Excellence Awards
2026 Results

Corporate and Business Communications Campaign

WINNER: MHP Group with Coca-Cola: The Bosses
Case Study

Can an all-American icon be woven into Britain's DNA? It turns out it can, and for Coca-Cola and MHP, the answer was found in the British corner shop - 'The Bosses'. This was a campaign rooted in evidence, and takes its creative cues from lived experience, to make something that really moved audiences and shifted perceptions. This is what excellence looks like.

Mark of Excellence: Companies House with Changes to UK Company Law - Identity Verification

Finalists:

• Currie & Brown
  Building Certainty Brand Campaign
• Luther Pendragon and London Market Group
  Creating a New Financial Services Market Worth Billions
• MHP Group with E.ON UK
  The Home Age
• Skipton Group
  Skipton Group Home Affordability Index: reshaping affordability conversations
• Sodali & Co
  Winning a contested takeover through integrated communications
• Sodexo UK & Ireland
  Making Sodexo UK & Ireland Famous for Food

Internal Communications or Employee Engagement Campaign

WINNER: Currys x The fresh Group with Currys - Right First Time
Case Study

We loved this campaign from Currys. It was clearly linked to the business' objectives and grounded in research, insights and genuine consideration. The campaign itself was focused, creative and immersive. It went beyond simple employee engagement; it empowered Curry's employees and made them accountable for driving positive change across the business.

Too many internal communications campaigns are top-down, but not this one. Curry's made an intentional decision to ensure this initiative was led by colleagues and enabled by leaders. This was clearly hugely successful as it garnered real, demonstrable results for colleagues, customers and the business itself.

Finalists:

• 44 Communications and ITV
  A recognition campaign that united ITV's global workforce
• Air Astana supported by Definition
  Going Global
• Arup
  From blank canvas to shared strategy
• Gallagher Communication
  Driving Clarity and Engagement Across a Global Transformation
• HMRC
  Connecting to purpose: creatively driving engagement and transformation
• Sopra Steria
  Orange Award Scheme
• Survitec
  Strategic Vision, Value-Driven Future

Change Communications Campaign

WINNER: British Beer and Pub Association with The nation's pubs; the Government's U-Turn
Case Study coming soon

This campaign demonstrated outstanding change communications at national scale, combining clarity of objectives, disciplined strategy and messaging, rigorous evidence and relentless delivery to secure a rare and highly consequential Government U-turn.

By reframing pubs as essential community infrastructure and translating abstract policy into hyper local impact, the BBPA mobilised politicians, industry and the public behind a single, focused objective. The precision of execution and strength of attributable impact make this the most compelling example of communications driving real change in the category.

Finalists:

• 44 Communications and Greene King
  Turning digital change into a shared human experience
• Gallagher Communication
  Driving Clarity and Engagement Across a Global Transformation
• Karbon Homes
  Empowering residents to transform waste management culture
• Manchester Airport
  Manchester Airport Transformation Programme – 'Your New T2'

Consumer Relations Campaign

WINNER: Smarts with Asda - Love is in the Aisles
Case Study

This was a successful campaign which tapped into a relatable audience insight - that people prefer to meet a potential partner in real life - at a relevant point in time - Valentine's Day. It centred around a simple but impactful activation based on this consumer insight, giving singles in store the option of choosing a red shopping basket to signal that they were open to meeting someone.

It delivered outstanding results on a modest budget, both in terms of coverage and measurable commercial impact. Well done.

Mark of Excellence: Bottle with Bottle x Stannah LiftStyle Icon

Finalists:

• Golley Slater X Transport for Wales
  Yes, this is really train food
• Mischief
  Avanti: Your Presence is Presents Enough
• Ready10 & McDonald's
  The Draw How You Feel Meal
• Red Consultancy
  Currys: Mind the Grab
• Smoking Gun
  Fry & Mighty: Taking back market share
• Weber Shandwick
  Knorrplay is the new foreplay

Public Sector Campaign

WINNER: Kindred with Probation in Verse
Case Study

The work of Kindred for their Probation in Verse campaign stood out as a clear winner in the Public Sector category. Judges praised the strong strategic approach to addressing recruitment challenges within the Probation Service. Guided by clear objectives, the campaign delivered an authentic narrative centred on real-life experiences.

The collaboration with Poet Laureate Simon Armitage and serving probation officers brought credibility, creativity and emotional depth. The campaign successfully reframed perceptions of the profession, with measurable outcomes demonstrating real impact. Overall, it is an innovative and highly effective piece of public sector communications.

Mark of Excellence: Lancashire Police and Crime Commissioner with #NailDomesticAbuse

Finalists:

• Barley Communications
  Fighting AI cloning scams for National Trading Standards
• MHP Group with The Met Office
  The Power of Weather Intelligence
• Mid Sussex District Council
  As Easy As 1,2,3 Rolling Out Food Waste
• National Grid Electricity Distribution
  National Grid's Winter Campaign: Don't Hang About
• Oxford City Council
  Explaining local government on Instagram and TikTok
• UK Civil Aviation Authority
  Protecting passengers and improving safety over Christmas

Social Purpose Campaign

WINNER: Tim Reid Media with Tim Reid Media - Chinook Justice Campaign
Case Study

Ethical, socially responsible sensitivity underpinned this pro bono, zero budget campaign from Tim Reid Media, which centred the forgotten voices of the bereaved grown-up children left behind by the Chinook helicopter crash.

Always human, gently innovative, respectful and powerful, this campaign generated widespread public empathy and notably strong impact, including the first in-person political engagement with the families in 31 years, through skilled and well-evidenced PR integration. A well-deserved winner demonstrating the power of social justice.

Mark of Excellence: The Heard with STRUT SAFE: STRUT STOP

Finalists:

• Blurred and coalition partners
  I Am Not A Typo
• Four Agency Worldwide x Centre for Ageing Better
  "It isn't ageing, it's ageism"
• HUNTER: UK, Forsman & Bodenfors, Goodstuff and NRG
  See What She Sees
• Skipton Building Society
  FROZEN OUT" – Skipton Building Society, Age UK and National Energy Action
• Third City
  Pain Unmasked
• Vodafone with Tin Man and Chalk Strategy
  The Chatbot Bytes Breakfast Club

Public Affairs Campaign

WINNER: British Beer and Pub Association with Saving pubs: achieving a rare Government U-Turn
Case Study
 
This campaign stood out for its highly disciplined, evidence-led public affairs strategy and its achievement of a rare and significant Government U-turn. The judges were particularly impressed by the campaign's ability to combine political engagement, public mobilisation, media pressure and robust data into a clear, focused and highly effective advocacy programme. The campaign demonstrated strong strategic judgement through its decision to pursue a pubs-first approach, creating a tightly defined and politically compelling case for intervention.

The use of constituency-level evidence, including the business rates calculator and regional impact modelling, translated a complex policy issue into tangible local and national consequences for decision-makers. The judges also recognised the scale and coordination of the campaign's execution, from sustained parliamentary engagement and sector mobilisation through to the volume and consistency of media coverage.

The campaign successfully reframed pubs as essential social and economic infrastructure, aligning the issue directly with Government priorities around jobs, growth and communities. Ultimately, the campaign delivered meaningful real-world impact, securing policy change that protected businesses, jobs and local communities.

The combination of strategic clarity, measurable outcomes and exceptional execution made this a standout winner within the category.

Mark of Excellence: Tendo with Turning EV Charging Accessibility Into Law

Finalists:

• MHP Group with E.ON UK
  The Home Age
• National Farmers Union of England and Wales
  Stop the Family Farm Tax campaign
• Sodali & Co
  Delivering regulatory change to support UK farmers
• Blakeney and LIVE
  Winning Tax Change Worth Millions for Live Music
• The National Housing Federation
  Securing a generational £40bn+ investment in affordable homes
• University of Bath
  Driving Action on Spice-Spiked Vapes in Schools

Not-for-Profit Campaign

WINNER: Mediator with Uncried Tears of Men
Case Study

This campaign stood out for its sensitive, intelligent handling of a deeply complex social issue, transforming male mental health into a powerful public conversation. The symbolic sculpture was both striking and thought provoking, deployed with careful planning and creative restraint to spark organic conversation and engagement. When faced with significant challenges, including vandalism, the team responded with intelligence and agility, turning adversity into further amplification well beyond its original scope.

The campaign's ability to capture national attention, shift attitudes, and deliver tangible impact, evidenced by increased crisis support uptake, demonstrates exceptional PR craftsmanship. This is a masterclass in culturally attuned storytelling, real time responsiveness, and purpose driven communications that could genuinely saves lives.

Mark of Excellence: Story Shop & The Maclean Brothers with The Maclean Brothers Pacific Row

Finalists:

• Forster Communications & Inflect
  Robbed: Big Tech's Little Victims
• Great Ormond Street Hospital Charity (GOSH Charity)
  GOSH Charity's activation at St Paul's
• Great Ormond Street Hospital Charity (GOSH Charity)
  GOSH Charity's School Photo Day
• Kindred
  No More Stiff Upper Lip
• Red Consultancy & Whizz Kidz
  Childhood Can't Wait
• WWF-UK
  A Prescription for Nature

Healthcare and/or Wellbeing Campaign

WINNER: Mediator with Uncried Tears of Men
Case Study

This campaign stood out for its bold creativity, emotional impact and highly original approach to addressing men's mental health and suicide prevention. The judges were particularly impressed by the campaign's ability to transform a complex and deeply sensitive issue into a powerful public conversation through a simple but striking creative idea. The Statue of Uncried Tears created a visually compelling and symbolically rich focal point that generated widespread organic engagement, discussion and media attention.

The judges were particularly impressed by the sophistication of the campaign's staged disclosure strategy, allowing curiosity and audience conversation to build naturally before formal campaign messaging was introduced. What particularly distinguished the campaign was the scale of authentic public reaction it generated. Media outlets, influencers and members of the public engaged with the campaign organically, extending its reach and impact far beyond the original activation.

The judges felt this demonstrated genuine cultural resonance and meaningful audience connection, rather than awareness driven through paid amplification. Even the vandalism of the statue became part of the wider public conversation, with the campaign team responding in a way that further deepened engagement and strengthened the campaign narrative.

Mark of Excellence: Kindred with No More Stiff Upper Lip

Finalists:

• Langland
  Wander Wise
• North East and North Cumbria Integrated Care Board
  Increasing urgent dental care online appointment bookings
• SAMH (Scottish Action for Mental Health)
  The Nook from SAMH
• Third City
  Pain Unmasked
• Tin Man x Innocent
  Fruity Couture: Giving Big Knit Energy

Integrated Campaign

WINNER: Weber Shandwick with Knorrplay is the new foreplay
Case Study
 
The judges were struck by how boldly Knorr punched above its weight, delivering outsized impact against a genuinely tough brand challenge. The campaign tackled a deeply ingrained perception issue with creative bravery and calculated risk, driving a meaningful shift in cultural relevance among under 35s. Built on a clear, insight led idea grounded in human behaviour, it earned disproportionate attention and translated that interest into tangible consumer action, including high opt in rates and measurable perception change.

Ultimately, the work stood apart for its combination of bold creativity, disciplined execution, and exceptional return on investment.

Finalists:

• Democracy PR
  Top Of The Plots for Gardena
• Lesniak Swann for Promat by Etex
  Structural Steel: Get the Full Picture
• MHP Group
  Coca-Cola: The Bosses
• Mischief
  Avanti: Your Presence is Presents Enough
• Story Shop & The Maclean Brothers
  The Maclean Brothers Pacific Row
• Teneo
  #AxeTheRacingTax: British Horseracing Authority Campaign
• Third City
  Strengthen your Pension

Beauty, Fashion and Lifestyle Campaign

WINNER: Umpf with The Wonder Wall: Supernova Spectacle at St David's
Case Study

A really impressive return on a small budget. A simple, but highly effective idea that channelled the national hype around Oasis' arrival in Cardiff - placing St David's at the heart of the conversation.

The campaign travelled - capturing attention in real-life, across national and international media, and organically on social. Importantly, there were clear measurable outcomes too including a significant uplift in footfall. Loved the insurance policy of the Wonder Wall in case of a Gallagher brother spat.

Finalists:

• Ideas Network
  Nomadic Watches - The Art of Watchmaking
• Words+Pixels
  FRAMELESS: The Art of Expression

Environmental Campaign

WINNER: Sara McCracken Consulting Ltd with 1.2 million people acting for climate and nature.
Case Study

A strong and well-executed campaign demonstrating clear strategic thinking, impressive scale and meaningful audience engagement. Judges valued the robust evaluation and clear evidence of behaviour change, particularly in reaching new audiences and mobilising communities.

The integration of national and local delivery was a key strength, as was the effective use of partners for amplifying reach and credibility. Overall, an excellent example of large-scale environmental engagement with real-world outcomes.

Mark of Excellence: Words+Pixels with Back Market: The Last Shot Gallery

Finalists:

• Barley Communications and Oceana UK
  Deep Decline: Communicating the environmental impact of overfishing
• Barley Communications and Keep Britain Tidy
  Fight Fly-tipping Fortnight - #RubbishDeal
• Dorset Council
  Using playful characters to spark serious climate action
• Portland Communications
  The One Ocean Science Congress
• Tin Man and London Luton Airport
  The Lilo-brary
• University of Oxford
  Climate and the environment at Oxford

Low Budget Campaign

WINNER: Tin Man x London Luton Airport with The Lilo-brary
Case Study

We were highly impressed by how Tin Man and Luton delivered a compelling, memorable, 'start to finish' campaign on a limited budget. Their use of research to tie into both an ESG challenge (plastic waste), and a seasonal 'moment' (summer holidays), supported by a fun physical activation, deserves praise. Judges noted how the campaign aligned with the airport's wider aims: clear, accessible, and friendly.

Superb results included traditional media coverage and strong performance on social media. We commend the campaign for raising awareness of an important environmental issue and positioning an unexpected location - an airport - as the solution.

Mark of Excellence: Klaxonn with FLATPACK WORLD CHAMPIONSHIPS

Finalists:

• Cambridge University Press & Assessment
  What the Skibidi!? Cambridge Dictionary campaign
• Oxford University Press and Midas
  Teaching the AI-Native Generation
• Pic PR
  The Butterfly Resort
• Strike Communications
  Bring Turner Home
• The Heard
  STRUT SAFE: STRUT STOP
• Viva
  The Secret Menu Bolton Food and Drink Festival

STEM Campaign

WINNER: UKCEH with First UK Rice Trials
Case Study

The judges found this campaign particularly compelling for its originality, creativity and highly effective storytelling around a complex scientific issue. The campaign successfully transformed an ambitious climate and food security research project into an accessible and engaging national story, using the novelty of growing rice in the UK for the first time to broaden public understanding and interest.

The judges were especially impressed by the strength of the integrated communications approach delivered almost entirely in-house and on an exceptionally modest budget. Through strategic media engagement, strong broadcast relationships, powerful visuals and authentic storytelling from both scientists and farmers, the campaign achieved outstanding national and international reach.

The campaign demonstrated clear evidence of impact across media, stakeholder and policy engagement, while also supporting wider organisational objectives around partnerships, reputation and public understanding of science. The combination of innovation, creativity, measurable outcomes and efficient delivery made this a standout winner within the category.

Finalists:

• Bradshaw Advisory Ltd
  Launching Holtec UK: from unknown to nuclear partner
• Canny Comms
  From engineering breakthrough to investor conversations
• Portland Communications
  The One Ocean Science Congress
• Quadram Institute
  Britain's Got Science Talent
• TFD - Think Feel Do
  TFD for IYQ: The Quantum 100

Sport or Entertainment Campaign

WINNER: VCCP with Allwyn x VCCP: The Scratch Car
Case Study
 
VCCP delivered a genuinely standout campaign that combined a brilliantly simple idea with exceptional execution and commercial impact. In an environment as crowded and competitive as the Las Vegas Grand Prix, the "Scratch Car" managed to create real cut-through and global attention through an idea that felt both playful and completely ownable to Allwyn.

The judges particularly loved the way the campaign blended physical experience, digital participation and social storytelling into one cohesive activation. Alongside the creativity, the campaign delivered impressive reach, engagement and visibility for the brand. Overall, this felt like a bold, ambitious and highly effective piece of modern brand communications.

Mark of Excellence: Working Word & Welsh National Theatre with A new Welsh National Theatre

Finalists:

• Story Shop & Glasgow Commonwealth Games 2026
  Glasgow Commonwealth Games 2026 One Year To Go
• Umpf
  Trinity Leeds Campaign Visible from 'Smiles' Away

Travel, Transport or Tourism Campaign

WINNER: Tin Man and Tourism New Zealand with Tourism New Zealand x The Hardest Geezer
Case Study
 
"The Hardest Geezer" felt genuinely authentic from start to finish. Instead of polished destination content, it was centred around a real endurance challenge - this gave the campaign a human story and showcased New Zealand's scenery and culture in a natural and highly engaging way.

The social-first approach was particularly strong and made the campaign well-suited to a younger demographic, while the breadth of earned coverage helped it travel even further and connect with older, adventure-seeking audiences.

Finalists:

• C/O Cymru Collective & Visit Wales
  Feel the Hwyl. Only in Wales.
• Golley Slater x Bluestone National Park Resort
  Turning Bluestone into the UK's Staycation Favourite
• LK Communications
  Experience Pennsylvania Live
• National Express & 72Point
  Long-Distance Love
• Pagefield
  Hitachi Rail – Railway200
• Pic PR
  The Butterfly Resort
• Railway 200
  A record-breaking national celebration

Education Campaign

WINNER: 23red with Mumentum
Case Study
 
This campaign stood out for its strong strategic integration, clear social purpose and highly effective execution. The judges were impressed by the campaign's ability to combine audience insight, academic expertise and partnership working to address a significant societal issue affecting mothers and primary caregivers returning to work.

The campaign demonstrated creativity through its 'Mumentum' platform and disruptive visual activations, while also delivering meaningful real-world impact through practical resources, influencer advocacy and a high-profile partnership with the Department for Work and Pensions.

The judges particularly valued the campaign's ability to move beyond awareness-building into tangible action and long-term behavioural support. The breadth of activity delivered across multiple channels, combined with strong stakeholder engagement, measurable audience outcomes and continuation of the partnership beyond the initial campaign period, made this a standout and highly effective entry.

Mark of Excellence: McCANN with McCANN x Arden University - Silence Your Critic

Finalists:

• Brandnation and Soreen
  Wordplay
• Inspire Education Group
  Driving the Green Skills Agenda: A Regional Campaign
• Lancashire Police and Crime Commissioner
  #NailDomesticAbuse
• Mansfield College - University of Oxford
  Rewriting the capital campaign playbook

Best Use of Media Relations

WINNER: Story Shop & The Maclean Brothers with The Maclean Brothers Pacific Row
Case Study
 
Faced with the challenge of sustaining interest in a slow-moving endurance story, Story Shop showed impressive strategic thinking and editorial instinct. Its live newsroom approach kept global audiences engaged for 139 days, turning moments of jeopardy, humanity and resilience into compelling international coverage.

The campaign delivered exceptional results, securing major global media attention and helping raise more than 1 million to provide clean water for 40,000 people in Madagascar. A smart, ambitious and brilliantly executed campaign with genuine impact.

Finalists:

• Asda
  A Valentine's Proposal for less than £1
• British Beer and Pub Association
  Saving a national treasure: media delivers pubs' victory
• Imperial War Museums
  VE Day 80th Anniversary PR campaign
• Jam X Raisin UK
  The Newsroom That Simplified Saving
• Kindred
  No More Stiff Upper Lip
• LK Communications
  Luxury in the Limelight
• Tin Man and Tesco
  The Tesco Wedding Gift Registry

Best Channel Delivery

WINNER: Bank of England with Bank of England's Mind Your Money Campaign
Case Study
 
This was a creative campaign that put the audience first and delivered the message in a way that fits their habits. Building on microlearning and gamification insight, the Bank of England made excellent research-led channel choices. With a creative, digital and social, multi-channel campaign targeting 18-24 year olds, the Bank of England showed strong results with a lasting impact.

Mark of Excellence: Companies House with Changes to UK Company Law - Identity Verification

Finalists:

• Montfort Communications & Hosking Partners
  Building Hosking Partners Brand Through a Digital-First Approach
• Tin Man and Tourism New Zealand
  Tourism New Zealand x The Hardest Geezer

Best Long-term Campaign

WINNER: Golley Slater with Inspiring Genius Decisions During Apprenticeship Week Wales
Case Study
 
The campaign demonstrated strong strategic foundations, backed up by detailed metrics and well-defined success measures from the start. The strategy was thoughtful, based on authoritative insights and maintained a sharp focus over the three-year timeframe. Channel selection was particularly effective: a smart blend of earned and paid content designed to reach specific, well-researched audiences.

The team showed discipline in staying focused on what mattered, using data and learnings to course-correct, and matching the right message to the right audience through the right channel - a model for how future campaigns should be structured and presented.

Mark of Excellence: Hard Numbers with Gigamon: Rewriting the security narrative of Hybrid Cloud

Finalists:

• Aberfield Communications
  Establishing TCFG as a Star Performer in Grocery
• Great Ormond Street Hospital Charity (GOSH Charity)
  GOSH Charity's Build it. Beat it. campaign
• Manchester Airport
  Manchester Airport: A Decade of Transformation
• Postcode Lottery
  Delivering Good News to the Nation
• SP Energy Networks
  Winter Awareness Campaign
• VCCP Roar
  Shining a Brighter Light on Inequality

Best Use of Content

WINNER: MHP Group with Santander UK with Fixing the Broken Chain
Case Study
 
This entry told a really compelling story from the outset, with a clear brief and well defined objectives that feel both purposeful and realistic. The ambition to position Santander as a trusted, evidence led voice on homebuying reform is strong and well justified, and the focus on real economic and consumer impact gives the campaign genuine relevance.

This campaign maximised value by building one core content asset designed to work hard across multiple audiences and channels. Judges commended this confident, well joined up campaign that demonstrates how smart, research led content can genuinely shape debate and drive meaningful change.

Finalists:

• Aberfield Communications
  Content as crafted as the coffee itself
• BAE Systems Digital Intelligence
  Unleashing the Power of Perspective
• DCA Public Relations
  Because I Cannot See
• Lumo and Hull Trains
  Lumo & Hull Trains: The Poppy Selling Marathon
• The University of Bath
  Research With Impact
• Third City
  Strengthen your Pension
• Words+Pixels
  Back Market: The Last Shot Gallery

Best Event

WINNER: DTEK with "Carol of the Bells" at a Destroyed TPP
Case Study
 
This event stands out as a rare culturally unifying moment that transformed fear, exhaustion and frustration into hope, gratitude and global solidarity. Staged at a destroyed power plant during Ukraine's darkest winter of war, the emotionally powerful performance of 'Carol of the Bells' was both deeply human and exceptionally high risk.

By combining culture with frontline reality, it delivered extraordinary reputational impact for DTEK, inspired international support, and directly contributed to raising millions in vital energy assistance for Ukraine.

Finalists:

• Go North East
  GoElectric26
• Golley Slater x Welsh Government
  Wales' Roadtrip to Excellence
• Inspire Education Group
  Launch of the Centre for Green Technology
• Liberty Communications
  Liberty Communications: Promoting the Portuguese Tech Ecosystem
• PT Pupuk Indonesia (Persero)
  Semalam Tuntas: Cultural Storytelling for Sustainable Food System
• Third City
  Spot the Top
• Translink
  Translink Metro Menu

Best In-House Campaign

WINNER: King's College London with Science at King's
Case Study
 
King's College London's 'Science at King's' is a deserving winner because it delivered transformative results with a small but mighty team and a modest budget. The campaign fostered new academic and industry partnerships, demonstrated creativity and strategic storytelling. It had a measurable impact that not only shifted perception of the university as a leader in the sciences, but also directly boosted student recruitment.

Finalists:

• Companies House
  Changes to UK Company Law - Identity Verification
• Defence Equipment and Support
  Reflections: stories of Remembrance, sacrifice and legacy
• Royal Free Charity
  Brave New Heights
• Specsavers
  Specsavers Creative Roots: nurturing tomorrow's creative talent

Best Long-term Client Care

WINNER: Golley Slater X Skills, Higher Education and Lifelong Learning team at Welsh Government with Golley Slater x SHELL Welsh Government
Case Study

Golley Slater's work with the Skills, Higher Education and Lifelong Learning team at Welsh Government really captured what this category is about: the value of a trusted, long-standing client relationship built through consistency, judgement and care. The judges were particularly impressed by the way the agency had become a flexible, dependable and genuinely useful partner to the client, from day-to-day support through to training and senior counsel.

The entry showed a clear operating model, strong evidence of impact, and a relationship that has grown in both trust and scope over time. The fact that the agency has been reappointed through competitive tenders added further weight to the submission, demonstrating that this is a partnership which continues to prove its value.

A very strong and well-evidenced entry, showing how thoughtful long-term client care can build trust, increase impact and create lasting value.

Finalists:

• Barley Communications
  Communication that matters
• Distinctive Communications
  Distinctive client relationships: Brilliant basics create bold impact
• EatMoreFruit Communications
  Beyond the brief: A decade of partnership
• GingerMay
  GingerMay & MGID: A Partnership Built on Resilience
• Luther Pendragon
  Luther Pendragon: The Quiet Powerhouse
• Performance Communications
  Trust built over decades drives lasting client partnerships
• Twig Strategic Communications
  Beyond the brief: Nineteen years of relationship-first consultancy

Issues, Crisis or Reputation Management

WINNER: National Grid Electricity Distribution with National Grid's Crisis Response to Storm Goretti
Case Study
 
NGED's response to Storm Goretti under extreme operational pressure impressed the judges. Underpinned by excellent crisis planning and preparedness, with a strategic approach informed by research and insight from previous major weather events, NGED's Corporate Affairs team demonstrated how preparation is critical to effective performance during a crisis.

Through 'radical transparency', proactive stakeholder engagement and integrated execution across media, digital, social and public affairs, the team protected public trust during 165,000 power outages, intense national scrutiny and parliamentary attention.

Finalists:

• DTEK
  The Light Holds On
• NIE Networks
  In the Eye of the Storm

Best Equity, Diversity and Inclusion Campaign or Initiative

WINNER: Sanctuary with Behind the Mask - Disability History Month
Case Study
 
This was a truly inclusive campaign, developed and designed by and with those affected by the issues. This cost-effective campaign had clear focus, creativity and meaningful impact, starting conversations and shifting attitudes. The judges were particularly impressed by Sanctuary's open sharing of their learnings from this work, an encouraging indication of how it forms part of their wider commitment to EDI within the organisation.

Finalists:

• Four Agency Worldwide x Centre for Ageing Better
  "It isn't ageing, it's ageism"
• Imperial College London
  Imperial As One Media Academy
• Taylor Bennett Foundation
  Summer Stars: Transforming access for diverse PR talent
• West Yorkshire Combined Authority
  'I Took A Seat'
• Words+Pixels
  FRAMELESS: The Art of Expression

Outstanding Young Communicator of the Year

WINNER: Emilija Juseviciute, Essex County Fire and Rescue Service
Case Study
 
Emilija Juseviciute has demonstrated exceptional innovation, leadership, and audience understanding through her work at Essex County Fire and Rescue Service. Recognising that younger audiences were not being effectively reached through traditional channels, she successfully championed a new digital-first communications approach despite internal resistance.

Her work on launching the organisation's TikTok platform generated millions of views and significant engagement while supporting vital public safety and behaviour-change objectives. Alongside delivering measurable impact, Emilija has shown strong commitment to professional development and modernising public sector communications.

The judges were particularly impressed by her initiative, resilience, creativity, and ability to drive meaningful engagement at scale.

Mark of Excellence: Louis O'Halloran, Inflect

Finalists:

• Ericka Anicas, Northbourne Advisory
• Hannah Waters, Tendo
• Megan Russell, London Northwestern Railway & West Midlands Railway
• Sam Ard, CWA
• Yasmin Tampion, Colt Data Centre Services

Independent PR Practitioner of the Year

WINNER: Tuesday Media

Case Study

The judges were impressed by Sophie's clear and measurable impact over the judging period, alongside her disciplined and strategic approach to running and growing her business. Working across multiple sectors, she has demonstrated strong commercial outcomes and clear return on investment for a range of clients, evidencing both credibility and consistency as an independent practitioner.

Her commitment to continuous upskilling, coupled with a genuine dedication to supporting the progression of others in the industry, reflects both professional maturity and generosity. Sophie's work shows a meaningful and positive contribution to both the PR profession and the wider industry, making her a highly deserving winner.


Mark of Excellence: Verity Cash

Finalists:

• Aberrant
• Georgia Turner Communications
• Tillymint Marketing & PR

In-House PR Team of the Year - Private Sector

WINNER: Deloitte UK

Case Study

Deloitte was a clear and compelling winner of a CIPR Excellence Award. Their entry stood out to judges for their exceptional commitment to continuing professional development (CPD). Judges were particularly impressed by how CPD was embedded as a strategic driver rather than a supporting activity, shaping both capability and outcomes. The approach was structured, measurable and aligned with organisational goals, demonstrating real value.


Mark of Excellence: QBE Insurance

Finalists:

• British Beer and Pub Association
• CWG
• NCC Group
• Skipton Building Society
• Sodexo UK & Ireland
• UK Power Networks

In-House PR Team of the Year – Not-for-Profit/Public/Charity Sector

WINNER: Sanctuary

Case Study

Sanctuary's in-house Communications Team has delivered measurable organisational impact with creativity, professionalism and purpose despite significant financial pressures. Over the past year, the team improved customer understanding, increased accessibility compliance, strengthened colleague engagement and protected organisational reputation while reducing spend and bringing more delivery in-house.

Their work directly supported business priorities through insight-led, inclusive communication that improved trust, digital engagement and customer experience at scale. With record staff engagement scores, stronger accessibility performance and innovative, low-cost delivery, the team demonstrates the strategic value of modern in-house communications in a complex social-purpose organisation.


Mark of Excellence: Quadram Institute

Finalists:

• Beatson Cancer Charity
• Inspire Education Group
• LNER
• Lothian Buses
• Ministry of Defence Guard Service
• Wheatley Group

Specialist PR Consultancy of the Year

WINNER: Words+Pixels

Case Study

Words + Pixels has had a brilliant year, applying the strategic approach they use for clients to the agency itself to further harness their specialist proposition. This is clearly working for them, based on both their impressive growth and business performance and the work the agency is delivering for clients. It is obvious that their commitment to staff development, wellbeing and DEI is paramount to the agency, with some brilliant stats in this area and initiatives in place. Well done!


Mark of Excellence: Kindred

Finalists:

• Barley Communications
• Battenhall
• Cartwright
• Stakked
• The Flywheelers
• Vested

Small PR Consultancy of the Year

WINNER: Viva

Case Study

Viva stood out for its strong commercial performance and professionalism. Its commitment to developing the next generation is clear through an intensive paid training programme. Its standout CPD offer includes 100% CIPR membership, the Curious Minds Framework with individual learning budgets, hundreds of logged training hours, AMEC accredited evaluation training, structured mentoring and wellbeing investment.

The team also contributes to the wider profession through its podcast, which is recognised as a CIPR CPD resource. The Bolton Food & Drink Festival's Secret Menu campaign showcased insight led, low budget creativity, driving one of the festival's highest ever attendances. A small consultancy delivering big agency standards.

Finalists:

• 1284 Communications
• Aberfield Communications
• Honest Communications
• Inflect
• Stakked
• Strike
• The Heard

PR Consultancy of the Year

WINNER: Ready10

Case Study

Ready10 is a standout agency, combining strong commercial performance with creative delivery. Its tenth year of operations saw record income, margin growth, world-class creative campaign wins and notable new business triumphs. The agency has generated such sustained growth thanks to a stellar year of account wins alongside strong client retention, all while consistently maintaining excellent service levels. Judges were impressed with its 'Hearts, Minds & Bottom Lines' approach that underpins impactful, insight-led work driving measurable results. Ready10 also demonstrates a genuine commitment to diversity, development and culture and its outstanding team has delivered multiple award-worthy campaigns this year.


Mark of Excellence: Tin Man

Finalists:

• Golley Slater
• MHP Group
• Stakked
• The Jargon Group
• Third City
• Words+Pixels