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Newsworks Awards to give first-ever ‘judges’ special recognition award’

Newsworks Awards to give first-ever ‘judges’ special recognition award’
Partner content from Newsworks

The ‘judges’ special recognition award’ reflects both the high esteem with which the judges held the entry plus its relevance beyond any one specific category. The prize is the first time in the Awards’ history that the judges have created such an honour for a truly fantastic submission.

The wider shortlist covers a breadth of agencies, brands and campaigns, with all finalists representing the very best of news brand advertising.

A key theme among this year’s finalists is the long-standing commitment that many of the brands have made to news brands over several years, leveraging established relationships with publishers to produce effective advertising harnessing the medium’s key strengths such as scale, trust and authentic storytelling.

Also prominent among the shortlisted entries was a growing use of the various digital formats news brands offer — complementing print and digital display and written content with greater use of mediums such as audio and video to reach users.

A 17-strong judging panel of brand and agency leaders whittled down a strong set of submissions to our final shortlist. Heading up the panel as chair was Rachel Eyre, chief customer officer at Asda.

Eyre said: “Being the chair of judges at the Newsworks Awards has been inspiring, humbling and thought-provoking, and I’ve loved being a part of it.

“A real theme from this year’s entries has been the importance of the work we do, translating that to the tangible impact on businesses, customers and society. We held the submissions to a very high bar and this year’s winners reflect that.”

“One entry in particular was an outstanding demonstration of that — one that the judges and I all agreed was deserving of a ‘judges’ special recognition award’ for its bravery, singular focus and relevance to all of us in the industry. I can’t wait to celebrate this and all the winners at the Awards party.”

The winners, which also include a grand prix award chosen by Eyre, will be announced at an awards party on Tuesday 2 December at London’s 12th Knot rooftop bar. You can sign up to the party guest list here.

Also returning is our ‘ad of the year’ prize, as voted for in a public poll. With a shortlist comprised of the nine winners of this year’s ‘ad of the month’ votes, the industry has the opportunity to decide which campaign will be its favourite ad from 2025. Votes will close on Thursday 20 November and every vote cast will be entered into an Apple Watch prize draw.

Jo Allan, Newsworks CEO, said: “This year’s Awards have demonstrated the consistently brilliant quality of work the advertising industry as produced over the last 12 months, including some great examples of leveraging long-term relationships with news publishers to produce effective, compelling campaigns across a wide array of different formats and mediums.

“I’m also delighted that the judges have awarded their own ‘special recognition award’ this year, highlighting one entry’s deep commitment to news environments and ensuring trusted, quality journalism can be sustained for readers and advertisers in years to come.

“Thanks to everyone who entered submissions this year and congratulations to all those shortlisted. I’m looking forward to toasting the winners on 2 December.”

Joining Eyre on the judging panel were senior industry figures including Allwyn head of media and channel activation Ben Brown, NatWest Group head of marketing Charlotte Turland, Havas Media CEO Patrick Affleck, Hearts & Science MD Rachel Peace, T&P CEO Victoria Appleby and BT Group general manager, media Graeme Adams.

 

Newsworks Awards 2025 shortlist

 

Best display campaign

  • British Gas, Meet The Thing Family – An Unmissable Metro Takeover, OMD UK
  • Canva, Design Against Dull, OMD UK
  • Netflix, Diamond Heist, iProspect
  • Neville Johnson (BHID), Evolving Media Strategy for Sustained Brand Growth, Vega
  • Princess Cruises, Princess Cruises & The Telegraph, the7stars
  • SMARTY Mobile, SMARTY Mobile x Flexibility, Zenith UK
  • Tesco, Tesco Clubcard Prices: Ten Years of Front-Page Value Leadership, EssenceMediacom

 

Best content partnership — up to £250,000 media investment

  • ALDI, ALDI Specially Selected, Starcom
  • Blacklane, The Art of Summer Travel with Blacklane, Craft Media London
  • Continental Tyres, A Scrum of Success – Continental Tyres’ Strategic Triumph at the Six Nations, EssenceMediacom
  • Macmillan, The Will Becomes Real, Turning Intention into Action, Zenith UK
  • Specsavers, National conversation, MGOMD
  • UKTV, Wicked Whispers, Arena Media

 

Best content partnership — over £250,000 media investment

  • Allwyn, Allwyn – EuroMillions, Hearts & Science
  • AXA, Startup Angels: Helping Britain’s Founders Take Flight, Wavemaker
  • Boots, With you for life’s highs and lows, EssenceMediacom
  • Marie Curie, Marie Curie & Mail Metro Media, Medialab Group
  • MHR, MHR x The Telegraph: World of Work 2050, December19
  • Wickes, Where there’s a Wickes, there is a way, Carat

 

Best contextual campaign

  • Allwyn, Winning across the nation with Lotto & Reach, Hearts & Science
  • Alzheimer’s Society, Dementia Action Week 2025 with Mail Metro Media , Medialab Group
  • Boots, News brands heat up Boots growth in partnership with Reach, EssenceMediacom
  • Butcher’s Dog Food, Healthy Heart Pawsitive Mornings, Notorious Communications*
  • Macmillan, The Will Becomes Real, Turning Intention into Action, Zenith UK
  • MSI Reproductive Choices, Signed Away, JAA Media

 

Best tactical ad

  • PepsiCo, It’s Crunch Time, OMD UK
  • Stellantis, Leapmotor EV Grant Campaign, Starcom
  • TNT Sports, TNT Sports Start of the Season, PHD UK
  • Who Gives A Crap, The Guardian Ad, The Specialist Works

 

Best social impact campaign

  • Alzheimer’s Society, Dementia Action Week 2025 with Mail Metro Media , Medialab Group
  • Compare, Helping community rugby keep the lights on, Hearts & Science
  • Marie Curie, Marie Curie & Mail Metro Media, Medialab Group
  • MSI Reproductive Choices, Signed Away, JAA Media

 

Most effective campaign

  • ALDI, ALDI Gift of ROI Christmas 2024, Starcom
  • Boots, Boots health: delivering healthy returns whilst supporting the nation’s health and wellbeing, EssenceMediacom
  • Holland & Barrett, Using the power of newsbrands to build trust and consideration, Carat
  • Marie Curie, Marie Curie & Mail Metro Media, Medialab Group
  • MHR, MHR x The Telegraph: World of Work 2050, December19
  • SMARTY Mobile, SMARTY Mobile x Flexibility, Zenith UK

 

Ad of the year

  • Andrex, PHD UK
  • Celebrity Cruises, Mediahub
  • Continental Tyres, EssenceMediacom
  • Mr Muscle, OMD UK
  • Nationwide, Wavemaker UK
  • Next, iProspect UK
  • P&O Ferries, Assembly Global
  • PepsiCo Walkers, OMD UK
  • Waitrose, MGOMD

 

Advertiser of the year

  • ALDI, ALDI Advertiser of the Year, Starcom
  • Tesco, Tesco Clubcard Prices: Ten Years of Front-Page Value Leadership, EssenceMediacom

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