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New adventures with Camino
Camino Communications celebrates PMi Awards 2025 wins, blending creativity, AI, and teamwork to redefine healthcare communications
It’s now been about a month since the PMi Awards 2025! We’ve just about recovered from a brilliant night celebrating being named the most awarded agency of this year’s event, which recognises innovation and impact in healthcare communications. The pride was real (unfortunately, so were the hangovers) but now that the dust has settled, we wanted to take a moment to reflect on how we got here.
Great projects, even greater clients
As much as we’d love to just do cool stuff for fun, we’re a service-based business at heart. So the first shout-out has to go to our client partners, who’ve been brave enough to join us on this adventure — pushing boundaries and creating meaningful work across the full spectrum of medcomms.
What made our success at the PMi Awards so special was that it reflected the breadth of what we do. There were AI-led projects like our triple-award-winning entry EVA, the first conversational AI avatar. She pushed the boundaries of what’s possible in HCP education, and we couldn’t be prouder.
We also saw success with brilliantly creative medcomms projects like VELOCITY, our space-themed internal training programme (because who doesn’t want to be an astronaut when preparing for launch?). And then there were projects that blended innovation with ‘traditional’ medcomms expertise. That includes Goldfish, our AI-powered congress coverage platform made possible with human strategic insight.
While we’re all AI enthusiasts at Camino, we’re a medcomms agency first and foremost, and it was great to see that true innovation comes from the right balance of creativity, technology and strategic thinking.
People are our power
This was actually something we talked about in a recent team meeting. We’re an agency powered by an incredible group of capable, imaginative individuals, and it’s that individuality that helps us succeed. We could have the best processes and structures in place, but without our people, we wouldn’t get very far.
So how does that work in practice? It has to be driven from within. If you were a fly on the wall during one of our brainstorms, you’d probably hear the phrase ‘Camino sparkle’ come up a lot. It’s our shorthand for that drive to go beyond the brief.
We’ll finish a brainstorm, meet every objective, and then someone will inevitably say, “It’s good… but how are we making this something we and the client will really be proud of?” (Sidenote: This can admittedly be annoying when you’re in the midst of executing what you thought initially was a great plan – but it’s ALWAYS worth it in the end!)
Sometimes that means adding a little something extra to even the simplest project (an extra strategic insight, a touch of interactivity, a piece of standout creative design, or if you're me an animal-based metaphor). It’s those details that can lift a project from good to great. And it takes a team to make that kind of excellence happen consistently.
It’s a huge part of why we were named finalists for Agency of the Year.
(And a special shout-out to Rebecca Illsley, our very own Agency Champion of the Year. She remains incredibly modest about her win, but we couldn’t be prouder. Billsley by name, Billslay by nature.)
Our agency champion of the year Rebecca Illsley. So organised, she even came dressed in Camino colours.
New adventures ahead
So what’s next for us at Camino? Our mantra is simple: make every journey an adventure. That looks different for every project, but here’s a sneak peek at a few things we’re working on — and maybe, just maybe, next year’s award winners (we can’t give too much away yet… they’re still works in progress!):
- A multisensory live experience for congress education
- More AI avatars (yes, we’re not done yet!) — this time focused on clinical trial recruitment and retention
- A mosaic-inspired disease awareness campaign with surprise-and-delight elements
- A choose-your-own-adventure-style digital resource for HCPs
- AI tools to help clients invest their time and budgets more wisely (not personal finances, unfortunately, though if anyone figures out how to make AI turn us into millionaires, please get in touch!)
…and lots more in the works. Our goal isn’t just to stay ahead of the curve, but to BE ahead, so we’re always keeping an eye out for what’s coming next for our industry and how we can turn that into real-world impact. Importantly, we’re also keen to have a bit of fun along the way. We think that’s where we do our best work!
Get in touch
Want an adventure of your own? Contact us if you’d like to chat. We’re not gatekeepers and we love sharing what we know. You don’t need a fully formed brief; just give us a challenge, and we’ll work with you to turn it into something brilliant.
