The idea of a bullet-hole passing through a magazine, written by Richard Stoney and art directed by Dave Hobbs, won Best Overall Execution, and Best Use of Press and Best Use of Inserts.
It is the third year running that an advertising agency has walked away with the top award, after Euro RSCG won with "artery" for the British Heart Foundation last year and Different won with "Baby" for the Sunderland NHS in 2003.
Harrison Troughton Wunderman was the most awarded agency, winning five silver awards -- for IBM, Cannons and Court Security. HTW also won the Royal Mail Award for consistently strong direct marketing in recent years for its client Xerox.
Steve Aldridge, the chairman of judges and creative partner at Partners Andrews Aldridge, said: "Gone are the days when we can get away with an ad in an envelope. Creativity is critical to the future of direct marketing. The work this year proves great ideas get results. Creative confidence is coursing through agencies and clients alike, which is having a real effect."
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