Brand Lounge was named the Branding Agency of the Year at the Campaign Agency of the Year Awards 2025.
Sharing why the agency was chosen, the jurors said it showcased, “Combined business growth, client impact, and thought leadership to define excellence in brand consultancy.”
Zak McKinven, Chief Operating Officer, Brand Lounge and Pete Lysak, Head of Strategy & Growth, Brand Lounge share their thoughts after winning the title for 2025.
How does this award reflect the culmination of your efforts in 2025?
Being recognised as a leader in the strategic brand consultancy field is a great motivator to our team, and the recognition could not have been timed better. The culmination of our efforts has a much longer timeframe in our case, as we are closing in on 20 years of presence in the market, having been founded in the region. We are as driven and as fresh as we have ever been, with new launches coming next year.
Which industry pressure or shift most influenced how you operated in 2025?
As an independent consultancy, we don’t give in to pressure but respond to it positively. Our ethos is to give the best advice to our clients and partners to build brands that matter, to lead their thinking collaboratively in order to stay at the spear point of innovation. A great example of this is the opportunity to nurture our relationship with AI: to provoke and be provoked. This shift has only just begun, yet we are already starting to see how it will impact the relevance of businesses across categories. Is relevance being eaten up by complacency? 2026 will point to the answer.
View this post on Instagram
How have expectations within branding shifted over the past 12 months?
The gradual shift continuing into the last 12 months is a recognition of what ‘branding’ best practice really means. For us, it has been clear for a long time: A realisation that brands matter – that ethos remains constant and feeds our passion. Starting with purpose and resulting culture, building through innovation and image across all touchpoints, the most successful companies understand that brands deliver outcomes and build return on investment (ROI). They are as much internally driven as they are externally engaging. They outsource their potential to people and to communities – and, on a good day, they make our lives that little bit richer.
What do you think the industry needs to change or fix as a priority in the months ahead?
The industry needs to focus its efforts on building a shared value. Not on internal efficiencies. Can we get back to the ethos, please? Have the courage of conviction. Give more, take less. Be curious, yet risky, surprising, and selfless. Think. Be different. Invent. We have plenty of great chances ahead of us; the opportunity is exponential.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
It is not enough to meet the needs; you have to provide a valuable difference. Everyone has access to the same data, and everyone is leveraging the same standby insights. People want to engage with ideas that have purpose at their core. Building on that, brands need to act and be principled. Invite people to engage in positive experiences and outcomes. The time to pay lip service to mission, vision and values is over. I think we all realise that, even if we do not fully admit it yet.
What will matter most as the industry moves into 2026?
It seems to be quite clear: McKinsey has named 2026 as ‘the Return of Brand’ with chief marketing officers seeing the brand as the foundation of differentiation, trust and long-term growth. Their research confirms the place of brand at the strategic core of a business propels growth. This clarity has been a long time coming. The marketing industry has become increasingly fragmented and confused, with narrow, niche specialisations fighting the flavour-of-the-month battle – losing the respect of clients and losing budgets.
We know ambitious brands will lead the way out of the quagmire of only quick return (or not). Long live the brand. Matter, and win.
