JACK RYAN Wins 'Best Integrated Campaign' for work with First®.

On Thursday 23 October, JACK RYAN picked up Best Integrated Campaign at the Prolific North Marketing Awards 2025 for our work with First Bus.

First Bus faced a challenge familiar to many employers: how to attract, engage, and convert new talent in a competitive market. But for a national transport provider with deep community roots, this wasn’t just about filling roles, it was about reigniting pride in one of the UK’s most essential industries.

The campaigns spanned every major touchpoint across the media landscape. From OOH takeovers and dynamic digital creative to precision-targeted paid social, search, and aggregator partnerships, the strategy ensured First Bus stayed visible and relevant to audiences across the UK.

The creative positioning working with our partners centred on authenticity; celebrating the drivers, engineers, and staff who keep Britain moving. Using rich storytelling, compelling visuals, and a people-first tone of voice, the campaign turned perception into participation.

Our data-led approach meant we could dynamically optimise activity, ensuring that investment followed performance and impact was measurable in real-time.

From the streets of Glasgow to the suburbs of Bristol, outdoor activations took over bus stops, billboards, and city centres. This visibility was complemented by digital storytelling across platforms like Meta, Google, and programmatic channels; each one tailored to resonate with regional nuances and audience intent.

The result? A truly national campaign that looked local, felt personal, and delivered beyond expectations.

The recognition at Prolific North reflects strategic effectiveness. “Driving Britain’s Buses” didn’t just fill vacancies, it shifted perceptions, boosted engagement, and repositioned First Bus as a modern, progressive employer with a proud social purpose. At JACK RYAN, we’re proud to partner with brands that move people, both literally and emotionally. The success of Driving Britain’s Buses reinforces our belief that when data, creativity, and collaboration align, meaningful change follows.