Who Will Be Crowned Brand of the Year 2025? The Finalists Revealed!

The Race for Brand of the Year 2025 Heats Up

Six standout brands have been shortlisted for the prestigious Brand of the Year title at the 2025 Marketing Week Awards, with the winner set to be unveiled this October. The finalists, selected by a panel of over 40 senior marketing leaders, include Adidas, EE, Monzo, ServiceNow, Specsavers, and Warburtons. These brands were evaluated on their business performance, brand strategy excellence, innovation, and use of the 4Ps over the past 12 to 18 months.

Meet the Contenders

Adidas has made a remarkable comeback, investing heavily in marketing to drive brand heat, with campaigns like 'You Got This' and partnerships in major sporting events. Their efforts have paid off, with a 13% increase in revenue and re-entry into Kantar’s BrandZ ranking.

EE has transformed from a mobile-focused brand to a comprehensive subscription service, achieving a 6% increase in consideration and dominating broadband sales post-rebrand.

Monzo has broken records, hitting £1bn in revenue and leveraging innovative marketing strategies like gamification and influencer partnerships to stand out in the crowded financial services market.

ServiceNow has emerged as a leader in the AI space with its 'Put AI To Work' campaign, seeing a 19% growth in revenue and climbing the Kantar BrandZ rankings.

Specsavers continues to dominate with 91% awareness, thanks to consistent marketing and innovative campaigns like 'I don’t go', which won gold at the IPA Effectiveness Awards.

Warburtons has navigated a declining bread market by expanding its product range and investing in brand-building ads, maintaining 89% awareness and strong consumer preference.

The winner will be determined by a combination of public vote, judge scores, and expert consultation, with the announcement at The Londoner on 23 October.