Lloyd’s Register (LR) has won Best Marketing Campaign at the UK Agency Awards 2025 for its pioneering Fuel for thought® initiative. The ceremony took place at the Grosvenor House Hotel on Park Lane.
The Fuel for thought® campaign, developed in partnership with agency Revere, was created as a thought leadership programme to shift perceptions of LR from a compliance-driven organisation to a forward-looking authority on alternative fuels. Built around the now-familiar ‘fuel gauge’ creative, the campaign combined expert reports, technical papers, webinars, videos and fuel hubs, supported by social media activity and optimised digital platforms.
The campaign has already delivered significant results. LR has strengthened its position in the alternative fuels market, achieved leading search rankings for key industry terms, and seen high levels of engagement through thousands of webinar attendees, subscribers, video views and event participants. Coverage across maritime and trade media has been extensive, with hundreds of articles and features highlighting the initiative.
Judges praised the campaign’s clarity, creativity and industry impact, recognising it not only as a marketing success but also as a “strategic platform” that has influenced perceptions across the sector and equipped LR’s commercial teams for growth.
Mark Warner, Global Client Marketing Director at Lloyd’s Register, said: “Fuel for thought® is more than just a campaign; it has sparked a shift in how the industry thinks about the fuels of the future.
“This recognition reflects our commitment to providing leadership in the maritime energy transition. Fuel for thought® has provided us with a platform to share knowledge on all the major alternative fuels, inspire dialogue and support our clients in making informed decisions on alternative fuels.”