Last night in front of a full house at Odeon Luxe West End in London’s Leicester Square, Goodstuff Communications became Media Mind 2025 Champions gaining the accolade of Britain’s most knowledgeable media agency.
The evening was the culmination of a search which began with 24 agencies representing all of the major networks and leading independent agencies back in spring of 2025.
Adwanted UK CEO, Greg Grimmer kicked off the evening by welcoming the chance to pass on his status as reigning 1994 champion with CIA (Wavemaker) to a brand new generation.
Before the competition he introduced Belinda Beeftink, former IPA research director, who paid an emotional tribute to her successor Denise Turner, who died this month and was due to represent the IPA at this year’s final. Beeftink said she was “shocked and saddened” by Turner’s passing, and that she “epitomised everything that we celebrate with Media Mind”.
Media Mind’s regular host Alex Gwilliam was joined by broadcaster and writer Adrian Chiles, who tested the knowledge of the competing agencies in a tense, competitive but fun competition.
During the semi-finals, UM beat Bicycle and Goodstuff squeaked out a nailbiter against Walk-In Media.
In the final, the Goodstuff team pipped UM by a score of 130-115.
Awards were also presented to the agencies who performed best in the 10 different categories and demonstrated the breadth of knowledge on display across the media industry.
As well as crowning the winners and runners up, Adrian and Alex presented trophies to the category winners. Our category partners did a sterling job in helping set the questions to test knowledge of their sector and generously provided the winning teams with prizes to accompany their trophy.
Competition in a couple of categories was so fierce we couldn’t separate the winners and honours were shared.
Retail Media & Streaming – Supported by Amazon – Goodtsuff & Havas Media Network
Cinema – Supported by DCM – Havas Media Network
Search & Online Video – Supported by Google – Walk in Media
Direct Mail – Supported by JICMAIL – Havas Media Network
Newsbrands – Supported by Newsworks – Havas Media Network
OOH – Supported by Ocean Outdoor – Starcom & UM
Magazine Media – Supported by PPA/Magnetic – Walk in Media
Audio – Supported by Radiocentre – Starcom
Television – Supported by Thinkbox – Walk in Media
Online Audiences – Supported by UKOM – Essence Mediacom & Initiative
Media Mind 2026
In 2026 Media Mind will welcome client media teams and media owners for the first time. In a sign of Media Mind’s growing popularity, the organisers already have more teams signed up than in 2025.
“A competition that celebrates the industry’s media knowledge and combines it with the opportunity to network and have fun has our full backing and we are delighted that from 2026 it will be open to all of our members,” commented Sharon Lloyd Barnes, commercial director at the Advertising Association.
Isba inclusion co-lead and director of industry relations Bobi Carly added: “The addition of client media teams in 2026 will add a whole new level of competition to Media Mind. We understand some of our members have even been working with The Media Knowledge Company to host their own Media Mind events to help choose their most knowledgeable representatives!”
To secure one of the limited number of places still available, you can email [email protected].
This article has been updated after publication to include more details from Media Mind.
