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The 2026 winners of the Guardian Advertising Awards were revealed at a ceremony in London last night (Wednesday 17 June).

Celebrating advertising campaigns that have run across Guardian channels over the past year, the awards highlight unforgettable examples of scale, influence and integrity - the unique formula offered to advertisers by the Guardian.

The third year of the event was introduced by Imogen Fox, the Guardian’s global chief advertising officer, alongside James Fleetham, the Guardian’s director of advertising.

Some of the best examples of advertising that have featured on the Guardian were entered by brands and agencies across five categories. ​​​The winners are:

  • Everyday brands: Andrex and PHD: Permission To Poo

  • Brands connecting with big moments: Ring and MG OMD: Ring In The New

  • Premium brands: Mastercard, Carat and The Story Lab: Priceless Moments

  • Brands doing the right thing: Co-op, Carat and The Story Lab: From Play To Purpose

  • Challenger brands: SC Johnson Ecover and T&P: Waste No Space

In addition, the Grand Prix award for a campaign deemed to have gone above and beyond the entry criteria was awarded to Andrex and PHD: Permission To Poo. The judges praised the work for sparking conversation around the stigma and embarrassment children can feel around using the toilet at school and other public places, with warmth, authenticity and practical advice. The judges commented on its ability to make meaningful change, and the way Andrex collaborated with the Guardian to shine a light on a taboo subject that shouldn’t be taboo.

This year’s award winners were chosen by a specially selected panel of judges made up of some of the most influential leaders and experts from across the media and advertising industry.

Alexander Tuffley, media manager, Kimberly-Clark, said:

“We are extremely proud of our ‘Permission to Poo’ campaign in partnership with the Guardian. By harnessing their scale, influence, and integrity, we didn’t just drive awareness—we sparked a vital conversation around an issue affecting millions of school kids. Winning both the Everyday Brands and Grand Prix awards is a true testament to the fantastic collaboration between Kimberly-Clark, PHD, and the Guardian.”

Peter Field, Field Rogers LTD said:

“The standard of many of the entries and also the quality of the work were deeply impressive, especially the Grand Prix winner, which is truly world class. There is a treasure trove of learning amongst these cases which remind us of the importance of good strategy and insight. They offer eye-catching, memorable and distinctive creatives and show how valuable purpose can be to a campaign, when used intelligently. Most of all, they remind us of the need for great media. In a world increasingly starved of trusted attentive advertising platforms, a great newsbrand shines.”

James Fleetham, director of advertising, Guardian Media Group said: “The awards celebrated the triumph of putting humans at the heart of advertising. From Andrex’s Permission To Poo helping families have important conversations, to Co-op addressing the grooming of young people into cybercrime, to Ring tapping into the excitement and anticipation that comes with buying a home, this year’s winners show the power of campaigns built on genuine human insight.”

The judging panel included: Peter Field, Field Rogers Ltd; David Wilding, EVP strategy, WPP Media; Sharon Dhillon, managing director, Initiative; Heather Dansie, research and insight director, Newsworks; Karen Martin, CEO of BBH; Elliott Millard, CSO Thinkbox; Rachel Hamburger, strategy director, Mother London; Florence Morgan, group media and partnerships manager, Tesco; James Bailey, CEO media at Dentsu, UK & Ireland; Leila Siddiqi, director for diversity and inclusion, IPA; Emily Henderson, director EMEA Media Lab, Google.

[ENDS]

For more information please contact:

media.enquiries@theguardian.com