The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving our industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments, while the highly anticipated Grand Prix and Agency of the Year awards keep everyone on the edge of their seats. Congratulations to all finalists for shaping the future of promotional marketing. Explore the full list of winners and relive the unforgettable moments of the IPM Awards 2024.
The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving our industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments, while the highly anticipated Grand Prix and Agency of the Year awards keep everyone on the edge of their seats. Congratulations to all finalists for shaping the future of promotional marketing. Explore the full list of winners and relive the unforgettable moments of the IPM Awards 2024.
Setting the Gold Standard
The IPM Awards 2024 opened with a heartfelt welcome from Emma Kirk, General Manager of the IPM, who highlighted the strides made in fostering a more connected and robust marketing community. Held at the NOBU Hotel in Portman Square, the ceremony was lively thanks to comedian Tom Allen, while Lord Black of Brentwood, President of the IPM, delivered a keynote speech that added gravitas to the event. He reflected on the dynamism, energy, and rapidly evolving nature of the marketing landscape, addressing the challenges and opportunities ahead for the industry amidst technological disruption and evolving regulations. His words set the tone for a celebration of campaigns that exemplify the gold standard of promotional marketing in the United Kingdom.
Leading the way in Health and Beauty, Twelve claimed Gold for their “Bulldog and Strava” campaign, cleverly blending personal care with fitness technology. Over in Retail, PrettyGreen took Gold for their creative “Furbtrees” AR Christmas campaign, bringing the nostalgic Furby toy back to life. Brand Experience takes centre stage, with N2O claiming Gold for the immersive “Tesco Christmas Grotto,” followed by another Gold in Travel, Leisure, and Tourism for their “P&O Cruises” campaign. In the same category, tpf earned Bronze for their playful “Universal Parks & Resorts x The Grinch” activation, while 83 Agency secured Silver for their cultural narrative in “The Kingdom: Where It All Begins.”
Among other experiential winners, TRO was recognised for their nostalgic “Goodwood Revival 2023 for MINI Cooper,” and Blackjack Promotions impressed at the point of purchase with their “World Duty Free & Nestlé Treasure Hunt.” In Brand Partnerships, Cat Among The Pigeons took Gold for “Trek x Decathlon Everybody Active,” while their “Horlicks Find Your Happy Place” campaign also performed strongly. Over in Entertainment and Sport, The Leith Agency captured both Gold and Silver, standing out with culturally relevant and successful product launches for Motherwell FC and The Macallan.
TLC Worldwide earned Gold in Loyalty for their ‘YouTube High Five Program,’ while Mando also took home Gold in Incentive, Prize, and Loyalty for their outstanding Sky Cinema campaign, further raising the bar in loyalty execution. Cloud Nine Incentives were recognised for their Adidas Terrex Intersport 2024 campaign, which set a high standard in loyalty programme execution. While Hashting showcased their excellence in Promotional Marketing Services for their “Beavertown Lazer Crush X Digital Drive to Store” campaign, which demonstrated the power of digital engagement. The Positive Impact category honoured Together Agency with Gold for “Charlie is in Control”, which tackled drug-related violence through behaviour change in collaboration with Leicestershire Police.
A defining moment of the afternoon was the presentation of the Bob Suppiah Award, created to recognise exceptional dedication, participation, and leadership within the industry. Mirroring the IPM’s core values—Protect, Promote, and Progress—this honour recognises outstanding contributions that have inspired, educated, and elevated the industry. This year, that distinction was awarded to N2O, who have made transformative strides, chairing the Experiential Effectiveness Community and leading discussions on purposeful brand activation, particularly around London Pride. They’ve hosted webinars on influencer marketing and explored generational trends, such as understanding ethically engaging with Generation Alpha. Beyond sharing insights through whitepapers and IPM events, they’ve invited us to experience their live activations first-hand, capturing the magic of brand experience for all to see. N2O’s dedication to raising standards and sharing knowledge is a powerful tribute to Bob Suppiah’s legacy—uplifting the industry and finding both joy and purpose in every step of its progress.
As the evening reached its crescendo, ZEAL Creative was named Agency of the Year for the second consecutive year thanks to standout campaigns across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign highlighted innovation in retail by offering rewards through non-traditional channels, while Anchor x UK Community Foundations demonstrated the power of social impact by linking butter sales to community funding. Meanwhile, the prestigious Grand Prix Award, the highest accolade of the night, went to Hopper & Clarion Communications for their Aldi Rose Degrees Billboard campaign. Designed to mark National Rosé Day, this campaign featured the world’s first temperature-sensitive billboard, which dispensed free rosé wine when the temperature reached 19.2°C, the ideal rosé drinking temperature. Congratulations to all our finalists and winners for shaping the future of the industry. Explore the full list of winners and relive the unforgettable moments of the IPM Awards 2024.
Grand-Prix
The Grand Prix isn’t just about excellence—it’s about celebrating campaigns that push creative boundaries and leave a lasting mark on the industry.
The highest accolade of the night was awarded to Hopper & Clarion Communications for their Aldi Rosé Degrees Billboard campaign. Celebrating National Rosé Day, this brand experience featured the world’s first temperature-sensitive billboard, dispensing free rosé wine when the temperature reached the perfect 19.2°C—ideal for enjoying a chilled glass of rosé.
By combining a fresh concept with flawless execution, Hopper & Clarion Communications set a new standard for experiential marketing. Their ability to merge technology with a brand experience delivered a campaign that was as impactful as it was inventive. Congratulations to Hopper & Clarion Communications for their outstanding Grand Prix win.
The Aldi Rosé Degrees Billboard campaign tapped into a unique consumer insight—that there’s a perfect moment to enjoy a chilled glass of rosé. By combining a fun, temperature-driven experience with a timely summer celebration, the campaign became an interactive, engaging promotion. Using temperature-sensitive technology, the billboard dispensed free rosé wine when the temperature hit the ideal 19.2°C, creating a playful moment that surprised and delighted passersby.
Its launch during National Rosé Day further enhanced its relevance, aligning the activation with a timely celebration that resonated with wine lovers. The campaign’s blend of creativity, simplicity, and flawless execution made it an exemplary piece of work, ultimately earning it the Grand Prix for its standout ability to capture attention and deliver a unique, immersive brand experience.
Agency of the Year
Winning the IPM’s Agency of the Year is a pivotal achievement that catapults your agency into the spotlight. This recognition highlights not just creativity but strategic impact across sectors, demonstrating the agency’s ability to influence and shape the future of the promotional marketing landscape. Winning this prestigious award marks the agency as a true leader, solidifying its reputation for bold ideas, flawless execution, and industry leadership.
ZEAL Creative was once again named the IPM Agency of the Year, marking their second consecutive win. This remarkable achievement is a testament to their continued innovation and excellence across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign stood out for its inventive use of non-traditional channels, while the Anchor x UK Community Foundations campaign showcased the powerful impact of linking product sales with community funding.
ZEAL Creative has proven, yet again, why they are at the forefront of the industry. Their unwavering dedication to pushing the boundaries of what’s possible, consistently delivering standout, award-winning campaigns, has secured their place as the Agency of the Year.
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The Bob Suppiah Award
The Bob Suppiah Award celebrates organisations that embody the core IPM values of Protect, Promote, and Progress, and that have made a significant impact over the last year through active participation, leadership, and commitment to the IPM’s mission. This year, N2O was recognised for their contributions, making the moment a heartfelt tribute to the legacy of the late Bob Suppiah, whose passion and commitment to uplifting the industry continue to inspire. The award serves as a reminder of Bob’s enduring influence on the IPM community and his unwavering belief in the power of positive engagement and industry progress.
For the first time, N2O has earned the honour of winning the Bob Suppiah Award, recognising their pivotal role in shaping the future of promotional marketing. As newly elected chairs of the Experiential Community, their leadership has been instrumental in driving collaboration and innovation. From participating in our IPM industry webinars and sharing live activation coverage to advancing the experiential landscape with bold, innovative campaigns, N2O’s creativity and commitment this year have propelled the industry forward.
Sectors
From Food to Fashion and Technology to Travel, the IPM Awards recognises marketing excellence across a variety of sectors. Each field presents its own unique challenges and opportunities—whether you’re revolutionising the B2B landscape, tantalising taste buds in the Food and Beverage industries, or bringing dreams to life in Entertainment & Sport. These award-winning campaigns not only reflect excellence within their respective sectors but also drive transformative change throughout the entire marketing landscape.
Food (Sponsored by SPARK)
A feast for the senses, this category celebrates the campaigns that tantalise taste buds and drive consumer engagement. Sponsored by SPARK, the competition was as fierce as the flavours.
Gold – Weetaboxpark
Silver – Anchor x UK Community Foundations
Bronze – Share the Love of Caprice des Dieux
Beverage (Sponsored by SPARK)
From fizz to finesse, the Beverage category highlights the most refreshing takes on marketing, bubbling with creativity. Thanks to SPARK for sponsoring this category.
Gold – Aldi Rose Degrees Billboard
Silver – JOY Wine Launch
Duel Bronze – Find the 19th Cork and Win
Duel Bronze – Dr Pepper Zerooo – Try More Weird Experience
Consumer Durables
Built to last, this category honours campaigns that make durable products shine through engaging storytelling and standout experiences.
Silver – Goodwood Revival 2023 – MINI – Cooper’s General Store
Fashion and Beauty
Beauty meets brilliance in this category, where personal care and wellness campaigns blend creativity with consumer connection, leaving lasting impressions.
Bulldog x Strava
Henkel Oleo Intense
Travel, Leisure and Tourism
Journey through the most innovative campaigns that inspire wanderlust, elevating travel, leisure, and tourism to new marketing heights.
Gold – P&O Cruises
Silver – The Kingdom. Where it all begins
Bronze – Universal Parks & Resorts x The Grinch
Retail, Fashion and e-commerce
Celebrating campaigns that transform everyday shopping into captivating brand moments, this category honours those who combine fashion flair with seamless retail execution to disrupt, engage, and elevate the shopping journey.
Gold – Furbtrees
Silver – Lidl Plus GB
Bronze – Perks Family Fun Day
Entertainment and Sport
Lights, camera, action—this category is all about bringing the thrill of entertainment and sport to life through campaigns that hit the mark with audiences.
Gold – MOTHERWELL FC: HOLLYWOOD YOU LIKE TO INVEST?
Silver – Scottish Women and Girls in Sport Week
Bronze – Classified: France ’44 Influencer Day and Podcast Partnership
Subscription and Utility Services
This category rewards campaigns that hook consumers and keep them coming back, making subscription services and utilities more engaging than ever.
Gold – Sky Cinema 2 Free Vue Tickets Every Month
Business to Business
B2B takes the stage here, recognising campaigns that forge meaningful business connections and deliver high-impact professional messaging.
Silver – CCEP: Togetherfest
Experiential
The Experiential category honours the IPM’s deep-rooted connection with experiential marketing, strengthened through the Experiential Effectiveness Community. It celebrates campaigns that bring brands to life through live experiences, allowing consumers to touch, taste, hear, see, and feel a brand. These activations transform fleeting moments into immersive memories, whether at points of purchase, pop-ups, or large events. From concept to execution, this category embodies the craft and magic of brand experience, setting a benchmark for industry excellence and effectiveness.
Best Experience at or Near Point of Purchase
Gold – Tesco Christmas Grottos
Silver – World Duty Free & Nestle Treasure Hunt
Bronze – P&O Cruises
Best Experience in a Non-Retail Public Space, Event or Festival
Sponsored by POD Staffing
Gold – Weetaboxpark
Silver – The Toblerone Diamond Truffles Vault
Bronze – Play-Doh Restaurant of Imagination
Best Sampling Activation Award
Sponsored by POD Staffing
Gold – Aldi Rose Degrees Billboard
Silver – Aldi’s Pigs in Blankets Restaurant
Hopper & Clarion Communications
Bronze – Costa Coffee: The Hot Milkshake Unbelieva-bar!
Best Creative and Innovative Execution
Gold – Play-Doh Restaurant of Imagination
Silver – Disney ’Wonder of Friendship: The Experience’
Silver – Dr Pepper Zerooo – Try More Weird Experience .
Bronze – The Toblerone Diamond Truffles Vault
Retail and Shopper
From energising aisles with bold designs to executing outstanding promotions in, on, or with pack, this category celebrates best-in-class brand activations that drive results at the checkout. These campaigns bring the shopper journey to life, transforming everyday purchases into memorable brand moments that resonate long after consumers leave the store.
Best Creative Shopper Activation Award
Sponsored by Cloud Nine Incentives
Best Shopper Promotion in, on or with Pack Award
Sponsored by Cloud Nine Incentives
Bronze – Premier Foods – Win A Dinner, Give A Dinner
Bronze – Trek x Decathlon – Everybody Active Trek x Decathlon – Everybody Active
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Incentive, Prize and Loyalty
As program membership and engagement rates across the UK skyrocket, anticipation for this year’s Incentive, Prize, and Loyalty category is at an all-time high. From eye-catching prize promotions that entice participation to loyalty programmes that reward and retain, these campaigns showcase how brands can build long-term relationships and transform casual customers into loyal fans.
Best Incentive and/or Prize Promotion Award
Sponsored by Halo Promo Risk
Best Loyalty Campaign
Sponsored by Reward Gateway | Edenred UK
Promotional Marketing Services
Behind every unforgettable campaign is a variety of Promotional Marketing Services – including fixed fee solutions, to staffing, data handling, and reporting. This category recognises the specialists who power up promotions and deliver cutting-edge service delivery.
Best Promotional Marketing Management
Best Management of Incentive, Prize and/or Loyalty Promotions
Best Staffing and Event Support Service Award
Award sponsored by staffwise
Brand Partnerships
Bolstered by the Brand Partnerships Community, we celebrate campaigns that unite brands to create powerful synergies and shared narratives, driving reach, relevance, and results. Whether through co-branded promotions, strategic alliances, or long-term collaborations, this category honours partnerships that elevate brands beyond the sum of their parts, setting new standards for creativity and commercial success.
Best Brand Partnership (duel or multi-brand)
Gold – Trek x Decathlon – Everybody Active
Silver – Bulldog x Strava
Bronze – Weetaboxpark
Best Sponsorship Promotion/Activation
Gold – Aldi – A Taste for Sport
Silver – Weetaboxpark
Bronze – Asahi Rugby World Cup National Campaign
Techniques and Objectives
This category is all about strategy and execution. It celebrates campaigns that have skilfully used technology, data, social media, or influencers to achieve specific marketing goals. Whether through creative digital channels, insightful data use, or impactful social engagement, these campaigns demonstrate how innovative techniques meet clear objectives to deliver measurable results.
Best Use of Technology and Digital Channels
Gold – Bulldog x Strava
Duel Silver – When Hunger Calls Grab a Wall’s
Duel Silver – Perks Family Fun Days
Bronze – Starbucks Digital Pay It Forward
Best Use of Data and Insights
Gold – Charlie is in Control
Silver – Beavertown Lazer Crush X Hashting Digital Drive to Store
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Best Use of Social Media and/or Influencers
Gold – MOTHERWELL FC: HOLLYWOOD YOU LIKE TO INVEST?
Silver – Nerf Pro Gelfire – Hide n Seek with Beta Squad
Bronze – Mission Wraps UK
Best Environmental/Positive Impact Campaign
Gold – Charlie is in Control
Silver – Anchor x UK Community Foundations
Bronze – Horlicks Find Your Happy Place
Best New Product Launch
Gold – The Macallan – Journey Between Worlds
Silver – The Toblerone Diamond Truffles Vault
Duel Bronze – “A winter myst-cherry!” Costa Coffee Black Forest Hot Chocolate Launch
Duel Bronze – AdTab EMEA Product Launch
Best Trial and/or Acquisition Campaign
Sponsored by Zappit
Gold – Horlicks Find Your Happy Place
Silver – Subway Series UKI Launch Campaign- There’s now two ways to Subway
Bronze – The Tesco Finest Relaunch
Best Small-Budget Campaign
Gold – PizzaExpress Earn Your Stripes
Silver – Flipz Grab a Grand
Bronze – World Duty Free & Nestle Treasure Hunt
Best Integrated Campaign
Honouring campaigns that effectively operate across multiple marketing touchpoints to create a single, impactful message. This category recognises campaigns that seamlessly integrate traditional and digital platforms to tell a unified story. By delivering results and elevating brand presence, the winners exemplify both creativity and coherence, underscoring the essential role of integration in today’s dynamic marketing landscape.
Celebrating Our Champions
As the curtain draws on the IPM Awards 2024, we reflect on a night that truly elevated the industry standard. To the winners and finalists, your work today becomes tomorrow’s benchmark—continuing to inspire and shape the future of promotional marketing. We extend our heartfelt thanks to the sponsors, whose support has been instrumental in recognising and celebrating the industry’s best campaigns. A special thanks goes to the judges, whose skill and devotion ensured the fairest and most thorough evaluation of this year’s remarkable entries. To all those who pushed boundaries and set a new standard for creativity, innovation, and impact, congratulations. Your relentless pursuit of excellence continues to drive the industry forward and inspire future generations.
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