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In addition to the awards, this year’s event, held by the Radio Advertising Bureau, introduced a creative challenge with £1m of airtime to be shared between an existing and a new radio advertiser.

The award for best ad by an existing advertiser and £500,000 worth of airtime went jointly to Marie Curie Cancer Care Guitar, created by DLKW and entered with Maxus, and the Department for Transport’s Search, created by Leo Burnett and entered with Carat.

Saatchi & Saatchi won the £500,000 award for the best new advertiser for Otrivine, entered with Global Radio Services, which judges said cleverly used a symphony of sound to bring the brand benefit to life.

The award for the most outstanding entry went to the Department for Transport, with media agencies Carat and Starcom and creative agencies AMV BBDO and Leo Burnett.

Best use of radio to drive sales went to AMV BBDO and PHD for their Sainsbury’s "Here’s the deal, here’s the idea" campaign.

MediaCom won best use of radio to drive response for Disruption, for Direct Line Motor Insurance and best use of radio to drive consideration for Mandarin for Churchill.


The Winners

Best Use of Radio to Drive Sales

Advertiser:  Sainsbury’s

Title:    Here’s the deal, here’s the idea

Media agency: PHD


Best Use of Radio to Drive Consideration

Advertiser: Churchill

Title: Mandarin

Media Agency: MediaCom


Best Use of Radio to Drive Awareness

Advertiser: West Midlands Casualty Reduction Scheme

Title: Death calling – talk & text


Best Use of Radio to Drive Response

Advertiser: Direct Line Motor Insurance

Title: Disruption

Media Agency: MediaCom


Best Sound Design

Advertiser:             ZSL London Zoo

Title:                  The animals

Creative Agency:        Next Door London

Media Agency:           Next Door London


Best Direction

Advertiser: Department for Transport

Title: Search

Creative Agency: Leo Burnett

Media Agency: Carat


Best Ad by an Existing Advertiser

Joint Winners

Advertiser: Marie Curie Cancer Care

Title: Guitar

Creative Agency: Jocelyn Fiske

Media Agency: Maxus

and

Advertiser: Department for Transport

Title: Search

Creative Agency: Leo Burnett

Media Agency: Carat


Best Ad by a New Advertiser

Advertiser: Otrivine

Title: Senses – city street

Creative Agency: Saatchi & Saatchi

Media Agency: Global Radio Services

Most Outstanding Entry

Department for Transport

Creative Agencies: AMV BBDO, Leo Burnett

Media Agencies: Carat, Starcom

Media Agency of the Year

MediaCom