2025 at Jaywing: A year of innovation, awards, and microwaveable tea

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2025 at Jaywing: A year of innovation, awards, and microwaveable tea

Jaywing also joined Stubben Edge Group; a move that strengthened our foundations and gave us additional backing to continue investing in the people and technology that sit at the heart of our integrated marketing agency. As ever, the focus in 2025 remained on clear thinking, joined-up teams and work that delivers eye-catching results for our clients.

New clients, same innovative approach

This year, we welcomed several new brands to Jaywing, each coming to us with different challenges, but very similar expectations.

PizzaExpress appointed Jaywing as its integrated CRM and performance media partner, bringing personalisation, media strategy and measurement together under one roof. Global outdoor brand Merrell selected Jaywing to lead its organic social across Europe, trusting us to combine community-led storytelling with performance insight.

Other new partners included:

• Luxair: supporting with their SEO
• Mole Valley Farmers: delivering fully integrated media, data science and creative services
• Shawbrook: offering support with media
• The Works: partnership spanning media and data science

Taken together, these relationships reflected a wider shift we saw in 2025: brands wanting fewer silos, clearer accountability and partners who can connect the dots.

"What clients are really asking for now is clarity," says Jonny Sycamore, Chief Customer Officer at Jaywing. "Not more tools or more noise; just teams who understand their business, can connect the thinking properly, and deliver work that stands up commercially."

Established clients, continued growth

Alongside new partnerships, much of 2025 was shaped by the clients we've built relationships with over many years. We continued to partner closely with Yorkshire Tea, HSBC, ADT, first direct, Euro Car Parts, Bettys and Taylors of Harrogate, Castrol, the University of East Anglia, Yorkshire Water and many more.

These relationships are built over time. They rely on trust, shared ambition and a willingness on both sides to keep challenging what "good" looks like. They remain a huge part of what makes Jaywing who we are.

Work that proved the point

One of the creative highlights of the year was 'Four Minute Wonders' for Yorkshire Tea; a long-form social campaign built around everyday human moments. Shot in real locations and deliberately unpolished, it proved that simple, honest storytelling still lands when it's backed by smart distribution and solid measurement.

We had some more fun along the way, with a proper April Fools' gag (microwaveable tea pouches causing understandable outrage) and a takeover of an entire town (Bakewell in Derbyshire) to help launch Yorkshire Tea's new Cherry Bakewell brew. All our work for Yorkshire Tea is rooted in the same approach: keep it human, keep it purposeful, and make sure it delivers.

For Euro Car Parts, we strengthened the brand's entire acquisition engine by using PPC and SEO to drive steady, year-round demand, resulting in a superb 10% YOY uplift in performance channels.

Another standout piece of work came from a banking app relaunch, which delivered a 48% increase in weekly app usage and 80% customer feedback scores. The numbers were clear, and so was the impact.

We continued to drive leads for ADT in the competitive home security sector with our campaign targeting holidaymakers proving particularly memorable.

Across very different categories and briefs, the principle stayed the same: let the data guide the decisions, and keep the work grounded in how real people think, choose and behave.

Awards and partnerships

Our work in 2025 was also recognised beyond Jaywing. We were shortlisted for Best Digital Marketing Campaign - Finance, alongside our long-standing banking client, by the Northern Digital Awards.

Jaywing's Accelerator Lab - our cross-departmental centre of excellence - won Best Use of Emerging Technology, reflecting the real-world application of our AI, modelling and performance innovation. We were also named finalists for Tech Team of the Year by Campaign, recognising the depth of technical expertise that underpins our integrated approach.

Alongside this, we retained our Google Premier Partner status, placing Jaywing in the top 3% of agencies in the UK. For clients, that means proven performance, deep platform expertise and earlier access to innovation.

Our people and culture

Behind everything we delivered in 2025 is the same constant: our people.

Wellbeing and openness remained a real focus this year. As part of our internal Wellbeing Programme, we worked with Andy's Man Club, welcoming Andy Bampton to speak to our teams and help challenge the stigma around men's mental health and reinforcing the message that it's okay to talk.

We continued to come together through our monthly PROUD sessions, celebrating client work, achievements and personal milestones, as well as celebrating our employee-nominated stars of the month. And just as importantly, our people created their own moments: from the Summer party (featuring a very competitive rounders match) to a Halloween pumpkin carving competition and a very tasty Christmas bake-off.

We also celebrated long service milestones for Ben Haywood, Karen Snape and Mark Newman, and marked 25 years at Jaywing for Malcolm Clifford and Sally McDowell; reminders of the experience, loyalty and relationships that underpin the business.

Looking ahead

2026 won't require a new direction - it will require consistency. The brands doing the most effective work next year will be the ones who stay focused on clarity, not complexity. That means understanding the numbers, connecting strategy and execution properly and keeping the human element front and centre in the work. The momentum we've built in 2025 ensures we're perfectly placed to hit the ground running in 2026.