In a significant achievement for the network’s media practice, dentsu's specialist agencies have been shortlisted for eight campaigns at the 2025 Performance Marketing Awards. Carat, iProspect, and dentsu X have all been recognised for their innovative work across data utilisation, lead generation, programmatic advertising, and affiliate marketing.
dentsu's performance marketing excellence recognised across multiple categories
The shortlisted campaigns showcase dentsu's breadth of expertise in performance-driven strategies for clients spanning FMCG, retail, travel and beauty. Each nomination demonstrates measurable business impact through sophisticated data applications and innovative media approaches.
Carat leads with data innovation and full-funnel strategies
Carat secured three shortlists with campaigns that transformed traditional marketing approaches:
Kellanova x Special K: Data-driven sales growth
Category: Best Use of Data & Insight
Facing Special K's declining relevance amid socio-economic challenges, Carat took an unconventional approach. Rather than relying on traditional creativity, they developed a data-driven strategy using insights from multiple specialist partners. By segmenting audiences into Premium Shoppers, Busy Families, and Price Conscious Shoppers, Carat tailored messages to address each group's unique needs. The campaign utilised cutting-edge tools from Experian, Circana, and LiveRamp in a secure cleanroom environment to craft targeted media strategies and optimise creative relevance, with execution primarily across Meta platforms.
Co-op Food Membership: Lead generation transformation
Category: Best Lead Generation Campaign
The Co-op Membership campaign evolved significantly from its 2022 origins. Initially hampered by limited CPL strategy and traditional affiliate publishers, by 2024, Carat implemented a transformed approach. The refreshed strategy focused on driving high-quality leads through cost-efficient methods, combining traditional affiliate publishers with new email partners. Carat introduced an always-on CPL model with diverse publisher partnerships to increase memberships while optimising budget allocation. This data-driven framework created a sustainable, scalable lead generation system through innovative approaches and strategic partner collaboration.
Hilton: Full-Funnel Social Strategy
Category: Best Full Funnel Strategy
Carat's partnership with Hilton in 2024 focused on proving social media's value across the full marketing funnel. Their two-pronged approach included: 1) developing an innovative, creative strategy centred on cultural relevancy to elevate Hilton against competitors and improve brand favourability and 2) creating a progressive intent model to guide users with higher intent signals into performance-based activity. The sophisticated testing framework leveraged data to maximise algorithmic efficiency and demonstrated incremental revenue generation at every funnel stage. Their test-and-learn methodology showed the importance of running brand and performance elements together.
iProspect Demonstrates Multi-Channel Performance Excellence
iProspect claimed four shortlisted entries through innovative applications of technology and data:
Elizabeth Arden: Lead Generation Efficiency
Category: Best Lead Generation Campaign
In a saturated skincare market, iProspect developed an innovative lead generation campaign for Elizabeth Arden's Ceramide Capsules. The strategy optimised customer acquisition through dynamic integrations between Klaviyo, SoPost, and Meta. By blending digital media with physical product sampling, the full-funnel approach encouraged product trials before purchase by delivering real samples to interested consumers. First-party data integration allowed for precise audience targeting while excluding existing customers to ensure relevant advertising. The approach strengthened Elizabeth Arden's data foundation while creating a sustainable marketing model.
DFDS: AI-Powered Demand Generation
Category: Best Use of Programmatic
iProspect helped Europe's leading ferry operator DFDS re-engage users throughout their purchase journey using a single partner approach. Through a customised framework, we enhanced customer engagement by testing AI-driven strategies with Demand Gen on DV360 during its Beta phase. The campaign successfully transitioned from the upper-funnel to middle-funnel activities while reaching high-quality audiences most likely to book with DFDS. The approach is now integral to their always-on plan for 2025, with ongoing A/B testing to optimise different funnel stages.
The Economist: Subscription growth through automation
Category: Best Paid Social Campaign
iProspect tackled The Economist's challenges in delivering timely, relevant content during the election year while optimising campaign performance. With Google limitations on election content, they developed an agile Meta-based solution focused on reducing CPAs, improving engagement, and increasing subscriptions. The innovative approach included creating a BeGenius feed that automatically pulled article titles and images from The Economist's website, enabling real-time content integration without manual intervention. A/B testing between Meta's Dynamic Ads and Smartly's Automated Ads allowed for performance optimisation.
Red Funnel: Data-driven performance partnership
Category: Together We Solved That
iProspect partnered with MiQ to drive sales conversions at a guaranteed CPA rate for Red Funnel Ferries. The campaign leveraged innovative products and solutions to create a unique buy model that delivered an Outcomes campaign. The approach focused on guaranteeing specific performance metrics through strategic collaboration and technology integration.
dentsu X rebuilds trust in affiliate marketing
B&Q: Affiliate program transformation
Category: Best Managed Affiliate Programme - Enterprise
After a challenging 2023, dentsu X revitalised B&Q's affiliate program following migration to the Impact.com platform. The 2024 strategy focused not just on stabilising the program but implementing innovative approaches with reputable partners while meeting business objectives. Key goals included driving incremental revenue from trustworthy publishers after previous ad-hijacking challenges, diversifying the publisher mix to reduce dependency on single sources, maintaining strict compliance measures, and ensuring optimal budget distribution. This approach balanced recovery with forward-looking innovation.
Performance marketing trends showcased in dentsu's shortlisted work
The shortlisted campaigns highlight several key performance marketing trends for 2025:
- First-Party Data Activation - Leveraging owned data assets for targeting precision
- AI-Powered Optimisation - Using machine learning to improve efficiency and reduce costs
- Full-Funnel Measurement - Demonstrating the interconnectedness of brand and performance
- Automation for Real-Time Relevance - Creating systems that respond to consumer and market changes
- Cleanroom Data Integration - Maintaining privacy compliance while enabling sophisticated targeting
The 2025 Performance Marketing Awards showcase dentsu's commitment to measurable, data-driven marketing approaches that deliver business results across diverse client categories. Winners will be announced on May 14, 2025, in London.
You can read the full shortlist here: https://performancemarketingawards.co.uk/shortlist