4Creative and BBC Creative, the indisputable titans of creative broadcast output this year, have emerged as the big winners at the 29th annual PromaxBDA UK Awards, scooping 13 and 14 gold awards respectively. The two in-house creative shops swept the board picking up golds in categories including ‘Best Drama’ (Clip Based went to BBC Creative while Originated went to 4Creative), ‘Best Entertainment – Originated’ (4Creative for Great British Bake Off), ‘Best Factual – Originated’ (BBC Creative for NHS at 70), ‘Best Reality – Originated’ (4Creative for The Circle), ‘Best Digital’ (4Creative for Humans) and ‘Best Use of Animation’ (BBC Creative for The Supporting Act). The Supporting Act was the first BBC Christmas campaign since ex-adam&eve duo Aidan McClure and Laurent Simon joined the BBC. Although 4Creative scooped one less gold than BBC Creative, their cumulative total of bronze, silver and golds outweighed all others and led to a 4Creative victory for ‘Grand Prix Creative Team of the Year’ Award.
Elsewhere in the awards MTV UK scooped the ‘Creative Channel of the Year’ for its rebrand and new approach to creative and promos, as well as a gold for ‘Best Reality – Clip Based’ for Ex On The Beach Season 9. ITV Creative picked up five golds including ‘Best Production’ for I’m A Celebrity and ‘Best Use of Social Media: Content’ for Love Island Season 4. Sky Creative Agency picked up four gold awards and also saw Callum Anderson named as ‘Best Newcomer’ in the promo category while Discovery Creative London picked up two gold awards, including ‘Best Factual Entertainment - Originated’ for its OutDaughtered Digital Spot and a gold for Alice Parker as ‘Best Newcomer’ in the design category.
Landy Slattery, chair of PromaxBDA UK, commented: “It’s been a stellar year for entries into the PromaxBDA UK awards and the quality of the work being produced by all the entrants has gone up another gear. Congratulations to Callum and Alice for being recognised in the Best Newcomer categories and congratulations to both 4Creative and BBC Creative for their impressive hauls of gold awards. In fact, congratulations to each and every one that was nominated this year. Our aim at PromaxBDA UK is to celebrate all the creative corners of television and broadcast marketing and acknowledge the vast amounts of hard work that goes into creating such content.”view more - Awards and Events