For six consecutive years, Cheerful Twentyfirst has won the Creative Team of the Year category at the Conference News Agency Awards (CNAAs), cementing its reputation as a industry leader. Since the inaugural CNAAs in 2019, the agency has set the benchmark for creativity, strategic thinking, and executional excellence.
However, in a surprising shift, the agency has chosen not to enter the category for a seventh time. What led to this decision? Was it about stepping back to give others a chance, or does it signal a new chapter for the agency? Agency Correspondent, Heather Nicholls spoke to the team to explore the thought process behind this choice, their reflections on past successes and what the future holds for Cheerful Twentyfirst.
Cheerful Twentyfirst’s describe winning the Creative Team of the Year award as one of their most significant achievements, serving as a testament to the agency’s creativity, strategic thinking, and executional excellence. The agency says: “This award reinforces the passion, vision, and collaboration we see in our team. And for our clients, it’s proof that they’ve partnered with the right agency—one that’s recognised as a leader in delivering best-in-class creative solutions.”
Beyond industry recognition, the agency’s six-year winning streak has become a powerful credibility marker, sparking conversations with new prospects and building trust even before discussions begin. Since securing these accolades, Cheerful Twentyfirst has seen growth in its client roster, further cementing its reputation as a leading creative force. They add: “We are incredibly grateful to have a well-established USP for creativity. Our clients know and recognise us for our approach to a brief, centred by our ‘Audience Above All’ north star. Now it’s about driving the next era of growth for Cheerful Twentyfirst.”
The decision to not enter the category was debated but overall, agreed to be the right decision. They recognise how highly valuable winning has been to them, especially in the early years as they were building their reputation. Winning the category so many times has given Cheerful Twentyfirst opportunities to develop their offering within the UK and establish themselves as a recognised player. They are now focused on its targeted global growth trajectory.
This year the agency is nominated for Global Agency of the Year award at the CNAAs. By stepping back, they also recognise the value of allowing new and growing agencies the opportunity to gain recognition, just as they once did.. The agency says: “We’ve experienced first-hand how it can shift perceptions from a small UK agency to ‘sit up and take notice’ agency, and influence industry perception across the board. We want that opportunity for the next growing agency, and we’re excited to see a few new names in the finalist nominee’s this year.”
As Cheerful Twentyfirst takes a step back, the spotlight now shifts to this year’s nominees—an lineup of agencies poised to leave their own mark on the category. This years nominees for Creative Team of the Year represent a diverse range of innovative agencies that continue to push the boundaries of brand experiences and live events. The shortlisted agencies for Creative Team of the Year, 2025 are Brandfuel, Brands at Work, Chameleon Live, Davis Events Agency, Jubba Limited, Stagestruck, The Intrepid Collective, XSEM, and Yellow Fish
Simon Baird, executive creative director at Cheerful Twentyfirst says: “Winning six was a privilege. Seven would just be impolite. The Creative Team award has been so beneficial to us as a growing agency over the years and the CN Agency Awards are a true showcase of the best in the industry. I am excited for the all shortlisted agencies in the running and wish them the best of luck.”
