Reaping the Awards

The Futz Butler wins in the Best Music & Sound category at Creativepool Annual Awards.

Words by Kayvan Moghaddassi, Friday 15 Sep 2023

We’re delighted to announce we struck silver in the Best Music & Sound category at the prestigious Creativepool Annual Awards 2023 in Westminster, on 7th September.

Collaborating closely with design agency DixonBaxi and ITV Creative, we embarked on a mission to define ITVX’s sonic identity to help position ITV as a leader in the digital streaming space.

With over six decades of heritage, the ITV brand deserved a sonic identity worthy of its legacy – and we smashed it!

By March 2023 ITVX was the UK’s 4th most considered streaming service overtaking Disney+ and Channel 4.

Having fostered 1 billion streams within its first 4 months and 2 billion to date, we’re immensely proud that our work has reached so many and now a bedrock across the platform.


This feels thought provoking and innovative on every level. The concept is brilliant and executed with care – it’s truly pushing the boundaries and the results are impressive.

Sarah Jones, GM Songkick, Music & Sound Creativepool Judge.

At the heart of the transformative project was Creative Director and Founder, Paul Sumpter. 

“Using techniques honed working with international clients over twenty years, we are able to extract and distil key data necessary to formulate the backbone of an effective audio strategy moving forward.

We worked closely with DixonBaxi through a series of curated workshops, questionnaires and interviews designed to audit core brand values, positioning, competitive landscape, objectives, touchpoint suitability, sonic opportunities and futureproofing.

Such an awesome project to be part of. So good to see the small part we played through the audio design and sound strategy work we executed help the brand achieve the objectives they set out. Love it when bold creative and great strategy come together like this.

We were in exceptional company at the award cermony, to have this work recognised ahead of global projects is testament to the level of detail and commitment to the work”





Posted by
Director of Strategy

Friday 15 Sep 2023

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