Winners 2026

British Airways Holidays set out to extend its Take Your Holiday Seriously platform into audio in May 2025. The challenge was to create work that felt unmistakably BA Holidays, while cutting through a crowded audio landscape and staying emotionally resonant with holiday audiences. The solution was a simple, audio-first idea built around a relatable truth: many people go on holiday, but never truly switch off. The advert takes the form of a pre-recorded voicemail message, delivered by an eight-year-old child who is clearly fed up with their mum being distracted by work, particularly on her holiday. Using a familiar format immediately draws listeners in, while the child’s voice brings warmth, humour and emotional honesty. A playful list of holiday highlights, pools, waterslides and shopping, sits alongside a deeper message: this holiday matters, and being present matters just as much. Crafted specifically for the medium, the execution relied on natural performance, minimal scripting and restrained branding to maintain authenticity and avoid creative misattribution. The result was an audio advert that felt human, distinctive and true to the platform. The work was recognised with a shortlist for Audio Ad of the Year 2025, demonstrating the power of a simple insight, carefully executed, to stand out and keep British Airways Holidays front of mind when it matters most.

Yorkshire Tea is the brand that does ‘everything proper’. It’s the northern way of saying that they do things the right way. But it’s a platform built for the world of AV. Literally visualising the proper way to do something. So, the question became: how do you show people we’re a company that does ‘everything proper’ when you can’t actually show them anything? We took on the biggest radio trope, the jingle, and showed the nation the ‘proper’ way to do it. The result? The ad was a proper success! 85% of listeners believe the ad demonstrates that Yorkshire Tea is a “brand that believes in doing things properly”*. So, the message landed as intended. You can’t ask for much more than that, can you?! But on top of that, according to RadioGauge’s research, it has outperformed all hot drink beverage benchmarks for brand relevance (+20%), consideration (+26%) ad recall, with one in three commercial listeners recalling the ad. Finally, the campaign drove positive listener action, above the benchmarks for all measured actions.This included 33% claiming to purchase/use the product or considering doing this. It looks like the nation appreciates a proper jingle just as much as a proper brew!

Many people, particularly outside the M25, increasingly see the BBC as London centric and feel it isn’t “for them.” To rebuild this emotional connection, the BBC needed to demonstrate its commitment to representing stories, people and culture from across the UK. MADE OF HERE was created to showcase the BBC’s homegrown storytelling, and emphasise that its content is not just made IN the UK but made OF the fabric and spirit of its diverse communities. The launch campaign centred on a fully integrated audio execution featuring six voiceovers from Cornwall, Liverpool, Newcastle, Glasgow, Cardiff and Belfast, each celebrating pride and locality. Alongside a national version, bespoke trails were created for Scotland, Wales and Northern Ireland, highlighting locally produced favourites such as Dinosaur, Blue Lights and Gavin & Stacey. The results are powerful: the campaign has driven a 29% uplift in “the BBC is for me,” and 75% of respondents agree the BBC reflects and represents the UK.

In partnership with Cancer Research UK and EssenceMediaCom, Acast created Comedians Chatting Cancer — a special branded episode featuring Richard Herring, Matt Forde and Mark Steel, loved comedians and close friends with personal experiences of cancer. The episode swapped the bright studio lights and production gloss of many modern podcasts for a cosy room, a handful of question cards, a few biscuits, and three microphones — creating space for honest, candid conversations about cancer. Across 80 minutes, the comedians shared moving, funny, and deeply personal stories that acted as real-world proof of progress in cancer detection and treatment. The episode culminated with Dr Sam Godfrey, Science Engagement Lead at CRUK, who linked their lived experiences to tangible scientific breakthroughs made possible through sustained monthly donations to Cancer Research UK. The results? Listens well above benchmarks, an 89% listen-through rate across an 80-minute runtime, and a wave of audience responses describing the episode as moving, impactful, and “overwhelmingly meaningful.”

In H1 2025, Pay.UK partnered with The7stars & Spotify to increase awareness of the Current Account Switch Service (CASS) among financially vulnerable UK audiences — a broad group often underserved by traditional financial messaging and more likely to be sceptical of complex banking communications. The strategy focused on reaching audiences in trusted environments, where financial messages could be delivered with authenticity and reassurance. Podcasting offered the ideal platform, combining habitual listening, trusted talent and the opportunity for deeper storytelling. The creative idea centred on the concept of “unwanted surprises” — highlighting that while life is full of them, switching a bank account with CASS is not. Chatabix, a Spotify podcast hosted by comedians Joe Wilkinson and David Earl, was selected for its strong audience alignment, credibility and comedic tone. Rather than relying on standard host reads, the campaign featured a bespoke three-minute branded segment woven naturally into the show. The hosts shared personal stories of unwanted surprises, using humour to engage listeners before seamlessly integrating the CASS message. The segment was supported by 60” host-read sponsorships to extend reach and frequency. The activity delivered over 850,000 impressions, exceeding planned delivery by 5%. Crucially, the campaign achieved 99% reach among the financially vulnerable audience, significantly above the 90% CASS benchmark. During February 2025, when the Chatabix sponsorship was live, awareness of CASS increased by +6 percentage points month-on-month, demonstrating the effectiveness of trusted talent, authentic integration and long-form branded podcast content

Returning for a third series in 2025, Gaydio in Europe with British Airways evolved from destination inspiration into something more meaningful: a trusted guide to safe, affirming travel for the LGBTQ+ community at a time of increased global uncertainty. Series three culminated in a live-recorded podcast episode in front of Gaydio listeners at art’otel Hoxton, bringing the campaign to life in a shared, community-led space. The series promoted a new British Airways European route, while authentically aligning with LGBTQ+ audiences, with safety, representation and lived experience at its core. In a year where political developments and shifting attitudes have materially impacted LGBTQ+ confidence and spending behaviour, this partnership became more relevant than ever, positioning British Airways as a brand that doesn’t just connect destinations, but understands its customers.

This was perhaps the most prestigious and carefully planned piece of branded podcasting in the UK last year. The Royal Botanic Gardens, Kew chose Fresh Air to create Unearthed: A Need for Seeds. This very special a four-part immersive series was designed to raise awareness, drive visits to Wakehurst, support fundraising, and inspire behaviour change to protect nature. Recorded almost entirely on location, we transported listeners into the landscapes of Wakehurst through rich natural soundscapes and field recordings. Kew Ambassador Cate Blanchett played a central role—not only narrating but conducting interviews, collecting seeds in the field, and engaging directly with researchers. Her authentic involvement positioned her as a trusted guide, helping translate complex science into compelling, accessible storytelling. Our landmark opening episode was recorded in the gardens at Windsor Castle, featuring His Majesty King Charles III in only his second ever podcast appearance, alongside Blanchett and Kew scientist Elinor Breman. This conversation brought gravitas, expanded reach, and introduced new audiences to the vital importance of seed conservation. The impact was significant: over 520 pieces of PR coverage across national and global media; top 10 UK podcast ranking; #1 in Documentary and #2 in Society & Culture; 1.2 million minutes listened with a 68% completion rate. The social content generated 1.58 million views. Crucially, the series helped Wakehurst exceed its annual revenue target, directly supporting the Millennium Seed Bank’s future.

How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content. WSQK was designed to feel alive, authentic and nostalgic, from eerie news bulletins and ads for Hawkins’ businesses to glitches and Upside Down interference. Anchored by in-world hosts Mindy Flare (a.k.a Mind Flayer and Vance Goodman (Vecna in disguise), the station pulled fans into the story, to spark conversation and fuel fandom. Using every detail to tell a story in both the craft and the content. A vintage Inovonics FM250 audio processor and remastered 1980s recordings gave the station its unmistakable period sound, while evolving glitches and interruptions mirrored the series’ escalating tension. WSQK grew with the story, culminating in a final, emotional broadcast that let fans experience one last goodbye. This was world-building at its best; an immersive, evolving universe that transported fans into Hawkins, letting them live the story rather than just watch it, for one last time.

Topps partnered with the Sport Social Podcast Network (SSPN) to reignite the emotional connection of football card collecting as the brand returned as the official Premier League trading card partner. Rather than a traditional advertising push, the campaign focused on authenticity; using trusted football voices to communicate with fans through deeply personal, identity‑driven host‑reads. Built as a multi‑platform execution with audio at its core, SSPN empowered creators across major fan communities to deliver Topps messaging in their own voice. Liverpool’s The Anfield Wrap tapped into generational memories of collecting stickers, Arsenal’s AFTV celebrated club legends, and Manchester United’s Stretford Paddock leaned into nostalgic childhood card‑chasing. This freedom ensured every message felt grounded in club identity, rivalry and lived fandom, rather than scripted influence. Comedian Alex Brooker anchored the campaign on Let’s Be Having You, bringing warmth, humour and the tactile joy of pack‑opening into the heart of the audio work. Beyond the reads, creators expanded the campaign across social with bespoke content, from “football guess‑who” to pack‑opening challenges, adding personality‑led value that resonated with their audiences. The campaign over delivered across audio and social, but its real success lay in cultural impact. Fans actively reacted to unboxings, shared their own pulls, and re‑engaged with a brand woven into their childhoods. As Topps Marketing Director Joe Heatley‑Baillie noted, SSPN enabled direct connection with dedicated club communities across the league. This was host‑read advertising at its best: authentic, creative, and delivered by fans speaking to fans.

How do you say goodbye to a generation-defining series like Stranger Things? By inviting fans to step inside the Upside Down for themselves for one last strange adventure together. Cue WSQK The Squawk, the UK’s first branded radio station. Broadcasting 24/7 across DAB, smart speakers and Global Player, with over 1,000 hours of original, in-world content. WSQK was designed to feel alive, authentic and nostalgic, from eerie news bulletins and ads for Hawkins’ businesses to glitches and Upside Down interference. Anchored by in-world hosts Mindy Flare (a.k.a Mind Flayer and Vance Goodman (Vecna in disguise), the station pulled fans into the story, to spark conversation and fuel fandom. Using every detail to tell a story in both the craft and the content. A vintage Inovonics FM250 audio processor and remastered 1980s recordings gave the station its unmistakable period sound, while evolving glitches and interruptions mirrored the series’ escalating tension. WSQK grew with the story, culminating in a final, emotional broadcast that let fans experience one last goodbye. This was world-building at its best; an immersive, evolving universe that transported fans into Hawkins, letting them live the story rather than just watch it, for one last time.

Avios needed to show London and the Southeast that normal routine spending, from the morning coffee to the weekly shop, can power a dream getaway. Put simply: your everyday can pay for your holiday. To bring this to life, Acast, MGOMD, and Avios launched a year-long partnership with reality icons Sam Thompson and Pete Wicks within their Staying Relevant podcast. We challenged Sam and Pete to collect enough Avios for two Club World seats to Las Vegas, integrating the brand directly into their ecosystem. Throughout the year, we leaned into their hilarious chalk and cheese dynamic. We didn't just run ads; we wove Avios into Sam and Pete’s world, from Pete’s ridiculous Uber habits, to new studio kit, to summer party supplies via The Wine Flyer. By the time they announced they’d hit their target, the audience was fully invested. The campaign concluded with content across YouTube and Social, covering everything from the lounge check-in to an Elvis-themed wedding. The results spoke for themselves: We reached 2.1 million people organically on Social and had a staggering 87% listen-through rate across the year. The Vegas vlog became Staying Relevant’s most-viewed content of the quarter and it proved that when you entertain an audience, branded content doesn't just work, it outperforms.

In 2025, KFC set out to do more than serve iconic chicken, it aimed to make a real impact. The ‘Trust’ campaign wasn’t about selling chicken, it was about showing up for the community and supporting young people.  The campaign focused on KFCs impactful CSR initiatives, The Youth Foundation, Hatch & The Youth Hub, a brand-new facility in Middlesbrough which is all about empowering young people to fulfil their potential.  We wanted to build trust with younger audiences, by showing what KFC does in communities for young people and behind the scenes. This meant handing the mic to Gen Z for real stories, real action, real change - leaning into powerful human stories. The aim was to shift KFC’s image from fast food giant to community ally. This wasn’t just storytelling. It was story-doing. The campaign supported KFC Youth Foundation initiatives and their recent KFC Youth Hub facility in Middlesbrough which offers a safe space for under privileged kids with educational activities and learning opportunities.  

Škoda: Driving Discovery Through Radio Škoda set out to strengthen brand consideration and encourage meaningful action within a highly competitive automative market. The challenge was to move beyond established perceptions of reliability and value for money, and demonstrate how Škoda enhances everyday journeys for ABC1 adults aged 35-54, particularly Everyday Explorers and Families. The strategy was built on a natural alignment between Škoda’s brand idea of making everyday journeys feel more engaging and full of discovery, and the role radio plays in people’s daily lives. Radio X connects with culturally curious Everyday Explorers who actively seek new experiences, while Capital reaches families during shared listening moments in the ca and at home. Rather than relying on traditional advertising, Škoda became part of the content and experiences listeners already valued. Through deep integration with Radio X, Škoda embedded itself into major cultural moments such as Radio X is 10 Live and The Massive Decade Tour, celebrating music, exploration and shared experiences. These moments brought the brand to life through live events, on-air storytelling and experiential activations that encouraged audiences to get out, explore and make the most of everyday moments. Capital complemented this with family-focused sponsorship, promotions and live experiences, reinforcing Škoda’s relevance to everyday family life. The partnership successfully delivered against its objectives, driving strong improvements in brand consideration, positive perceptions and intent to engage with the grand, demonstrating the power of radio to influence both brand growth and behaviour.

Fever-Tree entered Summer 2025 facing a serious, and category-wide challenge: its core gin-and-tonic market was in decline, yet the business still needed to deliver short-term sales while accelerating demand for its wider portfolio of mixers and soft drinks. The task was not simply to deploy audio at scale, but to prove that audio ad tech could drive incremental, attributable sales in the real world. The solution was an attention-led audio ad tech system that reframed audio from a broadcast channel into a contextual business driver. Rather than optimising for impressions, the campaign treated Listen Through Rate (LTR) as a measurable signal for optimisation. Crucially, technology was embedded end-to-end. The campaign engineered test-and-control conditions, running in selected postcodes with control elsewhere. Circana data applied a 17-day post-impression attribution window to connect digital audio exposure to physical-world behaviour. The result was provable business effectiveness: +2.1% uplift on featured products, +1.1% on total brand sales, £289k incremental value and a £1.20 ROI. This work demonstrates how smart audio ad tech can move beyond reach, attribute real outcomes, and redefine what audio advertising can deliver in a declining category.

Audio has played an increasingly strategic role in Alzheimer’s Society’s brand building, evolving from a supporting channel into a trusted environment for delivering deeply personal messages. With the second burst of A Personal Appeal, the charity’s core awareness driving campaign, the strategy was to use audio’s intimacy to make the campaign feel genuinely personal when its message mattered most. By reaching families over the Christmas period, we encouraged immediate action if they noticed signs of dementia in their loved ones, directly addressing the charity’s annual spike in support line calls during and immediately post the festive break. Given the hard-hitting nature of the campaign, Medialab identified audio as uniquely suited to to bring the message into the homes of the nation at the specific moments across the festive period. Delivered by familiar, trusted voices, audio allowed this important message to be heard in private, reflective listening moments. Rather than relying on standard spot placements, audio was delivered to feel more natural, almost editorial, layering first-person storytelling with host-read endorsements to add credibility, context and reassurance for our audience of adults 45+. We strategically used sequencing and repetition to guide listeners from recognition to support, using audio to build empathy and deep trust. Our strategy demonstrates how audio can play a meaningful role in building an understanding of the core symptoms of dementia and reinforcing Alzheimer’s Society’s position as a vital support system for people affected.

Sports broadcasting is defined by immediacy, yet sports advertising has historically been defined by static obsolescence. Sky Sports, the home of live action, faced a fundamental paradox: how to promote the Ryder Cup - golf’s most volatile and unpredictable tournament - using pre-recorded audio assets that risked becoming irrelevant the moment the leaderboard changed. Partnering with AMA, Sky Sports revolutionised the format by transforming the commercial break into an extension of the live broadcast. We built the world’s first "Live Commentary" audio campaign, powered by a real-time API feed directly from the course in New York. Instead of generic "watch it now" messaging, our dynamic engine generated 1,633 unique ad variations in real-time. Whether Team Europe was "3½ points up" or "fighting to hold out," the creative reflected the exact state of play, specific match-ups (e.g., Rahm vs. Cantlay), and the emotional temperature of the tournament. Delivering 4.53m impressions, this campaign did not just drive viewership; it reinforced Sky Sports’ brand equity as the undisputed leader in live innovation. We proved that for a premium broadcaster, brand building isn't just about what you say - it’s about knowing exactly when to say it.

Explore’s podcast campaign demonstrates how bold channel selection, contextual creativity and strategic investment can deliver exceptional results. Building on the success of the previous year, Earmax identified podcast hosts podcasts & specific contextual categories including the True Crime genre, as a powerful yet underutilised channel for reaching curious, well-travelled audiences aged 40–60 across the UK. Rather than competing in other saturated travel and lifestyle environments, Explore Worldwide doubled down on True Crime podcasts, where deep listener engagement, a predominantly female audience and strong purchase intent closely aligned with their core customer. The campaign combined immersive, destination-led storytelling with rigorous media strategy. Ads transported listeners immediately to exotic destinations around the world – the team had chosen Colombia as an emerging, culturally-rich destination; Benin & Togo, whose Voodoo-focused itinerary aligns with the macabre tone of True Crime; and the Amalfi Coast for its broad appeal and proven sales performance. The campaign also included 19 bespoke host-read scripts, each tailored to the tone, presenter and audience of individual podcasts to maximise authenticity and effectiveness. The campaign delivered 3.7 million Pre & Mid Roll impressions, Reached over 1.57 million Unique listeners and drove over 70,000 website visits. Most importantly, it generated 988 leads and 328 purchases at a highly competitive cost per acquisition. By embracing contextual relevance and resisting conventional category norms, Explore Worldwide proved that True Crime podcasts are not only brand-safe for travel, but a high-performing channel for driving awareness, engagement and measurable revenue growth.

OVO has spent the last five years rigorously tracking brand health to understand how media investment drives long-term growth. While core metrics were monitored consistently, the challenge remained: identifying which channels genuinely delivered incremental brand impact and determining the optimal media mix. OVO tasked Goodstuff with unlocking deeper, deterministic channel insight to strengthen forecasting, outperform competitors, and accelerate growth beyond the limits of traditional exposure-based metrics. To achieve this, OVO and Goodstuff partnered with Beatgrid, deploying an industry-first, passive measurement methodology using Audio Content Recognition (ACR). Beatgrid’s app-based technology captured real-world exposure across Radio, Digital Audio, AV and OOH in-flight, with inaudible audio markers embedded by channel to enable precise, cross-channel attribution from a single source. Brand-lift surveys were directly linked to verified exposures, removing reliance on simulated or opportunity-to-see metrics and enabling comparable, channel-specific insights. The approach delivered unprecedented clarity on channel effectiveness, creative performance, genres, dayparts and regions. Radio emerged as a standout driver, delivering strong uplifts across key brand metrics, including the highest consideration lift of any channel, significant incremental reach to TV, and superior cost efficiency. Breakfast daypart and specific genres drove the strongest awareness gains. For the first time, OVO had definitive evidence of what drives brand growth, enabling confident optimisation of media investment, increased radio spend, refined daypart weighting, and more effective frequency planning to fuel future growth.

Nothing beats a… podcast social extension campaign! Jet2 and Visit Malta set out to shatter the traditional image of Malta, tasking us with repositioning the island as a vibrant, year-round hotspot for a younger, trend-seeking audience. The goal was to showcase Jet2’s end-to-end travel expertise with ease while bringing Malta to life through a social-first lens. So, we created a cultural crossover. We sent the UK’s favourite etiquette expert, William Hanson (Help! I Sexted My Boss), on a joyous Maltese expedition with producer Ben. By blending William’s “proper” persona with the viral “nothing beats a Jet2 holiday” meme culture, the campaign felt more like a holiday with a friend than a corporate pitch. Acast and Wavemaker’s multi-platform campaign followed William’s journey from Stansted’s Jet2 terminal to Malta, supported by Jet2’s wonderful staff. Leveraging the instantly recognisable “nothing beats…” sound, TikToks and Reels captured the trip’s best bits, from “Jordan-style” pints in the old town to “William-esque” wine tours and historic Valletta, alongside chaotic behind-the-scenes moments and a high-stakes giveaway designed to spark conversation. The strategy delivered standout results: a +6% uplift in consideration and a +6% uplift in prompted brand awareness, with 9 in 10 likely to visit the website or recommend Jet2. Malta saw a significant uplift as a destination rich in activities, while Jet2 strengthened perceptions as friendly and reliable. With over 7 million views and 623k organic impressions, we didn’t just amplify Jet2’s message, we proved Malta is the ultimate destination for the next generation of travellers.

To strengthen recognition, consistency and emotional connection across every Tesco Insurance touchpoint, we developed a dedicated Sonic Toolkit. As our brand continues to grow within a competitive and largely undifferentiated insurance market, sound offers a powerful, ownable asset that compliments our visual identity and reinforces our position as a helpful, trustworthy part of the Tesco family. The toolkit brings together all core audio elements – including our audio DNA, sonic logo, a music library, VO guidance and usage principles- designed around our brand pillars: Trusted Experts, Unbeatable Value and Simple & Straightforward. Each element reflects our tone of voice: simple, real and energetic. The work delivers several key benefits: Distinctiveness: A recognisable sonic brand that cuts through a crowded category Consistency: Unified sound across ATL, digital, social, radio, on-hold, in-store and internally Efficiency: Clear templates and rules that support faster and more cost-effective production Emotional impact: Audio cues that build trust, enhance memory encoding and improve brand recognition The Sonic Toolkit now site alongside our visual identity, messaging frameworks and creative excellence principles, ensuring Tesco Insurance shows up with one coherent, confident identity across all channels. Ultimately, this toolkit enables us to deliver on Every Little Helps in sound – making our brand easier to recognise, easier to feel and easier to trust.

Fresh Air Media is bespoke and boutique, fueled by our deep experience of audio creative production and launching shows across channels. We offer audio creative and marketing strategy, podcast launches and growth alongside long form talent & podcast partnerships. We give advertisers the confidence to invest in audio & podcasts with world-leading analytics, close relationships with podcast producers and platforms, and collaborative, trusted, long-term client relationships.

Briony Costanza is a Key Account Director at Acast who has progressed quickly through the business due to her broad understanding of the audio landscape. Having worked across Operational Planning prior to Sales, she has a practical, 360-degree view of how a campaign moves from an initial idea to successful execution. This experience allows her to act as a reliable bridge between internal teams and agency partners, ensuring that commercial goals are met with operational precision. In 2025, Briony delivered 21% YoY growth on her already mature patch, expecting to exceed this growth in 2026 (+103% YTD). She has been particularly effective in the programmatic space, consistently ranking as a top performer internally for programmatic revenue over the last year. Her proactive approach to relationship building is evidenced by her work with Havas, where she was named “Best Media Owner” in her first year. A highlight is the British Red Cross "Sound of Impact" campaign, which won Gold at the 2025 Campaign Audio Advertising Awards. Briony moved the client from standard statistics to immersive 3D audio to tell human stories. The campaign achieved over 400,000 views, an 87% listen-through rate, and increased consideration to donate to 29.9% in Q4 2024. Beyond her sales targets, Briony is a collaborative team member and is a respected, strategic presence within Acast who consistently delivers results through a deep understanding of her clients' needs.

In under five years, Tom Clilverd has established himself as one of the most commercially impactful young professionals in UK audio. Since joining Goodstuff in July 2021 in his first full-time role, Tom has helped drive £4.5m in audio revenue in 2025 alone, delivering a 95% year-on-year increase by reintroducing long-lapsed advertisers to the channel, unlocking new budgets, and fundamentally changing how clients value audio within their media strategies. What distinguishes Tom is not simply enthusiasm for the medium but his ability to translate belief into sustained commercial growth, operating at a level of responsibility and influence well beyond his seniority.

The most powerful audio doesn’t just reach people – it meets them where they are. At AMA, we truly believe this. So, every piece of work we produce is guided by one simple question: “What matters to me in this moment?” That question shapes everything. From our copy to casting, direction to sound design. It ensures that our ads don’t just name-drop the weather, the time, or a location - they understand what that context means to the listener. This approach to dynamic creative for audio, results in advertising that feels intentional, seamless and human, no matter which version plays. And has produced impactful, award-winning and results driving campaigns for some of the World’s biggest brands.

Fresh Air’s creative and production team oversee an unparalleled portfolio of podcasts for major brands, from L’Oreal to Legal & General. Our creative approach is underpinned by solid commercial analytics, and delivers results that keep clients coming back year after year. In a tough marketing market, Fresh Air’s clients have seen huge growth and success from their podcast channels, incorporating video and bringing in talent from Isabella Rosselini to Cate Blanchett. Our aim to be the UK’s leading branded podcast agency is born out with 40% revenue growth, a growing team and, most importantly, a client base who are fully investing in podcasting as a core marketing channel year upon year.

From microbiology to audio mixology, Nikki Osborne is proof that creativity can coexist with science! Nikki joined BBC Creative’s Audio team in 2021 with a master's degree in microbiology, and quickly made her mark with bold, innovative campaigns. She’s the brains behind immersive binaural audio for The Traitors on Spotify; disruptive micro trails on Radio 2; and high-profile projects like Tom Hiddleston’s Wimbledon campaign. Nikki’s work for Blue Lights went viral thanks to a clever live stunt, and her bespoke podcast executions for The Traitors Uncloaked nailed audience segmentation. From bringing Radio 1 Big Weekend’s Liverpool energy to BBC Radio, to weaving Cat Burns references into The Celebrity Traitors campaign, Nikki consistently delivers content that resonates. In 2024, she expanded her skills with a six-month attachment to the Popular Music Station Sound team, working on promotional audio for Radio 1 and Radio 2. She also completed her PhD in Microbiology and Formulations Chemistry along the way. Creative powerhouse. Strategic thinker. Scientist at heart. Nikki blends technical precision with imaginative flair to craft audio experiences that captivate audiences across platforms.

audioXi is Bauer Media’s digital audio platform, bringing together its premium owned-and-operated audio, podcast partnerships and first-party data in one place. Launched in 2025, it was built in response to how audiences now listen - moving between live radio, streaming and podcasts throughout the day. audioXi gives advertisers a simpler, more connected way to reach those audiences, combining scale with smarter targeting and clear measurement. The introduction of audioXi Moments takes this further, using real-time signals to understand what listeners are doing and reach them at the right time, in the right mindset. The impact has been significant, showing how audioXi is helping brands move beyond reach and drive real-world results.

In 2025, Sport Social’s sales team delivered an exceptional commercial performance, cementing their position as the most proactive and innovative force in sports audio. Despite being a lean team of five, they propelled the business from ambitious start‑up to credible industry challenger. Working with relentless determination, building reputation, breaking into long established relationships earning the trust of major agencies and brands across the UK. The year saw standout growth driven by both new business and deeper client partnerships. Achieving 49% year‑on‑year revenue growth, securing £1m+ in new business, and increasing retained client spend by 32%. Across 831 campaigns the team achieved an 11% uplift in RPM, strengthening creator value across the network. Since launch in 2022 SSPN has enjoyed rapid growth, representing more than 700 creators including 10 official Premier League clubs. The sales team plays a pivotal role in supporting these independent creators, unlocking monetisation, offering guidance, and ensuring sustainable growth for each podcast business. In 2025 the team expanded SSPN’s proposition from audio-only to a full creator ecosystem, enabling brands to activate across Video, Branded Content, Social and Live Events. This approach unlocked budgets from AV, Influencer, and Partnership teams, winning 57 new brands including FPRO, Tide, Aura Frames, HSBC, 2K Games and The Army. What sets the team apart is their creativity, responsiveness, constancy in delivering innovative solutions with outstanding results and an infectious energy. Strengths recognised by our growing list of partners during our regular sporty socials such as darts, Formula 1 Arcade, and mini golf.

In an audio market dominated by big brands and even bigger sales teams, the Fix Radio Long Term Partnerships team has spent the last 12 months punching way above its weight The team achieved 100% of its annual revenue target through disciplined account management, clear strategic focus and a strong balance of retention and growth. This performance was built on sustainable relationships, reflected in a 89% client renewal and retention rate. In a competitive market, this level of consistency demonstrates the strength of the partnerships created and the trust earned. The team successfully onboarded major brands including Baxi, Snickers Workwear, Milwaukee and Steel Blue. Many were investing in audio for the first time. By repositioning audio as a precision channel capable of delivering measurable impact within a defined trade audience, the team unlocked new budgets and shifted long held perceptions about the medium. A collaborative and insight led approach has expanded Fix Radio’s commercial footprint while reinforcing its unique position as a specialist platform for trade audiences. Campaigns were built around clear objectives, accountability and performance measurement, ensuring that advertisers could see tangible return on investment. This has been a defining year for the Long Term Partnerships team. Through focus, resilience and strategic clarity, they have delivered growth, strengthened Partner relationships and demonstrated what targeted audio can achieve when it is executed with expertise and conviction.