Campaign Tech Awards 2025: shortlist revealed

The Campaign Tech Awards 2025 shortlist has been revealed.

Wavemaker and Goodstuff lead the pack as the most-nominated entrants making seven shortlists each, ahead of OMD UK and Yahoo with six shortlists, and Rapp and EssenceMediacom with five.

Now in its fourth year, the Tech Awards has received a record number of entries from companies including Snapchat, Disney+, BBC, Group M, R/GA and PHD – all of which have been shortlisted.

International categories have also been introduced for the first time, with 10 businesses up for two awards: Best Use of AI and Best Use of Data.

In the UK, the award for Tech for Good has a shortlist of six: AnalogFolk Group, Brothers & Sisters, Goodstuff, VCCP, VML UK and Zappar.

The coveted Tech Team of the Year will be contested by six companies: Atom, EssenceMediacom UK, Integral Ad Science Product Team, Jaywing's Accelerator Lab, Lumen Research and Nano Interactive.

The judging panel included experts from R/GA, Vodafone, Imagination and Dept.

The winners of the awards, sponsored by Snap, will be announced on 5 June at a ceremony held at The Biltmore Mayfair, London. Tickets are available here.

OMD's "British Gas Availability Engine" campaign took three gongs last year, including the prestigious Grand Prix. It is up again this year with "Availability Engine 2.0".

Wavemaker UK, PHD, OMD UK and EssenceMediacom X picked up a trio of awards each.

View the shortlist below.

The shortlist

Best Audience Engagement

* Dept “The next game is served” for Just Eat and Netflix

* Rapp “The AI-powered personal stylist revolution” for Ralph Lauren

* Uber Advertising “Rising to the occasion” for Pizza Hut

* Warner Music Group, Parlophone Records and Gamefam “Moon music lands on Roblox”

Best Creative Use of AI

* EssenceMediacom UK “José Mourinho and Snickers deliver roasts to your mates” for Mars

* OKX “Unseen city – echoes of blue” for Manchester City Football Club

* Rapp “The AI stylist that knows you better than you do” for Ralph Lauren

* VCCP “Daisy versus scammers” for Virgin Media O2

Best Integrated Campaign

* Dept “The next game is served” for Just Eat and Netflix

* Snapchat “Poured with precision” for Old Mout, Heineken

* Tug Agency “Helping Zipcar prove the incremental value of OOH to secure more budget” for Zipcar

Best Location-Based or Proximity Based Marketing Campaign

* EssenceMediacom, Sky Creative and Geograph “Sky Broadband uses its 'common census'” for Sky UK

* I-media and Yahoo! “ANPR ad-tech, real-time location based targeting” for IHG Holiday Inn

* Medialab and New Commercial Arts “A week in Blackpool” for Alzheimer's Society

* Mobsta “Driving campaign impact with location and low-carbon media planning” for Inch's, Heineken

* OMD UK “Availability Engine 2.0” for British Gas

* OMD UK “Big picture banking: see things clearly” for Barclays

Best Operational Use of AI

* The Brandtech Group “Advanced global content hub” for Unilever

* Brave Bison "AudienceGPT”

* Croud “The future of marketing measurement: causal AI” for Equifax

* Group M “PPC x infinity conversation analytics x Google smart bidding” for BT Business

* MG OMD “The new AI fuel for Halfords' SEO engine” for Halfords

* Yahoo “Yahoo blueprint: the DSP gamechanger”

Best Use of Gaming

* PHD Media “#Modtheveg” for Knorr

* PHD Media “Game on!” for Cupra

* PHD Media “Streams of (un)consciousness” for The British Heart Foundation

* Warner Music Group, Parlophone Records and Gamefam “Moon music lands on Roblox”

* Wavemaker UK “Skate and create 2.0” for Chupa Chups, Perfetti Van Melle

* Yahoo “Rising stars” for Pringles, Kellanova

Best Use of AR/VR

* Disney+ and Snapchat “Christmas is better with Disney+, Snapchat and the Advent CalendAR”

* DOOH.com, GroupM OOH, Wavemaker and Fold7 “Audible more to imagine” for Audible

* George P. Johnson “The globe explorer at WEF 2025” for DP World

* Rock Paper Reality “Bringing AR into Google Maps” for Google

Best Use of Creative Personalisation

* Goodstuff “Power nap” for OVO

* Goodstuff “JD's ‘family portrait’” for JD

* MG OMD “Redefining retail personalisation with AI-powered dynamic creatives” for John Lewis

* OMG UK “Walkers' winning strategy at the Euros” for PepsiCo

* Rapp “The content shop: automation and AI-driven transformation” for Volkswagen

Best Use of Data – Financial and Professional Services

* Croud “The future of marketing measurement: causal AI” for Equifax

* Goodstuff “Power nap” for OVO

* MediaSense “The media impact model” for Haleon

* MG OMD “Optimising performance and privacy in a multi-platform world” for Intuit QuickBooks

* Videocites “Videocites' solutions for maximizing revenue and reach on social media”

Best Use of Data – Consumer Goods

* Charlie Oscar “Transforming likes into revenue” for Tangle Teezer

* EssenceMediacom, Sky Creative and Geograph “Sky Broadband uses its 'common census'” for Sky UK

* LG Ad Solutions and Digitas UK “Clairol nice and easy” for Wella

* OMD UK “Quaker Oats” for PepsiCo

* VIOOH, Hawk and Azerion “Driving success with programmatic DOOH” for Freenow

Best Use of Data – Public Sector/Charity

* Medialab and New Commercial Arts “A week in Blackpool” for Alzheimer's Society

* Tug Agency “Safeguarding the UK’s historic waterways and native wildlife” for Canal and River Trust

Best Use of Data – Retail

* Hearts & Science “High pollen, high impact” for Opella and Allevia

* Ogury “Game, Set, and Match” for Ralph Lauren

* Rapp “Turning data into the ultimate fashion associate” for Ralph Lauren

* VIOOH and StoreBoost “Campaign takes off with programmatic DOOH in airports” for Don Julio

Best Use of Experiential Tech

* George P. Johnson “The globe explorer at WEF 2025” for DP World

* Goodstuff “JD's ‘family portrait’” for JD

* R/GA EMEA “Moncler city of genius digital experience” for Moncler

* T&Pm “Trevor’s dreamworld” for Argos

* Union Direct “Looking ahead has never looked so good” for Scottish Widows

Best Use of Innovation

* Brothers and Sisters “Fabric of the community” for Grenfell Athletic FC

* Goodstuff “Clearpay back-to-school” for Clearpay

* Mediahub “Ethical optimiser”

* Teads “Pinch and zoom: immersive ad experience” for Nissan

* VCCP “Daisy versus scammers” for Virgin Media O2

* WongDoody “FT money machine” for Financial Times

Best Use of Insight

* Co-op Media Network and Lumen Research “A global industry first eye-tracking retail solution”

* ISiteTV “Samsung Galaxy compare” for Samsung

* MediaSense “The media impact model” for Haleon

* Snapchat and Lumen Research “Leveraging AR to drive attention”

* Tug Agency “Safeguarding the UK’s historic waterways and native wildlife” for Canal and River Trust

* Turtl “The power of insight: transforming content into a revenue engine” for Kantar Worldpanel

Best Use of Paid Social

* Group M “EE and Galaxy AI: business unleashed” for EE Business

* MG OMD “Accelerating results with AI” for John Lewis

* OMD UK “Our best day ever” for Channel 4

* PHD UK “Skoda Octavia: creating the Reddit edit” for Skoda

* Wavemaker UK “From styling to storytelling” for Remington One

Best Use of Programmatic Media

* EssenceMediacom UK “Butlins family BAU” for Butlins

* I-media and Yahoo! “ANPR ad-tech, increasing programmatic DOOH effectiveness” for IHG Holiday Inn

* Mediahub, supported by Yahoo and The GoodNet “Ethical optimiser” for Charity X

* MiQ “Moments made memorable” for Center Parcs and iProspect

* Talon and OMD UK “Nivea UV targeting” for Nivea

* Wavemaker UK “A touch of fun” for Danone, Volvic

Best Use of Tech in Out-of-Home

* DOOH.com, GroupM OOH, Wavemaker and Fold7 “Audible more to imagine” for Audible

* I-media and Yahoo! “ANPR ad-tech, increasing programmatic DOOH effectiveness” for IHG Holiday Inn

* Skyrise “Smart planning, smarter results: how Flagstone flew with Skyrise” for Flagstone

* Talon and Hearts & Science “High pollen, high impact” for Allevia, Opella

* VIOOH and Hawk “Tombola hits the jackpot with first programmatic DOOH campaign” for Tombola

* Wavemaker UK “Let the games begin” for Eurostar

* Wavemaker UK “A touch of fun” for Danone, Volvic

Start Up of the Year

To be announced at the awards ceremony on 5 June.

Tech as Part of a Campaign

* BBC World Service “BBC virtual newsroom”

* Goodstuff “Clearpay back-to-school” for Clearpay

* Nano Interactive “An undiluted ID-free targeting solution” for Heineken

* Warner Music Group, Parlophone Records and Gamefam “Moon music lands on Roblox”

Tech for Good

* AnalogFolk Group “Sober vs drink driving” for Diageo

* Brothers and Sisters “Fabric of the community” for Grenfell Athletic FC

* Goodstuff “Power nap” for OVO

* VCCP “Daisy versus scammers” for Virgin Media O2

* VML UK “Unsilence the crowd” for Sela

* Zappar “RNIB eyewear – seeing the world differently” for Royal National Institute of Blind People

Tech Leader of the Year

* Tanwa Edu, chief strategy officer, Lumen Research

* Jack Smyth, chief solutions officer for AI, planning and insights, Jellyfish

* Jessica Vo, executive vice president, global marketing orchestration, Rapp

Tech Team of the Year

* Atom

* EssenceMediacom UK

* Integral Ad Science Product Team

* Jaywing's Accelerator Lab

* Lumen Research

* Nano Interactive

International Categories

Best Use of AI

* Brandtech's Pencil “100% gen AI campaign” for Lancel

* Keenfolks “What’s your cocktail smart AI-powered ad” for Diageo

* Kenshoo Skai “Search term analysis” for OMD and Philips

* Kuubi Oy and Netprofile Finland Oy “Technology trends 2025: riding the wave of digital breakthroughs” for DNA Oyj / DNA Business

Best Use of Data

Group M, Dr. Oetker and Utiq “Maestro, Equativ’s curation platform, scales alternative IDs” for Equativ

Group M “Creating a new way to measure cross channel ad effectiveness” for OneCall

Hightouch “Redefining data-driven growth” for WeightWatchers

Keenfolks “What’s your cocktail smart AI-powered ad” for Diageo

MRM “Turning dormant customers to active buyers” for General Motors, MEO

R/GA Japan “Carbon cakes” for Fujitsu

View last year’s winners here.