In addition to beating its rivals Lida, Arc, Iris, Haygarth and Propellernet to Agency of the Year. Iris picked up six Best Awards for brands including Adidas, Mini and Shell.
Cheil’s "we are David Bailey" for Samsung was the most awarded work of the night with three awards (Best Integrated ±±¾©Èü³µpk10, Best Digitally Led ±±¾©Èü³µpk10 and Best Advertising Led ±±¾©Èü³µpk10), as well as the Best of the Best.
"I wish my son had cancer" by AIS London for the Harrison’s fund also picked up four awards, including Best Creative Advertising, Best Creative Direct Marketing, Best Writing and Best Photography.
The comedian and actress Kerry Godliman presented the awards, which are now in their 24th year, in front of more than 400 agency executives at The Brewery in the City of London.
Elvis and Arc each won three "Best" gongs each, with the former also winning a merit in the Grand Prix category for its "have a fling with a creme egg" campaign for Mondelez.
Scott Knox, the managing director of the MAA, said: "This year there was a big difference between good work and outstanding quality and creativity – showing that despite a tough 2013, there are agencies and brands still truly reaching for excellence."
|
Category |
±±¾©Èü³µpk10 |
Client |
Agency |
|
Best typography |
The Rowntree Wall, YHA |
YHA |
The Hub |
|
Best photography |
I wish my son had cancer |
Harrison's Fund |
AIS London |
|
Best innovation |
The World's First Really Live Pig Feed |
Compassion In World Farming |
Elvis Communications |
|
Best writing |
I wish my son had cancer |
Harrison's Fund |
AIS London |
|
Best art direction |
Gillette - The Best A Mo Can Get |
Gillette (Procter & Gamble) |
Haygarth Group Ltd |
|
Best creative advertising |
I wish my son had cancer |
Harrison's Fund |
AIS London |
|
Best creative digital |
The World's First Really Live Pig Feed |
Compassion In World Farming |
Elvis Communications |
|
Best creative sales promotion |
J2O - SPIN 2 WIN |
Britvic |
Iris Worldwide |
|
Best creative pos or in-store theatre |
A Sushi Story |
Marine Stewardship Council |
Saatchi & Saatchi X |
|
Best creative ambient media |
Taking the classroom to the streets
The Tutor Crowd
Arc
Best creative direct marketing
I wish my son had cancer
Harrison's Fund
AIS London
Best integrated campaign
We are David Bailey
Samsung Electronics UK
Cheil UK
Best digitally led campaign
We are David Bailey
Samsung Electronics UK
Cheil UK
Best social media led campaign
Have A Fling With A Creme Egg
Mondelez
Elvis Communications
Best digital innovation within a campaign
MINI - Chase the Paceman
MINI UK
Iris Worldwide
Best direct marketing led campaign
Fresh Routes, Fresh Powder
Monarch Airlines
WDMP
Best sales promotion led campaign
McCain Smiles FREE Ladybird Books
McCain Foods
Blue Chip Marketing
Best advertising led campaign
We are David Bailey
Samsung Electronics UK
Cheil UK
Best sponsorship led campaign
McDonald's KickStart
McDonald's UK
Arc
Best experiential marketing led campaign
Gillette - The Best A Mo Can Get
Gillette (Procter & Gamble)
Haygarth Group
Best PR led campaign
Oh Mr Darcy - Launch of UKTV Drama
UKTV
Taylor Herring
Best shopper marketing led campaign
The Ferrari Model LEGO® Collection from Shell
Shell
Iris Worldwide
Best small budget campaign
Taking the classroom to the streets
The Tutor Crowd
Arc
Best international campaign
The Ferrari Model LEGO® Collection from Shell
Shell
Iris Worldwide
Best strategic thinking for a campaign
O2 Star Trader
Telefonica UK Ltd
Blue Chip Marketing (UK) Ltd
Best and most effective long term campaign
Chicago Town Takeaway - Voted Tastier!
Dr. Oetker (UK) Ltd.
Life Agency
Best consumer campaign
Live More YHA
YHA
The Hub
Best development of agency talent
The Propellernet Academy
Propellernet
Best youth initiative
The Academy of Extraordinary
Iris Worldwide
Best of the Best
We are David Bailey
Samsung Electronics UK
Cheil UK
Best breakthrough agency of the year
Aesop
Best agency of the year
Iris Worldwide
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