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WPP's MediaCom took home three awards, including best use of radio to drive response for Direct Line, best use of radio to drive consideration for Churchill and the prize for media agency of the year, while Omnicom 's PHD won the award for best use of radio to drive sales for Sainsbury's.

The awards received a total of 79 entries and Simon Redican, managing director of the Radio Advertising Bureau, said all the entries showed that radio campaigns deliver results and provided good case studies for the industry.

Redican said MediaCom beat close competitors Mindshare and UM to the agency of the year award because it not only demonstrated results but "put them in context" and its performance in the other awards categories gave it "the edge".

The judges praised MediaCom for getting the whole agency involved in radio. Richard Jacobs, head of radio at MediaCom, said the agency is committed to radio "from the top down".

He added: "One reason we won is because we take radio seriously. We use evidence from econometrics to increase radio spend and keep advertisers on the medium, and some clients will have spent more money on radio this year than they did last year."

PHD was rewarded for its Sainsbury's "Here's the deal, here's the idea" campaign. Imogen Forsyth, media director at PHD, said Sains­bury's has consistently invested in radio, which has successfully driven sales. She added: "It is a channel that has always delivered a positive return on investment and enables us to bring to life the ‘Try' proposition of great deals and ideas effectively."

The award for best use of radio to drive awareness went to West Midlands Casualty Reduction Scheme for "Death calling - talk & text", which was entered by the client via Global Radio's production arm, Global Ideas.