Referring to MediaCom's success, Adam Freeman, commercial director of Guardian News & Media, and one of the awards judges, said: "We know which agencies take it seriously and MediaCom entered a lot of times".
MediaCom scooped the prize for best newspaper campaign over £250,000 also for its work on Audi A4, the award for best use of newspapers in a multimedia campaign for its work with Universal on the Atonement campaign, and the outstanding innovation in a newspaper campaign for "The Fink Tank" campaign for GSK's Lucozade Sport.
The night's other winners were Mindshare for "The power of photography" campaign for Ford Mondeo, Carat, which won for "The Greener Partnership" campaign for British Gas, and Profero for "The Sun Expat" campaign for Halifax Royal Bank of Scotland.
The judging panel, chaired by Newspaper Marketing Agency chief executive Maureen Duffy, included MediaCom's group press director Claudine Collins and Media Week editor Steve Barrett.
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