The ceremony, which took place on Wednesday evening at The Grosvenor, was dominated by the Omnicom agency, which can credit much of its success to its "Spare the act" campaign for Currys PC World (above).
AMV won five golds for "Spare the act" in the retail and restaurants category (one for the overall campaign, and four executions), and one silver for Sainsbury’s Christmas ad "Mog’s calamity".
The agency, the UK's biggest by billings, also won two golds and two silvers in the consumer durables & furniture category, all for its "Spare the act" work for Currys PC World. It secured one gold for the campaign, and the rest for individual executions.
Other winning work for AMV included:
- a silver for its "Please not them" campaign for the National Lottery and a further silver for its "James Blunt" execution – both in the travel and leisure category;
- two silver awards in the alcoholic drinks category for film work for Guinness, "Never alone" and "The right path";
- two silvers in the energy category for its film ads with Smart Energy GB – "Darts" and "Supermarket";
- one silver in the health and beauty category for its film "Blood" for Libress;
- silver in the media and entertainment category for its "Imaginary friends" outdoor work for the V&A Museum of Childhood.
Adam & Eve/DDB, which won big at last year's awards, put in another strong performance after winning press agency of the year and securing four golds and four silver awards.
The Omnicom shop won one gold in the fashion, clothing, footwear & accessories category for its "Becoming Beckham" campaign for H&M, and two silver for Harvey Nichols, one for the "Shoplifters" film and another for the press ad with "Bo Gilbert – the 100-year-old-model".
The "Shoplifters" film for Harvey Nichols won a gold in the retail and restaurants category. In the same category, it also took a silver for its "Becoming Beckham" film for H&M.
Adam & Eve also won:
gold in the grocery and soft drinks category for its "Give the rainbow" ad for Skittles;
- gold in the financial category for the "Tiny dancer" film for John Lewis Insurance;
- silver in the automotive category for its Volkswagen "The big arrival" film.
McCann London also had a good showing, winning outdoor agency of the year, the Arden Award, and three gold (two in the media and entertainment, and one in sport, travel and leisure). These awards were all for its "Survival billboard" outdoor and digital campaign for Xbox.
Leo Burnett London was crowned direct agency of the year, and won a gold for its "#RememberShafilea" direct work for Karma Nirvana in the charity category, and a silver for its "Astronaut" film for NSPCC.
CHI & Partners won digital agency of the year and one gold for its "Slide" digital work for Lexus in the automotive category.
FCB Inferno won integrated agency of the year and a silver for its "Change please" integrated campaign for The Big Issue in the charity category.
Bartle Bogle Hegarty won four silver in total: two for its "Bedtime stories VR" and "School of rugby" work for Samsung in the consumer durables and furniture category, one for its "Spin" for Audi film in the automotive category, and one for its "9.58" for Virgin Media in telecoms and technology category.
Mother London won three silver: one for No 7 "Ready for more" ad in the health and beauty category. It also took a silver for its "Epic dance-off" film for Moneysupermarket.com in the financial category. Its LateRooms.com ad "It’s going to be a great night - beat box" won a silver in the sport, travel and leisure category.
M&C Saatchi won a silver for its sugar smart app for Public Health England in the health and beauty category. The same execution won a silver in the public health category.
J Walter Thompson won two silvers for its "A living river" outdoor and digital executions for HSBC in the financial category.
4creative took a silver for its Channel 4 rebrand work in the media and entertainment category. In the same category, AKQA also won a silver for its "Don’t look away" digital work for Usher and Brothers and Sisters won a silver for its "Back of the head" campaign for Pearl & Dean.
Lucky Generals won a silver for its "The ring" ad for Pot Noodle in the grocery and soft drinks category.
Saatchi & Saatchi won a silver for its Sea Hero Quest game for Deutsche Telecom in the telecoms & technology category.
MullenLowe London won a silver in the household goods category for its "Free the kids" work for Persil. It also won a silver for its "Redraw the balance for education & employers" in the charity category. In the same category, VCCP won a silver for its integrated campaign "The really big and far reaching ad campaign they never really wanted you to see" for Amnesty International.
Other agencies taking a silver include Creature for its "The not so secret life of five year olds" for the Green Party in the public service category, Magnafi, for its "Love your NHS" for the NHS in the health and beauty category, Iris Worldwide for its "Adidas boss everyone" digital work for adidas in the sport, travel and leisure category, and Publicis London for its "Doors of thrones" work for Tourism Ireland in the same category.
WCRS was highly commended for its "The giant crumpet show" ad for Warburtons in the grocery and soft drinks category.