Industry picks best creative content of 2025 so far
This year, the Institute of Practitioners in Advertising (IPA), under new president Karen Martin, announced a “critical need to put creativity back at the core of business”.
As the IPA works on initiatives to celebrate and reward creative excellence in our industry, The Media Leader wanted to understand what creative works the media industry’s leaders have most enjoyed consuming this year.
From long-form journalism and football to AI podcasts and a 60″ cinema spot for the RAF, the UK’s brightest share their favourites from the year so far — and what they’re looking forward to.
Sajeeda Merali, chief executive officer, PPA
“My favourite content piece so far this year has to be the cover feature in Stylist back in March, ‘What It’s Like to Be a Girl in 2025’. It was powerful, thought-provoking and in parts really quite frightening. It was eight weeks in the making and saw their journalists interview girls from across the UK about their lives.
“It wasn’t an easy read but the issues it surfaced are vitally important. This is exactly what trusted editorial brands do best, creating credible content where important conversations happen and where readers know they’re getting balanced, high-quality journalism.
“In a world full of fast, disposable scrolling, pieces like this remind us why magazines and indeed well-researched journalism remains so vital. The brands in our sector have long been a platform for highlighting important issues and campaigning to get voices heard.”
Liz Martin, commercial marketing director, Bauer Media
“Earlier this year it was very moving to turn on the radio in mental health awareness week and hear stations across the UK report on Bauer’s new ‘Where’s Your Head At?‘ initiative, which has been helping audiences across the UK navigate their relationship with social media.
“The campaign had audio spots play through the month of May, with tips and bits of advice from the mental health charity YoungMinds. Hearing from mental health experts and those who have suffered from a toxic relationship with their socials was really powerful — and I was very proud that Bauer used their platform as a force for good to help millions of listeners.
“I’ll also throw in a mention for a podcast helping to break down the absurdity that can be AI. AI Haven’t a Clue is co-hosted by George Butler (in my team) and is helping listeners navigate the latest news and trends in Artificial Intelligence. George’s role in the podcast is to be the show’s ‘average joe’ — something I can vouch for him being skilled at.”
James Fleetham, director of advertising, The Guardian
“Best content: The Lionesses. I hate calling it ‘content’, it was literally history in the making. The first English senior team to win a major tournament outside England and back-to-back major titles. Since our last Euros win (still fun to say), women’s football has gone mainstream. Our players are cover stars, stadiums sell out, the cynicism and sexism quietened.
“The ultimate proof? Look at the screens — 16.2m fans tuned in making it the most-watched TV moment of 2025.
“I know I shouldn’t mention The Guardian, but it was our biggest football day of the year, and the tournament generated more than 11m page views.
“While some scaled back their women’s football coverage, we doubled down and were rewarded with big global audiences, including a generation of girls inspired to play and support.
“Content I can’t wait for: Celebrity Traitors. The only thing that could make Traitors better? Joe Wilkinson.”
Davina Baker, sales director, Digital Cinema Media
“The RAF captured Cineworld’s 4DX screens with an incredible cinematic campaign that brought the thrill of the Air Force to cinemagoers. Audiences could literally smell and feel the action from their seats, with movement and scent effects enhancing the powerful 60” hero ad. What better way to sell the experience of the RAF?
“Cinema is a huge driver of cultural moments, and it doesn’t get much bigger than Wicked: For Good. You couldn’t miss the fanfare surrounding Wicked last year, which even saw St Pancras station draped in green and pink across Christmas. I’d hedge my bets on it being even bigger this November.
“And if that wasn’t enough, Avatar: Fire & Ash opens in December so we will see the two biggest AV opportunities of Q4 on the big screen. Brands should be thinking creatively to tap into the inevitable hype these two much-loved franchises will generate.”
Sam Hicks, head of sales strategy, Channel 4
“When I think about a show I’ve loved this year, one that comes to mind instantly is Bad Sisters. I know the second series launched towards the end of last year, so I’m bending the rules slightly, but I didn’t get around to watching it until 2025…
“Sharon Horgan, Brett Baer, and Dave Finkel are all super talented and dab hands at bringing comedy to our screens, so whilst the plot may appear dark, there are still plenty of hilarious moments.
“I’m also counting down to when Hostage gets released on Netflix. Anything with Suranne Jones tends to be a winner in my books, let alone when you add in that she’s playing a Prime Minister whose husband gets kidnapped. From the trailer, I think we can expect this series to be high stakes, emotional, and full of twists of turns. The perfect summer binge… I can’t wait.”
Clare Turner, chief commercial officer, Pearl & Dean
“I’m really looking forward to the upcoming release of Downton Abbey: The Grand Finale in UK cinemas in September. This is a long-awaited, final chapter of the popular franchise that transports us into the 1930s, where Lady Mary finds herself at the centre of society gossip, following her divorce.
“All of this happens while the Crawley family navigates shifting fortunes and rising tensions as they seek to protect their legacy in a rapidly changing, modern world. With its rich 1930s setting and devoted, multi-generational fanbase, the film invites audiences into a world of elegance, heritage, and timeless storytelling.”