A small Northern Irish agency takes home Northern Ireland’s top industry honour. In an industry that often celebrates size and scale, a Belfast team reminded everyone of something quieter and more powerful: good work, rooted in a good idea, still rises.
Thought Boxes has been awarded the Grand Prix at the 2025 PANI Awards. It’s a proud moment for the independent agency and for the creative community it’s part of.
Up against some of the country’s most established agencies, the team’s work stood out for its clarity of thought, craft and conviction. A reminder that great ideas don’t just belong to the biggest building or the biggest roster they belong to the people who care enough to make them right.
“It was an amazing night, and a reminder of just how much creative talent Northern Ireland has to offer,” said Jamie Watson, Managing & Creative Director. “To be named overall winner as a small agency is humbling. It shows what’s possible when you care about the work, care about the people you make it with, and stay true to the idea.”
This year’s PANI Awards were judged and presented by some of the UK’s top industry creatives, including Walter Campbell and Sir John Hegarty, adding weight to an already significant win.
Tom Notman (Executive Creative Director), Sir John Hegarty, Jamie Watson (Managing & Creative Director), Chris Cunningham (Designer) and Janine Wells (PANI Awards Chair).
Great work comes from strong relationships and a belief in the idea above everything else. It shows what’s possible when Northern Ireland’s creative community backs each other, collaborates well and pushes for braver thinking. There’s so much talent here, and we’re proud to play our part in that momentum.
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