The winners of the Guardian Advertising Awards 2025 were announced at a ceremony in London on Thursday 22 May, celebrating campaigns that demonstrated scale, influence and integrity across Guardian channels over the past year. Imogen Fox, the Guardian’s global chief advertising officer, and James Fleetham, director of advertising, hosted the event.
The awards spanned five categories: Everyday Brands, won by EuroMillions and Hearts & Science for ‘There Will Be Signs’; Brands Connecting with Big Moments, won by Audible and Wavemaker for ‘1984 – Glitching Into Culture’; Premium Brands, won by R.M. Williams and Electric Glue for ‘The Daycationer’; Brands Doing the Right Thing, won by Macmillan Cancer Support and Zenith for ‘Macmillan Coffee Morning’; and Challenger Brands, won by QVC and EssenceMediacom for ‘Menopause Your Way’.
QVC and EssenceMediacom also received the Grand Prix award, selected by judges for going above and beyond the entry criteria. The menopause campaign was praised for its bravery, strong sense of purpose, and inclusive portrayal of women, as well as its smart use of Guardian Labs content that struck a relatable tone without sensationalism. Several articles ranked among the Guardian’s most-read branded content for weeks.
Lily Bryant, senior brand development specialist at QVC UK, said: 'Partnering with the Guardian allowed us to combine their vast reach and trusted editorial voice with QVC’s expertise and product offering, creating a campaign which normalised the conversation around menopause. Winning both the Challenger Brands award and the Grand Prix is an honour to the whole team.' James Fleetham added: 'Huge congratulations to all the winners. It’s been another brilliant year for celebrating the scale, influence and integrity of the Guardian’s multimedia partnerships.'
The judging panel included leaders from Lucky Generals, Electric Glue, Google, Revolt London, Notorious Communications, Wavemaker UK, Ebiquity Plc, WeAre8, and Havas Media Network. The winning brands will be featured across the Guardian in print and online.
