During a turbulent time for the sector and for many brands, the campaigns earning recognition are those that deliver measurable strategic value – whether that’s shifting perception, driving behaviour change, or finding creative ways to cut through.

From bold consumer ideas like Knorrplay is the new foreplay and IRN-BRU’s Golden Girders, to unexpected B2B and purpose-led work such as Making Tax Digital in Space and Scotland’s Biggest Ever Conversation About Suicide, this year’s entries show that to be valued more than ever, marketing must demonstrate cultural relevance, creative bravery and measurable impact.

Despite a challenging global economic climate, the data reveals a near 30% increase in award participation since 2017. The figures signal a robust recovery for a sector that acts as a vital engine for the Scottish economy by contributing nearly £7 billion in Gross Value Added (GVA) annually, proving that appetite for competitive excellence remains resilient despite significant operational headwinds, including the rapid integration of AI, budgetary constraints, rising operational costs and regulatory changes.

The surge is being driven by a shift toward high-value, integrated campaigns and a record-breaking influx of young talent, as an unprecedented number of students enter the industry. The 2026 peak signals a creative boom in the Scottish economy, with Scottish agencies increasingly working with UK wide and global brands, positioning the nation as a leading hub for marketing, creativity, and strategic communication.

Victoria Best, principal global brand marketing manager at Skyscanner and chair of the Star Awards 2026, said: “These record-breaking numbers are a testament to the sheer grit, resilience and world-class ambition of Scotland’s marketing community.

“Our 2026 theme, ‘The Stars are Calling’, was a rallying cry to the industry to lift our heads from the day-to-day, look up, and be inspired - and the response has been phenomenal.

“To see entries hit new heights during a time of such significant economic pressure proves that Scotland’s creative industry is not a luxury, but a critical driver of growth. We aren’t just maintaining our country’s proud creative heritage and reputation for storytelling and creativity, we are actively future proofing it.

“As we look toward the 2026 awards, the introduction of categories like AI and Emerging Tech shows an industry that is nimble, forward-thinking, and ready to lead on a global stage.”

The data also confirms Scotland’s traditional sector strengths remain the bedrock of its marketing output, with “Food and Drink”, “International Marketing”, and “Financial and Professional Services” seeing growth and significant interest.

New categories like “Small Budget, Big Impact”, “AI, Automation & Emerging Tech”, and “B2B” have been introduced for 2026 and have all seen strong interest reflecting the direction of travel for the industry, placing Scotland at the forefront of the technological revolution in marketing.

Shortlists for the awards have now been announced and are available to view here, with winners due to be announced at a ceremony on Thursday 18 June.