Last night, at the Independent Agency Awards 2025, the UK’s only awards specifically celebrating the power and performance of independent agencies, we took home the biggest honour of the night.
Run by the Alliance of Independent Agencies, the awards spotlight creative brilliance, business growth, and cultural impact across PR, social, digital, and advertising. To be crowned the very best among such a fiercely talented field? We’ll take it.
Because this isn’t just a shiny trophy to add to the shelf. It’s recognition of everything our team has poured into a bold, brilliant, game-changing year. From a fearless restructure and a re-energised masterbrand to going global and delivering our most commercially successful year to date, 2024 was the year PrettyGreen took flight.
A Year That Redefined Growth 🚀 75% pitch conversion rate (industry average: 36%) and not a single cold call in sight. We welcomed iconic brands like Sky, Amazon Music, Bupa, PizzaExpress, and SharkNinja to our roster—by backing creativity, curiosity, and connection. Clients Who Stay. Work That Wins 💚 We held a 9.6 NPS (up from 8.7), retained 82% of our clients, and nearly a third have been with us for six years or more. That’s the impact of genuine partnership, a Client Charter that actually means something, and a shared ambition to always push creative boundaries. It’s why 92% of our clients say we inspire them, and why our work delivered award-winning, culture-shaping impact across every PESO channel:
- Bupa’s Picture of Health, with portraits by Annie Leibovitz, redefining inclusivity in health.
- Hasbro’s viral Furbtrees, crowned #2 toy at Christmas.
- PizzaExpress owning National Pizza Day IRL and online, serving up 10,000 free pizzas.
- Sky Kids’ Silent Night, Gentle Light, sharing neurodivergent stories through Paloma Faith’s voice.
- Lebara’s “Great Deal” takeover, turning a seaside town into a bold brand statement.
And many more. Each underpinned by our Performance FAME-Work, designed to ignite cultural spark and drive commercial return.
Walking the Talk on Sustainability 🌍 Winning is only worth it if we do it the right way. In 2024, we became a certified B Corp. We achieved EcoVadis silver status. Every campaign is assessed for environmental and social impact so we countered over 977 tonnes of CO₂, planted 27,000+ trees, and removed 68kg of plastic waste. We only work with brands our team believes in. And if it doesn’t align with our values? We don’t do it.
Powered by People, Culture & Purpose 💪 None of this happens without our people. That’s why The Sunday Times, PR Week & Campaign named us a Best Place to Work, and why we invest in joyful and purposeful workplaces. 4.5-day weeks, mental health support, culture budgets, fair pay, and no meetings over lunch.
Representing Independents, Loud and Proud 💬 This win is for every indie that believes in doing things differently. This year, we:
- Co-authored the ISBA Influencer Marketing Code of Conduct
- Mentored through Brixton Finishing School and People Like Us
- Donated 5% of profits to DE&I and charitable causes
- Launched insight papers, podcasts, and industry panels
- Sat on boards & panels that shape the future: Women in PR, IPM, PR360, and more
