House 337 has scooped its first ever DMA grand prix, picking up the top gong at last night’s ceremony for the England & Wales Cricket Board for “The Hundred” – a campaign that the judges found has reshaped the cultural meaning of cricket and ignited a new generation of fans.
The DMA Awards are judged against the three pillars of creativity, strategy, and results, and the trade body insists this year’s awards once again demonstrated the power of data to redefine categories and create cultural momentum.
Across the board, Ogilvy and WPP led the agency rankings with 12 awards, followed by Rapp with 11, House 337 and Wonderhood Studios both securing eight and Uncommon, Merkle, and VCCP each collecting five.
On the client side, TV Licensing topped the list with seven wins, followed by Comparethemarket with five and the EY Foundation with four.
In the final round of judging the three top gold-winning contenders – House 337 and the ECB; Merkle and Comparethemarket; and VCCP and Virgin Media O2 – returned to pitch live in the room, rigorously defending their work against a panel of category judges.
DMA chair Tony Miller said: “This year’s three finalists didn’t just change campaigns… they changed culture. They created stories that rewrote the rules, built with bold thinking and brave moves. Through the art of clear and compelling storytelling, each finalist demonstrated business growth underpinned by insight, backed by data – and the results are truly changing the world we live in.”
Miller highlighted the impact of the grand prix winning campaign:“’The Hundred’ transformed cricket from a declining pastime into Britain’s newest cultural phenomenon. It positioned itself not as just a sport but as an entertainment brand – vibrant, inclusive, magnetic, and unmissable. The result? Record-breaking engagement, soaring women’s attendance, and a near £1bn valuation – cementing cricket’s place in modern culture.”
The runners-up also presented work that captivated judges and audiences alike.
Making “AutoSergei Real with Meer-tech” by Merkle for Comparethemarket turned convenience on its head. In nine months, a brand-led business became an experience-led powerhouse powered by a real AI-enabled assistant. As Miller observed: “They didn’t just change the way the nation compares prices, they rewrote the category rules – again. AutoSergei didn’t just make life simple, he made it simples.”
The results included 25 million quote journeys, 55% CRM revenue growth and a 25% reduction in email sends.
Meanwhile, “Daisy vs Scammers” from VCCP and Girl&Bear for Virgin Media O2 introduced the unstoppable grandmother taking on digital fraudsters. Miller continued: “AI doesn’t have to be scary or impersonal. Done right, with humanity at its heart, it solves real problems for real people.”
Daisy’s crusade resonated globally and reframed how brands can educate and empower consumers without fearmongering.
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