BBC Creative

2025 was a defining year for the BBC - marked by intense scrutiny, fierce competition and unprecedented pressure. With Charter Renewal approaching and global streamers surging, BBC Creative doubled down on what matters most: creativity with purpose.

Our 130-strong in-house team delivered over 500 campaigns and 5,000 assets, proving the true power of in-house creativity at scale. We doubled down on the BBC’s value as a public service - from championing the BBC’s unique role in telling UK stories, to reframing iPlayer’s offer as a public service, to helping close the fame gap in women’s football. And we made BBC content more famous, more watched and more talked about, with disruptive ideas that captured attention. The impact was record-breaking. The BBC remained the UK’s number one media brand, delivered the biggest Christmas audiences in 20 years, and iPlayer became the UK’s fastest-growing streamer. Our work increased perceived relevance, boosted intention to consume, and drove conversation — all while production budgets fell. Alongside the work, we built a culture where creativity thrives: nurturing future talent, developing industry leaders and taking fun seriously. When everything was tested, creativity delivered — and raised the bar for what an in-house agency can achieve.