Most Read of 2025: The UK Stories That Had You Clicking

​If 2024 was a year of caution, 2025 was the year the dam broke. It was a year of seismic shifts globally, with legacy studios closing their doors and certain titans becoming even more titanic. All of which was drama for the UK as it was elsewhere. But it wasn’t all boardroom drama; the work itself came back fighting, with a festive season that delivered work to be remembered and a creative renaissance among a host of new indies.

The editorial team at LBB has covered it all. Our readership numbers this year reflect an industry that is hungry for knowledge that will lead to success in creativity – whether that’s the hard reality of business closures or the inspiring craft behind a singing puffer fish.

As we close the book on 2025, we’re looking back at the stories that defined the year. Here is the definitive list of what the ad industry was reading about the British market.

​Technicolor, Parent Company of The Mill, MPC, and Mikros, Facing Potential Closure​

It is the story that sent shockwaves through the global industry, but nowhere was it felt more acutely than in London. In February, Addison Capper and I reported on the sombre news that Technicolor Creative Studios – parent to legendary Soho-born post houses The Mill and MPC – was facing imminent closure due to "severe financial difficulties." It was a development that impacted approximately 10,000 people globally and marked the end of an era for British post production, remaining the UK’s most-read story of the year.

​After WPP, Ajaz Ahmed’s Studio.One Is Creating Not Just a New Company, But a New Category​

When the AKQA founder resigned from the WPP agency in late 2024, everyone asked: "What next?" The answer arrived in May with the launch of Studio.One. In this in-depth interview with LBB’s Zhenya Tsenzharyk, Ajaz explained the aims of his new private equity-backed venture and how it hopes to dismantle the "bureaucratic scaffolding" of the traditional agency model. It was a manifesto for the future – built on his ‘Spirit Untamed"’ethos – that demanded to be read.

​John Lewis Christmas Ad Explores Modern Male Connection with Classic House Tune​

The year that the John Lewis Christmas ad doesn’t make our UK Most Read round-up will be a moment to mark in advertising’s history. But it is certainly not this year. For 2025, the retailer moved the conversation on from high-concept characters and plots to a simple human moment. Set to a reworking of the house anthem ‘Where Love Lives’, the story of ‘Rave Dad’ and his son’s thoughtful present-giving explored father-son connection in a way that felt soft and modern. I popped into the Oxford Street store to go behind the scenes with Saatchi & Saatchi CCO Franki Goodwin and JL director of brand Rosie Hanley, breaking down the "back-to-basics" craft choices that got the whole country crying (again). 

​Tesco’s Multiple Christmas Ads Show Hilariously Real Seasonal Moments​

While John Lewis went for emotion, Tesco went for "perfectly imperfect" reality. Created by BBH and directed by the comedy master Jeff Low, the supermarket’s campaign eschewed picture-perfect festive tropes for chaotic, relatable moments – from (overly) competitive board games to gentle ribbing about softened accents. At another Christmas ad premiere (some of the best events of the advertising year) I spoke to BBH executive creative director Felipe Serradourada Guimaraes about why the campaign was "less picture-perfect, more funny because it’s true."

​“We Do Yarns”: Ridley Scott Answers Ad Directors’ Questions​

I still can’t quite believe this one actually came through. As the BFI hosted a massive retrospective of his work, the legendary director sat down with little old me to reflect on how he "caught the wave" of the advertising business in the 1960s. In a special feature, Ridley answered questions from today’s top commercial directors – including Sam Brown and Fredrik Bond – offering blunt, brilliant wisdom on why "directors talk too much" and the art of telling a good yarn.

​At Jennifer Saunders’ Festive Burberry Party, ‘Twas the Knight Before…’​

Loud glitz was left aside for a cosy, celebrity-packed soirée in Burberry’s festive outing. Directed by John Madden (of ‘Shakespeare in Love’ fame) and shaped by chief creative officer Daniel Lee, the film featured Jennifer Saunders hosting a very British house party. LBB reported on the campaign that blended ‘90s camcorder nostalgia with a guest list that included Naomi Campbell and Ncuti Gatwa.

​The Mill Is Back as Returning Team Says "the Energy Is Electric”​

Providing a hopeful bookend to the year’s biggest news story, LBB’s Laura Swinton Gupta reported in October on the resurrection of The Mill. Acquired by language giant TransPerfect, the story detailed the return of familiar faces like Liam Collinwood and Ben Blundell to the leadership team. It was a rally cry for the industry, promising to bring back The Mill’s unique blend of innovation and "creative soul."

​Keeping It in the Family: Why Family-Owned Brands Over-Index on Effectiveness​

Why do family-run brands like Specsavers, Yorkshire Tea, and McCain keep winning IPA Golds? When Laurence Green from the IPA pointed out this phenomenon in the LBB office, I had to dig into the people behind this advertising to find out. In interviews with marketers and their agency strategists, the piece explored how "long-termism" and a sense of custodianship allow these brands to act with a boldness that PLCs often struggle to match.

​Remembering Andy Barmer: A Beloved Trailblazer of Post Production​

As a place where the creative community celebrates its best, tribute pieces marking the passing of those we’ve lost are often some of LBB’s most read stories. And the industry lost one of its true originals this year. In a moving tribute, colleagues and friends shared their memories of Andy Barmer, the former MD of The Mill and founder of Beam.TV. From his knack for ‘Blue Peter’ solutions to his infectious laugh, the remembrances painted a picture of a man who helped shape the culture of post production in a way that will no doubt continue for decades.

“Portrait of a Nation”: Saatchi & Saatchi on How John Lewis’ ‘Tableau’ Envisions a Festival of Britain

John Lewis released another blockbuster this year, distinct from its Christmas offering, to celebrate 100 years of the department store. I spoke to Saatchi & Saatchi’s Will John and Brodie King about working with director Kim Gehrig to create ‘Tableau’ – a 100-second visual journey through a century of British life. Rammed full of exquisite detail and soundtracked by the legendary Mike Skinner, it was a maximalist masterpiece of craft.

​The Indie Renaissance: How UK Independent Agencies Are Reclaiming Creativity​

While holding companies wrestled with turbulence and mergers, a fresh wave of independent agencies emerged to fill the gaps. LBB’s Olivia Atkins charted the rise of new players like ARK, Baby Teeth, and Ace of Hearts, exploring how these "leaner, faster, and hungrier" shops are rejecting the billable-hour model and bureaucratic baggage to offer brands what they really need: agility and unadulterated creativity.

​“On AI the Gap Between Ambition and Action Is Widening”​

Despite the hype, are marketers actually using AI? LBB’s Laura Swinton Gupta analysed a new Hubspot report revealing that only a third of UK marketers have clear AI policies. Featuring insights from Cheil UK CEO Chris Camacho and Virgin Media O2’s Simon Valcarcel, the story highlighted how data privacy fears and "internal policy voids" are tempering the industry's enthusiasm.

Singing Puffer Fish Urges Beer Lovers To ‘Seek What Is Unique’ in Asahi Super Dry Platform​

In its first work for the brand since winning the global account, Havas London took viewers on a neon-soaked trip through Tokyo. I explored how the agency team and directors Alaska captured the city’s "after-dark energy," culminating in a surreal encounter with a singing puffer fish. It was a cinematic celebration of curiosity that resonated globally with our readers.

​Kai Hsiung to Step Down After 34 Years at RSA Films​

In a major exclusive, LBB revealed that Kai Hsiung, the long-standing managing director of production company RSA Films, will retire in spring 2026. Having shaped the company’s legacy for three decades – from Ridley Scott’s most iconic campaigns to a new generation of filmmaking talent – the story confirmed that the baton will be passed to Josie Juneau. It marks the end of an era for one of production’s most respected figures.

​UK Watchdog Clears Omnicom’s IPG Acquisition​

The business deal of the decade inched closer to completion as the UK’s Competition and Markets Authority gave it the green light. LBB’s Laura Swinton Gupta reported on the clearance of Omnicom’s $13.25 billion acquisition of IPG, noting that the deal – already approved in the US and Australia at the time – was set to reshape the agency landscape fundamentally. We’ve since seen some of the repercussions in the UK and around the world, and will no doubt find out more about the holding company’s new shape in 2026.

​Ad Astra: André Moreira Leads from the Centre​

In this deep-dive profile, I sat down with T&P’s recently-promoted global chief creative officer. A basketball obsessive and comic book devotee, André discussed how he applies "playmaker" logic to creativity and why he believes the agency's ‘Power of &’ philosophy is the key to knitting together a fragmented world.

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