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We are excited to announce that we have been shortlisted for the highly coveted UK Agency Awards in two distinguished categories: "Best Marketing Campaign (large)" and "B2B Agency of the Year (large)." 

Read on to learn more about the awards, details about the GfK campaign which earned us a nomination, and an overview of what got us nominated for B2B Agency of the Year.

The UK Agency Awards: celebrating exceptional agencies

The UK Agency Awards are an esteemed recognition that celebrates exceptional agencies, campaigns, and talent in the United Kingdom. Launched in 2015, these awards honour both large and small agencies across various verticals, including creativity, design, digital technology, marketing, advertising, public relations, and media. 

The UK Agency Awards form part of the Agency Awards Series, which encompasses global recognition for outstanding agencies worldwide, including the UK, US, and beyond. One of the distinguishing factors of the UK Agency Awards is their commitment to an ethical, transparent, and fair judging process. 

A panel of industry-leading professionals from prominent UK brands serves as independent judges, ensuring that each entry receives unbiased evaluation. This approach guarantees that the work submitted is reviewed by experts with no conflicts of interest or exposure to other agencies. 

The UK Agency Awards provide a platform to celebrate the companies and individuals behind innovative digital campaigns that drive business success.

This recognition is a testament to our unwavering commitment to excellence and our team's remarkable achievements in delivering exceptional marketing strategies. 

We are honoured to have been selected among numerous accomplished agencies, showcasing our industry-leading expertise and innovative approach.

Best Marketing Campaign: GfK’s "Human vs AI" campaign

Our nominated work for the UK Agency Awards centres around our groundbreaking campaign, "Human vs AI," developed in collaboration with GfK, Germany's largest market research company. 

GfK sought to showcase their innovative integration of AI within their business, positioning themselves as thought leaders and driving brand awareness in the AI space.

The campaign aimed to present GfK's AI-powered gfknewron product in a lighthearted and engaging manner, moving beyond its traditional reputation as a heady and academic brand. 

To achieve this, we conceptualised a video-driven campaign featuring a debate between GfK's CMO, Gonzalo Garcia Villanueva, and the ChatGPT AI system. The debate covered key marketing questions, exploring the potential impact of AI on job roles.

Speaking of the collaboration with GfK, Margaret Ady, Huble's VP of Strategic Marketing Services and a driving force behind the campaign, noted that "It’s such a pleasure working with a partner like GfK, who is willing to work together to innovate, collaborate across teams, and, together, create brilliant campaigns. I couldn’t be happier to work with their team on this one – great fun and a great outcome. Ruby the robot turned out to be sassy, but could she stand up to Gonzalo’s brainpower? Watch below."


In addition to the captivating video debate, our comprehensive campaign strategy included teaser videos, landing page development, social media posts, paid search and social ads, collateral content, programmatic advertising, online publications, and collaborations with B2B influencers. This multi-faceted approach ensured maximum reach, engagement, and brand recognition.

The outstanding impact: surpassing expectations and driving brand awareness

Our "Human vs AI" campaign surpassed all expectations, making a remarkable impact on brand awareness and impressions. 

The primary metric for success was impressions on the campaign's landing page,, and we achieved an extraordinary 6.87 million impressions—almost 2 million above the projected goal.

Our strategic allocation of budget across various channels played a significant role in driving these impressive results. 

Google search ads and paid social ads proved highly effective, generating 90% of the total impressions while utilising only 34% of the budget. Programmatic ads, implemented through Demandbase, emerged as the second most successful avenue, providing both cost-efficiency and wide-reaching impressions.

Publications such as Wired, Campaign, and Emarketer, though a higher-cost investment, contributed significantly to the campaign's visibility and target audience engagement. Additionally, collaborations with B2B influencers fostered meaningful connections, extending the campaign's impact beyond numerical metrics.

Amy Dwyer, Chief Strategy Officer at Huble, emphasised the hard work which made this campaign possible, saying that “we’re incredibly proud of the amazing work our team has delivered in collaboration with GfK, it demonstrates fantastic work in a highly topical area and highlights our ability to quickly pick up on current trends and create impactful marketing activities. Additionally, this campaign shows that we’re not only highly capable in the HubSpot world but demonstrates incredible the strategic marketing and creative capabilities within our team.”

B2B agency of the year: the Huble difference

Huble Digital Group, one of the largest HubSpot Solutions Providers worldwide, was formed in March 2020 through the merger of London-based B2B Marketing Lab and South Africa-based MPULL, both leading HubSpot Software Solutions Partners in EMEA.  

With a strong presence across seven international locations, including the UK, USA, Canada, Germany, Belgium, Singapore, and South Africa, here at Huble we have established ourselves as a trusted partner in driving business performance and digital transformation for medium and large enterprises worldwide. 

Over the past year, we have undergone a remarkable transformation, evolving into a distinguished systems integrator that excels in the realms of IT, marketing, and creativity. 

Despite our rapid growth, we have remained steadfast in maintaining the highest standards of service quality and client satisfaction. Our team, which expanded from 108 to 170 talented individuals, has seamlessly adapted to these changes, bringing their expertise and dedication to every project.

One of our key achievements during this transformative period has been our ability to navigate economic downturns through data-driven strategies. 

By leveraging advanced analytics and predictive models, we anticipated and responded to shifting market trends with agility and precision. This proactive approach not only helped us weather the storm but also propelled our turnover to new heights. Our financial growth is a testament to our resilience, strategic acumen, and unwavering commitment to delivering exceptional results for our clients.

In the highly competitive landscape of HubSpot, where over 6,500 agencies vie for recognition, we have established ourselves as a formidable force by seamlessly blending our technical prowess with creative excellence. 

As we continue to evolve and expand our capabilities, we remain committed to pushing boundaries, embracing innovation, and delivering unparalleled value to our clients. 

With our growing team of experts, data-driven strategies, and a relentless pursuit of excellence, we are well-positioned to thrive in an ever-changing landscape and empower businesses to reach new heights of success.

Join Huble's unwavering commitment to B2B excellence

Matthew Creswick, Chief Marketing and Product Officer at Huble, expressed his delight at being shortlisted for two esteemed UK Agency Awards, saying that “being shortlisted for not one, but two awards is a testament to our commitment, dedication, and relentless pursuit of innovation,” with it reflecting the collective effort of our team, whose expertise and creativity have driven our success. 

Adding that “as a company born in London, but with an ever-growing global presence, we’re delighted to continue to be recognised as a leading agency within the UK. It really shows that as we’ve grown, we’ve kept to our values and roots as a company.”

Huble's achievement of being shortlisted for the UK Agency Awards in the categories of "Best Marketing Campaign (large)" and "B2B Agency of the Year (large)" is a testament to our unwavering commitment to delivering exceptional marketing strategies and driving B2B excellence.

Our "Human vs AI" campaign for GfK exemplifies our ability to leverage innovative approaches and cutting-edge technology to create impactful marketing campaigns. We are proud to be recognised among the leading agencies in the UK and will continue to strive for excellence in empowering businesses worldwide.

To learn more about how we can help elevate your business with similarly engaging campaigns, speak with our team.

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