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 the 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, keeping everyone on the edge of their seats. Congratulations to all 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.

The stars of promotional marketing shine brightly at the IPM Awards 2024—a night where bold ideas meet flawless execution. For over 50 years, these awards have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners set a new benchmark for creativity, innovation, and impact. After rigorous judging across categories such as immersive brand activations, inventive partnerships, promotional marketing services, and loyalty programmes, the Gold, Silver, and Bronze awards reflect the depth of talent driving the industry forward. With standout campaigns spanning automotive, food, sports, and entertainment, the event highlights how the industry’s leading figures continue to raise the bar across diverse environments. The night culminated in the highly anticipated Grand Prix and Agency of the Year awards, keeping everyone on the edge of their seats. Congratulations to all 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.

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.

One of the afternoon’s most emotional moments came with the presentation of the Bob Suppiah Award, a new award given annually to an IPM member organisation that has demonstrated an exceptional dedication to the industry. The 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.

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.

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.

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.

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

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

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

Techniques and Objectives

Best Integrated Campaign

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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