The Interpublic agency snatched the award, designed to recognise effective advertising campaigns, for the pan-European strategy of Intel's Centrino processor, part of the £150m global account it lost to Omnicom's OMD in April.
Among the work by the agency was the creation of a European musical supergroup on MySpace. It attracted some six million page views from 40 countries, despite only being promoted in six.
Matthew Bolton, EMEA media and advertising manager at Intel, admitted: "Intel Supergroup was a great piece of work that delivered well ahead of expectations.
"Universal McCann's clear thinking and understanding of how Intel's brand could positively interact in the new social media environment, created a truly engaging communication that built understanding of the power of Intel Centrino well beyond the markets where we actively promoted the concept."
Graham Duff, Interpublic's newly appointed EMEA president of Mediabrands, credited the award to the agency's business proposition of Next Thing, which specifically aims to identify new opportunities being created by the digital revolution.
"In identifying the fact that Intel's target audience was spending significant amounts of time on MySpace and then developing a credible platform to communicate with it, this work for Intel shows the power of that proposition," he said.
Also on the night, Grey EMEA won Agency Network of the Year for the fourth consecutive year after winning four awards, including a gold for its Coke Zero campaign.
United Kingdom
Universal McCann wins Euro Effie prize
LONDON - Universal McCann became the first media agency in five years to win an award at the Euro Effie's last night, picking up the Bronze-Euro Effie for its work on its now defunct Intel account.
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