INTERNATIONAL CONTENT MARKETING AWARDS 2025: TWO WINS FOR TRIBERA, FOR MAGGIE AND MARLOW AND GREENE KING

Last night at the International Content Marketing Awards in London, we picked up two bronze trophies. One for Best Use of Imagery, for the new veterinary brand Maggie and Marlow. One for Best Use of Social Media, for our work with Life at Greene King. We were also shortlisted for Best Medium Agency. 

We’re proud to have won two trophies for two very different pieces of work, recognised at one of the most competitive content awards in the calendar. 

What we won, and why it matters 

The CMAs are one of the awards content people actually care about. Judged by senior client-side and agency leaders, entered by everyone serious about this work, and notoriously hard to win in. 

Two bronzes in two different categories, for two clients that share nothing in common, says the work is landing across disciplines. That's the bit our team are pleased about. 

Best Use of Imagery: Maggie and Marlow 

Maggie and Marlow is a brand we built from scratch for Linnaeus, the veterinary group behind more than 80 primary care and referral practices in the UK. Until recently, Linnaeus grew by acquiring existing clinics. Maggie and Marlow is the first practice they've built from the ground up, and the brand had to work hard to stand out in a category dominated by sterile, clinical visuals. 

Our solution was anchored in three creative principles. A flexible letter-abstraction system built from the logotype, which became containers for imagery, headlines and textures across every touchpoint. Emotional, candid photography shot at eye level, capturing real moments between pets and their owners instead of the stock-photo vet in a white coat. And illustrated animal characters built directly from the brand's letterforms, used across social, education and customer comms. 

Colour did a lot of work too. Leading with oranges, yellows and creams rather than the medical blues that dominate the category, balanced with Linnaeus blue and teal where it counts. 

The point of all of it was to give pet owners a brand that felt warm before it felt clinical. The first Maggie and Marlow practice opened with more than 400 pre-opening client registrations on the books, which is the kind of number that tells you the imagery did its job. 

Best Use of Social Media: Life at Greene King 

Greene King is one of the UK's most recognised pub brands. 200 years of heritage. More than 2,600 pubs, restaurants and hotels. When they brought us in to run the Life at Greene King social channels, the brief was a recruitment one: convince 18-35 year-old hospitality workers that Greene King is the kind of place you actually want to work, not just a job you take while you figure out the next thing. 

Their existing channels were running, but underperforming. We rebuilt the strategy around three principles. Show, don't tell, taken seriously enough that every piece of content had to pass one test: would someone who works in hospitality give it a cheeky nod of recognition? If not, it got binned. Malleable content pillars with enough overlap that we could test, learn and find the sweet spot where they all intersected. And a commitment to lo-fi, always-on content capture, in real pubs, with real staff. 

The paid work that came off the back of the organic success is where it gets really useful for the client. Our July 2025 summer recruitment campaign delivered a 111.4% increase in applications and a 53% reduction in cost per acquisition year-on-year, on the same media spend. 

What both wins have in common 

Both pieces of work started with the same question. What does the audience actually want from this brand, and what's everyone else getting wrong about it? 

For Maggie and Marlow, the answer was warmth, in a category that defaults to clinical. For Greene King, it was recognition, in a category that defaults to corporate. The creative answer is different. The thinking that gets you there is the same. 

That's the work we want to keep being known for. 

Get in touch: If you're thinking about how content, brand or social could be working harder for your business, drop us a line.