For the sixth year in a row, the hilarious Twentyfirst has solidified its reputation as an industry leader and has won the Creative Team of the Year category at the Conference News Agency Awards (CNAAS). Since the first CNAAS in 2019, agents have set benchmarks of excellence in creativity, strategic thinking, and execution.
However, amidst a surprising change, the agency chose not to enter the seventh category. What led to this decision? Are you signaling a new chapter in the agency about returning to give others a chance? Agency correspondent Heather Nichols spoke to the team to explore the thought process behind this choice, their reflections on past successes, and what a hilarious 20 first future could look like.
The hilarious Twentyfirst has won the Creative Team of the Year Award as one of its most important achievements, and is a testament to the agency’s excellence in creativity, strategic thinking and execution. The agency said: “The award reinforces the passion, vision and collaboration we see in our team, and is proof that for our clients they have partnered with the right agents.
Beyond industry awareness, the agency’s six-year winning streak becomes a strong marker of reliability, sparking conversations with new prospects and building trust, even before debate begins. Since securing these accolades, the hilarious 20 First has grown into a client roster and further cements its reputation as a major creativity. They add: “We are extremely grateful to have a well-established USP for creativity. Our clients know the short audience approach ‘more than anything’, with Northstar’s centred around.
The decision not to fall into the category was discussed, but I agreed that it was the correct decision overall. They realize how valuable victory was for them, especially in the early days, when they were building their reputation. The successive acquisition of the category gave us 20 hilarious opportunities to develop offerings within the UK and establish ourselves as a recognized player. They are currently focusing on a targeted, global growth trajectory.
This year, the agency will be nominated for the Global Agency of the Year Award at CNAAS. By retreating, they also recognize the value of giving new and growing institutions the opportunity to gain recognition as they once did. “We are changing perceptions from small UK institutions to ‘sit down and pay attention, affecting industry perceptions, and affecting industry perceptions across the board.
As the hilarious 2-Ti First took a step back, the spotlight moved to the candidate of the year. This is a lineup of agents poised to leave their own mark in the category. This year’s Creative Team of the Year nominees represent a diverse and innovative institution that continues to push the boundaries between brand experiences and live events. Creative Team of the Year Finalist Agency, 2025 is Brand Fuel, Workplace Brand, Chameleon Live, Davis Event Agency, Jubarimited, Staygestruck, Intrepid Collective, XSEM, Yellowfish.
“We’ve been working hard to get the most out of our business,” said Simon Baird, executive creative director at Cheerfulify Twentyfirst. “It was a privilege to win a six. Seven is simply rude. The Creative Team Awards are extremely beneficial to us as a growing agency over the years, and the CN Agency Awards are the best in the industry.
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