Over the past decade, Casual and The Edge have vied with each other to top the Peer Poll. But their position is constantly being challenged. In 2019 Media Zoo edged Casual into 3rd place, and in 2022 it was Radley Yeldar and RD Content snapping at their heels.

This year, Pukka broke back into the top five as their long-established credentials continued to attract respect from competitors. While the top of the table appeared comparatively stable, there was plenty of action elsewhere.

Big Button achieved their first Peer Poll Top 10 since 2016 with their blend of production, strategic advice and measurement. Ever present in the Top 50 since 2009, Big Button have established a distinctive business model that has now seen them break into the top 20 overall.

nrg digital made the Peer Poll top 10 for the first time, just one year after making their debut in the UK Top 50.

Of the remaining 14 producers in the chart, all but Affixxius, Studio Giggle and Brunswick are making their first ever appearance in the Peer Poll.

61% more producers were nominated in the Peer Poll compared to 2022, resulting in 17 new Top 50 producers compared to last year. The increase in nominations indicates a growing awareness of the top-ranking producers, probably driven in part by the resumption of the UK Top 50 last year after a brief gap. However, a nomination in the Peer Poll alone is not enough to secure a place in the Top 50 – a strong business performance is also essential.