The inaugural PMi Awards took place on 11 September at The Brewery, London. After 15 years as the PM Society Digital Awards, this popular annual competition was rebranded as the Pharmaceutical Marketing Innovation and Impact Awards (PMis).
The event, supported by Doceree as Headline Sponsor was a sell-out with 520 people attending from across the pharma marketing and healthcare communications industry. Guests were invited to take part in the ‘DHaiku’ challenge, to view a showcase of all finalists’ work on interactive screens – both sponsored by Digitas Health – and to commemorate the day in an AI photo booth. The event was hosted by the talented Ellie Taylor.
Camino Communications was the most successful agency, winning two Golds, a Silver, twoBronze, a Highly Commended, and their team member Rebecca Illsley taking home the Agency ChampionAward. Other agency Gold winners were Anthem, Digitas Health LDN, Flipside Health and CorbinComms, Initiative Health, IQVIA, Langland, Precision AQ, Psyon Games, Radical Departures, Stirred, Syneos Health Communications and Tangent90.
The PMi Agency of the Year Award (Headcount Under 30) was won by Page & Page Health. Judge Clare Chamberlain said, “Page & Page came across as a really strong team who enjoy working together with synergy, agility, preparedness and attentiveness that make a lasting impression. The agency utilises clever working practices, along with cutting-edge tools, to deliver a huge number of projects for their clients. The dedicated teams bring expertise and insight to every project that they work on, overcoming challenges together with a true ‘help-one-another’ culture and maintaining focus on excellent quality.”
A Highly Commended award went to Camino Communications in this close-run category.
The PMi Agency of the Year Award (Headcount Over 30) went to Costello Medical. Judge Sarah Pharaoh said, “Costello stood out to the judges as a values-driven company with determination to be a true force for good, with their huge commitment to pro bono work in addition to their scientific excellence of output, along with quality and impact. Costello presented a passionate team that strives to stay on top of innovation whilst also staying agile to meet their clients’ needs, making them a standout collaborator. What came across too was that Costello is an organisation that knows how to have fun – a place you might like to work – which shows up in their outstanding work and commitment to excellence throughout its rapid growth.”
Camino’s Rebecca Illsley, winner of the PMi Agency Champion Award, impressed the judges in a high-quality finalists’ group, that saw Commendations go to Lorna Campbell from Atomic Matter and Ines deFerry from performance.io. Rebecca’s clients were impressed with her solutions-focused approach, saying: “[She] brings a unique combination of executional excellence, pragmatic problem-solving and a constantly positive attitude. She has an incredible knack for understanding her clients’ needs and knowing when to challenge or when to inspire and empower. Rebecca’s immense excitement, enthusiasm and passion for her clients’ projects came across and the judges agreed that she exemplifies what it means to be an Agency Champion.”
The PM Society’s Creativity for Good initiative this year supports the charity Neimann-Pick UK, which aims to make a positive difference to the lives of those affected by Niemann-Pick diseases. Agencies competed to partner with this organisation pro bono, with Verve and Four winning the Gold Award presented at the PMis for their campaign ‘The AMSD Perspective Index’.
Jazz Pharmaceuticals was top of the client leader board, with two Gold and two Bronze Awards and their Medical Director UK & IRE, Alex Legg, won PMi Pharma Partner 2025. About Alex’s win, judges agreed: “[It was] clear in a flash that Alex has pioneered innovative practices that save time, money and improve patients’ quality of life. He has spearheaded AI-driven transformation at Jazz and has fostered great agency partnerships to enable his success. Alex is never satisfied with ‘good enough’ and the ripples of his success are felt far and wide.”
Other Gold winners on the client side included Alnylam, AstraZeneca, Chiesi, Docet (Directorate of Optometric Continuing Education and Training), Incyte Biosciences, Mead Johnson Nutrition, Novartis, Philips, Roche Diagnostics, Santen, Takeda and Valneva.
Awards Lead Rachel Farrow said: “It’s been so fantastic to see the PMi Awards come to life and for so many agencies and pharma companies to have supported the competition. I’m glad to see such a breadth of winners, some old faces but also some new organisations that reflect the fast-moving pace of the industry. No single company won more than two Gold Awards, which makes this an exciting competition. We’ve seen technology playing a large part in the innovations this year, but there is still the focus on the impact and effectiveness of the work; it’s about projects and campaigns that really work, achieving results through new thinking, creativity and efficiency, not vanity projects.
The Innovation in Marketing and Communications Award, won by Flipside Health and Corbin Comms for Incyte Biosciences, used ground-breaking AI technology to produce The Vitiligo Mirror. Meanwhile, the Impact in Pharma Technology Award went to Tangent90 for their high-performing, frictionless congress experience that blends seamless CRM integration, real-time content delivery, and strong engagement – two great examples of what the PMis are all about.”
Full list of Gold winners:
- Brand Promotion
- External Communications
- Patient Support Programmes
- Healthcare Charities, Patient Associations & NHS Innovation in Marketing and Communications Film, Animation & Video
- Langland for Philips
- Digitas Health LDN for Valneva UK
- IQVIA for Novartis
- Anthem for Roche Diagnostics UK & Ireland
- Flipside Health and Corbin Comms for Incyte Biosciences
- Syneos Health Communications for Santen
- Customer Engagement Excellence
- Congress, Meetings & Events
- Disease and/or Health Awareness (Public) Creativity for Good, supporting Niemann-Pick UK HCP Education, Training & Support
- Evolving for Success
- Internal Communications
- Impact in Pharma Technology
- Independent Medical Education
- Agency Champion or the Year
- PMi Agency of the Year (Headcount Over 30)
- PMi Agency of the Year (Headcount Under 30)
- Stirred for AstraZeneca
- Camino Communications for Jazz Pharmaceuticals Psyon Games for Takeda
- Verve and Four
- Camino Communications for Jazz Pharmaceuticals Initiative Health for Chiesi
- Precision AQ for Mead Johnson Nutrition Tangent90 for Alnylam
- Radical Departures for Docet
- Rebecca Illsley, Camino Communications
- Costello Medical
- Page & Page HealthPharma Partner of the Year Alex Legg, Jazz Pharmaceuticals