This year's shortlist is below, ordered by category, then brand.
Please note: People and Judges Choice Award Winners are not included in this list, as they will be announced on the night.
We'll be back at MAD//Fest to crown our 2022 Award winners. Join us to find out the winners and celebrate the best in marketing excellence, brand leadership and personal achievement across our industry.
| Brand | Agency | ||
| BRAND COMMUNICATION (LARGE - £15M PLUS) | |||
| Tesco Christmas 2021: Harnessing the Spirit of the Nation to Create Fame and Drive Growth. |
Tesco |
BBH | |
| Marketing That Made Money Work For the Nation |
Barclays |
BBH | |
| BRAND COMMUNICATION (MEDIUM - £5M TO £15M) | |||
| You Can Taste When It's Waitrose |
Waitrose |
adam&eveDDB | |
| The National Lottery: Celebrating Our Players’ Role in Olympic and Paralympic Success |
Camelot |
Dentsu - Adam&EveDDB | |
| Giving New Energy to Britain’s Biggest Energy Drink |
Lucozade |
adam&eveDDB | |
| How Betting on the Unchanging Drove the Biggest of Changes for Burger King UK Brand and Business |
Burger King |
BBH | |
| How Einstein helped reposition smart meters |
Smart Energy GB |
AMVBBDO | |
| BRAND COMMUNICATION (SMALL - UNDER £5M) | |||
| Cadbury Caramilk: Who Knew Loudmouth Australians Could Sell So Much Chocolate? We Did |
Cadbury |
VCCP | |
| A Tyrrellbly, Tyrrellbly Good Innings |
KP Snacks |
St Luke's | |
| Harris - #BlameTheBrush |
Harris |
WeAreFearless. | |
| How a humble desk plant grew the nation’s relationship with LinkedIn |
|
VCCP | |
| Meet Charlie Bigham, You Couldn’t Make Him Up: How introducing people to the (real) Charlie Bigham supercharged a brand, without a single tvr |
Charlie Bigham's |
VCCP | |
| BRAND EVOLUTION | |||
| Evolving Nationwide back into a building society |
Nationwide Building Society |
VCCP | |
| Black Shines Brightest |
Guinness |
AMVBBDO | |
| Homebase: A Brand Led Business Renovation |
Homebase |
Atomic London | |
| Mole vs Mountain: How Marvin the Mole Helped Vision Express Evolve to Take on the Supremacy of Specsavers |
Vision Express |
Leo Burnett | |
| Sheba Hope Reef |
Mars Petcare: Sheba |
AMVBBDO | |
| CREATIVE USE OF MEDIA | |||
| Sheba Hope Reef |
Mars Petcare: Sheba |
AMVBBDO | |
| #FORaSaferCardiff |
FOR Cardiff |
||
| Little Helps Day |
Tesco |
MediaCom & BBH | |
| A law abiding creative renaissance |
Bombay Sapphire |
AMVBBDO | |
| Channel 4 Represents: Black To Front |
Channel 4 |
||
| BRAND PURPOSE | |||
| Dove. Taking On Taking Selfies. |
Dove |
Ogilvy UK | |
| Sheba Hope Reef |
Mars Petcare: Sheba |
AMVBBDO | |
| Maltesers: Making The Tough Stuff A Little Lighter for Mums |
Maltesers |
AMVBBDO | |
| Painstories: how can we feel if we are not allow to feel |
Bodyform/Libresse |
AMVBBDO | |
| Otrivine Actions to Breathe Cleaner |
Otrivine |
GSK | |
| Giving Cadbury back its purpose |
Cadbury |
VCCP | |
| EFFECTIVE USE OF INSIGHT & DATA | |||
| Nobody Is Normal: How going deeper with data unlocked insight and innovation |
Childline |
The Gate London | |
| Essity and Kantar: Making Essity’s consumer tissue category an authority in hygiene and family car |
Essity |
Kantar | |
| Painstories: how can we feel if we are not allow to feel |
Bodyform/Libresse |
AMVBBDO | |
| NOT FOR PROFIT MARKETING | |||
| Mentoring Gen Z Programme |
School of Marketing |
||
| Hard Calls Save Lives |
The Metropolitan Police |
AMVBBDO | |
| How we alerted the nation to digital domestic abuse |
Refuge |
BBH | |
| Nobody Is Normal: How To Take On A Damaging Myth - And Win |
Childline |
The Gate London | |
| The Invisible Opponent |
CALM |
AMVBBDO | |
| BUSINESS TO BUSINESS (LARGE - £15M PLUS) | |||
| EY-Parthenon Reshaping Results |
EY-Parthenon |
||
| Why Merkle should win Business to Business award |
Merkle UK |
||
| BUSINESS TO BUSINESS (SMALL TO MEDIUM - UNDER £15M) | |||
| Getting lockdown start-ups, up and running |
Metro Bank |
||
| Breaking the mold to help Mitsubishi Chemical Advanced Materials relaunch KyronMax® |
Mitsubishi Chemical Advanced Materials |
Omobono | |
| How BT reconnected with the UK's small & medium businesses by being All Business. No Drama. |
BT |
Now Advertising | |
| How Tesco Mobile won the hearts of blue-collar Britain by behaving like a supermarket not a telco |
Tesco Mobile |
BBH | |
| INNOVATION, supported by Accenture Song | |||
| The O2 in Fortnite Creative: Reimagining live experiences in the virtual world |
O2 |
VCCP | |
| The Fifth Stand |
Chelsea Football Club |
||
| Bags of Joy: Sky Shoppable at Christmas |
Boots UK |
VMLY&R | |
| CUSTOMER ENGAGEMENT & EXPERIENCE, supported by Accenture Song | |||
| The New Power of Loyalty |
Tesco |
BBH | |
| Costa Coffee : From Generosity Comes Loyalty |
Costa Coffee |
M&C Saatchi | |
| Turning Every Store into a Social Success Story for Customers |
Marks and Spencer Food |
||
| Inside Health |
Bupa |
||
| EFFECTIVE & IMPACTFUL STRATEGY | |||
|
Domino's: The safety of taking a risk in a crisis |
Domino's |
VCCP |
|
| Nobody Is Normal: How Going Deeper Helped Childline Connect To A New Generation | Childline |
The Gate London |
|
| The Invisible Opponent | CALM |
AMVBBDO |
|
| How Cabury felt less big FMCG and more Gen z |
Cadbury |
VCCP | |
| Hard Calls Save Lives |
The Metropolitan Police |
AMVBBDO | |
| SUCCESSFUL & EFFECTIVE PARTNERSHIPS | |||
| Don't judge a book by its cover: how Ancestry became the nation’s most credible storyteller | Ancestry |
The7Stars |
|
| A supermarket to inspire the world |
Bombay Sapphire |
AMVBBDO | |
| We Salute You |
Department For Transport THINK! |
23red | |
| Thelma & Louise: Fidelity International & MESH Experience together on the marketing road trip |
Fidelity International |
MESH Experience | |
| Virtual Kitchen table conversations with Netmums |
Counter Terrorism Policing |
Wavemaker | |
| BEST BRAND RESPONSE AND RECOVERY | |||
| How TfL went from the poster child of COVID spreading to the heart of London’s recovery |
TFL |
VCCP | |
| Forward Together |
Microsoft, Middle East & Africa |
||
| BEST SCALE UP BUSINESS, supported by The Founding Network | |||
| The Ozone Project - Powering the Premium Web |
The Ozone Project |
||
| Turtl |
Turtl |
||
| “Thank you, Alphagreen, for giving my life back” |
Alphagreen Group |
||
| BEST BRAND TEAM | |||
| TUI 2020-21 - From Surviving to Thriving |
TUI |
||
| Awakening The Sleeping Giant – The Tricor Story: Teamwork Makes the Dream Work |
Tricor Group |
||
| MARKETING FOR POSITIVE CHANGE | |||
| Dove. Taking On Taking Selfies. |
Dove |
Ogilvy UK | |
| Building a more respectful society for, and with, the next generation |
Nationwide Building Society |
VCCP | |
| How Nationwide and Wavemaker tackled unconscious bias in media planning and buying, and helped create a more inclusive industry for all. |
Nationwide Building Society |
Wavemaker & VCCP | |
| TFL - Making A positive change at the toughest times |
TFL |
VCCP | |
| The Invisible Opponent |
CALM |
AMVBBDO | |
| CAMPAIGN OF THE YEAR 2021 | |||
| Birds Eye Green Cuisine | Rebranding Plant-based By Powering Team GB |
Birds Eye Green Cuisine |
Cirkle PR | |
| Domino’s: The safety of taking a risk in a crisis |
Domino's |
VCCP | |
| Johnnie Walker Keep Walking: How a Global Giant Found Its Local Stride |
Johnnie Walker |
Diageo |
