The runners-up were Bartle Bogle Hegarty New York, with Lynx Bullet's "pocket pulling power" in second place, and Wall's "we only select the two best bits" from Beattie McGuinness Bungay in third place.
Ian Pearman, the managing director at Abbott Mead Vickers BBDO, and Dave Trott, the creative director at CST, made up two members of the 12-strong judging panel.
The winning slogans have been inducted into the AdSlogans Advertising Slogan Hall of Fame, joining last year's winner, TBWA\London with its slogan for Müller, "lick the lid of life".
Read about the planning of the meerkat campaign: How the meerkat transformed the fortunes of Comparethemarket.com
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