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In a ceremony in front of 350 guests on the evening of 1st July 2025, announced on the main Hexagon Stage at MAD//Fest London, the biggest marketing event of the season, the Alliance of Independent Agencies announced the winners of the 2025 Independent Agency Awards.
Supported by Grapeseed media as the headline partner, the evening was hosted by guest presenter Emma Cargill, and the programme was led by David Atkinson, managing partner at Space, who was this year’s Chair of the Awards. This was followed by an afterparty for all guests supported by the new Alliance of Media Independents first official partner Experian.
“Independent Agencies are the lifeblood of the UK’s agency sector. With 25,000+ independent agencies active in the UK, covering 99% of the sector, it is so important to shine a light on independents to recognise their achievement. Our Judges were blown away by the calibre of the entries this year and all of the shortlisted agencies, winners and participants should be so proud of what they have achieved.” said Terry Martin, managing director, Alliance of Independent Agencies.
The 2025 winners are:
Best use of PR
- Sunny Side Up – Food for Discerning Diners – New Covent Garden Market
Best use of Brand Experience
- Circle Agency – THE HOT MILKSHAKE UNBELIEVA-BAR! – Costa Coffee
Best use of Media
Sponsored by Teads
- VCCP Media – Teaching the Old Dogs New Tricks – Bulldog
Best use of Social Media
- Savvy Marketing – No More Nails – Red Bull Soapbox Race
Best Shopper Campaign (in-store and online)
Sponsored by Halo
- Savvy Marketing – Robinsons X Wicked – Robinsons
Best Digital Product
- Forty Eight Point One – From World-Class Physical to World-Class Digital. Capturing the Dishoom Magic – Dishoom
Best use of Google Media
Sponsored by Google
- Crafted – The million pound milestone – MUJI
Best Promotional Campaign
Sponsored by PromoVeritas
- Lime Communications – Wash & Win with the No.1 – Kärcher
Best Idea/Concept
- PrettyGreen – Picture of Health – Bupa
Best Art Direction & Design Campaign
- bandstand – Meet Pip – c2c Rail
Best use of Copy
- Amigo Partnership – Your Parents – The Pools
Best B2B Campaign
- bandstand – What Iff – Biffa
Best B2C Campaign
- ORCA – ‘No Matter Their Manners…’ – Pet Drugs Online
Best FMCG Campaign
- ZEAL – Dry Manuary – TENA Men
Best Retail Campaign
Sponsored by Nectar360
- Savvy Marketing – Pay Day – adidas
Best Specialist Sector Campaign
Sponsored by Herdify
- Mediaplus UK – Most Disastrous Campaign Ever – Hiscox
Best Entertainment, Leisure and Travel Campaign
- PrettyGreen – Silent Night, Gentle Night – Sky Kids
Best ‘Not for profit’ Campaign
- MI Media & GOOD Agency – The Love Inside – MND Association
Best Purpose Driven Campaign
- Axe + Saw – The Centre – Spotify x Mentivity
Purpose Award
Sponsored by the Awards Official Talent Partner DNA Recruit
- Altavia UK
Best International Campaign
- PrettyGreen – Picture of Health – Bupa
The Freedom Awards…
The Freedom awards are extra trophies that are selected by the judges during the second round of Judging for exceptional and stand out qualities. This year’s freedom awards go to:.
Agency Collaboration – The Specialist Works x Craft Media – A Home Run for House Lingo Ruggable
Agility – Eight & Four – CPR Saved my life – British Heart Foundation
Bravery – Truant – Hypnocat – Material Focus
Bravery – ZEAL – Dry Manuary – TENA Men
Client Service – Bind Media – Accelerating Paid Search Fueled by Data – heycar
MAD//Fest Female Leaders Club
Sponsored by MAD//Fest
- Dr Elena Mills – The Salve Health Ltd
Independent Agency of the Year £1m Revenue or Under
Sponsored by ‘Indie Agency Club’ formerly known as Agencynomics
- Axe+Saw
Independent Agency of the Year
Sponsored by Grapeseed media
- Pretty Green
