The Guardian Advertising Awards 2026 winners were unveiled at a ceremony in London on Wednesday, June 17. The event celebrated advertising campaigns that appeared on Guardian platforms over the past year, highlighting examples of scale, influence, and integrity—the unique combination the Guardian offers advertisers.
Event Highlights
Now in its third year, the ceremony was hosted by Imogen Fox, the Guardian's global chief advertising officer, and James Fleetham, the Guardian's director of advertising. Brands and agencies submitted entries across five categories, showcasing some of the finest advertising featured on the Guardian.
Category Winners
- 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
Grand Prix Winner
The Grand Prix award, for a campaign that exceeded entry criteria, was awarded to Andrex and PHD for Permission To Poo. Judges praised the campaign for addressing the stigma and embarrassment children face when using toilets at school and public places, offering warmth, authenticity, and practical advice. The campaign sparked meaningful change and highlighted a taboo subject through collaboration with the Guardian.
Judges' Comments
Alexander Tuffley, media manager at Kimberly-Clark, said: "We are extremely proud of our 'Permission to Poo' campaign with the Guardian. By leveraging their scale, influence, and integrity, we sparked a vital conversation affecting millions of school kids. Winning both the Everyday Brands and Grand Prix awards is a testament to the collaboration between Kimberly-Clark, PHD, and the Guardian."
Peter Field of Field Rogers Ltd added: "The standard of entries and quality of work were deeply impressive, especially the Grand Prix winner, which is world-class. These cases offer valuable lessons on strategy, insight, and distinctive creatives. They show the power of purpose when used intelligently and highlight the need for great media in a world of trusted advertising platforms."
James Fleetham, director of advertising at Guardian Media Group, commented: "The awards celebrated putting humans at the heart of advertising. From Andrex helping families have important conversations, to Co-op addressing cybercrime grooming, to Ring tapping into home-buying excitement, this year's winners demonstrate the power of campaigns built on genuine human insight."
Judging Panel
The 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.
For further information, contact: media.enquiries@theguardian.com
