We are delighted to share that James Bailey, CEO of iProspect UK, has been shortlisted for Media Leader of the Year at the Campaign Media Week Awards 2025.
Being named on this shortlist is no small feat. James is one of just nine agency leaders recognised this year — a distinction that reflects both the strength of his leadership and the ambitious, future-focused direction he has set for iProspect.
Leading Through Transformation
When James became CEO in January 2021, the world was still navigating the challenges of the pandemic. He was given what many described as an “impossible mission”, to unite two very different agency cultures — performance specialists iProspect and media agency Vizeum — merge six UK and offshore locations, and build one cohesive, future-ready vision.
What others might have seen as a poisoned chalice, James saw as an opportunity. Bringing together more than 600 people, he overcame cultural and regional divides to create what is now recognised as Britain’s most connected distributed agency. Today, with just 18% of employees based in London, iProspect thrives across Manchester, Leeds, Newcastle, London, Stafford, and an offshore centre in India — proving that world-class media talent exists everywhere.
From Geeks to Grand Prix
Traditionally known for its digital expertise, iProspect has in recent years claimed its place as a creative force too. In 2025, the agency achieved a standout year, winning across the Campaign Media Awards, OMAs, IPA Effectiveness Awards, and Marketing Society Awards. The pinnacle was taking home four UK Effie Awards, including the coveted Grand Prix for our work with IKEA.
With a 54% shortlist-to-win conversion rate — up from 42% — iProspect has shown that performance and creativity can work hand in hand to deliver outstanding results.
The People Who Made It Possible
In true James Bailey fashion, he has been quick to credit those around him. Alongside his own leadership, he acknowledges the consistency, vision, and dedication of his senior team — Hannah, Britt, Libby, Grace, Vanessa, Chris, and Michael — who have each played a central role in building an agency model now seen as a blueprint across the industry.
Building a New Culture
For James, transformation has never been just about financial results or new business wins. It’s about building a culture where people feel empowered to thrive — no matter where they are based. By connecting multiple regional hubs, James has challenged London-centric industry thinking and created a model of inclusive, sustainable growth.
That commitment to people has reshaped not only iProspect, but also how the wider industry views regional talent and distributed teams.
A Leader Who Wears It Lightly
As one colleague put it:
“The thing about James is that he’s got a huge job, but he wears it lightly. He never seems ruffled.”
That balance of calm, vision, and resilience has been central to guiding iProspect through its transformation — and to inspiring confidence in both clients and colleagues.
Looking Ahead
The winners of the Media Week Awards 2025 will be revealed later this year. For us, James’s shortlisting already speaks volumes. It is recognition of the transformation he has delivered, the culture he has built, and the results achieved by the entire iProspect team.
“Modern agency leadership isn’t about where you’re based — it’s about recognising that talent, creativity and drive exist everywhere, and having the vision and determination to connect it all together. That’s what we’ve built, and that’s what I’ll continue to champion.”
— James Bailey, CEO, iProspect UK
At iProspect, we believe leadership is about vision, resilience, and empowering people to do their best work. James’s shortlisting for Media Leader of the Year is proof of just that — and we couldn’t be prouder.
