Digitas UK 2025: Establishing Its Role in the Future of Technology
The Showcase for 2025
This year has marked a significant transformation for the agency known for its digital creativity, showcasing advancements in artificial intelligence and addressing gender disparities within the tech sector.
15 December 2025
As Digitas UK stepped into 2025, it embraced fresh leadership under CEO Anne Stagg, who was entrusted with steering an agency dedicated to promoting digital innovation and authenticity.
Stagg didn’t just accept the challenge—she fully embraced it. Throughout this year, Digitas UK has worked diligently to enhance its cultural influence through various initiatives, including campaigns for prominent organizations such as EE and Arthritis UK.
Earlier this year, Carren O’Keefe, the Chief Creative Officer, along with Björn Conradi, the Executive Creative Director overseeing the EE account, shared insights with Creative Salon about how Digitas stands out as a network that promotes what they call ‘modern creativity’—or as O’Keefe puts it, “creativity with a capital C.”
A fundamental value of Digitas is that ‘creativity is everyone’s business.’ O’Keefe elaborated, “For a forward-thinking agency like Digitas, embracing broad and inclusive creativity is crucial. We advocate for it, but we certainly do not monopolize it.”
Creative Salon on Digitas’ Vision for 2025
Digitas’ forward-looking, technology-driven methodology has allowed it to create not only innovative projects but also to facilitate meaningful change.
In collaboration with Publicis Media, their initiative, Next Tech Girls, aims to empower girls and women aged 11-25 by providing them with opportunities in technology careers. This impactful program celebrated a milestone, having reached 10,000 participants. It seeks to address the gender gap in the UK’s tech sector by creating pathways from grassroots involvement to real-world work experiences.
Additionally, Digitas unveiled its AI-driven platform, Model Sight, which assists brands in optimizing their visibility within Large Language Models. Although the model has been utilized by Digitas’ UK clients since January, it gained wider application starting in November to align with the rapid evolution of AI in search functionalities that redefine brand discovery.
In conversations with Creative Salon, Digitas UK’s Chief Data Officer Leila Seith Hassan and Strategy Partner Caitriona Gallagher explained how LLMs are transforming the search landscape for both consumers and brands.
Digitas plays an essential role in Publicis Groupe’s collaborative cross-agency team—including Saatchi & Saatchi—that creates impactful advertising for EE.
A notable example is the campaign Everyone Needs A Squad, launched for the Women’s UEFA European Championships. Here, Digitas contributed significantly to developing EE’s digital hub, dubbed EE Squad, which empowers young girls to safely cultivate their communities around football in a digital environment often fraught with negativity.
The platform features confidence-building resources through EE LearnSmart, where Digitas crafted a playlist of engaging content for users.
Moreover, Digitas served as the digital agency for EE's Safer Sims initiative—a campaign designed to support parents navigating their children’s first phone experience. This involved managing digital engagement, content creation, and customer activation while enhancing EE's LearnSmart platform with a dedicated First Phone page, simplifying the process for parents to educate themselves about phone safety.
This Holiday Season
This Christmas, Digitas played an instrumental role in crafting EE’s inaugural festive campaign, Hosting & Guesting. The campaign explored the dynamics of hosting and attending gatherings during the holiday season, revealing that over half of the British population (54 percent) plans to host Christmas festivities this year, while 47 percent will be guests, and 27 percent will do both.
Additionally, its partnership with TikTok for Arthritis UK aimed at reducing stigma and loneliness experienced by young people suffering from arthritis. The initiative, The Arthur Tut, reimagined conventional physiotherapy exercises as a TikTok challenge set to the nostalgic tune of ‘Goodbye Mr A.’
Creative Salon Observes…
Digitas’ commitment to fostering creative endeavors through a lens of digital innovation has positioned it ahead of many competitors. Under Stagg's innovative leadership, the agency continues to break new ground with its approach.
What do you think? Is Digitas UK paving the way for future agencies, or is there more they could do? Join the conversation below!
