Dentsu brings home 11 awards across UK ceremonies
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Carat and iProspect's combined success demonstrate the power of creative excellence meeting strategic thinking.
A week of exceptional results for dentsu's media agencies. Carat and iProspect, which between them brought home 11 awards across the Meta Agency Awards, MPA Awards, and MediaWeek Awards - proving that when creative excellence meets strategic thinking, the work speaks for itself.
From tackling difficult conversations to transforming sleep habits, from launching challenger brands to pioneering creator marketing - our agencies delivered work that solved real problems and created genuine cultural impact.
To the clients who trusted us, the partners who pushed us, and the teams who delivered - this is your success.
The Week in Wins
Meta Agency Awards
The week started at the Meta Agency Awards, where both agencies demonstrated strength in platform-specific innovation.
iProspect won Best Use of Creator Marketing for Elizabeth Arden's “Hydraplay Regime Launch”, showcasing strategic creator partnerships and innovative platform use.
Carat received Highly Commended in Best Use of Brand for Cheez-It’s UK brand launch - recognition that would prove to be the first of multiple wins for the campaign throughout the week.
MPA Awards - Manchester
In Manchester, Carat UK took home the Collaboration Award for Co-op Funeralcare's "Life, Death and Rock 'N' Roll" campaign with Channel 4, alongside Highly Commended in Best Integrated Campaign for Holland & Barrett's "Be Strong for Life".
The Co-op Funeralcare win was particularly meaningful - tackling one of advertising's toughest challenges by opening conversations about mortality in a way that felt genuine rather than uncomfortable. When you create content that entertains whilst serving a social purpose, the work resonates.
MediaWeek Awards - London
At the MediaWeek Awards, both agencies delivered.
Carat UK secured four awards: Gold for Co-op Funeralcare in Best Advertiser Funded Programme or Entertainment, Bronze in Best Use of Content, plus Silver wins for both Cheez-It's UK launch (Media Creativity: Launch) and Pringles' inclusive gaming campaign (Large Collaboration Over £750K).
iProspect brought home three wins, including two Golds: Best Use of Audio and Best Creative & Media Agency Partnership (both for IKEA's "The Podcast That Nobody Finished" with Mother), plus Silver for Netflix's reality-bending Black Mirror campaign in Media Creativity: Over £1m.
Beyond the wins, iProspect was shortlisted for Media Agency of the Year, with CEO James Bailey shortlisted for Media Leader of the Year - recognition of the agency's transformation and leadership.
What Connects These Wins
Looking across 11 awards and multiple campaigns, several threads emerge:
The work that won, tackled difficult challenges. From conversations about death to breaking into fiercely competitive snack markets, from solving sleep deprivation to making gaming more inclusive - these campaigns didn't take the easy route.
Partnership defined the approach. Whether it's Carat winning a Collaboration Award or iProspect taking Gold for agency partnership with Mother, these wins happened through genuine collaboration with clients who trusted bold thinking and partners who pushed boundaries.
Performance and creativity proved inseparable. From iProspect's "brand building with a performance mindset" increasing IKEA's market share to Carat's content that entertains whilst serving social purpose - commercial effectiveness and creative excellence went hand in hand.
The work mattered beyond metrics. These campaigns opened important conversations, welcomed more people into categories, solved problems people actually face, and created cultural moments that resonated.
What's Next
These 11 awards represent more than recognition - they're validation that our agencies' distinct approaches, when backed by the strength of the dentsu network, deliver exceptional results.
Carat's collaborative spirit and willingness to tackle difficult challenges. iProspect's performance-driven creativity and brand-building mindset. Different philosophies, shared commitment to work that matters.
The clients who trusted us, the partners who pushed us, and the teams who delivered - this is your success.