worldwide, the top European football club reinforced the Club’s identity and values and strengthened fan affinity. The one-month campaign stirred ‘homesickness’ among all Barça fans who desired to return to Camp Nou – the home to all the Barça fans worldwide. The campaign included a range of tactics, including a partnership with a respected Chinese artist, match-day activations by top players and an emotionally stirring Chinese New Year video. The campaign drove a total of 120+ pieces of coverage, 336M+ media reach and 64.5M+ impressions across social platforms. The Barça x Shanghai Transportation Card collection sold out in the first two hours, and the Club's licensed businesses strengthened.

FC Barcelona Hong Kong office Hupu Anchor, merchandise & social WE Red Bridge, influencer & media communications

You know the brief that every sports brand issues in March about getting your summer body ready? How about talking to the UK's community of 5M+ Muslims instead? After all, it’s the Holy month of Ramadan. So we created a month long fitness programme for the UK’s biggest sports retailer to help those fasting stay healthy and demonstrate the brand’s expertise and commitment to the communities it serves.

Becky Stanion, Chief Marketing Officer, Sports Direct Sophie Stafford, Senior PR and Influencer Manager, Sports Direct & The Romans (team effort, as always)

For Grenfell Athletic, an as yet unknown community-focused Sunday League football club, we were able to overcome Mission Impossible; by creating a poignant football kit before calling upon a squad of 72 leading luminaries including Tom Cruise, England Captain Harry Kane, and once warring kings of Britpop Noel Gallagher and Damon Albarn to get behind a supportive and empowering team set up out of tragedy. Our entirely costless, clever and compassionate blend of Sport & Entertainment raised over £30k in 48 hours, sold out of newly designed football shirts for a team ten people usually watch on Wormwood Scrubs and most importantly of all, guaranteed an entirely amateur club could continue to bring unexpected hope, opportunity and optimism to a group of people that just four short years ago was so catastrophically affected forever

as per pdf

The team, Hope&Glory and UBER

Nicola Good, Head of Brand & External Relations, Lloyd's Register Jeannie Ivanov, Marketing Director, Lloyd's Register Mike Ramsden, Group Content Editor, Lloyd's Register & The Romans (team effort, as always)

Edelman: James Woods: Executive Creative Director Stu Hallybone: Group Creative Director Esin Cittone: Creative Director GraceMarie Bartle: Associate Director Mike Chivers: Account Director David Jackson: Planning Director James Coghlan: Senior Account Executive Sarah Penny: Senior Account Executive

Emmanuel Lubrani – Ford of Europe Communications Manager, Client Blair Bishop – WPP Blended Team, H+K Strategies Account Director Sophie Goldstein – WPP Blended Team, H+K Strategies Account Manager  Mark Byford – Ogilvy, Account Manager Rachael Coombernolan – Ogilvy, Client Partner

Pic PR and CHD Living’s Adopt-a-Grandparent was a global PR campaign that achieved more than 1,200 pieces of press coverage across the UK and around the world. Designed to pair isolated care residents suffering from loneliness with volunteers from across the globe, the campaign sought to create positive connections during the pandemic at a time when people needed them most. It looked to provide emotional support through meaningful relationships; be that intergenerational friendships, connecting with those with similar interests, or simply by interacting with someone new, while also introducing the wider world to those living in care, helping to showcase some of the many wonderful characters who live in care settings. The resulting press coverage of the campaign saw more than 82,000 volunteers sign up to the scheme, from countries as diverse as Canada, Australia, the US, Germany, India, Thailand, Dubai and more, with even Hollywood actors signing up.

Abbie-Jaye Wilson, Operations Director, Pic PR Katie Smith, PR Account Manager, Pic PR Finn Orr, Designer, Pic PR Lloyd Hughes, Director, Pic PR

Up to 130m people worldwide suffer from cardiovascular, renal and metabolic (CVRM) diseases. The treatment journey is incredibly complicated and patients often share risk factors, e.g. a diabetes patient and a heart failure patient might develop the same complications over time, diabetes medication can lead to renal problems etc. If HCPs miss crucial signs of other diseases the consequences can be devastating. AstraZeneca asked us to: - Show HCPs how CVRM diseases interconnect - Spread understanding that HPCs should look at their patients holistically - Show them as a partner to HCPs in tackling diseases in the CVRM space - Create something that can be picked up by AstraZeneca’s different markets (easily translatable) - Create something unusual and compelling enough to reach and convince a very busy, hard-to-reach target audience CREATIVE SOLUTION: Patient Pathways: the world’s first visualised disease map to show the connections between 4 separate diseases.

Catherine Pouliot, Director, Client Lead, Edelman Manuel Frank, CCO, Edelman Anne Gunzenhäuser, Creative Director, Edelman Grant Gibson, Junior Art Director, Edelman Alexandra Randall, Copywriter, Edelman AZ Cecilia Taieb Walch, Head of Global Corporate Affairs, AstraZeneca Corey Windett, Associate Director CVRM, AstraZeneca Blake McEvoy, Global Patient Centricity, AstraZeneca Alicia Dunn, Director Renal ,AstraZeneca Claire Greeff, Associate Director Cardiovascular AstraZeneca

With the world focused on COVID-19 testing at the onset of the pandemic, Fortune 200 medtech company BD needed to step up and share its story of how it was contributing to the fight - however, BD had never done proactive press before. The Sway Effect developed a global communications campaign that looked to enhance the company’s response plan, as well as education on the how and why behind COVID-19 testing. From the beginning, The Sway Effect completely transformed the communications function for BD – establishing a proactive news machine to put the company front and center. The team formed more than 20 national media relationships, secured more than 200 interviews and 1,100 placements (including over 250 feature stories). Orders were up across the business, the stock was up (by +25%) and new government partnerships were formed, helping BD bring much needed COVID-19 testing to new parts of the world.

Troy Kirkpatrick, Vice President of Media Relations, BD Jennifer Risi, Founder & CEO, The Sway Effect Marielena Santana, Senior Vice President, The Sway Effect Natalie Kawam, Director of Strategy, The Sway Effect

Before COVID-19 vaccines became an everyday topic, GSK aimed to launch its flagship shingles prevention vaccine, Shingrix, in China. The challenge: how to build urgency for a vaccine for a prevalent, preventable disease that is surprisingly unknown to those who largely believe vaccinations are for children? Through a phased content approach, prioritizing shingles disease and vaccination education before product messaging, we leveraged media and expert partnerships, further amplified by social and online conversations, to increase awareness of shingles and strengthen the halo of the Shingrix vaccine. The campaign sparked national interest in shingles and its prevention, resulting in a 780% YOY increase in media index for “shingles” on Baidu, China’s top search engine, with “shingles vaccine” becoming a top suggested search. Leading health authorities’ support validated our call to action and led to first dose launch events becoming headline news and local “hot topics” of Chinese social media platform Weibo.

Communications Team, GSK Wendy Yu, Project Lead, WE Red Bridge Luke Peng, Project Execution, WE Red Bridge

Influential were commissioned by Cheshire & Merseyside Health and Care Partnership to lead on a ground-breaking project to ‘get under the skin’ and uncover the impact COVID-19 was having on BAME communities and their views about the vaccination. We conducted in-depth research which uncovered insights which would be instrumental in successfully improving services, communications and engagement between the NHS and different ethnic groups. After reviewing the results, we created and rolled out an integrated campaign in record time to address vaccine hesitancy. ‘Let’s Get Vaccinated’ partnered with representatives from ethnic communities to create an authentic campaign that addressed barriers head on through multiple tactics. PR was instrumental in effectively delivering the message. Over 1m social impressions were achieved and an audience of 7.7m through PR. Research demonstrated the campaign had a positive impact on sentiment and NHS figures showed an increase in vaccination uptake during the campaign period.

Karen Swan, Director, Influential Edna Boampong, Deputy Director of Communications and Engagement, Cheshire & Merseyside Health and Care Partnership Laura Harris, PR Director, Influential Charlotte Spencer, Creative Account Manager, Influential

Think about Parkinson’s disease. What do you think of? Tremors? Stiffness? More than 10m people in the world currently live with Parkinson’s disease, but beyond the motor issues there are over 60+ complex symptoms. To raise awareness, we connected four people whose lives have been impacted by Parkinson’s with award-winning illustrator Nate Kitch to explored Parkinson’s beyond the surface and reflect how Parkinson’s truly makes people think and feel. The resulting documentaries and artworks created a disruptive, meaningful body of work that truly put Parkinson’s in the Picture.

Charlie Price, Associate Director Dan Bullock, Account Manager Sian Dugmore, Junior Account Executive Ben Lewry, Senior Account Executive Paddy Smyth, Associate Creative Director Lauren Crossland, Graphic Designer

Tech innovators Wise Protec developed & launched a new face mask during the pandemic which destroyed 99.5% of the COVID-19 virus on contact. We were briefed to drive brand awareness by communicating the product’s unique ‘anti-viral’ capabilities. At that time, the UK was one of the slowest European markets to adopt mask use, affecting local sales. To capture the public’s attention, we created ‘Wear A Bloody Mask’. A digital storybook narrated by Brian Blessed which communicated the importance of wearing – a bloody – mask. We exceeded the campaign KPIs by 177%. The content was featured on national broadcast, and online brand searches spiked.

David Fraser (Managing Director), Kate Addy (Director), Odette Freedman (Senior Account Director), Nick Russell (Account Manager) - Ready10

Casa de Cantona was the remarkable summer hit for a travel brand promoting a tournament that no one could go to. Our Hotels.com campaign reached over 76% of the audience we set out to engage through editorial coverage in the two key markets – UK and France – for this campaign. Most impressive, the campaign drove over 65,000 visits to the landing page we created to support it – delivering site traffic at a critical time for the brand.

The team, Hotels.com and Hope&Glory

To bring to life Premier Inn’s ‘Rest Easy’ brand platform, Golin helped the nation switch their sleep-disrupting bedtime viewing habits with the launch of Ewetube. Yorkshire Shepherdess, Amanda Owen, and her flock reimagined audiences’ favourite shows and films, supported by our resident sleep expert. From the Queens Lambit to Good Wool Hunting, Flocky to ASMB’AA – we brought counting sheep back for the streaming generation. And they loved it. To date, EweTube has generated over 300 pieces of coverage, 120,000 site visits, a 70% increase in Premier Inn’s organic search interest and increase in bookings.

Gemma Upil, VP Director Kayleigh Ross, Senior Account Manager Alex Wood, Executive Creative Director Patrick Smyth, Associate Creative Director Jean Carvalhosa, Associate

With the hospitality industry being hit harder than most during the COVID-19 pandemic, Kimpton Hotels & Restaurants and Allison+Partners worked together to tap into rising travel trends and adapt to evolving traveler needs. In September, we introduced a new role at Kimpton, a Chief Virtual Learning Officer (CVLO) at select Kimpton properties across the US and Canada. This campaign’s catalyst was to solve a true pain point facing an important guest demographic during the pandemic. With many schools moving to online learning, there was more flexibility for travel, but also parents who were already always-on employees and caretakers added at-home teachers to their long list of responsibilities and took on the challenge of managing their children’s remote schooling. This insight ultimately led to the development of the CVLO. When parents needed support, the CVLO program met these needs, all while showcasing Kimpton’s award-winning culture of genuine care and humanity.

Allison+Partners: - Emily Wilson Sawyer, Executive Vice President - Riley Smith, Vice President - Kelly Kenney, Account Director - Julia Shapiro, Account Manager Kimpton Hotels & Restaurants: - Nina Beizai, VP, Communications + Content - Kristin Huxta Bradley - Senior Director of Communications - Whitney Reynold - Director of Content, Social Media + Partnerships - Jessica Bishop Lee – Director of Communications - Nicole Rumore – Brand PR Manager

Long Live The Local campaigns to support British pubs. Following phase one of the pandemic, five pubs a day in the UK were closing for good, due to extreme financial pressures. Our aim was to ensure that Beer Duty didn’t increase in the March 2021 budget, to safeguard the future of tens of thousands of pubs and their associated livelihoods. Together with pub owner Jodie Kidd, we unleashed a high impact lobbying campaign, which resulted in close to half a million coverage hits, including hard hitting interviews on both BBC News & Sky News. The campaign reached over 44 million people, from the public to the most influential political decision makers.

Client: David Cunningham, Programme Director Long Live The Local ECD (agency): Kat Thomas, One Green Bean Business Director: Jenna Birks, One Green Bean Account Director: Lexi Winsley, One Green Bean Account Manager: Georgia Cobden, One Green Bean Photographer: Joe Pepler

Product launch events were the most visible communications fall-out of the COVID lockdown. Online events were the first line response, but by October the prolonged lethargy of lockdown called for a more radical approach. Enter Huawei and its one-of-a-kind Drive Thru product launch! Designed to launch Huawei’s flagship Mate 40 Pro smartphone to media and influencers, this immersive, cinematic – yet completely COVID-secure experience – grabbed attention, generated excitement and helped smash coverage targets. Attendees praised the creativity and ingenuity of the Drive Thru product launch, which offered an innovative solution that enabled Huawei to deliver an incredible launch event, with next to zero risk to health.

Kate Arrowsmith, Director, Red Consultancy Camilla Morgan-Giles, Associate Director, Red Consultancy Alice Trost, Account Manager, Red Consultancy Georgia Thompson, Account Manager, Red Consultancy Winston Eavis, Marketing Director Huawei UK and Ireland James Warren, Head of PR, Huawei UK and Ireland Baz Singh, Senior PR Manager, Huawei UK and Ireland Tansy Teuten, Head of Events, Huawei UK and Ireland Catherine Fry, Account Director, INCA productions Harry Trussell, Executive Producer, INCA productions Laura Campbell, Event Designer, INCA productions Adam Sissons, Head of Production, INCA productions

Comparisons between our PM and a pile of rubbish aren’t new. But a giant sculpture of Boris, alongside his G7 peers made entirely from rubbish, is. As the G7 Summit dawned in Cornwall, a giant recreation of Mount Rushmore, dubbed Mount Recyclemore, was unleashed on the world’s media. Made from 12 tonnes of discarded consumer technology, the sculpture’s aim was to raise public awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation. Despite only being in situ four days, Mount Recyclemore became a ‘cultural landmark’ on Google, was lauded by every major news outlet in the UK, US and beyond, TV news crews descended from every G7 country and it featured on high profile chat shows including Jimmy Fallon’s The Tonight Show and James Corden’s The Late Show. Importantly, 38% of all trade-ins through musicMagpie in June were first time users

Strategy, planning, creative and media Paul Lucas, Director (Creative and Strategy), Fanclub Emily Barnes, Account Director, Fanclub Fabian Castellani, Senior Account Manager Fanclub Emilee Senchyna, Account Manager, Fanclub Jess Richardson, Account Executive, Fanclub Client Liam Howley, CMO, musicMagpie Nia Dawson, PR Manager, musicMagpie Production Laura Harrison, Sketch Events Alice Strutt, Sketch Events Emma Clarke, Sketch Events

PlayStation UK partnered with Transport for London for a hero execution that drove mass consumer awareness for the UK launch of the PlayStation 5 (PS5). A genuine cultural cut-through moment was created by taking the world-renowned London Underground sign and pairing it with PlayStation’s own brand iconography: the four shapes - triangle, circle, cross and square. The dramatic images captured the importance of the launch and grabbed media and consumer attention. The image reveal on PlayStation UK’s owned channels generated 9m organic impressions. The activation delivered 960m+ media impressions; it trended on Twitter, generating over 106m impressions within 24 hours; and it was the lead story on Reddit. This contributed to PlayStation having the most successful console launch of all time and achieving a 69% market share.

Creative Concept: Red Consultancy together with PlayStation UK Marketing Team Photography, Videography, Press Outreach and Social Strategy: Red Consultancy • Danny Whatmough, Managing Director, Red Consultancy • Dan Lambden, Senior Creative Planner, Red Consultancy • Carly Pearson, Director, Red Consultancy • Joff Sumner, Creative Services Director, Red Consultancy • Camilla Morgan-Giles, Associate Director, Red Consultancy • Raphael Turner, Associate Director, Red Consultancy • Maddie Richards, Account Manager, Red Consultancy • Hannah James, Account Manager, Red Consultancy • Gabriella Cobham, Senior Account Executive, Red Consultancy Media Planning and Buying: Mediacom • Dan Palmer, Business Director, Mediacom • Chloe Parker, Associate Director, Mediacom • Hannah Cooper, Associate Director, Mediacom • Stephen Harvey, Digital Manager, Mediacom • Laurence Filby, Digital Manager, Mediacom • Ellie Reidy, Senior Planner, Mediacom • Ben Powell, Senior Digital Planner, Mediacom • Luke Readings, Paid Social Planner Buyer, Mediacom • Polly Doyle, Comms Planner, Mediacom Creative (Signage and Punderground Stations): Diva Agency • Suzy Barnes, CEO, Diva Agency • Andy Barned, Executive Creative Director, Diva Agency • Jack Davis, Senior Account Manager, Diva Agency • Paul Weedon, Account Manager, Diva Agency • Olly Mitchell, Design Director, Diva Agency • Mike Peers, Art Director, Diva Agency • Ben Roberts, Motion Lead, Diva Agency • Jake Bacon, Middleweight Designer, Diva Agency • Tom Price, Technical Lead, Diva Agency • Steve Langley, Motion Graphics Designer, Diva Agency Media Owner: TfL • Harriet McDonald, Commercial Partnerships and Experiential Marketing Lead, TfL • Niall Brolly, Commercial Partnerships Manager, TfL • Chris Chance, Commercial Partnerships Manager, TfL • Jon Hunter, Head of Design, TfL • Thomas Canning, Head of Desk, TfL • Rebecca Derbyshire, Social Media Community Manager, TfL Signage and Installation: AJ Wells / Links Signs • David Gatrell, Senior Commercial Manager, AJ Wells • Jake Hunter, Project Manager, AJ Wells • Links Signs, Signage and Installation • Tony Kidby, Managing Director, Links Signs • Paul Cox, Operations Manager, Links Signs Client: PlayStation UK Marketing Team • Warwick Light, Vice President & Managing Director, PlayStation UK • Mark Bowles, Marketing Director, PlayStation UK • Tom Whitaker, Group Marketing Manager, PlayStation UK • Jon Edwards, Senior Product Manager, PlayStation UK • Neal McCann, Product Manager, PlayStation UK • Nick Bartlett, Marketing Analytics & Media Manager, PlayStation UK • Jessica Benson, Head of Communications, PlayStation UK • Sarah Moffatt, Senior Communications Manager, PlayStation UK • Matthew Ruddle, Social Media Manager, PlayStation UK

Bud is convinced that a beer crate can unlock Bud’s penetration potential in the Netherlands. Unfortunately, beer crates lack premiumness and is only used practically. Bud won’t be Bud if they don’t disrupt the crate experience and give stage to local talent. Inspired by city culture, their crate became a blank canvas for five artists curated by the Moco museum, bridging the gap from supermarket format to “Bud Crate Cover Art”, the must-have art piece. Distributed with the crates throughout the Netherlands and featured in all digital and OOH assets as part of the national campaign. While the world was in Lockdown, the introduction is reinforced through a one-day-only pop-up art gallery to showcase the designs at the only place possible… the supermarket. A 360° TTL national campaign resulting in a brand penetration increase from 3.7% to 4.1% and a national sales uplift of 3337% with respect to control stores.

Caroline Klaassen – Client - Senior Brand Manager Global Brands – Anheuser-Bush Inbev Frederic Vandermissen – Client - Marketing Manager Budweiser – Anheuser-Bush Inbev David De Bruijn - Art Director - WINK Gijs van Willigen - Art Director – WINK Dennis Vlietinck – Designer - WINK Anouk Diemel – Producer - WINK Gwen Janssen – Operational Supervisor - WINK Arne Koefoed – Creative Supervisor – WINK Murielle von Reth, Copywriter, WINK Levi Jacobs – Artsist – Levi Jacobs Caroll van den Brom – Artist – Careaux Thomas Brouwer – Artist – Trobbies Irma de Vries – Artist – Studio Irma Felix van Dam – Artist – WeAreOutOfOffice Winneke de Groot – Artist - WeAreOutOfOffice Ellis Versteeg – Building team – Fraai Projecten Gerben van Raal – Building team – Fraai Projecten Renée Kruijf-Schulze – Graphic Design - Stu&Dio Eva Visser – Graphic Design - Stu&Dio Beau Moesman – PR - Glasnost Morris Maturbongs – Video Content – WINK Rein Kooyman – Photography – Rein Kooyman

Swedish food brand Felix’s commitment to climate-friendly production and low-carbon-impact product lines wasn’t breaking through to its core demographic. So it wanted to encourage its customers to consider shopping more sustainably – and to recognise that Felix products were a cost-effective way to do so. Contending with COVID-19 restrictions, we orchestrated an ambitious, Felix-branded public activation in the middle of Stockholm’s shopping district, garnering not just international coverage but acclaim from retail, food experts and environmentalists for Felix’s educational approach, which showed customers the relative climate costs of the different foods they eat.

Prime Weber Shandwick Ylva Lindberg, Senior Vice President Edward Boëthius, Senior Consultant & Head of Insight and Strategy Isak Landaboure, Creative Director Elisabeth Avrotin, Strategic Project Manager Felix Holfve, Creative/Art Director Nadine le Gros, Creative Copywriter Beata Berg, Planner Marcus Bjellder, Senior Associate Alexander Stangel, Digital Producer Johanna Åkesson, Designer Beata Berg, Planner Felix Thomas Sjöberg, Head of Marketing Josefin Sohl, Brand Team Manager Madeleine Lund Holmberg, Brand Team Manager

Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic? A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband. 75 pieces of coverage and 1.2million views of the content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.

Tin Man - PR Oh My! - Content Production Audience - Experiential

"Dreams Within” was an audio-visual showstopper installation, 14ft high and featuring four 4K projectors replicating the iconic design of the console, that could showcase the new Xbox Series X console's power from a distance.

TBC

We created an online community of ambassadors for Sony’s range of Alpha Cameras responsible for direct sales totalling millions in the last twelve months - 47% from those who were new to the brand. Along the way we’ve driven in excess of 7 million page views across the site we created, while the film content featuring key ambassadors was viewed over 1.34 million times.

The team, Sony and Hope&Glory

Online piracy of music, films, sport and games has been rising consistently and, with the pandemic and everyone stuck at home, it was set to skyrocket. We had to stop this spiralling problem. This campaign did just that. Strategically using high value social influencers and a meticulous paid, earned, shared, owned model we changed behaviour amongst 16-24 year olds for the first time in more than 2 years. Piracy instantly and noticeably stopped increasing in all sectors and decreased as much as decreased as much as 10% in the movie industry.

Tin Man - strategy and creative Creative Content UK - client Oh My! and Raygun - content direction and production TIpi Group - paid media Restless Comms - digital strategy

As an agency we are really proud of Rage Yard for three main reasons. Firstly, it shows that traditional PR executions, such as video content, can absolutely work in a Digital PR world that regularly leans towards data stories. Secondly, it has shown our ability to tie current news events and insight back to a client’s brand and hit the brief in every way. And finally, the results. Our original target was to achieve 150 links for the Scrap Car Comparison domain over multiple campaigns across 6 months, however, with this first campaign, we’ve achieved that by more than double!  The coverage and social impact has placed Scrap Car Comparison’s brand in front of millions of potential customers.

Nicola Cosens, Client Partner, Propellernet Richard Paul, PR Director, Propellernet Stephanie Finch, PR Director, Propellernet

We created an online community of ambassadors for Sony’s range of Alpha Cameras responsible for direct sales totalling millions in the last twelve months - 47% from those who were new to the brand. Along the way we’ve driven in excess of 7 million page views across the site we created, while the film content featuring key ambassadors was viewed over 1.34 million times.

The team, Sony and Hope&Glory

How Allison+Partners harnessed the power of influencer marketing to make history at the Super Bowl and spark a conversation about diabetes care. Before this year, could you name a Super Bowl commercial since the Big Game’s inception that tackled diabetes? The answer should be no, because there wasn’t one. So when rapidly growing diabetes tech company Dexcom wanted to break boundaries with its first-ever Super Bowl commercial—during one of the most important years for public health—they turned to Allison+Partners to design a full 360 integrated marketing approach for one of its biggest moments in history. By nabbing a global celebrity influencer with an authentic experience with Type 1 diabetes, while harnessing the powerful community of 12,000+ Dexcom Warriors (brand ambassadors/influencers) worldwide, the team executed a history-making integrated campaign that transformed a 30-second spot into a lasting conversation about diabetes.

Dexcom: - Chad Patterson, Executive Vice President, Global Marketing and Product Management, Dexcom - David Johnston, Senior Director of Marketing, Dexcom - James McIntosh, Head of PR, Dexcom - Katie Campbell, Marketing Manager, Dexcom - Molly Donahue, Associate Marketing Manager, Dexcom Allison+Partners: - Todd Sommers, Executive Vice President, Integrated Marketing, Allison+Partners - Monica Finch, Vice President, Allison+Partners - Amber Schlaefer, Vice President, Allison+Partners - Cameron Davis-Bean, Account Director, Allison+Partners - Claudia Vargas, Account Director, Allison+Partners - Tracy Moehnke, Account Manager, Allison+Partners - Alix Gilmore, Senior Account Executive, Allison+Partners - Aly Brandt, Account Executive, Allison+Partners - Angela Nicholas, Account Executive, Allison+Partners - Sarah Climaco, Account Executive, Allison+Partners - Yasmine Gonzalez, Account Coordinator, Allison+Partners - Owen Clark, Senior Vice President Storytelling Studio, Allison+Partners - Mark de Rutte, Vice President/Director of Photography, Allison+Partners - Micheal Patty, Senior Creative Producer, Allison+Partners - Brent Diggins, Partner and Managing Director Measurement+Analytics, Allison+Partners Melissa Katz, Owner & Principal, Stony Hill Communications, LLC Marcus Thomas

Online piracy of music, films, sport and games has been rising consistently and, with the pandemic and everyone stuck at home, it was set to skyrocket. We had to stop this spiralling problem. This campaign did just that. Strategically using high value social influencers and a meticulous paid, earned, shared, owned model we changed behaviour amongst 16-24 year olds for the first time in more than 2 years. Piracy instantly and noticeably stopped increasing in all sectors and decreased as much as decreased as much as 10% in the movie industry.

Tin Man - strategy and creative Creative Content UK - client Oh My! and Raygun - content direction and production TIpi Group - paid media Restless Comms - digital strategy

Using Pantene's reach and marketing influence as a force for good, the brand launched an awareness-driving consumer campaign to shine a light on the widespread issue of Afro hair discrimination and microaggressions in the UK. Coupled with a long-term commitment to drive change through its marketing campaigns and 'Power of Hair Fund', Pantene set a goal to increase positive representation of Afro hair through advertising and education, aligning with its overall mission of creating more great hair days for everyone.

Emma Grace, Chief Strategy and Creative Officer Lucy Porter, Head of Planning and Innovation Lucy Mart, Communications Director Harriet Watts, Account Director Camilla Mosley, Senior Account Manager Emily Burke, Account Executive Laneisha Lynch, Junior Account Executive Natasha Zialor, Influence & Advocacy Director Publicis - Amber Pryde, Hannah Peterson, Alisa Barrie Pantene - Maeve Leonard, Ella Salkeld Film Production - SXWKs

No7 wanted to create a big moment of fame in the US as their products expanded its footprint into Walmart, Kroger & Kohl’s during the fall of 2020. Initially, this moment was intended to be a stunt to increase the brand’s awareness amongst US women 40+ where unaided brand awareness was less than 1%. However, as the pandemic progressed and more women were falling victim to the Shecession, it was vital for No7 to join the conversation and provide tangible resources to women by leading the Unstoppable Together movement, hosting the first ever Unstoppable Together Job Summit and providing small group coaching sessions throughout Women’s History Month.

Ewen Cameron, Executive Creative Director, Berlin Cameron Jennifer DaSilva, Account Lead, Berlin Cameron Jamie Silverman, Creative Director, Berlin Cameron Regan Warner, Creative Director, Ogilvy UK Janet Champ, Creative Director, Berlin Cameron Ben Waldman, Creative Director, Berlin Cameron Kristy Heilenday, Associate Creative Director, Berlin Cameron Megan Adamson-Jackes, Senior Copywriter, Berlin Cameron Emily Bond, Account Director, Berlin Cameron Derek Clark, Executive Creative Director, VMLY&R Brandan Jenkins, Creative Director, VMLY&R Doron Faktor, Connections Director, VMLY&R Annie Atwell, Account Executive, Berlin Cameron Shae Mermis, Senior Producer, VMLY&R Ramona Seunath, Senior Business Affairs, VMLY&R Theresa Notartomaso, EP, Music Producer. VMLY&R Michelle Sanchez, Talent Manager, VMLY&R Liz Dineen, Talent Manager, VMLY&R Juliana Curi, Director, Honor Society Laura Vallado, Director Of Photography, Honor Society Mikah Grumet, Line Producer, Honor Society Devon Bradbury, Editor, White House Post Heather Danosky, Editor, White House Post Jeff Rothman, Managing Director, Global Brands Americas Anisha Raghavan, Chief Marketing Officer, No7 Beauty Company Kathy Cheng, Head of Brand Marketing, No7 Americas Piper Flusser, Head of Integrated Marketing, No7 Americas Carolyn Samuel, Head of Communications, No7 Americas Torri Leeds, Global Group Account Leader, Devries Global Lindsay Talley, Vice President, Devries Global

Scotland Food & Drink (SF&D) represents the interests of Scotland’s £15 billion food and drink sector, promoting collaboration between businesses and government. With Scotland’s food and drink businesses imperilled by the looming end of the Brexit transition period, SF&D tasked Frame with alerting businesses to the changes and risks ahead while pressuring the UK and Scottish Government to protect businesses. Basing the campaign around five 'key asks' of the UK Government in the run-up to transition, Frame created a PR programme which positioned Scotland Food & Drink as the go-to voice on all matters relating to the impact of Brexit of Scotland's food and drink industry. Not only did the campaign result in nearly 3,000 items of media coverage, including more than 60 minutes of broadcast time, it also succeeded in positioning Scotland Food & Drink as an influential voice among key decision makers regarding Brexit and trade deal negotiations.

Paddy Baxter, Account Director, Frame PR Harry Hussain, Director, Frame PR Beverley Hart, Communications & Marketing Director, Scotland Food & Drink John Davidson, Strategy & External Relations Director, Scotland Food & Drink Douglas Ross, Communicaitons & Marketing Manager, Scotland Food & Drink

With the world focused on COVID-19 testing at the onset of the pandemic, Fortune 200 medtech company BD needed to step up and share its story of how it was contributing to the fight - however, BD had never done proactive press before. The Sway Effect developed a global communications campaign that looked to enhance the company’s response plan, as well as education on the how and why behind COVID-19 testing. From the beginning, The Sway Effect completely transformed the communications function for BD – establishing a proactive news machine to put the company front and center. The team formed more than 20 national media relationships, secured more than 200 interviews and 1,100 placements (including over 250 feature stories). Orders were up across the business, the stock was up (by +25%) and new government partnerships were formed, helping BD bring much needed COVID-19 testing to new parts of the world.

Corporate: Troy Kirkpatrick, Vice President of Media Relations, BD Jennifer Risi, Founder & CEO, The Sway Effect Marielena Santana, Senior Vice President, The Sway Effect Natalie Kawam, Director of Strategy, The Sway Effect

As the travel industry came to a pandemic-induced standstill, Collinson had a solution: airport testing. The problem? Few people knew Collinson, and even fewer people understood testing. We boldly embarked upon a global PR programme that secured industry support for testing, drove public awareness, and changed Government perception of its efficacy. The sky was no limit – our flight of international coverage didn’t just shift public and industry perception to favour travel testing, it secured a raft of seven-figure industry contracts for Collinson. And the best part, it convinced the UK Government to launch ‘Test to Release’ strategy – allowing travel to resume.

Gemma Musselbrook, Director, London Sarah Heinz, Director, New York Jane Morgan, Managing Director, Hong Kong Stephanie Mazinyi, Senior Associate, Hong Kong Charlie Miller, PR Manager, London Geoff MacDermott, Senior Account Manager, London

We’re Open by American Express delivered 730 pieces of coverage and we landed prominently branded images across the front pages of six national newspapers. It was a textbook example of a great story that anticipated the news agenda and delivered just the right assets at just the right time. But it was also a campaign that delivered in its aim to drive footfall to small and independent high street retail and dining businesses at a time when they needed it most. PR contributed to record levels of Cardmembers taking part in the programme and to £1.1 billion spent by Brits in small businesses on Small Business Saturday 2020 – a 25% increase on the previous year.

The team, Hope&Glory and American Express

The Passenger Confidence Tracker: an international PR and content campaign by Inmarsat Aviation to uncover the impact of COVID-19 on air passenger attitudes. It sparked a global conversation about the critical role of digitisation in the airline industry’s recovery – and built Inmarsat’s profile at a time when the relevance of its inflight Wi-Fi offering was under threat.

Renata Carcassi (Director of Marketing Communications, Inmarsat Aviation); Robeel Haq (Marketing Business Partner, Inmarsat Aviation); Toby Conlon (Client Partner, Ogilvy); Francesca Platt (Account Director, Ogilvy); Carlotta Saxton (Manager, Ogilvy); Nicole Roberts (Executive, Ogilvy)

W Scotland & Sliabh Liag raise over €2.25 million crowdfunding through the digital platform CrowdCube and reclaim the distilling heritage of Donegal. Across an accelerated 6-week campaign, W Scotland using targeted PR strategy and cross-platform marketing techniques to transform Sliabh Liag from a family-run business into the global face of Donegal whiskey.

Emma Dunn, Head of W Scotland Rachel Whitehorn, Account Director Joe Howells, Senior Account Manager Tim Harfield, Senior Account Executive

As the way consumers lived, worked and played changed dramatically, people longed for ways to pass the time at home – many dreaming of their next trip. Hilton saw the opportunity to be part of the conversation, adding value beyond the walls of its hotels by creating a “Hilton at Home: Insider tips to make your home more hospitable” online content series. Hilton utilized its platform as a trusted, reputable brand to share unique perspectives, while inspiring excitement once travel could resume. With strong storytelling, Hilton helped people escape during a time when travel was not possible.

Lou Dubois, Director of Global Editorial Content, Hilton

We all know in 2020 Americans overwhelmingly shared the experience of a “hard” year, but it was also a year where singles shifted to more intentional dating and were seeking more meaningful romantic relationships (per Match’s Singles in America study). Our approach was to connect to this shared cultural experience, as the whole country was getting ready to say goodbye to 2020. The creative brief was simple: let’s bring to life what we’re all feeling through a humorous lens, while creating an optimistic look to 2021. “Match Made In Hell” takes us through the whirlwind romance between the only two lovers who could possibly find love during the hellish year: Satan and 2020. Embracing humor, and nodding to the resilience of singles, the content created space for consumers to laugh at the dumpster fire of 2020, while inviting them to feel optimistic and “make 2021 your year.”

Ayesha Gilarde, CMO, Match Ayni Raimondi, VP of Brand, Match Amy Canaday, Director, Match Lauren Deford, Sr. Marketing Manager, Match Allison Stride, Marketing Manager, Match Ryan Reynolds, Owner, Maximum Effort Aimee Clark, Co-Founder, Dotted Line Communications Jenny Davis, Associate Partner, Dotted Line Communications Denise Welch, Associate Partner, Dotted Line Communications Nikki Neumann, Senior Account Director, Dotted Line Communications Katie Blanchard, Account Director, Dotted Line Communications Michelle Fleagle, Account Executive, Dotted Line Communications

Using Pantene's reach and marketing influence as a force for good, the brand launched an awareness-driving consumer campaign to shine a light on the widespread issue of Afro hair discrimination and microaggressions in the UK. Coupled with a long-term commitment to drive change through its marketing campaigns and 'Power of Hair Fund', Pantene set a goal to increase positive representation of Afro hair through advertising and education, aligning with its overall mission of creating more great hair days for everyone.

Emma Grace, Chief Strategy and Creative Officer Lucy Porter, Head of Planning and Innovation Lucy Mart, Communications Director Harriet Watts, Account Director Camilla Mosley, Senior Account Manager Emily Burke, Account Executive Laneisha Lynch, Junior Account Executive Natasha Zialor, Influence & Advocacy Director Publicis - Amber Pryde, Hannah Peterson, Alisa Barrie Pantene - Maeve Leonard, Ella Salkeld Film Production - SXWKs

After a series of lockdowns, BOXPARK needed to let people know it was back in business and was THE place to watch England's highly anticipated progress through the European Championships. With18 months of social distancing, and restricted access to Stadiums, this tournament was all about meeting up with friends and creating the special moments that we had all missed. BOXPARK needed to project an image of fun and togetherness - the next best thing to being at WembleyStadium - the ultimate 'fanpark'. This was achieved via a strategic media campaign with content at the heart. Using both photography stills and video footage, BOXPARK become the media epicentre for football away from the pitch, working with various media partners, channels and outlets to generate excellent news-worthy content but also turning visitors into citizen journalists by creating highly visual moments across the BOXPARK estate, that travelled at light speed across social media.

BOXPARK - Tashia Cameron, PR Manager BOXPARK - Barney Dufton, Marketing Manager BOXPARK - David Byrne, Head of Events Here Be Dragons - April Hogan, Associate Director Here Be Dragons - Nikki Horesh, Account Manager Here Be Dragons - William Sherriff, Account Executive

Elderly loneliness is a terrible problem in the UK. And in 2020, it got worse with the arrival of COVID. Unfortunately, the sadness of the issue helps it persist – with people often shying away from engaging with older people for fear of a depressing experience. So, we changed the narrative to a positive one, focusing on the potential stories you could discover if you were to start a conversation. To dramatize our message, we gave world famous centenarian, Captain Sir Tom Moore, a new mission – become the UK’s oldest podcast host. In his podcast series, ‘The Originals’, he connected with a range of elderly people suffering from loneliness, unlocking their amazing stories and inspiring others to start a conversation in their own lives.

Alex Wood, Executive Creative Director Ivana Zecevic, Catalyst Director Rory Cramsie, Senior Publicist Sacha Eckersley, Senior Manager Janice Glaser, Associate Kate Last, Executive Director Chanel De Yong, Senior Account Manager Faye Rodwell, Director Jack Moriarty, Senior Creative Rob Ludgate, Videographer Feven Iyassu, Director

A campaign to dismantle the culture of shame and secrecy surrounding vulvas, spark frank conversations, and encourage improvements in the education system. What began as a campaign to show a diverse range of vulvas, became a journey into something much more emotional. Our research revealed layers of entrenched stigma and misinformation and opened up an unimaginable reality - extreme censorship of vulvas has caused a crisis which we needed to address. 40% of young people want a “neat, symmetrical shaped vulva” and 22% have considered either cutting or bleaching their vulva. We started a new conversation about vulvas, using casts of real bodies, powerful photography and educational illustrations, which GLAMOUR and Dazed called ‘groundbreaking’. The campaign put casts of real vulvas onto daytime television, and its educational illustrations were banned by Instagram and then later reinstated, just proving the need for this work in the first place.

Samantha Phillips, Co-Founder, Catch Harriet Lewis - Consultant, Catch Nicole Green, Co-Founder, Catch Evie Kennedy - Consultant, Catch Sophie Harte - Senior Consultant, Catch Jody Elphick - Head of Brand and Content, Callaly Ariana Dening - Brand and Marketing Manager, Callaly Georgie Nash - Art Director, Callaly Ceylan Kumbarji - Social Media Manager, Callaly Celia Foot - Head of Partnerships, Callaly Rina Salee - Illustrations,Callaly Claire Harrison - Photography, freelance Carolina Mizrahi - Set design and styling, freelance

One-third of the population in Germany, Austria and Switzerland come from an immigrant background. But immigrants rarely see themselves in the media. Diversity topics are barely covered. New German Media Makers (NdM) needed to show the region the disparity, and how they were ignoring a growing percentage of German society. Since anyone can buy the rights to name a German weather system, we bought the first 13 – giving them immigrant names instead of traditional German names, to get everyone’s attention. With the first storm, we hijacked the news and put NdM’s call for a 30% diversity quota at the epicenter.

Doris Christina Steiner, Ketchum Publico – Strategic Communications & Communications Lead Goran Golik, go & try - Creative Director Alexander Trybus, go & try - Creative Director Lydia Körner, Freelancer - Graphic Designer Saskia Schäfer, Ketchum Pleon - PR Consultant Ferda Ataman, Neue Deutsche Medienmacher*innen – Spokesperson, Project Lead Gilda Sabehi, Neue Deutsche Medienmacher*innen - Spokesperson, Social Media Tajana Graovac, Neue Deutsche Medienmacher*innen - Social Media

Pic PR and CHD Living’s Adopt-a-Grandparent was a global PR campaign that achieved more than 1,200 pieces of press coverage across the UK and around the world. Designed to pair isolated care residents suffering from loneliness with volunteers from across the globe, the campaign sought to create positive connections during the pandemic at a time when people needed them most. It looked to provide emotional support through meaningful relationships; be that intergenerational friendships, connecting with those with similar interests, or simply by interacting with someone new, while also introducing the wider world to those living in care, helping to showcase some of the many wonderful characters who live in care settings. The resulting press coverage of the campaign saw more than 82,000 volunteers sign up to the scheme, from countries as diverse as Canada, Australia, the US, Germany, India, Thailand, Dubai and more, with even Hollywood actors signing up.

Abbie-Jaye Wilson, Operations Director, Pic PR Katie Smith, PR Account Manager, Pic PR Finn Orr, Designer, Pic PR Lloyd Hughes, Director, Pic PR

The pandemic forced us to make decisions on what we deem essential. The arts & culture sector was deprioritised. Galleries and museums were forced to close – but essential shops like supermarkets remained open. Using a simple loophole and the power of creativity, we bypassed regulations and opened a supermarket at the Design Museum, allowing it to welcome visitors again. We collaborated with artists to turn essential items such as loo-roll, pasta and bread into artworks, all available at supermarket prices and demonstrating our belief that Creativity is Essential. All proceeds from sales went towards supporting the creative community.

Matt Buchanan, Head of PR Jenny McCoubrey, Client Partner, Ogilvy PR Rosey Stones, Business Director, Ogilvy PR Becky Bayles, Business Director, Ogilvy PR Eden Summers, Manager, Ogilvy PR Gary Grimes, Manager, Ogilvy PR Shirin Vahdat-Khah, Influence Manager, Ogilvy PR Emily Woodhams, Executive, Ogilvy PR Livvy Ripman, Executive, Ogilvy PR Lauren Peters and Augustine Cerf, Creative Team, AMV BBDO Alistair Nichols, Deputy Head of Account Management, AMV BBDO Josephine Chanter, Director of Audiences, the Design Museum Rioco Green, Senior Media and PR Manager, the Design Museum Natasha Curtin - Global VP Bombay Sapphire Heather Doughty - Brand PR Manager, Bombay Sapphire

For decades, Crayola has empowered children to express their creativity and imagination. However, children of color were still searching for a better way to visually represent and reflect themselves. In Fall 2019, Crayola brought Golin in on the ground floor of an important idea to meet the needs of its increasingly multicultural audiences: a new line of crayons representing global skin tones, so every child of color can feel seen. The team ensured the product was announced with the right messaging, the right product name, and at the right time to meet the needs and wants of consumers from around the world. We did that with Crayola’s Colors of the World crayons, a global 24 crayon color palette that authentically reflects over 40 global skin tones.

Lead Agency: Golin • Ellen Ryan Mardiks, Chairman • Margenett Moore-Roberts, Chief Inclusion & Diversity Officer, CMG • Laura Russo, Executive Director, Account Management • Danielle Bickelmann, Executive Director, Account Strategy • Mattie Sullivan, Director, Communications • Chevonne Nash, Director, Media • Mariam Shahab, Director, Influencer and DEI Strategy Lead • Jaclyn Giuliano, Senior Manager, Media • Emma Maliszewski, Senior Manager, Media Ad agency: dentsu mcgarrybowen credits • Ida Rezvani, President • Philip Gaughran, Global Chief Integration Officer • Matt Ian, Chief Creative Officer • Craig Cimmino, Executive Creative Director • Andre Galan, Group Managing Director • Grant Flannery, Group Strategy Director • Jules Evenson, Group Creative Director, Art • Michael Greenberg, Group Creative Director, Copy • James McCawley, Account Supervisor • Valen Sparks, Account Executive • Mallory Jones, Senior Strategist • Lauren Lampasi, Producer • Maria Gagliardi, Business Manager • Stephen Stallings, Music Producer

When the UK went into lockdown in March 2020, the way we shopped for food changed overnight. The vulnerable found themselves restricted from accessing groceries, and panic buying led to empty shelves. Iceland Foods, a food retailer rooted in the communities it serves, had to adjust quickly. What resulted was a nimble, hands-on programme of activity, extended throughout the year and designed to support those struggling. Right from the start, Iceland took a high-visibility leadership role, becoming the voice of UK supermarkets and earning widespread plaudits for its actions.

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Katie Hill, Senior Vice President, Client Experience Lotti Swanwick, Senior Manager, Integrated Media Iceland Foods Ltd.: Caspar Nelson, Head of Customer Marketing Zoe Marsh, PR and Social Manager

How can we get people talking about sex and intimacy in later life? Getting older happens. But the older demographic is rarely included in marketing campaigns. Let alone ones that celebrate sex! We needed to show what mature romance looks like for everyone, because only by seeing yourself does something become normalised. Representation matters. Working with renowned icon, Rankin, we created beautiful and provocative portraits of older people of varying ethnicities, sizes and sexualities to celebrate what sex and intimacy can look like in later life. We challenged stereotypes. We took a cultural taboo and changed the conversation; bringing it into the ‘mainstream’ and took it from pure news to discussions and debates, nationally and internationally.

Ogilvy PR: • HEAD OF PR: Matt Buchanan • CLIENT PARTNER: Rachael Coomber-Nolan • BUSINESS DIRECTOR: DK Cheung • RELATE MEDIA AND COMMUNICATIONS MANAGER: Sarah Osmik • RANKIN PR: Beverley Luckings Creative: • OGILVY CREATIVE TEAM: Nicola Wood & Andy Forrest • OGILVY CHIEF EXECUTIVE CREATIVE DIRECTOR: Jules Chalkley • PHOTOGRAPHER: Rankin

Long Live The Local campaigns to support British pubs. Following phase one of the pandemic, five pubs a day in the UK were closing for good, due to extreme financial pressures. Our aim was to ensure that Beer Duty didn’t increase in the March 2021 budget, to safeguard the future of tens of thousands of pubs and their associated livelihoods. Together with pub owner Jodie Kidd, we unleashed a high impact lobbying campaign, which resulted in close to half a million coverage hits, including hard hitting interviews on both BBC News & Sky News. The campaign reached over 44 million people, from the public to the most influential political decision makers.

Client: David Cunningham, Programme Director Long Live The Local ECD (agency): Kat Thomas, One Green Bean Business Director: Jenna Birks, One Green Bean Account Director: Lexi Winsley, One Green Bean Account Manager: Georgia Cobden, One Green Bean Photographer: Joe Pepler

In the midst of lockdown, IKEA wanted a campaign that would keep the brand front-of-mind and relevant to its audience while its stores were closed. We came up with the simple but immensely effective idea of releasing its IKEA Meatballs recipe to the world – so fans could enjoy the dish despite not being able to buy it ready-made. With step-by-step instructions in IKEA’s iconic style, the story went global with over 500 pieces of coverage. The message sharing the recipe on Twitter was the most-engaged ever on IKEA’s UK social channels.

The team, Hope&Glory and IKEA

One year since the start of the first UK lockdown, end-of-life charity Marie Curie roused the nation for the UK’s first National Day of Reflection. On 23 March 2021 broadcasters stopped to mark a minute’s silence and the topic of grief and bereavement was top of the agenda from sunrise to sunset. Backed by over 700 organisations, Royalty, political leaders and celebrities this was the end-of-ife charity’s most ambitious and successful far-reaching campaign ever with even Alexa and Google voice assistants involved, The campaign saw over a hundred prominent landmarks and buildings lit up and reached ¾ of all UK adults. By bringing the difficult subject of death and bereavement into people’s living rooms Marie Curie gave millions grieving across the UK a unique moment to support each other. Marie Curie demonstrated its leadership, compassion, and ability to bring people together around this important societal issue.

Marie Curie PR Team: Ash Balachandran, Emma Ballard, Tracy Barrett, Natalie Davidson, Liz Ensor, Eleanor Healy, Neris Johnson, Jessica Lloyd, Caroline McIlwain, Rachel Moses-Lloyd, Adam Orr, Nicola Price, Josie Roberts, Simon Tiller, Rachel Walker and Gemma Walton. External agency Markettiers4dc helped triage requests and secured significant broadcast opportunities in the two weeks leading up to the 23 March and on the day.

Heading into Super Bowl LV, State Farm was entering its largest advertising arena yet, with the release of its first-ever, in-game Super Bowl commercial and a Team State Farm collaboration like no other. State Farm partnered with Zeno to devise a multi-faceted social first strategy that leveraged influencers and real-time social engagement to connect the #TeamStateFarm postseason campaign with the target millennial audience and fuel fandom around the live in-game debut of the brand’s first-ever Super Bowl ad. On Super Bowl Sunday, we executed best-in-class, real-time engagement via its final virtual war room, identifying 61 opportunities for @StateFarm to engage. The influencer program exceeded KPIs, garnering 2.15 million impressions, 37K in-feed engagements and 2.08% average engagement rate. State Farm made history as the highest ranked first-time advertiser on USA Today’s Ad Meter and was the most mentioned Ad Meter ranked advertiser on social media during the Super Bowl.

State Farm Kristen Chimack, Assistant Vice President - Public Affairs, State Farm Scott Callicott, Public Affairs Director, State Farm Rachael Risinger, Public Affairs Strategist, State Farm Selena Ingram, Public Affairs Communication Manager, State Farm Marcia Thompkins, Public Affairs Communication Manager, State Farm Zeno Group Karyn Esbrook, Executive Vice President, Zeno Group Kara Price, Vice President, Zeno Group Mary Jameson, Senior Account Supervisor, Zeno Group MaryClaire Cieply, Account Supervisor, Zeno Group

We created an online community of ambassadors for Sony’s range of Alpha Cameras responsible for direct sales totalling millions in the last twelve months - 47% from those who were new to the brand. Along the way we’ve driven in excess of 7 million page views across the site we created, while the film content featuring key ambassadors was viewed over 1.34 million times.

The team, Sony and Hope

1 in 2 women around the world are judged for expressing themselves differently. Lux wanted to inspire them to rise above everyday sexist judgements and express their beauty and femininity unapologetically. Using music as a catalyst for change, we worked with Universal Music Group to create an anti-bullying anthem in China by remaking Kelly Clarkson’s hit song – Stronger. Crowd-sourced online judgements were incorporated in the lyrics, empowering women to be unstoppable against labels. The track launched with impact on China’s biggest TV reality show ‘Sisters Who Make Waves 2’, driving talkability and attention among Gen Z. It was further amplified through activations across music, video, social and content publishers. Results were smashing, reaching over 342 million consumers, generating over a billion impressions and thousands of engagements. Most importantly, Lux had successfully inspired more women to express their beauty confidently, creating a positive shift in Lux’s brand equity in China.

Haroon Qureshi, Global Partner, Content Innovation & Partnerships | Team Unilever, Mindshare APAC Xinyi Zheng, Senior Global Manager, Contents & Partnerships | Team Unilever, Mindshare APAC Prajakta Paranjpe, Global Communications Planning Director | Team Unilever, Mindshare APAC Wylma Woo, Global Communications Planning Manager | Team Unilever, Mindshare APAC Helen Tan, Managing Director | Team Unilever, Mindshare APAC Ashish Thukral, Managing Partner | Team Unilever, Mindshare APAC Sarah Shen, Partner, Mindshare China | UNITE China Coco Jiang, Media Planning Director, Mindshare China | UNITE China Nicolez Zhang, Media Planning Director, Mindshare China | UNITE China Jacque He, UNITE Managing Director, Mindshare China | UNITE China Hinoti Joshi, Business Director, Global Lux, Wunderman Thompson Fanny Lemasson, Senior Account Director, Wunderman Thompson Nicolas Tran Dinh, Global Digital and PR Lead, Lux - Unilever Stephanie Wee, Global Digital and PR Assistant Brand Manager, Lux - Unilever Triveni Rajagopal, Global Digital Director, Lux - Unilever Severine Vauleon, Global Brand Vice President, Lux - Unilever Lynn Goh, Global Assistant Brand Manager, Lux - Unilever Megan Zhu, Global Senior Brand Manager, Lux - Unilever Swarnim Bharadwaj, Global Brand Director, Lux - Unilever Tejas Apte, Global Media Director, Unilever Sanna Tandon, Global Media Manager, Unilever

If you wondered where all the “stream live entertainment on Instagram” campaigns started, read on … Calls to CALM – the Campaign Against Living Miserably – were up by 37% in the early days of the lockdown. Hope&Glory came up with the idea of the CALM Lock-In, an evening of music and comedy streamed across a host of artists’ channels between 5.00pm and 12.00am, matching the times that the CALM helpline is open. Seven hours and 19 live performances, 130 posts, 150 pieces of media coverage and 13 million social media reach and we’d started something of a lockdown trend …

The team at Hope&Glory

The Romanian Banks Association initiated in February 2020 an awareness and financial education campaign “Your right to banking”. The right to banking is like the right to understanding the alphabet, which in the beginning are only funny lines but after understanding it you can write down your ideas and love letters. If banks manage to make people understand how the system works, helps them increase their financial literacy, talks transparently about the economic impact of the banking industry, people can use banking to prosper. The one year campaign was meant to include numerous offline events including an open doors night at banks. But everything changed in March. The pandemic changed all the plans and moved the campaign 100% on Facebook, the only comm channel of the campaign. “The campaign was designed to increase financial education level in Romania while making people understand that banks play an important role in Ro.

Gabriela Folcut, Executive Director, Romanian Association of Banks Ana-Maria Diceanu, strategy, Brain 4 Strategy Teodora Jors, creative director Andra Giuca, Communication Manager

How one tweet sparked a social media furore, 600-brand pile on, 1,000+ media mentions, TV breakfast show live trial, a House of Commons debate and Saturday night prime-time TV mention. Weetabix recalibrated the ever-popular conversation starter – unusual food combinations – by injecting controversy and humour, suggesting Heinz Baked Beanz atop its golden biscuits was a perfect breakfast pairing. Timed to perfection as lockdown Britain looked for a reason to laugh, the resulting storm drove a 15% spike in sales, 10-point uptick in Weetabix’s overall Attention scores and rapid accumulation of 20k+ new social fans. Some claim it was the social media moment of the year, even the decade. Frank and Weetabix are extremely proud to have achieved such success in a unique period. It’s true Talkability™️ in action.

Jennie Thomson, Head of Social, Frank Alexa Fitzpatrick, Account Director, Frank Daisy Pickering, Senior Account Executive, Frank

The pandemic forced us to make decisions on what we deem essential. The arts & culture sector was deprioritised. Galleries and museums were forced to close – but essential shops like supermarkets remained open. Using that simple loophole and the power of creativity, we bypassed regulations and opened a supermarket at the Design Museum, allowing it to welcome visitors again. We collaborated with artists to turn essential items such as loo-roll, pasta and bread into artworks, all available at supermarket prices and demonstrating our belief that Creativity is Essential. All proceeds from sales went towards supporting the creative community.

Matt Buchanan, Head of PR Jenny McCoubrey, Client Partner, Ogilvy PR Rosey Stones, Business Director, Ogilvy PR Becky Bayles, Business Director, Ogilvy PR Eden Summers, Manager, Ogilvy PR Gary Grimes, Manager, Ogilvy PR Shirin Vahdat-Khah, Influence Manager, Ogilvy PR Emily Woodhams, Executive, Ogilvy PR Livvy Ripman, Executive, Ogilvy PR Lauren Peters and Augustine Cerf, Creative Team, AMV BBDO Alistair Nichols, Deputy Head of Account Management, AMV BBDO Laura Graham, Producer, AMV BBDO Rioco Green, Senior Media and PR Manager, The Design Museum

Major historical anniversaries always inspire a massive outpouring of media coverage. The 80th anniversary of The Blitz in 2020 was no different. Ancestry wanted to engage people interested in the events of World War II while also contributing meaningfully to the commemoration. But how to cut through? The answer was simple: elevate moments from World War II and the Blitz from Ancestry’s wartime records and commission contemporary artists to illustrate those experiences. From this idea sprang 80 artworks which together offered fresh 21st century perspectives on some of the events experienced during World War II. The artwork formed an exhibition on the Ancestry website which was covered extensively in media and social media and extended into an out of home advertising campaign. Overall, the campaign generated over 800 individual pieces of media coverage as well as wide-ranging social media impact plus more than 1.2m visits to the Ancestry website.

Caitlin Hocking, Director, Red Consultancy Camilla Morgan-Giles, Associate Director, Red Consultancy Shannen Bulley, Account Manager, Red Consultancy Matt Bates, Account Manager, Red Consultancy Beth Kelly, Account Manager, Red Consultancy Tara Meakins, Account Manager, Red Consultancy Russell James, Marketing Director, UK & Ireland, Ancestry

With Lynx and Marmite, we bought together two of the UK’s most iconic yet entirely unrelated FMCG stalwarts to create inventive matrimony during a turbulent summer that saw many such ceremonies were being postponed. Our preposterous NPD pairing sent media mad with over £420k worth of unexpected sales, 300k units flying off shelves, 450 pieces of product coverage and even made Ben Shepheard break Social Distancing guidelines live on Breakfast TV. What’s more, all of this was done for a sniff under £10k (including our fee); creating a ‘water cooler conversation’ at a time when water coolers were out of bounds.

as per pdf

Comparisons between our PM and a pile of rubbish aren’t new. But a giant sculpture of Boris, alongside his G7 peers made entirely from rubbish, is. As the G7 Summit dawned in Cornwall, a giant recreation of Mount Rushmore, dubbed Mount Recyclemore, was unleashed on the world’s media. Made from 12 tonnes of discarded consumer technology, the sculpture’s aim was to raise public awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation. Despite only being in situ four days, Mount Recyclemore became a ‘cultural landmark’ on Google, was lauded by major news outlet in the UK, US and beyond, TV news crews descended from every G7 country and it featured on high profile chat shows including Jimmy Fallon’s The Tonight Show and James Corden’s The Late Show. Importantly, 38% of all trade-ins through musicMagpie during the campaign were first time users

Strategy, planning, creative and media Paul Lucas, Director (Creative and Strategy), Fanclub Emily Barnes, Account Director, Fanclub Fabian Castellani, Senior Account Manager Fanclub Emilee Senchyna, Account Manager, Fanclub Jess Richardson, Account Executive, Fanclub Client Liam Howley, CMO, musicMagpie Nia Dawson, PR Manager, musicMagpie Production Laura Harrison, Sketch Events Alice Strutt, Sketch Events Emma Clarke, Sketch Events

To address the issues of period stigma and shaming, COW and feminine care brand Intimina collaborated with colour authority Pantone to create Period: a new shade of red emblematic of menstruation. This bold and powerful campaign dominated international news and social feeds and social feeds, ensuring that periods were being seen, heard and talked about by hundreds of millions of people across the planet.

Alex Bell, Director, COW Samantha Harland, Senior Account Manager, COW Beth Arnold, Senior Account Executive, COW Matt Wilcock, Creative Director, COW Marcella Zanchi, Marketing & Communications Manager, Intimina

Play-Doh launches Colour of the Year A campaign to Inspire parents to embrace the mess and get Play-Doh out of the cupboard. The thought of getting the Play-Doh out can fill some parents with dread... But messy play is crucial for children and their creative development, so how could we nudge parents to embrace Doh in all its bits-in-the-carpet, colour-smooshing glory during the Christmas gifting period? We launched Play-Doh’s inaugural Colour of the Year – a parody campaign poking fun at parental neurosis which celebrated Nemesis Grey, the instantly recognisable shade that kids create by mixing a random colour combination of Play-Doh together.

Emma Grace, Chief Strategy & Creative Officer, Pretty Green Lucy Mart, Client Services Director, Pretty Green Hollie Young, Associate Director, Pretty Green Tania Burnham, Account Director, Pretty Green Nicola Hunter, Senior Producer, Pretty Green Jess McMillan, Senior Campaign Executive, Pretty Green Emma Carson, Creative Director, Pretty Green Julia Swan, Communications Manager, Hasbro Andrea Lester, Senior Brand Manager, Hasbro Laila Drai, Senior Co-ordinator Marketing, Hasbro

Mike Borruso, Executive Editor, McKinsey Mark Staples, Executive Editor, McKinsey Charmaine Rice, Senior Manager, McKinsey Philip Mathew, Editorial Production Manager, McKinsey Justine Jablonska, Editor, McKinsey Matt Perry, Senior Editor, Data Visualization, McKinsey Richard Johnson, Senior Editor and Head of Data Visualization, McKinsey Jonathon Rivait, Senior Editor, Data Visualization, McKinsey Nicole Esquerre, Senior Designer, Data Visualization, McKinsey Jessica Wang, Editor, Data Visualization, McKinsey

A daily chart that helps explain a changing world—during the pandemic and beyond.

Doru Frantescu, CEO, VoteWatch Europe Mared Jones, Account Director, BCW Brussels Davide Ferrari, Chief of Research, VoteWatch Europe Julie Valente, Managing Director, BCW Brussels Mathias van Malderghem Nagy, Account Director, BCW Brussels

2020 was a power shift, the likes of which we haven’t seen in decades. From the Covid-19 pandemic to the global Black Lives Matter movement, these flashpoints showed who has influence in society, and who doesn’t. But measuring the influence of politicians is often more art than science, based more on perception than proof. The Influence Index is the first data-driven ranking of Members of the European Parliament that combines political insight with social media analytics. The Index reveals who in the European Parliament has not only the most political clout, but also the most social influence to shape critical policy decisions. Public affairs professionals in Brussels and beyond looking to understand dynamic of influence in the European Parliament now have an invaluable tool at their disposal to steer their strategies.

Emily Morgan, MD, Red Consultancy Rebekah Lee, Associate Director, Red Consultancy Geraldine Sherwin, Account Director, Red Consultancy Niamh Baird, Account Manager, Red Consultancy Adwoba Sekyim-Kwandoh, Senior Account Executive Faye Boyle, Senior Research Manager, Opinium Henrietta Gibb, Marketing & Communications Manager, Tideway Taylor Geall, Media Relations Lead, Tideway James Carew, Digital Communications Manager, Tideway

As the summer sun tipped the capital over 40˚C, Londoners were desperate to cool down. With pools and lidos closed, the Thames beckoned... “Would you or wouldn’t you take a dip in The Thames to escape the city heat?” This simple question was at the heart of our campaign to raise awareness of Tideway’s super sewer currently being built under the Thames. Millions of tonnes of sewage flows through the capital, yet half of Londoners think it’s safe to swim in. Our topical research story led to blanket national coverage, prime time slots on BBC News, GMB and mass social engagement.

Estelle Boon, Head of Consumer, Grayling Hollie Adamson, Director, Grayling Hattie Stewart, Senior Account Director, Grayling Sophie Young, Account Director, Grayling Ashley Daly, Senior Account Manager, Grayling Jemma Magrath, Account Manager, Grayling Klodena Sulejmani, Senior Account Executive, Grayling Daniel Davies, Senior Account Executive, Grayling Olivia Orton, Corporate Communications Director, Visa Renny Popoola, Communications Lead, Visa Katya Hamilton-Smith, Communications Executive, Visa

With small, independent businesses hit hardest by the pandemic, Visa asked Grayling to deploy an earned-led but integrated, campaign offering support, advice and practical help to enable SMEs to trade online, while encouraging consumers to shop local more often. Eight months of PR activity included commissioned independent research into consumer and business owner attitudes which was used as a foundation for industry reports, news releases, interviews, events and partnership building, all aimed at encouraging the nation to shop local at a time when small businesses needed support most. Demonstrating the impact of shopping locally in a ground-breaking way, the Where You Shop Matters campaign changed shopping behaviours, led the media agenda and delivered meaningful digital transformation for many SMEs, ensuring business could continue.

In Sweden, drowning is the most common fatal accident among children in the ages of 1-6 and is a result of lacking parental supervision. Swedes spend an average of 3.5 hours/ day scrolling on their phones. Insurance company Trygg-Hansa turned the problem (the smartphone) into the solution – by creating Beach Mode, an app that makes your phone inaccessible when you are at the beach with your children. No scrolling, no social media and no phone calls. The only feature that works is emergency calls. Launching the unique app made it possible to educate parents through earned media across Sweden on the importance of supervision when at the beach. The initiative spread all over Sweden, earned media reach: 15 million, social media reach: 14 million (Swedish population 10 million). 2020: 31% fewer children died from drowning

Axel Bringel, Creative Director, BCW Sofia Skogquist, Art Director, BCW Sean Canning, Client Lead, BCW Jacqueline Grünthal, Project Manager, BCW Anna Alvling, Production Manager, BCW Nora Maki, PR Specialist, BCW Niklas Adamsson, PR Specialist, BCW Frida Söderberg, UX DESIGN, BCW Johanna Nyberg, FAD, Consultant Joel Hördegård, Director of Photography, The Talent Group Magnus Karlsson, Gaffer, The Talent Group Kim Ramsell, Editor, The Talent Group Sabina Törnberg, Colourist, Mud Studios Hanna Axelsson, Head of Marketing and Communication, Trygg-Hansa Maria Lindholm, Head of PR, Trygg-Hansa Alexandra Björnsson, Child Insurance Expert, Trygg-Hansa Anette Andersson, Project Manager, Trygg-Hansa Petter Lindqvist, Marketing Planning & Insight Manager, Trygg-Hansa

Singapore is one of the world's most popular visitor destinations, so when Covid-19 hit, and travel restrictions were enforced, local businesses were inevitably affected. This presented an opportunity for Monopoly, the world's most loved game for city exploration, to find relevance with a younger, more digitally enabled demographic - while giving businesses along Singapore's iconic streets much-needed exposure. Catering to the (temporarily hindered) wanderlust of young Singaporeans, the Monopoly Explore! SG mobile game was created as an interactive way to give Singaporeans a chance to re-discover local iconic places and brands through the distinct squares on the Monopoly board. With over 1.4m impressions across earned media and 10,000+ downloads, Monopoly became an integral part of the COVID-focussed media narrative during the campaign period. But more importantly, the campaign benefitted local businesses, who accessed a new channel to reach their audience online, and allowed Monopoly to connect with young Singaporeans.

Farah Azizan, Senior Account Manager, The PR Group Priscillia Chun, Senior Account Manager, The PR Group Kurt Loy, Head of Digital Strategy, First Wave

Q: What do you get if you cross Virgin Media’s brand purpose of ‘facilitating human connections’ with hologram technology and pizza during a pandemic? A: The Two Hearts Pizzeria of course. A dining experience connecting loved ones who hadn’t seen each other for months, to share a virtual pizza whilst sitting at opposite ends of the country. Delivered through hologram technology and powered by Virgin Media’s superfast broadband. 75 pieces of coverage and 1.2million views of the content later - 48% who had seen the campaign content said they’d recommend Virgin Media and 24% of non-customers said they’d switch. That’s a superfast result in our opinion.

Tin Man - PR Oh My! - Content Production Audience - Experiential

LinkedIn data revealed that women’s careers have been more adversely affected by the pandemic than men’s - with fewer women globally being hired into roles during the crisis than men and many dropping out of the workforce altogether. LinkedIn set out to shine a light on the experiences of women during the pandemic and celebrate how the LinkedIn community has come together to support them. LinkedIn wanted to drive global conversation around the pandemic’s impact on female professionals around the world, putting our community at the heart of the discussion and empowering and inspiring women to share advice and inspiration. As a result, in the lead up to International Women’s Day, we launched a multi-channel, global #WeCanDoIt campaign, leveraging real-time data, influencer and media partnerships and conversations on the platform to truly make a difference and offer support to women whose careers and lives have been impacted by Covid-19.

Supported by VCCP, Good Relations, Fight or Flight, Brands2Life (UK), Havas (France), Hotwire (Germany), Coopr (Netherlands), PRIME (Sweden), APCO (MENA), Edelman (Italy, Ireland, Spain, Brazil).

As the travel industry came to a pandemic-induced standstill, Collinson had a solution: airport testing. The problem? Few people knew Collinson, and even fewer people understood testing. We boldly embarked upon a global PR programme that secured industry support for testing, drove public awareness, and changed Government perception of its efficacy. The sky was no limit – our flight of international coverage didn’t just shift public and industry perception to favour travel testing, it secured a raft of seven-figure industry contracts for Collinson. And the best part, it convinced the UK Government to launch ‘Test to Release’ strategy – allowing travel to resume.

Gemma Musselbrook, Director, London Sarah Heinz, Director, New York Jane Morgan, Managing Director, Hong Kong Stephanie Mazinyi, Senior Associate, Hong Kong Charlie Miller, PR Manager, London Geoff MacDermott, Senior Account Manager, London

To address the issues of period stigma and shaming, COW and feminine care brand Intimina collaborated with colour authority Pantone to create Period: a new shade of red emblematic of menstruation. This bold and powerful campaign dominated international news and socia feeds and social feeds, ensuring that periods were being seen, heard and talked about by hundreds of millions of people across the planet.

Alex Bell, Director, COW Samantha Harland, Senior Account Manager, COW Beth Arnold, Senior Account Executive, COW Matt Wilcock, Creative Director, COW Marcella Zanchi, Marketing & Communications Manager, Intimina

We partnered with Vodafone Smart Tech to launch NEO, its brand-new smart watch for kids in 4 European markets – Germany, Spain, Italy and the UK. We needed to showcase the product in a way that would demonstrate its functionality, yet still have strong earned media appeal across multiple markets. We set out to show the world that when you give kids a little freedom, they can achieve anything – including directing the world’s top male model – David Gandy, in a spoof photoshoot. By putting the kids in charge, we championed independence whilst showcasing the features of the watch. The NEO smashed its sales targets in all four markets, ALL attributable to a product launch campaign entirely driven via PR and content.

Client: Pamela Brown, Chief Marketing Officer, Vodafone Smart Tech Client: Serina Saroian, Head of Product Marketing, Vodafone Smart Tech Creative Director (client): Neill Furnston, Creative Director, Vodafone Smart Tech ECD (agency): Kat Thomas, One Green Bean Creative Director (agency): Kat Thomas, Executive Creative Director and founder, One Green Bean Creative Director (agency): Daniel Roberts, Creative Director, One Green Bean Business Director: Tom Armstrong, One Green Bean Account Director: Lexi Winsley, One Green Bean Film Production: MindsEye Post Production: Coffee&TV

AXA PPP Healthcare merged three of their successful businesses into one entity called AXA Health, with a vision to transform into a modern, health and wellbeing partner. So how do you create a unifying experience for all employees to mark the new beginning, and help their people embrace the transformation? Introducing ‘Switch It’, the platform to inspire and enable employees to make positive changes no matter how big or small - giving them the permission to Switch It up. Teaser films, launch initiatives and celebrity encouragement resulted in 188% uplift in a company dial-in call, with 3 out of 4 employees who believed they could play a role to help the business transform and 85% of employees said they planned to ‘switch things’ to make work better.

MSL Employees: Michael Crosbie, Associate Creative Director David Garfinkel, Director of Engagement Grace Mills, Director Ben Read, Account Director Michael Dowell, Creative Director Jane Cloete, Head of Content Strategy Joseph Sereni, Senior Designer Lewis Son, Designer Lia Krochmal, Junior Designer Tamsin Fraser, Creative Stephanie Gowdy, Project Director Anastasia Pavlova, Strategist AXA Health employees: Ann Hall – Head of Internal Communications Pippa Eames - Internal Communications Executive Joe Malone - Internal Communications Manager Peter Delves – Internal Communications Manager Sara Mercer - Change Communications Manager

During lockdown, cases of domestic violence have grown by 20% worldwide. Unilever wanted to do more than ‘highlight the problem’, it wanted to revolutionise corporate thinking on the issue. Our campaign used an arresting concept – silence – to highlight the key obstacle in addressing domestic violence: the fear of speaking up. From workplace initiatives to ‘unmute’ the stories of victims, to the public distribution of Unilever’s domestic violence policy in an effort to end corporate silence on the issue, within just five weeks from launch this initiative reached 12.6mn people, broke company records for live engagements, and provoked new thinking on employers’ responsibilities.

Weber Shandwick: Steve Back, Executive Creative Director Richard Copping, Creative Director Stephanie Johnston, Head of Content Strategy Susan Smith, Senior Vice President, Client Experience Yolanda Blasco, Senior Vice President, Planning Charlotte Powell, Junior Creative United Minds: Christine Payne, Senior Vice President, Employee Engagement Unilever: Aline Santos, Chief Diversity and Inclusion Officer, Global Executive VP Marketing Lisa Corp, Senior Global Internal Communications Manager Vanessa Otake, Global Equity, Diversity and Inclusion Lead Andrew Georgiou, Global Social & Visual Production Lead Esther Marshall, Former Unilever Global Lead for Gender Diversity and Inclusion

At the start of March 2020, the events and entertainment industry found itself in an extraordinary state of enforced inaction ​due to COVID-19. ​ A collective of industry leaders decided that ​the best thing they could do – apart from staying​at home – was to use their skills and networks ​to say thank you to everyone involved in the nation’s healthcare system by illuminating the UK’s landmarks blue. However, with the country ​in lockdown, there was a risk that these displays would not be seen. ​ H+K joined the collective’s efforts, sharing​ pro bono expertise to drive awareness of the initiative and amplify the country’s gratitude during the pandemic. 111 sporting and entertainment venues, national landmarks and historical buildings were turned into beacons of blue through the #LightItBlue initiative. NHS England also asked the #MakeItBlue collective to take part in its official 72nd-anniversary celebrations.

Campaign lead – Heather Bull Media relations and campaign tracking – Alanna Pagella, Jane Hill, Danielle Wilson, Robyn Swan, Isobel Knight, Charlotte Thompson, Max Fairhurst, Charlotte Martin, George Cullen, Georgy Rogers, Rosie Arbuthnot.

#RaiseTheBar was founded by Croydon Business Improvement District [BID] and Mr Fox pub in Croydon in April 2020 as the COVID-19 pandemic forcing the closure of retail, leisure and hospitality businesses across the UK. Its central objective was to influence Government to increase the arbitrary business rates threshold requirement in the Retail, Hospitality and Leisure Grant [RHLG] from £51,000 to £150,000. The BID ran #RaiseTheBar for 10 months delivering a media and lobbying campaign with specialists Kallaway achieving over 1,000 pieces of coverage, cross party support, 15,000+ signatures and inclusion in high profile lobbying campaigns run by UKHospitality and Merlin Entertainment. #RaiseTheBar achieved its central objective with the Chancellor putting in place grant funding for businesses with a rateable value over £51,000 in February 2021 enabling over 150,000 businesses to access in excess of £1bn of financial support.

Matthew Sims, CEO, Croydon Business Improvement District Shaun Webster, Heads of Operations, Croydon Business Improvement District Keely Dench, Business Engagement Manager, Croydon Business Improvement District Andy Taylor, Managing Director, Parliament Bars and owner of two pubs in Croydon town centre Katie Blake, Client and Commercial Director, Kallaway Claudia Wentworth, Senior Account Manager, Kallaway Sadiq Khan, Mayor of London Kate Nicholls, Chief Executive, UK Hospitality Ojay MacDonald, Chief Executive, Association of Town Centre Managers Chris Turner, Chief Executive, British BIDS Bill Addy, Chair, BID Foundation Mark David, Chief Executive, Music Venue Trust Sadiq Khan, Mayor of London Amy Lame, Night Czar, Greater London Authority Emma McClarkin, Chief Executive, British Beer and Pub Association Michael Kill, Chief Executive, Night Time Industries Association Cllr Manju Shahul-Hameed, Cabinet Member for Economy & Jobs, Croydon Council James Lowman, Chief Executive, Association of Convenience Stores

A bold, insight-led and truly disruptive reactive campaign which saw Quorn (a famously meat-free brand) tell its consumers…to eat more meat.

Team Sophie Raine (Ketchum): Copywriter Nic Long (Ketchum): Client Lead Holly Underwood: Campaign Execution and Analyst Naomi Woodford: Campaign Execution and Analyst Nelli Plummer (Ketchum): Digital Analyst Sam Blunt (Quorn): Lead client

One-third of the population in Germany, Austria and Switzerland come from an immigrant background. But immigrants rarely see themselves in the media. Diversity topics are barely covered. New German Media Makers (NdM) needed to show the region the disparity, and how they were ignoring a growing percentage of German society. Since anyone can buy the rights to name a German weather system, with a budget of €3,500 we bought the first 13 – giving them immigrant names instead of traditional German names, to get everyone’s attention. With the first storm, we hijacked the news and put NdM’s call for a 30% diversity quota at the epicenter.

Doris Christina Steiner, Ketchum Publico – Strategic Communications & Communications Lead Goran Golik, go & try - Creative Director Alexander Trybus, go & try - Creative Director Lydia Körner, Freelancer - Graphic Designer Saskia Schäfer, Ketchum Pleon - PR Consultant Ferda Ataman, Neue Deutsche Medienmacher*innen – Spokesperson, Project Lead Gilda Sabehi, Neue Deutsche Medienmacher*innen - Spokesperson, Social Media Tajana Graovac, Neue Deutsche Medienmacher*innen - Social Media

Strong Roots, our plant-based food client, asked us to help them make a difference to communities where the need is greatest. With more people in Britain reliant on food banks than ever before we investigated the average food parcel and found something was missing. Veg! Because it’s hard to store and goes off fast. We commissioned national research which found that 1-in-4 lower-income families are in Veg Poverty. With so many people in Veg Poverty we decided to do something about it. Our big creative idea was to build the UK’s first Frozen Veggie Food Bank - the only food bank guaranteeing frozen veg in every parcel - to help put veg onto the plates of thousands of low-income families, whilst raising the spectre of Veg Poverty. We gave away over 1,200 frozen veggie food parcels over 4 weeks delivering nearly 15,000 plates of nutritious, convenient frozen veggie meals.

Serge Vaezi, Co-founder & Creative Director, Seven Communications Caroline Wray, Co-founder & Managing Director, Seven Communications Gemma Kennard, Senior Director, Seven Communications Alfie Webster, Junior Strategist, Seven Communications

Harpic wanted to highlight the invisible threat of how germs spread when you flush without closing the toilet lid - because whilst the pandemic may have made hygiene a hot topic, awareness around bathroom bacteria and contamination was surprisingly low. We launched #CloseTheLid – an initiative designed to both shock and educate the public. This was achieved through a series of explosive photographic images that brought to life the truly revolting reality of what happens when you don’t… #CloseTheLid. Coverage reached 66+ million people, via exposure in 11 national news outlets and over 12 minutes of broadcast. A low budget, big impact earned media campaign, that delivered both massive brand awareness and an attributable sales increase.

ECD (agency): Kat Thomas, One Green Bean Creative Director (agency): Daniel Roberts, Creative Director, One Green Bean Creative (agency): Toby Rutherford, Creative, One Green Bean Business Director: Lucy Hutchinson, One Green Bean Account Director: Hannah Stewart, One Green Bean Account Manager: Andy Ruscoe, One Green Bean Photographer: Jonathan Knowles

In the midst of lockdown, IKEA wanted a campaign that would keep the brand front-of-mind and relevant to its audience while its stores were closed. We came up with the simple but immensely effective idea of releasing its IKEA Meatballs recipe to the world – so fans could enjoy the dish despite not being able to buy it ready-made. With step-by-step instructions in IKEA’s iconic style, the story went global with over 500 pieces of coverage. The message sharing the recipe on Twitter was the most-engaged ever on IKEA’s UK social channels.

The team, Hope&Glory adn

How many times have you heard the phrase ‘thinking outside the box’ when it comes to creativity? Well, alongside Brothers Elliot and their much beloved Pizza Pilgrims brand, we genuinely did; transforming a £20m COVID-stricken pizza restaurant empire with an extremely simple yet category-defining idea: ‘Pizza in the Post’. Not only did our humble recipe for success go on to match the income of five of their restaurants combined and command swathes of consumer coverage but it also received the combined praise of a retail and hospitality industry in dire straits having introduced the UK to the now much lauded and revenue rich ‘makeaway’ category.

as per pdf

In Sweden, drowning is the most common fatal accident among children in the ages of 1-6 and is a result of lacking parental supervision. Swedes spend an average of 3.5 hours/ day scrolling on their phones. Insurance company Trygg-Hansa turned the problem (the smartphone) into the solution – by creating Beach Mode, an app that makes your phone inaccessible when you are at the beach with your children. No scrolling, no social media and no phone calls. The only feature that works is emergency calls. Launching the unique app made it possible to educate parents through earned media across Sweden on the importance of supervision when at the beach. The initiative spread all over Sweden, earned media reach: 15 million, social media reach: 14 million (Swedish population 10 million). 2020: 31% fewer children died from drowning

Axel Bringel, Creative Director, BCW Sofia Skogquist, Art Director, BCW Sean Canning, Client Lead, BCW Jacqueline Grünthal, Project Manager, BCW Anna Alvling, Production Manager, BCW Nora Maki, PR Specialist, BCW Niklas Adamsson, PR Specialist, BCW Frida Söderberg, UX DESIGN, BCW Johanna Nyberg, FAD, Consultant Joel Hördegård, Director of Photography, The Talent Group Magnus Karlsson, Gaffer, The Talent Group Kim Ramsell, Editor, The Talent Group Sabina Törnberg, Colourist, Mud Studios Hanna Axelsson, Head of Marketing and Communication, Trygg-Hansa Maria Lindholm, Head of PR, Trygg-Hansa Alexandra Björnsson, Child Insurance Expert, Trygg-Hansa Anette Andersson, Project Manager, Trygg-Hansa Petter Lindqvist, Marketing Planning & Insight Manager, Trygg-Hansa

Consumers want to see brands take real action. Token gestures are scorned. Brands must demonstrate their values and make an impact on the world. IKEA’s statement about sustainability would have to be backed with iconic action. A one market stunt would accomplish nothing. They had to think bigger. So on Black Friday – a day of excessive consumption - IKEA did something radical, at an unprecedented global scale... It started buying customer’s furniture back. In 20 countries all over the world, from Black Friday onwards, IKEA customers could return their unwanted furniture to stores, in exchange for up to 50% of its original value. The second-hand furniture was then fixed up, displayed in-store and sold on to other customers at reduced prices. Any unsold furniture could be donated to charity or recycled, ensuring that nothing went into landfill.

Ingka Group Jessie Macneil-Brown: Campaign Unit Manager Maria Binnelid: Campaign Unit Project Manager Irina Banciu: Campaign Project Leader Simon Henzell-Thomas: Director of Global Public Affairs & Advocacy Olivia Ross-Wilson: Global Communication Manager Pia Heidenmark Cook: Chief Sustainability Officer Edelman UK Chief Creative Officer: Stefan Ronge Chief Creative Officer: Mattias Ronge Chief Client Officer: Ruth Warder Creative Director: Martin Jon Adolfsson Art Director: Sabine Stromsky Copywriter: Oscar Muller Design Director: Steve Malkerty Senior Director, Chris Wilcox Associate Project Director: Claire Fraser Executive Producer: Lucie Hackman Senior Producer: Cara Hickson Junior Project Manager: Stefania Basile Other Companies and Contributors Production Company: Riff Raff Films Ltd Director: The Sacred Egg Executive Producer: Matthew Fone Producer: Jane Tredget DOP: Daniel Landin Production Designer: Monika Sajko 1st AD: Chris Kelly Production Manager: Stuart Butterworth Editor: Ben Campbell Edit House The Quarry Service Company: Papaya Films Service Producer: Tomek Skrodzki VFX Company: Moving Picture Company London VFX Producer London Ryan Hancocks Colourist London: Matthieu Toullet VFX Supervisor: Jake Nelson Music: Felt Music Music Track: Tightrope Sound Design: Jon Clarke @ Factory Studios London

When the UK went into lockdown in March 2020, the way we shopped for food changed overnight. The vulnerable found themselves restricted from accessing groceries, and panic buying led to empty shelves. Iceland Foods, a food retailer rooted in the communities it serves, had to adjust quickly. What resulted was a nimble, hands-on programme of activity, extended throughout the year and designed to support those struggling. Right from the start, Iceland took a high-visibility leadership role, becoming the voice of UK supermarkets and earning widespread plaudits for its actions.

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Katie Hill, Senior Vice President, Client Experience Lotti Swanwick, Senior Manager, Integrated Media Iceland Foods Ltd.: Caspar Nelson, Head of Customer Marketing Zoe Marsh, PR and Social Manager

The Joy of Sex in Later Life - taking a cultural taboo and changing the conversation. The majority of us in the UK don’t want to talk about sex and intimacy in later life. We prefer to think that older people simply aren’t ‘doing it’. Why? If that were you, how would you feel? It’s not healthy. So we addressed it head on. Working with renowned icon, Rankin, we forced people to address their own bias and look at later life sex with fresh eyes. With a new set of intimate, beautiful and provocative images that made the previously unseen unmissable, we sparked a national conversation around the joy of later life sex.

Ogilvy PR: • HEAD OF PR: Matt Buchanan • CLIENT PARTNER: Rachael Coomber-Nolan • BUSINESS DIRECTOR: DK Cheung • RELATE MEDIA AND COMMUNICATIONS MANAGER: Sarah Osmik • RANKIN PR: Beverley Luckings Creative: • OGILVY CREATIVE TEAM: Nicola Wood & Andy Forrest • OGILVY CHIEF EXECUTIVE CREATIVE DIRECTOR: Jules Chalkley • PHOTOGRAPHER: Rankin

Cleaner water is one of Carlsberg Sweden’s core missions and a key part of their sustainability promise. But the communication on their efforts had to become more accessible and engaging for their audience. To achieve this, we leveraged the Swedish people’s affection for boat sports by creating “Pladdling”– to paddle and pick up trash – an activity to reduce the amount of plastics in our waters. In collaboration with the nonprofit GreenKayak, Carlsberg Sweden lent out kayaks for free - in exchange for picking up trash. With a minimal budget, the initiative generated tons of earned attention. But most importantly, it got people involved in the cause for cleaner water. In the summer of 2020, almost 2 000 volunteers helped collecting a total of 3,394,61 kg of trash from the waters.

Niklas Adamsson, BCW, Project Manager & Copywriter Axel Bringel, BCW, Creative Director Sofia Skogquist, BCW, Art Director Jonas Eriksson, BCW, Client Lead & Copywriter Jacqueline Grünthal, BCW, Production Manager Vera Hökstrand, BCW, Influencer Marketing Specialist Frida Söderberg, BCW, Graphic Designer Henric Byström, Carlsberg Sweden, Head of communications Rebecca Müller, Carlsberg Sweden, Brand Experience & Activation manager Anna Anderberg, Carlsberg Sweden, Sustainability manager Mikael Johansson, Carlsberg Sweden, Brand manager

With the arrival of Coronavirus causing a decline in breast self-check and breast cancer referrals, Golin helped Estee Lauder Companies UK&I launch their iconic Breast Cancer CSR Campaign to reprioritize breast cancer during the Pandemic. The resulting activity united women of all communities in the world’s largest online self-check event, sharing self-check best practice and normalising breast care through a diverse range of viewpoints. The campaign ignited media and social discussion, achieved a world record event attendance and left a legacy of increased self-checking and positive conversation across audiences.

Natasha Weeks, Executive Director Feven Iyassu, Director Alex Martin, Senior Account Manager Kat Arnull, Chief Strategy Officer Chanel DeYong, Senior Account Manager Beth Whitworth, Director of Communications

During lockdown, cases of domestic violence have grown by 20% worldwide. Unilever wanted to do more than ‘highlight the problem’, it wanted to revolutionise corporate thinking on the issue. Our campaign used an arresting concept – silence – to highlight the key obstacle in addressing domestic violence: the fear of speaking up. From workplace initiatives to ‘unmute’ the stories of victims, to the public distribution of Unilever’s domestic violence policy in an effort to end corporate silence on the issue, within just five weeks from launch this initiative reached 12.6mn people, broke company records for live engagements, and provoked new thinking on employers’ responsibilities.

Weber Shandwick: Steve Back, Executive Creative Director Richard Copping, Creative Director Stephanie Johnston, Head of Content Strategy Susan Smith, Senior Vice President, Client Experience Yolanda Blasco, Senior Vice President, Planning Charlotte Powell, Junior Creative United Minds: Christine Payne, Senior Vice President, Employee Engagement Unilever: Aline Santos, Chief Diversity and Inclusion Officer, Global Executive VP Marketing Lisa Corp, Senior Global Internal Communications Manager Vanessa Otake, Global Equity, Diversity and Inclusion Lead Andrew Georgiou, Global Social & Visual Production Lead Esther Marshall, Former Unilever Global Lead for Gender Diversity and Inclusion

No7 wanted to create a big moment of fame in the US as their products expanded its footprint into Walmart, Kroger & Kohl’s during the fall of 2020. Initially, this moment was intended to be a stunt to increase the brand’s awareness amongst US women 40+ where unaided brand awareness was less than 1%. However, as the pandemic progressed and more women were falling victim to the Shecession, it was vital for No7 to join the conversation and provide tangible resources to women by leading the Unstoppable Together movement, hosting the first ever Unstoppable Together Job Summit and providing small group coaching sessions throughout Women’s History Month.

Ewen Cameron, Executive Creative Director, Berlin Cameron Jennifer DaSilva, Account Lead, Berlin Cameron Jamie Silverman, Creative Director, Berlin Cameron Regan Warner, Creative Director, Ogilvy UK Janet Champ, Creative Director, Berlin Cameron Ben Waldman, Creative Director, Berlin Cameron Kristy Heilenday, Associate Creative Director, Berlin Cameron Megan Adamson-Jackes, Senior Copywriter, Berlin Cameron Emily Bond, Account Director, Berlin Cameron Derek Clark, Executive Creative Director, VMLY&R Brandan Jenkins, Creative Director, VMLY&R Doron Faktor, Connections Director, VMLY&R Annie Atwell, Account Executive, Berlin Cameron Shae Mermis, Senior Producer, VMLY&R Ramona Seunath, Senior Business Affairs, VMLY&R Theresa Notartomaso, EP, Music Producer. VMLY&R Michelle Sanchez, Talent Manager, VMLY&R Liz Dineen, Talent Manager, VMLY&R Juliana Curi, Director, Honor Society Laura Vallado, Director Of Photography, Honor Society Mikah Grumet, Line Producer, Honor Society Devon Bradbury, Editor, White House Post Heather Danosky, Editor, White House Post Jeff Rothman, Managing Director, Global Brands Americas Anisha Raghavan, Chief Marketing Officer, No7 Beauty Company Kathy Cheng, Head of Brand Marketing, No7 Americas Piper Flusser, Head of Integrated Marketing, No7 Americas Carolyn Samuel, Head of Communications, No7 Americas Torri Leeds, Global Group Account Leader, Devries Global Lindsay Talley, Vice President, Devries Global

Trelleborg is the provider of SmartPort, a critical interface between ships and ports, on land and at sea. With a keen eye on data capture and management, and technology-driven insight, SmartPort technologies can increase efficiencies, improve safety and improve ROI for ports and vessels. Three years ago, Trelleborg was only known for engineered polymer (that’s rubber to you and me), such as bumpers and docking/mooring gear. They needed digital transformation in their business and brand. But this couldn’t be done overnight. Stein IAS are working alongside them on an eight-year revenue growth plan for SmartPort. We have enjoyed three successful years so far.

At Stein IAS, we’re a One Agency global team, and credit goes to every single member of staff for all of our achievements. All noteworthy individual contributors are named in the main report.

When Gravity started working for the Institute of Credit Management in 2008, the ICM was at a turning point. Membership numbers were falling, and its profile in the outside world was almost non-existent. Philip King, the newly appointed boss, asked Gravity for a plan to return the ICM to the High Table where it had once sat. Our strategy was to ‘own’ the cashflow space, and use Philip as an individual to champion the cause for better payment practice. Twelve years on: The CICM is now the largest professional body of its kind in Europe. The ICM is now the Chartered Institute of Credit Management, giving it a formal seal of approval. With the CICM we launched the Prompt Payment Code that kick-started the debate over late payment. On Philip King’s retirement, such was his profile and respect within Government that he was appointed interim Small Business Commissioner.

Sean Feast, Director, Gravity Global Iona Yadallee, Associate Director, Gravity Global Rob Howard, Account Manager, Gravity Global Max Tyson, Account Executive, Gravity Global Imogen Hart, Account Director, Gravity Global Sam Wilson, Senior Account Manager, Gravity Global

Pearl Comms and top 50 law firm, Shakespeare Martineau, have a PR partnership that has been ongoing for over 10 years. The firm is Pearl Comms’ longest running account and is also one of the largest. It is a partnership based on trust, experience and most important of all, outstanding PR results which has driven and supported the firm through mergers, strategy updates, personnel changes and landmark campaigns.

Alia Al-Doori, Managing Director, Pearl Comms

With a mission focused on supporting its member community, Philadelphia Federal Credit Union needed a strategic partner to help increase brand awareness and help it become recognized as the credit union leader in the Philadelphia area. Enter, Brownstein. For nearly a decade, Philadelphia Federal Credit Union has considered Brownstein an extension of its team and a go-to, trusted resource for strategic communications and creative execution. From branch openings and member activations to media relations and crisis planning, Brownstein has worked in tandem with Philadelphia Federal Credit Union to navigate ebbs and flows over the past 10 years to deliver creative ideas and fresh thinking that support raising brand recognition.

• Laura Emanuel, VP & Director of PR, Brownstein • Nicole Gainer, PR Group Account Director, Brownstein • Jen Micklow, PR Account Director, Brownstein • Kara Scheideler, PR Senior Account Executive, Brownstein • Jamie Shore, PR Junior Account Executive, Brownstein ● Karen Eavis, Communications Specialist, PFCU ● Erin Ellis, Accredited Financial Counselor, PFCU ● Mary Simmons, VP of Marketing, PFCU ● Mary Posluszny, Marketing Manager, PFCU ● Alexa Lester, Creative Specialist, PFCU

The travel industry has been devastated by the pandemic and there have been several highly charged travel issues dominating the news. FINN worked with spokespeople from The Advantage Travel Partnership to take them out of the travel press and position them as go-to experts on issues concerning the travel industry as a whole, across national television and mainstream news outlets. Through FINN’s proactive pitching and liaison with production teams, Advantage is now in a position where producers from broadcasters such as BBC and Radio 5 contact FINN to request interviews. Advantage has also received incredible feedback from its members, industry peers and media. As a result of the organisation’s hard work throughout the pandemic by supporting its members and striving for change, Advantage has had 50+ new member enquiries which demonstrates the confidence among the travel agent community that Advantage is the leading travel agent consortium.

Debbie Flynn (Managing Partner, Global Travel Lead, Finn Partners), Sarah Long (Senior Partner, Finn Partners), Jane Richards (Vice President, Finn Partners), Olivia Lewis (Vice President, Finn Partners)

As the travel industry came to a pandemic-induced standstill, Collinson had a solution: airport testing. The problem? Few people knew Collinson, and even fewer people understood testing. We boldly embarked upon a global PR programme that secured industry support for testing, drove public awareness, and changed Government perception of its efficacy. The sky was no limit – our flight of international coverage didn’t just shift public and industry perception to favour travel testing, it secured a raft of seven-figure industry contracts for Collinson. And the best part, it convinced the UK Government to launch ‘Test to Release’ strategy – allowing travel to resume.

Gemma Musselbrook, Director, London Sarah Heinz, Director, New York Jane Morgan, Managing Director, Hong Kong Stephanie Mazinyi, Senior Associate, Hong Kong Charlie Miller, PR Manager, London Geoff MacDermott, Senior Account Manager, London

Pic PR and CHD Living’s Adopt-a-Grandparent was a global PR campaign that achieved more than 1,200 pieces of press coverage across the UK and around the world. Designed to pair isolated care residents suffering from loneliness with volunteers from across the globe, the campaign sought to create positive connections during the pandemic at a time when people needed them most. It looked to provide emotional support through meaningful relationships; be that intergenerational friendships, connecting with those with similar interests, or simply by interacting with someone new, while also introducing the wider world to those living in care, helping to showcase some of the many wonderful characters who live in care settings. The resulting press coverage of the campaign saw more than 82,000 volunteers sign up to the scheme, from countries as diverse as Canada, Australia, the US, Germany, India, Thailand, Dubai and more, with even Hollywood actors signing up.

Abbie-Jaye Wilson, Operations Director, Pic PR Katie Smith, PR Account Manager, Pic PR Finn Orr, Designer, Pic PR Lloyd Hughes, Director, Pic PR

For decades, Crayola has empowered children to express their creativity and imagination. However, children of color were still searching for a better way to visually represent and reflect themselves. In Fall 2019, Crayola brought Golin in on the ground floor of an important idea to meet the needs of its increasingly multicultural audiences: a new line of crayons representing global skin tones, so every child of color can feel seen. The team ensured the product was announced with the right messaging, the right product name, and at the right time to meet the needs and wants of consumers from around the world. We did that with Crayola’s Colors of the World crayons, a global 24 crayon color palette that authentically reflects over 40 global skin tones.

Lead Agency: Golin • Ellen Ryan Mardiks, Chairman • Margenett Moore-Roberts, Chief Inclusion & Diversity Officer, CMG • Laura Russo, Executive Director, Account Management • Danielle Bickelmann, Executive Director, Account Strategy • Mattie Sullivan, Director, Communications • Chevonne Nash, Director, Media • Mariam Shahab, Director, Influencer and DEI Strategy Lead • Jaclyn Giuliano, Senior Manager, Media • Emma Maliszewski, Senior Manager, Media Ad agency: dentsu mcgarrybowen credits • Ida Rezvani, President • Philip Gaughran, Global Chief Integration Officer • Matt Ian, Chief Creative Officer • Craig Cimmino, Executive Creative Director • Andre Galan, Group Managing Director • Grant Flannery, Group Strategy Director • Jules Evenson, Group Creative Director, Art • Michael Greenberg, Group Creative Director, Copy • James McCawley, Account Supervisor • Valen Sparks, Account Executive • Mallory Jones, Senior Strategist • Lauren Lampasi, Producer • Maria Gagliardi, Business Manager • Stephen Stallings, Music Producer

1 in 2 women around the world are judged for expressing themselves differently. Lux wanted to inspire them to rise above everyday sexist judgements and express their beauty and femininity unapologetically. Using music as a catalyst for change, we worked with Universal Music Group to create an anti-bullying anthem in China by remaking Kelly Clarkson’s hit song – Stronger. Crowd-sourced online judgements were incorporated in the lyrics, empowering women to be unstoppable against labels. The track launched with impact on China’s biggest TV reality show ‘Sisters Who Make Waves 2’, driving talkability and attention among Gen Z. It was further amplified through activations across music, video, social and content publishers. Results were smashing, reaching over 342 million consumers, generating over a billion impressions and thousands of engagements. Most importantly, Lux had successfully inspired more women to express their beauty confidently, creating a positive shift in Lux’s brand equity in China.

Haroon Qureshi, Global Partner, Content Innovation & Partnerships | Team Unilever, Mindshare APAC Xinyi Zheng, Senior Global Manager, Contents & Partnerships | Team Unilever, Mindshare APAC Prajakta Paranjpe, Global Communications Planning Director | Team Unilever, Mindshare APAC Wylma Woo, Global Communications Planning Manager | Team Unilever, Mindshare APAC Helen Tan, Managing Director | Team Unilever, Mindshare APAC Ashish Thukral, Managing Partner | Team Unilever, Mindshare APAC Sarah Shen, Partner, Mindshare China | UNITE China Coco Jiang, Media Planning Director, Mindshare China | UNITE China Nicolez Zhang, Media Planning Director, Mindshare China | UNITE China Jacque He, UNITE Managing Director, Mindshare China | UNITE China Hinoti Joshi, Business Director, Global Lux, Wunderman Thompson Fanny Lemasson, Senior Account Director, Wunderman Thompson Nicolas Tran Dinh, Global Digital and PR Lead, Lux - Unilever Stephanie Wee, Global Digital and PR Assistant Brand Manager, Lux - Unilever Triveni Rajagopal, Global Digital Director, Lux - Unilever Severine Vauleon, Global Brand Vice President, Lux - Unilever Lynn Goh, Global Assistant Brand Manager, Lux - Unilever Megan Zhu, Global Senior Brand Manager, Lux - Unilever Swarnim Bharadwaj, Global Brand Director, Lux - Unilever Tejas Apte, Global Media Director, Unilever Sanna Tandon, Global Media Manager, Unilever

Comparisons between our PM and a pile of rubbish aren’t new. But a giant sculpture of Boris, alongside his G7 peers made entirely from rubbish, is. As the G7 Summit dawned in Cornwall, a giant recreation of Mount Rushmore, dubbed Mount Recyclemore, was unleashed on the world’s media. Made from 12 tonnes of discarded consumer technology, the sculpture’s aim was to raise public awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation. Despite only being in situ four days, Mount Recyclemore became a ‘cultural landmark’ on Google, was lauded by every major news outlet in the UK, US and beyond, TV crews descended from every G7 country and it featured on high profile chat shows including Jimmy Fallon’s The Tonight Show and James Corden’s The Late Show. Importantly, 38% of all trade-ins through musicMagpie during the campaign were first time users

Strategy, planning, creative and media Paul Lucas, Director (Creative and Strategy), Fanclub Emily Barnes, Account Director, Fanclub Fabian Castellani, Senior Account Manager Fanclub Emilee Senchyna, Account Manager, Fanclub Jess Richardson, Account Executive, Fanclub Client Liam Howley, CMO, musicMagpie Nia Dawson, PR Manager, musicMagpie Production Laura Harrison, Sketch Events Alice Strutt, Sketch Events Emma Clarke, Sketch Events

The way we care for our planet has never been in sharper focus, and at this crucial moment in human history, Fauna & Flora International (FFI) wanted to change the way conservation is funded and call on governments and businesses to commit $500 billion to nature conservation worldwide. The NGO needed a launch platform to mobilise the public, conservation groups and key influencers alike, to amplify the call on policymakers to act. Activated during the pandemic and the morning after the most chaotic US Presidential debate in history, ‘Our One Home’ hit headlines globally and earned support from across industry and celebrity, including the likes of Leonardo DiCaprio, Stella McCartney, cyclist Chris Froome, business leader Deborah Meadon and many more. Media reach of 930mn, 119k+ video content views and 90k petition signatures have been followed by engagement with the UN and globally influential Organisation for Economic Co-operation and Development (OECD).

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Anna Varley Jones, Campaign planning and strategy Carolina Madrid, Associate Director Katie Hill, Associate Director Graham Reid, Associate Director Adam Short, Director Ben Reeve, Senior Manager Charlotte Easton, Manager Liam Foy, Senior Manager, Digital Claire Proudfoot, Executive Producer That Lot: David Schneider, Executive Creative Director David Levin, Executive Creative Director Ciara O’Grady, Post Production Manager Fauna & Flora International: Jonny Wright, Senior Director, Communications and Fundraising Anna Quenby, Head of Communications Nathan Williams, Press and Media Lorna Salmon, Social Media Communications Executive Tim Knight, Communications Specialist Lizzie Duthie, Communications Manager Steph Baker, Digital Communications Officer

To address the issues of period stigma and shaming, COW and feminine care brand Intimina collaborated with colour authority Pantone to create Period: a new shade of red emblematic of menstruation. This bold and powerful campaign dominated international news and socia feeds and social feeds, ensuring that periods were being seen, heard and talked about by hundreds of millions of people across the planet.

Alex Bell, Director, COW Samantha Harland, Senior Account Manager, COW Beth Arnold, Senior Account Executive, COW Matt Wilcock, Creative Director, COW Marcella Zanchi, Marketing & Communications Manager, Intimina

Elderly loneliness is a terrible problem in the UK. And in 2020, it got worse with the arrival of COVID. Unfortunately, the sadness of the issue helps it persist – with people often shying away from engaging with older people for fear of a depressing experience. So, we changed the narrative to a positive one, focusing on the potential stories you could discover if you were to start a conversation. To dramatize our message, we gave world famous centenarian, Captain Sir Tom Moore, a new mission – become the UK’s oldest podcast host. In his podcast series, ‘The Originals’, he connected with a range of elderly people suffering from loneliness, unlocking their amazing stories and inspiring others to start a conversation in their own lives.

Alex Wood, Executive Creative Director Ivana Zecevic, Catalyst Director Rory Cramsie, Senior Publicist Sacha Eckersley, Senior Manager Janice Glaser, Associate Kate Last, Executive Director Chanel De Yong, Senior Account Manager Faye Rodwell, Director Jack Moriarty, Senior Creative Rob Ludgate, Videographer Feven Iyassu, Director

In July 2020, to send a message to Bristol that the city was reopening safely, 374 socially distanced hearts appeared overnight across three city-centre green spaces. Commissioned by Bristol City Centre BID, created by Plaster and painted by world-class artists in collaboration with Upfest - Europe’s largest street art festival, these hearts invited Bristolians to come together but give each other space and help get the city back to work. Concepted and implemented in less than 3 weeks, this campaign continued throughout 2020, responding to national lockdowns and regional nuances. These painted hearts kicked off the #BristolTogether campaign, which featured three more activations throughout the year. Generating 605million views of the work globally, the campaign became one of BBC New's national photos of the year, generated media enquiries from as far away as Mexico and Brazil and most importantly sent a message of positivity to Bristolians at this difficult time.

Joss Welby, Project Lead Corinna Ingram, Media Strategist, Plaster Steve Hayles, Co-Founder, Upfest Paul Box, Photographer

As an iconic Super Bowl advertiser, Americans expect Budweiser’s ad during the game. But this wasn’t a typical year. The pandemic prevented us from being together. However, hope was on the horizon: COVID-19 vaccines. Budweiser knew we wouldn’t have to be apart much longer if we embraced the vaccines. Budweiser realized the most American thing it could do was to help safely bring the country back together. So, for the first time in 37 years, Budweiser sat out the Super Bowl and reallocated its media dollars to support vaccine awareness and education through a partnership with the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative, one of the largest public health communications campaigns in history. We launched the campaign with a digital-only film “Bigger Picture,” featuring real stories of resilience and announced our pro-vaccine stance. The decision resulted in the most successful Super Bowl announcement in history.

Monica Rustgi, VP Marketing, Budweiser Lacey Clifford, Senior Director, Marketing Communications, Anheuser-Busch Eddie Moye, Director, Marketing Communications, Budweiser Marisa Siegel, Senior Brand Director, Budweiser Veronica Sperry, Senior Brand Manager, Budweiser Nicholas Sylvia, Digital Brand Manager, Budweiser Lisa Rosenberg, Partner + President, Consumer Brands, Allison+Partners Emily Wilson-Sawyer, Executive Vice President, Consumer, Allison+Partners Jessica Callaghan, Account Director, Allison+Partners Clarissa Dickinson, Account Manager, Allison+Partners Julia Shapiro, Account Manager, Allison+Partners Jensen Strandberg, Senior Account Executive, Allison+Partners Lily Newman, Assistant Account Executive, Allison+Partners Ben Diserens, Account Coordinator, Allison+Partners DAVID Miami DraftLine

The Covid-19 pandemic is the crisis of our generation. As a purpose-driven organisation, DBS Bank in Singapore is committed to standing by society in these difficult times. Over the course of 2020, DBS Group Strategic Marketing and Communications championed a purpose-driven narrative to drive support and action among our employees, customers and the community-at-large as we rode out the pandemic together. Our communications objectives were two-fold: • To inspire hope and togetherness, as well as catalyse action on behalf of society’s vulnerable • To provide timely information and insights to help our stakeholders be better prepared for a post-pandemic world In the process, we have experimented with innovative formats including a fully digital conference, a Vlog YouTube series, an Instagram photo contest, virtual volunteerism, and video conference filming, to better engage a digitally-savvy audience amid social distancing restrictions, while continuing to deliver meaningful content and impactful messaging.

Group Strategic Marketing and Communications, DBS Bank

When the UK went into lockdown in March 2020, the way we shopped for food changed overnight. The vulnerable found themselves restricted from accessing groceries, and panic buying led to empty shelves. Iceland Foods, a food retailer rooted in the communities it serves, had to adjust quickly. What resulted was a nimble, hands-on programme of activity, extended throughout the year and designed to support those struggling. Right from the start, Iceland took a high-visibility leadership role, becoming the voice of UK supermarkets and earning widespread plaudits for its actions.

Weber Shandwick: Heather Blundell, Managing Director, UK Client Counsel Katie Hill, Senior Vice President, Client Experience Lotti Swanwick, Senior Manager, Integrated Media Iceland Foods Ltd.: Caspar Nelson, Head of Customer Marketing Zoe Marsh, PR and Social Manager

For the launch of Magic: The Gathering’s newest expansion pack, Strixhaven: School of Mages, we wanted to find a way to bring content creators and press together – online. Most importantly, we needed the event to be fully interactive – we all had our fair share of Zoom conferences. So, we re-created the Strixhaven experience in Gather.town, translating the University into pixel form. The platform has controllable player characters and proximity video chat, which feels like a cross between a retro game and a video call. It allows guests to not only interact with quests and objects, but also with each other.

Graham Murphy, Senior Manager, Social Marketing and Influencers, Wizards of the Coast Georgia Fireman, Associate Brand Manager, Wizards of the Coast Leslie Michelet, Social Marketing & Influencer Manager, Wizards of the Coast Jin-A Shim, Social Marketing & Influencer Manager, Wizards of the Coast MJ Widomska, Creative Director, YRS TRULY Ella Hagi, Senior Campaign Manager, YRS TRULY Monika Baran, Senior Producer, YRS TRULY Tim Hinson, Campaign Manager, YRS TRULY Kam Slowik, Producer, YRS TRULY James Bartholomeou, UK PR Executive, ICO Partners Nathan Bowman, Gather João Victor G. Costa, Freelance Pixel Artist Sarah Boeving, Freelance Pixel Artist John Bond, Freelance Pixel Artist Code & implementation by Good Praxis

Alongside Brothers Eliot and their much beloved Pizza Pilgrims brand, we transformed a £20m COVID-stricken pizza restaurant empire into a category defining retail superstar by quite literally thinking outside the box and for the first time ever, delivering proper pizza by post. Not only did our recipe for retail as opposed to restaurant success go on to match the income of five of their restaurants combined, but it also received the combined praise of the industry for introducing the UK to the now much lauded and revenue-rich ‘makeaway’ category.

as per pdf