Published by Sue Johns-Chapman
Published Date 06.08.2025 
We’re buzzing to be shortlisted for Best PPC Campaign (Large) at the UK Agency Awards 2025 for our work on CPHI Milan, Informa Markets’ flagship event for the global pharmaceutical industry.
At Tag Digital (now part of mdg – A Freeman Company), we live and breathe paid media for events. We’ve worked with Informa for more than 8 years and have loved every minute of helping them grow their event portfolio with bold, results-driven campaigns.
CPHI Milan is the number 1 pharma event in the world, welcoming senior leaders across research and development, supply chain and commercial pharma. With a paid-entry model in place, the goal was clear: deliver high-quality delegate registrations at scale. This strategy needed precision,performance.
The results were next level. We delivered more than 4.1k paid registrations from search, smashing our original target of just under 3k. Cost per acquisition was cut nearly in half. And even Microsoft Ads, with a smaller budget, brought in over 200 high-value conversions.
This campaign didn’t play it safe. It pushed the boundaries and proved that PPC can lead from the front. With real-time optimisation, smart audience strategy and tight collaboration with Informa’s team, it became the driving force behind the event’s success.
We’re really proud to be nominated for this campaign. The whole team brought their A-game, and it’s great to see that recognised. We’ve built a strong partnership with Informa over the years, and this project is a perfect example of what happens when there’s mutual trust, clear goals and the freedom to innovate. It’s brilliant to see paid media driving results at this level.
We’re also incredibly grateful to the UK Agency Awards for spotlighting the power of event marketing done well. Being shortlisted means a lot to the team. Here’s what our CEO and now SVP, Digital at mdg, Laura Davidson said:
“It’s been an exciting year at Tag Digital. We joined forces with mdg after being acquired by Freeman, continued to scale globally, and doubled down on innovation, automation and AI to help our clients grow smarter. This nomination is the cherry on top”.
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