We are thrilled to announce that dentsu X has been awarded Gold in the "Best Managed Affiliate Programme - Enterprise" category at the 2025 Performance Marketing Awards for our exceptional work with B&Q. The award was presented during a ceremony held this week, in London, celebrating excellence in performance-driven marketing strategies.
Award-Winning Affiliate Management
The Best Managed Affiliate Programme - Enterprise category recognises outstanding affiliate programme management for large-scale businesses with over 250 employees and an annual turnover exceeding £40 million. Judges evaluated entries for their deep understanding of affiliate channel complexities and significant year-over-year performance improvements.
Campaign Success Story
Dentsu X's gold-winning strategy for B&Q transformed the retailer's affiliate programme through a three-pillar approach focusing on publisher diversification, data-driven optimisation, and enhanced integration with B&Q's broader marketing ecosystem. The team expanded beyond traditional publishers and implemented advanced attribution modelling to better understand the customer journey, resulting in substantial improvements in revenue, new customer acquisition, and return on investment.
"This Gold award is a testament to our team's commitment to excellence in affiliate programme management," said Matthew Higgins, Managing Partner, Addressable Media & Total Commerce. "We operate as an integrated extension to the incredible team at B&Q, and the results we now see are a culmination of the efforts of many people across both businesses throughout the last two years.”
Part of Dentsu's Award-Winning Network
This Gold award contributes to dentsu's impressive performance at the 2025 Performance Marketing Awards, where the network's specialist agencies secured multiple shortlists, including Carat's Bronze award for the Co-op Food Membership lead generation campaign. Further reinforcing dentsu's commitment to creating innovative marketing solutions that drive performance for clients across diverse categories.
For the complete list of winners and more information about the awards, visit: https://performancemarketingawards.co.uk/winners/
