We’re delighted to share that Reach has been shortlisted in five categories at the 2025 Media Week Awards.
The shortlist recognises the very best work in UK media, and we’re proud to be acknowledged alongside our clients and agency partners for campaigns that made a real impact:
Media Idea: Launch
Igniting Win Belief: How Lotto’s Localised Approach, Powered by Reach and Hearts & Science, Revolutionised the Game
Lotto, Allwyn x Reach
We toured the UK asking people what they’d do if they won the Lotto jackpot, passing the mic to diverse communities to share their dreams for a better future. From animal rollercoasters to outrageous holidays, hot tubs and alpaca farms, ‘Will You Be Next?’ was a playful celebration of regional voices and sheer joy, brought to life across video, audio, print and digital. This ground-breaking campaign redefined lottery advertising by shifting from broad, national messaging to a deeply authentic, localised approach, making the dream of winning truly resonate with communities across the UK.
Media Idea: Under £250K
Reach & Tesco ‘Stronger Starts’: Cultivating Community Impact Through Integrated Media Partnership
Tesco x Reach
The Tesco ‘Stronger Starts’ campaign showcased the immense impact when a brand’s purpose intrinsically aligns with a media owner’s core values. Reach, leveraging The Mirror’s advocacy for children’s well-being, partnered authentically with Tesco to champion their “Fruit & Veg for Schools” scheme. This alignment unlocked extensive and authentic editorial coverage, from prominent 8-page pull-outs, to local case studies. Reach’s unique power of national scale and local voice, seamlessly complemented by strategic commercial activity, maximised awareness and solidified Tesco’s reputation as a vital community advocate. Achieving record-breaking metrics and outstanding effectiveness results, this collaboration profoundly illustrates how shared purpose drives widespread, measurable impact for both brand and media owner.
Innovation and Creative Excellence: Long-Term Media Strategy
Tesco Clubcard Prices Trade Partnership: Ten Years of Front-Page Value Leadership
Tesco x Reach, EssenceMediacom and News UK
UK shoppers are constantly seeking value, and for decades, Tesco has been delivering market-leading deals on their weekly groceries. However, with ever-changing promotions and intense competitor noise, Tesco required an always-on, flexible communication vehicle to house its deals and lead the national value conversation. In 2016, a ground-breaking solution emerged: the weekly Tesco Clubcard Trade Partnership. This pioneering joint commercial project between the UK’s biggest newsbrands established the first bespoke, long-term media hold, providing access to Tesco’s best own-brand and branded product deals 52 weeks a year. Now in its 10th year, this partnership not only consistently drives short-term sales but continues to be a leading performer among Tesco’s value-led campaigns, boasting a long term ROI of £5.25, the strongest performer across ‘value’ to date.
Agency, Media Idea: Launch
CALM Missed Birthdays
the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV
With Suicide now the leading cause of death for people under 34, CALM created ‘Missed Birthdays’, a campaign to raise awareness of this horrific issue with an experiential installation at its heart. A total of 6,929 balloons (one for each person) were shown hanging in the atrium of the shopping centre, each one indicating a birthday a young person did not get to celebrate, with some displaying ages as young as 16.
Research: Research Insight
Belonging In Britain
Reach & MG OMD
In an era demanding authenticity and relatability, traditional demographic segmentation fell short- overlooking the complexity of modern identities, compromising comms. effectiveness and at worse, fuelling consumer cynicism. Recognizing that communities now serve as dynamic, self-shaped ecosystems reflecting people’s values and passions, we launched Belonging in Britain to reframe how audience identity is understood leveraged in media.
Our research combined immersive digital ethnography and a large-scale, uniquely inclusive national survey, revealing that the communities people choose reflect their true identities, offering a richer picture and more effective lens than crude demographics. This approach uncovered how identity lives within communities, how influence spreads, and what drives trust and belonging.
The resulting strategic framework equips planners and creatives with human-centered tools to build deeper audience understanding and create more meaningful, inclusive connections.
Belonging in Britain has not only transformed planning and targeting but also sparked wider industry conversations, redefining how brands see people, plan smarter, and connect with genuine purpose.
See the full shortlist here.
These nominations reflect the creativity, collaboration, and innovation that we strive for in every partnership. They also demonstrate the power of combining trusted local connection with national scale to deliver meaningful results for brands.
A huge thank you to our clients and partners for their continued trust and collaboration.
We’re looking forward to celebrating the winners at the awards ceremony at JW Marriott Grosvenor House, Park Lane, on 16 October 2025.
