iProspect has secured three shortlist nominations at the Manchester Publicity Association (MPA) awards 2025, recognising our innovative campaigns across digital, PR & social.
At the heart of Manchester’s creative community, the MPA awards are a wonderful way to acknowledge the amazing talent across Manchester to inspire future talent, innovation and creativity. Built on the core values of inspiration, collaboration and celebration, the MPA awards are a real mark of distinction within the creative, media and digital industries.
Being shortlisted three times among this broad spectrum of marketing talent represents a significant achievement for iProspect UK, highlighting the agency’s ability to deliver striking, results-driven campaigns in such a vibrant and competitive space.
iProspect’s Award-Nominated Campaigns
Elizabeth Arden Lead-Gen Magic
Category: Best Digital Campaign
In a highly competitive skincare market, Elizabeth Arden faced a dual challenge: standing out in a saturated space and navigating the complexities and changes to Apple’s privacy settings (introduced in iOS 14.5) made it harder to track and target potential customers online. With multiple points of sale and a premium product line that demands consumer trust before purchase, the brand needed a strategy that would not only drive customer acquisition but also foster long-term loyalty.
The focus was on Elizabeth Arden’s Ceramide Capsules - a hero product with strong efficacy but a high barrier to entry due to its premium price point. The insight was clear: skincare consumers are more likely to convert if they can try a product first. This led to the development of a lead generation campaign that would deliver physical samples directly to potential customers, supported by a robust digital infrastructure.
The campaign was designed to be more than just a one-off activation. It aimed to build a sustainable, data-rich foundation for future marketing efforts, ensuring that every interaction was relevant, personalised, and value-driven.
This campaign stands out because it redefined what lead generation can look like in a privacy-first, post-iOS 14.5 world. It wasn’t just about collecting leads-it was about collecting the right leads, in the right way, at the right time.
What made it award winning? The campaign embodied:
· Unprecedented efficiency
· Seamless tech integration
· A customer-first philosophy
· A scalable blueprint
· A blend of creativity & data
The campaign delivered exception results across every key metric; but, beyond the numbers, it achieved something even more valuable. Our work built a bridge between digital engagement and real-world experience, turning curiosity into conversion and interest into loyalty.
DFDS’ Journey with AI-Powered Demand-Gen
Category: Best Digital Campaign
DFDS, Europe’s leading ferry operator, is committed to taking customers on unparalleled journeys, delivering the optimum customer experience and driving more bookings and repeat bookings. By leveraging the SEE, THINK, DO, CARE (STDC) framework, the campaign focused on capturing and retaining audiences throughout the consumer journey.
Our objectives were to deliver increases in effectiveness through the midfunnel, measured thorough an increase in CTR and a reduction in Add to cart CPA.
The campaign yielded extraordinary results, with elevated delivery and micro-conversions transitioning from upper funnel (SEE) to middle funnel (THINK).
DFDS’s innovative AI-driven campaign not only met but exceeded our objectives, establishing a benchmark for digital marketing in the ferry industry.
Scroll-Stopping Viva La Juicy
Category: Best PR/Social Campaign
Elizabeth Arden holds the license for Juicy Couture fragrances, a brand historically associated with celebrity glamour and static, product-only creative assets. In a category dominated by high-budget media spends and celebrity endorsements, our challenge was to make Viva La Juicy relevant to a modern UK audience - on a modest budget. With 70% of fragrance purchases still made in-store, we needed to drive both digital engagement and physical retail impact, specifically through Boots, our key retail partner with a promotional offer live.
We flipped the traditional fragrance marketing model on its head. Instead of polished, celebrity-led content, we leaned into the power of authenticity. Our big idea was to create trend-driven, unpolished video content featuring real people - shot in Manchester, with British accents, shopping in Boots.
This user-generated-style content was designed to feel native to social platforms, increasing relatability and trust. It was a bold move that challenged the brand’s norms and delivered results far beyond expectations.
This campaign redefined what fragrance marketing could look like on a tight budget. It was a creative and media hybrid that delivered more than the sum of its parts. By prioritising authenticity and platform relevance over polish and celebrity, we created a campaign that not only resonated with audiences but also delivered tangible business results.
A Network Achievement
The MPA Awards consistently attract a high calibre of competition, so to be recognised three times is a strong endorsement of iProspect’s creative excellence and innovative approach. Adding to the network’s success, dentsu sister agency, Carat, has received a whopping nine nominations across various categories – further demonstrating the network’s broad expertise across all areas of marketing.
The winners will be announced at the MPA awards ceremony in October – so, fingers crossed!
The complete shortlist can be viewed here.
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