Bold claim: Digitas UK is redefining how a tech-forward agency can drive cultural impact in a rapidly evolving digital landscape. But here’s where it gets controversial: is “modern creativity” truly a collective effort, or does it rely too heavily on a single leadership vision? Digitas UK 2025: Cementing Its Place In The Tech-Facing Future
the showcase 2025
This year marked significant upheaval and progress for a agency built on digital innovation, with AI breakthroughs and renewed focus on closing gender gaps.
15 December 2025
Digitas UK began the year under fresh leadership, as CEO Anne Stagg stepped into the role with a mandate to steer an agency dedicated to digital innovation and transparent storytelling.
Stagg seized the moment. Throughout 2025, Digitas UK deepened its culture-shaping work, delivering notable campaigns for brands such as EE and Arthritis UK.
In early 2025, Creative Salon spoke with Carren O’Keefe, chief creative officer, and Björn Conradi, executive creative director overseeing the EE account. They described Digitas as a network that champions “modern creativity” — “creativity with a capital C,” in O’Keefe’s words.
“Creativity is everyone’s business” sits at the heart of Digitas’ philosophy; O’Keefe adds that for a future-facing agency like Digitas, broad and inclusive creativity is essential. “We champion it, but we don’t own it,” she says.
Creative Salon on Digitas' 2025
Digitas’ technology-driven approach extends beyond flashy work to driving meaningful change.
Working alongside Publicis Media, Digitas progressed the Next Tech Girls initiative, empowering girls and young women aged 11-25 to explore technology careers. The program reached a milestone of engaging 10,000 participants, addressing gender gaps in the UK tech sector from grassroots experiences to structured work pathways.
The agency also unveiled its AI-powered platform Model Sight, designed to help brands navigate visibility within Large Language Models. Initially adopted by Digitas’ UK clients in January, the tool broadened its rollout in November to align with how AI-powered search is reshaping brand discovery.
In discussions with Creative Salon, Digitas UK’s chief data officer, Leila Seith Hassan, and strategy partner, Caitriona Gallagher, explained how Model Sight works and how LLMs are transforming the consumer search journey for both people and brands.
Digitas maintains a pivotal role in Publicis Groupe’s cross-agency team (which includes Saatchi & Saatchi) that develops high-impact advertising for EE.
This collaboration produced the year’s campaign Everyone Needs A Squad for the Women’s UEFA European Championships. Digitas contributed to the design and development of EE’s digital hub, EE Squad, which provides a safe online space for young girls to learn and grow their football communities, buffering against prevalent negativity.
The EE Squad platform also features confidence-building content via EE LearnSmart, offering a curated playlist of material for users.
Additionally, Digitas acted as the digital agency on EE’s Safer Sims initiative, a campaign supporting parents as they navigate their child’s first phone. The engagement handled digital strategy, content, and activation, building on EE LearnSmart with a dedicated First Phone page to help parents understand phone safety.
This holiday season, Digitas supported EE’s inaugural festive campaign, Hosting & Guesting. The concept centers on the realities of hosting versus being hosted at Christmas, drawing on EE’s research showing 54% of Brits plan to host, 47% will be guests, and 27% will do both.
For Arthritis UK, Digitas partnered with TikTok to address stigma and isolation faced by young people with arthritis. The Arthur Tut campaign reimagined traditional physiotherapy techniques as a TikTok challenge set to the 2000s hit “Goodbye Mr A.”
Creative Salon notes that Digitas’ ongoing emphasis on digital-innovation-driven storytelling keeps the agency ahead of several rivals. Under Stagg’s leadership, the firm has continued to push the envelope with this approach, shaping the industry’s conversation about how technology and creativity intersect in everyday life and brand strategy.
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