Jaywing wins B&T Direct Response/Performance Agency of the year.

In a market reshaped by AI and generative engine optimisation (GEO), Jaywing has redefined what it means to be a performance agency.

Shifting from channel execution, Jaywing offers consultancy-first partnerships that connect media, data, creativity and technology to deliver measurable commercial impact for ambitious brands.

Over the judging period Jaywing has invested in senior strategists with brand, media and digital expertise to guide clients through end-to-end growth. It’s also evolved its pricing model, moving away from channel-based fees to outcome-led models that prove ROI at the business level.

This has helped the agency attract tier-one clients and expand long-term partnerships with the likes of Myer, QuickBooks, Crocs, New Balance and InvoCare. Other wins include Caroma, Real Insurance and Lyka Pet Food.

Having built proprietary solutions for more than 15 years, Jaywing has embedded AI across media, CRO, analytics and content delivery, ensuring it drives efficiencies and smarter decisions.

The disruption created by GEO has further validated its model, with integrated, brand-led strategies now outperforming siloed approaches.

Jawing has had a barnstorming year on the commercial front. Its sharpened market positioning and consultancy-first approach has fuelled strong momentum, with income up 56 per cent, revenue increasing 31 per cent and EBITDA rising 33 per cent year-on-year.

The agency integrated media and performance agency RQ Media and creative marketing agency Three Scoops, following its acquisition by the Merchantwise Group earlier this year.

Bringing RQ Media and Three Scoops under the Jaywing umbrella unites expertise across media, performance and creative, expanding Jaywing’s capabilities and adding clients, including Disneyland Paris, Fiji Airways, Healthylife and Soundbay.