They’re not just about big names or big budgets, they recognise the work, teams and individuals genuinely pushing things forward across the North’s creative and digital sectors. The kind of work that’s considered, effective and actually makes a difference.
So we’re really pleased to be shortlisted this year. Not just because there are five nominations, but because of what they represent. Different types of work, different challenges, and a lot of people across the agency contributing to them.
Here’s what we’re in the running for:
B2C Marketing Campaign of the Year (Large)
Jaywing & Yorkshire Tea – Four Minute Wonders
This category celebrates work that properly connects with consumers, not just in reach, but in how it lands.
Four Minute Wonders did that by leaning into a very simple, but very real insight: people already pause while their tea brews, and often fill that time scrolling. Instead of competing with that behaviour, we worked with it.
The result was a series of four-minute, conversation-led films featuring genuine Yorkshire Tea drinkers like Ellie Taylor, MistaJam and Tinie Tempah. Shot in real kitchens and deliberately kept low-key, the content was designed to feel like something you’d choose to watch, not something put in front of you.
That approach paid off, delivering over 12 million impressions, 4 million ThruPlays and a 31% ThruPlay rate, but more importantly a genuine connection with both existing Yorkshire Tea drinkers and new audiences.
E-Commerce/Retail Campaign of the Year
Jaywing & Euro Car Parts – Stabilising Growth Through Search
This category is about effectiveness in a space where performance really matters.
Our work with Euro Car Parts is a good example of that. It wasn’t about chasing spikes or quick wins, but about making sure performance held up when other parts of the mix were changing.
Search became the most reliable lever, so the focus shifted to making it work harder and more efficiently. That meant restructuring Paid Search, separating out Performance Max activity for better control, introducing ad scheduling to reduce wasted spend, and using first-party data alongside a Jaywing-built RFM model to prioritise higher-value and lapsed customers.
It also meant being disciplined, removing overlap between paid and organic where it wasn’t adding value, rather than simply increasing coverage.
The result was steady, defensible growth: PPC sessions up 13% year on year, SEO up 9%, and Search delivering the majority of overall traffic growth while maintaining consistent month-to-month performance.
B2B Marketing Campaign of the Year (Medium)
Jaywing, The Sun & cardfactory – No Tricks Just Treats
B2B can sometimes fall into the trap of being forgettable. This category tends to reward work that doesn’t.
No Tricks Just Treats worked because it met its audience where they actually are. The campaign combined multiple elements: sponsorship of The Sun’s No Parental Guidance series, social video, user-generated content, and print and digital editorial through Fabulous magazine. Each part had a role, from building awareness to creating more practical, saveable content, and led to something that felt relevant to parents in the run-up to Halloween, rather than a standard brand push.
Across the campaign, this delivered over 3.5 million cross-platform video views, more than 4.5 million social impressions, and a campaign recall of 63%, significantly above the 52% benchmark.
Rising Star Award
Millie Jackson
The Rising Star category is about people who are already making a strong impact, but are also clearly on an upward trajectory.
Millie’s progression at Jaywing reflects that. Now an SEO Manager, she leads on key client accounts, translating performance data into clear, practical plans and working closely with paid media and data science teams to make sure search fits into the wider strategy.
Her work often centres on complex or high-risk challenges. She played a key role in a Euro Car Parts site migration covering 1.5 million pages, where careful planning helped retain over 98% of revenue. She also taught herself a new AI-led coding approach to build a schema automation tool, removing a blocker for non-technical teams and now used widely across the business.
Alongside delivery, she mentors junior colleagues, contributes to communities like Women in Tech SEO, and has been nominated five times for Jaywing’s internal Star Awards over the past year, all by her peers, which says a lot about how she works day to day.
Lifetime Achievement Award
Malcolm Clifford
This award recognises long-term contribution, and Malcolm’s influence runs through a lot of what we do at Jaywing.
He’s spent over 25 years working at the intersection of data, technology and marketing, from early work in customer-centric banking at First Direct through to embedding AI into everyday marketing practice.
At Jaywing, he’s been central to developing tools like Archetype, a no-code deep learning suite, and more recently contributing to innovations like Comprehend and the Marketing Impact Score. He’s also played a key role in applying AI to real client challenges, from reducing fraud for Virgin Money to improving performance for retailers and travel brands.
Alongside that, he’s consistently shared that knowledge, whether through mentoring, internal masterclasses or industry events like Leeds Digital Festival, helping both technical and non-technical teams make sense of AI in a practical way.
Being shortlisted across five categories is something we’re really proud of. It reflects the range of work we’re doing, but also the people behind it and the way they approach what they do.
Support our nominees
The Rising Star and Lifetime Achievement awards are decided in part by public vote. If you’d like to support Millie and Malcolm, you can cast your vote here: https://www.prolificnorth.co.uk/champions-awards-cast-your-vote/