INTERNATIONAL CREATIVE AGENCY OF THE YEAR AT KINSALE SHARKS 2025
The independent global network VCCP, renowned for challenging convention to create value, has been crowned International Creative Agency of the Year at the prestigious Kinsale Sharks Awards 2025 alongside taking home a haul of ten other awards for creative work.
The top honour at the long-running creative festival validates VCCP’s outstanding global performance in 2025, which has resulted in the agency’s most creatively awarded year to date. The 2025 award tally so far includes 179 global awards, demonstrating a 53% increase over its performance in 2024, spanning major international and regional shows.
Alongside the agency of the year accolade VCCP also took home four Golds, two silvers and four Bronze awards. The golds were awarded for their campaign for O2’s ‘Daisy Vs Scammers’ in the Digital & Social Media and Innovative Use of Technology categories. Golds were also awarded for Cadbury’s ‘Memory’ campaign in the Advertising Film category and a gold for Co-op’s ‘Owned by you. Right by you’ in Film Craft. Two silvers were given to Cadbury for its ‘Made to Share’ campaign in Print - Food and Print - Copywriting categories. Bronze awards awarded for Maynards’ ‘Set the Juice Loose’ campaign in Outdoor - Food, Confectionery, Snacks & Cakes & Non and in the Print/Outdoor Craft - Art Direction categories alongside Kwik Fit which picked one up in Advertising Film: Automotive category alongside Virgin Media’s ‘Trunk Trucker’ campaign in Best Use of Licensed Music.
Leading the charge within the awards haul is the groundbreaking work for Virgin Media O2, ‘Daisy vs. The Scammers’. This campaign, which created an AI-powered ‘granny’ designed to waste fraudsters’ time, dominated the global shows by demonstrating creative AI for good alongside earning 1 Billion+ impressions and raising Virgin Media O2's fraud satisfaction by 10 percentage points. The campaign alone secured a spectacular haul including a Gold Lion at Cannes in PR - Use of Technology, three Grand Prix at the Shorty Awards (across AI and Generative AI categories), Win and People’s Vote Win at the Webby Awards, and wins at the Clios and The One Show. The creative success was matched by strong conceptual work for other clients: Cadbury’s ‘Made to Share’ campaign underpinned by Cadbury’s generosity platform secured a prestigious Yellow Pencil at D&AD for outstanding craft and a Silver Lion at Cannes.
The awards success caps a year of exceptional client work and creative industry leadership, driven by VCCP's core creative ethos - ‘populating culture’. Defined by creative ideas that resonate on a societal level and embed themselves in conversation, ensuring ideas don't feel like advertising, but instead earn their place in the spaces people choose to occupy, from music and sport to humour and tech.
Commenting on the results, Michael Sudgen, CEO of VCCP Group said: “Winning International Creative Agency of the Year at the Kinsale Sharks is a huge moment for VCCP. It's testament to our ethos of creating work that populates culture. It's also evidence of our belief that generative AI can be an accelerator of human creativity.”