Published by Sue Johns-Chapman
Published Date 09.10.2025 
Another Concept Aims for Repeat Award Success at this Year’s Global Search Awards. The Leeds-based agency has earned itself an impressive six awards nominations for its work with RugbyPass.
Performance marketing agency Another Concept is hoping to replicate the success it saw at the 2024 Global Search Awards (GSAs) by taking home more trophies at this year’s event in Dublin.
The agency – based in Leeds, UK – has earned itself six nominations at this year’s awards for its work with leading rugby news platform, RugbyPass. Specifically, this is for its ‘Top 100’ campaign – an expert-led ranking of the 100 best men’s players in the world right now – which made global headlines and sent waves across the sport at the end of last year.
The six GSAs categories in which Another Concept is up for are:
- Best Integrated Campaign (Small)
- Most Innovative SEO Campaign (Small)
- Best Global SEO Campaign (Small)
- Best Use of Content Marketing (Small)
- Best Use of PR in a Search Campaign (Small)
- Best European SEO Campaign
This sextet of nominations has seen Another Concept go one better than last year, where the agency had five nominations. The team is said to be crossing all their fingers they can improve on the two award wins they also gained at the 2024 event in Kraków.
Another Concept: A Year Later
The 2024 awards were Another Concept’s first GSAs event, and at the time, the agency was just shy of its first birthday and was primarily owned and operated by its four co-founders, Tom Brook, Alex Gregory, Rich Hart and Marcus Hearn.
Fast-forward one year and the agency has grown to a team of 7 with an additional network of trusted partners, it has a Leeds City Centre office, an ever-increasing client base, strong YoY revenue and of course, global award recognition.
However, despite this strong growth in a hugely competitive market, the agency still prides itself on following its founding principles across its performance and digital marketing services – being an agency that puts clients first, is led by experts and prides itself on open and honest communications.
Another Concept x RugbyPass – The ‘Top 100’
When asked about the ‘Top 100’ campaign, agency co-founder and PR and Brand Director, Rich Hart, had this to say:
“We’re proud to have worked with RugbyPass on many successful projects across major events in the calendar year, but the brief for what became the ‘Top 100’ was a little different and required us to think outside of the box.
“RugbyPass wanted a campaign to end 2024 that would make waves and essentially plug the gap between the Autumn Nations Series and the 2025 Six Nations. In addition, they wanted something which would showcase RugbyPass’ editorial expertise while incorporating SEO, Content, PR, Social and RugbyPass’ other marketing channels – and in their words be ‘hero content to hang our hat on’ that would engage with new and existing audiences.
“We also had sizeable percentage targets to increase website sessions, new users, keyword rankings and clicks across the campaign period, as well as gain backlinks and coverage, all with limited dev resources and on a small budget. The time period was also only three months: November 2024 to January 2025.”
“From this the ‘Top 100’ was born and using the Editorial might of RugbyPass’ global team of journalists, plus existing content templates and our connections across the rugby world, we curated an expert-led rundown of the 100 best men’s players in the world. These were then released on a staggered basis across RugbyPass’ website and social channels, culminating in a grand reveal of the coveted number one spot.
“Alongside this we also spoke to legends of the game to get their embargoed and exclusive views on the rankings, which we then outreached to international outlets as the rankings were unveiled.
“The results were incredible. Not only did the Top 100 make international headlines and spark huge debate, it surpassed all our website targets, it gained hundreds of links and pieces of coverage, it earned (and still has) some amazing keyword rankings and was one of the most-engaged with pieces of content both onsite and on social RugbyPass has ever seen.
“The final part of the campaign was what really capped things off. We had a trophy made to give to the winner, which in the end was France superstar Antoine Dupont. We’re very pleased to say we managed to get the trophy successfully delivered to Antoine, which he graciously accepted, and he even shared his crowning moment on his Instagram.
“But, after all this hard work, to have these six GSAs nominations for the campaign – which also cover a variety of the marketing and search disciplines we integrated into it – is the real icing on the cake for the Top 100.”
A Continuing Success Story
Speaking about what more GSAs success would mean to Another Concept, co-founder and Content Director, Tom Brook, offered these thoughts:
“Taking home two awards last year was a truly unforgettable experience for us. Not only did we demonstrate that we can be a success as an agency on a global scale, it was also a very gratifying reward for all our hard work.
“Now here we are, just over a year later looking to gain further recognition, and if anything, winning further awards in Dublin would mean even more to us. This is because it will show that we are continuing to offer high-quality performance and digital marketing services that trusted, industry experts from around the world are recognising as the cream of the crop.
“Alongside this, we’re very proud to continue to work with RugbyPass and to share more international award success with their incredibly hard-working team would be a real boon for us all.”
Learn more about Another Concept
Another Concept is a multi-award-winning performance marketing agency that does things differently. Concerned you’re not pursuing the right strategy? Worried you’re not getting the results you should be? Let us know.
We’ll take a look for free and give you our honest verdict: hello@anotherconcept.co.uk
For more information, updates and insights, follow us on LinkedIn and Instagram.
