Case study -Edinburgh Comedy Awards
Shining a spotlight on the next generation of comedy genius
The brief
The Edinburgh Comedy Awards – also known as ‘the Oscars of Comedy’ – are the most prestigious prizes in the comedy world, having launched the careers of the UK’s comedy elite including Stephen Fry, Tim Minchin, Richard Gadd, Hannah Gadsby, Rose Matafeo and Ayoade Bamgboye. Our brief is to continually grow interest and press coverage of the awards, increasing volume of coverage and extending further into mainstream media.
Our approach
In 2025 we started early, meeting with agents, producers and publicists ahead of the Fringe to get a sense of the hot topics and key themes and begin building feature ideas and trends pieces. We set up features and interviews with the assets and spokespeople already available to us, using the success of alumni to secure press interest ahead of that year’s awards cycle, and embraced audio in particular given podcasts are an essential medium for emerging comedy talent.
During the month of August we were on the ground in Edinburgh with the Comedy Awards team, holding events, media moments and photocalls celebrating the shortlists ahead of the winners’ ceremony which takes place during the final weekend of the Fringe.
The results
