The global creative and advertising landscape witnessed a definitive shifting of the guard as the Gerety Awards announced its highly anticipated 2026 global winners. In a year defined by boundary-pushing campaigns, cultural resonance, and profound storytelling, VML UK and its overarching global network emerged as the undisputed titan of the competition. Bolstered by the monumental success of the universally acclaimed campaign The KitKat Heist, VML claimed the most prestigious honors of the evening, setting a formidable benchmark for the international advertising community.
Alongside VML’s sweeping victory, the independent sector saw a masterclass in creative execution from the NoA group, while corporate in-house brilliance was underscored by Amazon Cross-Channel Marketing. The announcements, released on September 23, 2026, culminate months of rigorous evaluation by a uniquely diverse jury representing the pinnacle of global marketing and creative leadership.
A Masterclass in Creativity: VML UK and the Triumph of The KitKat Heist
At the epicenter of the 2026 Gerety Awards success story is VML UK, which clinched the title of Global Agency of the Year. This top-tier recognition was propelled largely by the extraordinary cultural and commercial footprint of The KitKat Heist. The campaign captured the imagination of juries worldwide, securing two coveted Grands Prix alongside an impressive haul of Gold, Silver, and Shortlist accolades.
The KitKat Heist did not merely win awards; it captured the public consciousness by blending sharp wit, flawless execution, and deep consumer insights. The campaign’s success naturally spilled over into the brand category, where KitKat was crowned Global Brand of the Year. This symbiotic triumph highlights the rare alignment of a visionary client willing to take creative risks and an agency capable of turning those ambitions into a global phenomenon.
Building upon the success of its UK branch, the broader VML network secured the Global Network of the Year title. VML’s victory was not isolated to a single market; rather, it was underpinned by strong, consistent performances from agencies across multiple regions, including major regional sweeps in North America, Latin America, and Europe. This widespread recognition underscores the network’s unified ability to deliver culturally potent, human-centric ideas on a planetary scale.
The Rise of Independence: NoA’s Global Domination
While the network giants claimed significant real estate on the winners’ podium, independent agencies proved that creative agility and localized brilliance remain potent forces in modern advertising. The Northern Alliance (NoA) group executed a near-clean sweep of the independent categories, led by Stockholm-based NoA Åkestam Holst.
NoA Åkestam Holst was named Global Independent Agency of the Year, a testament to the agency’s consistent delivery of groundbreaking work from a smaller European market. The victory demonstrated that geographic constraints are entirely secondary to conceptual strength.
Amplifying this success, the wider NoA group was awarded Global Independent Network of the Year. Group CEO Mikael Jørgensen and his leadership team have long championed a collaborative ecosystem where multiple creative agencies push one another to elevate the standard of work. Securing both independent titles validates this cooperative model, proving that independent networks can scale creative excellence without sacrificing their distinct operational identities.
Production, Craft, and In-House Excellence
Beyond agencies and networks, the 2026 Gerety Awards recognized the indispensable contributions of production partners and brand-side creative powerhouses.
TEMPOMEDIA secured the title of Global Production Company of the Year. Earning this accolade requires navigating complex briefs and translating high-concept ideas into visually stunning, emotionally resonant moving images. TEMPOMEDIA’s credits across multiple Gerety-awarded entries cemented its reputation as a premier destination for top-tier production craft.
Meanwhile, the evolution of brand-owned creative departments reached a milestone as Amazon Cross-Channel Marketing was named Global In-House Agency of the Year. In an era where brands increasingly bring creative capabilities in-house to maintain agility and brand authenticity, Amazon’s cross-functional team demonstrated that in-house entities can match—and frequently surpass—traditional agency output.
The Methodology Behind the Global Rankings
The Gerety Awards structure its global titles through a rigorous, transparent points-based methodology derived from the complete competition results. Points are systematically allocated for Grand Prix, Gold, Silver, Bronze, and Shortlist placements. Crucially, these points follow official campaign credits rather than merely acknowledging the entity that submitted the work. This ensures that the true architects of the success—the individual agencies, production partners, networks, and brands—receive direct recognition for their contributions.
The 2026 competition was evaluated by a formidable panel comprising more than 250 judges drawn from over 50 countries. True to the foundational ethos of the Gerety Awards—named after Frances Gerety, the legendary copywriter who coined the iconic "A diamond is forever" line—the jury exclusively features top international female creative leaders. This composition brings a distinct, highly respected perspective to the evaluation of global advertising, ensuring that the awarded work resonates authentically across diverse global demographics.
Industry Leaders React to the 2026 Results
The announcement of the 2026 winners prompted reflections from industry leaders regarding the future of creativity, human connection, and strategic execution.
Ryan McManus, Chief Creative Officer at VML UK, expressed deep gratitude for the recognition: "At VML UK we are thrilled with these exceptional results in such an important award show. The Gerety Awards play a powerful role in identifying and awarding the best work in the world, and it’s judged by truly incredible juries. It is a testament to our teams, clients and partners and the journey we are on to help our clients grow, by making unique and differentiated work for the world we are in today. We couldn’t be happier with the results."
Debbi Vandeven, Global Chief Creative Officer at VML, echoed these sentiments, emphasizing the global nature of the network’s achievement. "To take home Global Network of the Year and be awarded the regional titles across North America, LATAM, and Europe is a tremendous achievement for VML. The Gerety Awards offer such an important, unique perspective in our industry, and to have our teams recognized on this level is incredibly rewarding. Congratulations to all our global teams and to our exceptional partners at KitKat for taking home Brand of the Year. This remarkable showing demonstrates what happens when we use heart, courage, and brains to deliver deeply human-first ideas."
From the independent corner, Stephanie Moradi, Creative Director at NoA Åkestam Holst, highlighted the power of ambition over market size. "We come from a small market, but we’ve never had small ambitions. To be named the world’s Independent Agency of the Year is an incredible recognition of everyone at NoA | Åkestam Holst, and proof that great ideas can travel a very long way."
Mikael Jørgensen, Group CEO at NoA, added context to the network’s collective triumph: "One great creative agency is something special. Having several of them pushing each other to turn exceptional creativity into tangible business results for our clients is something else entirely. Being named Independent Network of the Year globally is a huge recognition of that collective ambition — and of what we can achieve when we raise the bar together."
Addressing the corporate in-house perspective, Jo Shoesmith, Vice President of Global Brand and Fixed Marketing at Amazon, emphasized the synergy of technology and human talent. "We’re thrilled to be recognized as In-House Agency of the Year. This win is the ultimate proof of our dual workforce in action — where cross-functional talents and world-class tech come together as one seamless creative engine to deliver work that truly connects with customers. This award is a testament to the incredible dedication of the Amazon Cross-Channel Marketing team and all the partners who make it possible."
Broader Implications and Industry Impact
The outcomes of the 2026 Gerety Awards offer a clear blueprint for where the global advertising industry is heading. First, the dominance of campaigns like The KitKat Heist reinforces the enduring power of humor, cultural integration, and risk-taking in consumer marketing. In a media landscape saturated with algorithmic content and performance-driven metrics, work that genuinely entertains and captures public attention continues to command the highest creative accolades.
Second, the dual success of VML on a network level and NoA on an independent level illustrates that the industry supports excellence across both massive, globally integrated corporate structures and nimble, creatively driven regional ecosystems. Agencies no longer need to choose between global scale and local relevance; successful modern networks manage to cultivate both.
Finally, the rising prominence of in-house teams, exemplified by Amazon’s victory, signals a permanent maturation of brand-side creative operations. In-house agencies are no longer viewed merely as cost-saving measures for routine collateral; they are sophisticated, fully realized creative engines capable of producing world-class, award-winning campaigns that rival traditional agency output.
As the industry digests the 2026 results, attention now turns to the ongoing Gerety Grand Jury Insight panels, where this year’s judges are hosting discussions dissecting prevailing creative trends and favorite campaigns. For advertising professionals, brand leaders, and creators seeking inspiration, the complete showcase of 2026 winners remains accessible via the official Gerety Awards platform, serving as an enduring catalog of what is possible when creative courage meets flawless execution.
