‘If You Care About Great Work, You Should Be in This Room’

Every year, The Immortal Awards London Showcase does something that’s becoming increasingly rare in our industry: it allows us to stop and properly watch the work.

Not scroll past it. Not half-watch it on a phone between emails. But experience it as it was intended, big, bold and emotional, on a cinema screen, surrounded by the people who made it, and the people who care most about where advertising is heading next.

Just days away, The Immortal Awards London Showcase will return to the heart of Soho at the iconic Ham Yard Hotel on 29th January 2026. Now in its ninth year, Little Black Book’s global advertising award represents the culmination of months of judging thousands of entries from around the world, with a simple aim: to celebrate the best creative work without confusing categories or prohibitive entry fees

With the support of its event partners Sue Terry Voices, Clearcast Delivery and Cape.io, the winning work is finally ready to be shown on the big screen in front of 200 of the industry’s leading makers and craftspeople, spanning agency, production, post, edit and music.

Head of creative excellence Paul Monan, who has grown The Immortal Awards from the ground up, explains why the Showcase remains essential viewing for anyone serious about great work.

LBB> Why do we continue to host The Immortal Awards London Showcase and why does it matter now more than ever?

Paul> The Showcase is the culmination of a year of hard work, not just from us at LBB, but from our jurors and most importantly the wider industry. It’s about celebrating the people and companies behind the work, bringing the industry together to be inspired and entertained. It’s the moment where the work our juries have crowned as winners is finally seen as it should be on a big screen, with great sound, in a truly cinematic environment.

LBB> Why has the London Showcase become such an important date in the LBB calendar?

Paul> The event brings one year to a close whilst starting another. It wraps up our 2025 competition and celebrates the projects at a specific moment in time as the best of that year, whilst simultaneously setting the standard for the year to come.

Alongside celebrating what’s on screen, we’re also challenging those in the audience to continue raising the bar for commercial creativity..

LBB> What does the Showcase uniquely offer attendees?

Paul> It’s not often, if ever, that you’ll get the chance to see this work in a truly cinematic environment. You’re immersed in what’s in front of you and can really appreciate the craftsmanship that goes into our winning work.

It can be a surprisingly emotional experience - you’ll often hear laughter, or notice a few tears, and that shared response leaves a lasting impression on our guests.

The night is also about our wider community, bringing together brands, agencies and craftspeople from around the world to celebrate together, congratulate winners, and catch up with friends and clients.

LBB> In a climate where budgets are under constant pressure, why should LBB members continue to invest in awards participation and in-person events like this?

Paul> Awards remain an important part of any industry, none more so than advertising. They give us the opportunity to pause, reflect and champion the work that genuinely cuts through and makes our industry better.

The Immortals are free for LBB members to enter, which we believe is particularly important at a time when budgets are being stretched further than ever before. And the price of a Showcase ticket is a small but valuable investment - an evening spent with some of the world’s best creative minds, seeing their work, and potentially finding your next client or collaborator.

LBB> Why is it important for companies to engage with the data and League Tables produced by The Immortal Awards?

Paul> As a genuinely accessible competition that’s part of a truly global platform, the Immortals offer companies a clear view of who is making the best work and where they’re based.

Our League Table is a transparent and comprehensive ranking of the LBB membership base. It provides both a snapshot of a moment in time, with each year’s rankings available on the platform, and a cumulative look at who is consistently producing great work over a longer period.

At the London Showcase, we’ll reveal the top 10 agencies, production, post-production, edit, and music and sound companies (both globally and in the UK) from the 2025 competition.

LBB> What role do The Immortal Awards play in shaping global creative standards?

Paul> At its essence, the Immortals are about finding the very best work in the world and giving it a platform to be seen and celebrated. Any company, anywhere in the world, can submit work, creating a truly global view of creative excellence.

The Showcase allows audiences to see this work together, much of which has aired in markets they may not otherwise encounter. By identifying and championing it, we help set a global creative standard for the industry to aspire to and, hopefully, surpass.

LBB> Beyond trophies, what is the lasting value of being part of The Immortal Awards ecosystem?

Paul> The Immortals are purposefully difficult to win and are widely considered one of the toughest awards in the industry.

Beyond the trophies, the real value lies in being part of the community, consuming incredible work, discussing it, sharing opinions, and learning from creative leaders across brands, agencies and the craft world.

LBB> Finally, what does it say if you’re not in the room when the industry’s best work is being celebrated and discussed?

Paul> You’re missing out! The Showcase is a once-a-year opportunity to soak up the very best our industry has to offer. We appreciate that not everyone has the time or budget to attend, but for those who can, it’s an evening you won’t regret - surrounded by great ideas, great people, and, as ever, an open bar all night long.

The Immortal Awards London Showcase takes place on 29th January at Ham Yard Hotel, Soho. Tickets are on sale now. Grab the last few here and be in the room with the industry's best....