The agency was handed the Grand Prix prize at today's ceremony, run in association with Media Week and ±±¾©Èü³µpk10, which saw all the shortlisted entrants in the competition gather to hear the winners for each category.
MEC's overall award came after the same campaign picked up first prize in the Best Ongoing Use of TV category, in which Morrisons was relaunched as a "food specialist for everyone".
Judges, who included MPG's head of strategy, Marie Oldham, Zed Media's joint managing director, Kevin Murphy, and Channel 4 head of strategic sales and commercial marketing, Mike Parker, picked a further five category winners.
First prize for the Best Use of TV in an Integrated ±±¾©Èü³µpk10 went to PHD for its British Heart Foundation campaign, which used online application Yoobot to gets its message about healthy eating across to children.
The Best use of Sponsorship award went to Carat's British Gas campaign that invited consumers to ‘Green up your Life', aiming to re-educate a generation about the importance of environmental awareness.
OMD UK picked up the Best Newcomer to TV award for its Royal Mail campaign, which promoted Smilers, the personalised postage stamp concept that was designed to boost use of the postal service.
Elsewhere, MediaCom's IPTV-based campaign for Natwest's Student accounts won the Best Use of TV Innovation, with judges commending the campaign for adopting a new and cost-effective method of reaching young people.
The prize for Best Use of TV for Response went to Universal McCann and Autoglass, which saw the company using television advertising for the first time.
Tess Alps, chief executive of Thinkbox and chairman of judges, said: "The volume and quality of entries had gone up this year" and thanked all the agencies that submitted entries.
See next week's issue (9 June) of Media Week for full coverage of the awards.
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