The Manchester-based agency took home the award following previous victories in 2021 and 2024.
Their latest success underlines a sustained period of performance and reflects a broader shift in how creative impact is being defined across sports, gaming and entertainment marketing.
While much of the industry continues to prioritise visibility and cultural presence, Ear to the Ground focuses on translating fan relevance into measurable brand performance. Built on multi-year investment in Fan Intelligence®, the agency’s Fans to Consumers™ operating model connects real-time fan insight, creative development and effectiveness measurement into a single, unified system.
In 2025, this model was formally validated through IPA Effectiveness Accreditation, making Ear to the Ground the first and only agency in its sector to achieve this standard.
The model delivered standout results over the past year, with Ear to the Ground recording its best-ever commercial performance and adding a number of new clients – including Puma, NBA, Xapo Bank, Foot Locker, Co-op Live, adidas and ASICS.
The agency’s output over the period – including award-winning campaigns such as Coca-Cola’s “Beat the Icon”, Pringles’ “Hot vs Cole” and JD’s “Return of the Nike Air Max 95 OG Neon” with Louis Theroux – demonstrates how emotionally resonant creativity translates into tangible business results.
Central to this is their Fan Intelligence® Network, comprising more than 12,000 culturally connected fans, which feeds real-time insight into strategy, creative and measurement.
“There’s a lot of work in this space that creates visibility, but not always lasting impact,” said Richard Adelsberg, CEO at Ear to the Ground.“We’ve focused on closing that gap – ensuring what resonates culturally also delivers commercially through our Fans to Consumers™ model. That’s what this win represents, and ultimately, that’s what moves the industry forward.”
Alongside commercial growth, the Ear to the Ground’s 2025 “Year of Personal Growth” centred on internal investment in its people – spanning training, progression, wellbeing and DE&I – alongside external initiatives including the #Merky FC Careers Programme and School of Thought.
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