The department store’s ‘highly emotive’ TV ads scooped the Grand Prix at Monday night’s (29 October) ceremony at the London Hilton Hotel on Park Lane, where a record number of Gold awards were handed out.
The judges commended John Lewis’ advertising from Christmas 2009 onwards, including its ‘Always a woman’ TV clip, from spring 2010.
Its marketing was praised for helping to deliver almost £1.1bn in incremental sales and £261m profits over a two-year period, as well as its effectiveness through digital channels: its Christmas 2011 ad was viewed on YouTube more than 4m times.
Lord Hollick, a former senior non-executive director at Diageo, and chairman of the judges, said: ‘This campaign combined wonderfully emotive creativity with evident effectiveness to return the brand to "national-treasure" status.
‘It demonstrates the power of acknowledging and rallying other audiences behind the brand, including employees and stakeholders, to shift consumer perceptions.’
Elsewhere, Waitrose’s advertising, by Bartle Bogle Hegarty, picked up the award for Best Dedication to Effectiveness, while Abbott Mead Vickers BBDO was named Effectiveness Company of the Year.
Best Channel Planning went to Digital UK’s advertising by DLKW Lowe, BBC Switchover Help Scheme and MediaCom.
Several awards went to public-sector campaigns, including the Metropolitan Police’s ‘Who Killed Deon?’ push by Abbott Mead Vickers BBDO.
Grand Prix, sponsored by Thinkbox: John Lewis by Adam & Eve and Manning Gottlieb OMD
Effectiveness Company of the Year, sponsored by Thinkbox: Abbott Mead Vickers BBDO
Best Channel Planning, sponsored by Microsoft Advertising: Digital UK by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom
Best International, sponsored by Velti: Snickers by Abbott Mead Vickers BBDO
Best Demonstration of Consumer Participation, sponsored by Facebook: Metropolitan Police by Abbott Mead Vickers BBDO
Best Use of Insight, sponsored by Future Foundation: Cadbury Dairy Milk by Ogilvy & Mather India
Best Dedication to Effectiveness, sponsored by Warc: Waitrose by Bartle Bogle Hegarty
Best New Learning, sponsored by Clear Channel: Metropolitan Police by Abbott Mead Vickers BBDO
Aldi by McCann Manchester
British Gas by CHI & Partners
Cadbury Dairy Milk by Ogilvy & Mather India
DFT by Leo Burnett
Digital UK by DLKW Lowe, Digital UK, BBC Switchover Help Scheme and MediaCom
Dove by Ogilvy & Mather Shanghai
Health Promotion Board Singapore by Ogilvy & Mather Singapore
John Lewis by Adam & Eve and Manning Gottleib OMD
McDonald’s by Leo Burnett
Metropolitan Police by Abbott Mead Vickers BBDO
Snickers by Abbott Mead Vickers BBDO
Virgin Atlantic by RKCR/Y&R, Gyro, OMD International, Hall & Partners
Walkers by Abbott Mead Vickers BBDO
Which? by Mike Colling & Co
Art Fund by 101
Danone Activia by RKCR/Y&R
IBM by Ogilvy & Mather New York
Magnum Gold?! by Lola Madrid, Lowe and Partners
Nikon by Jung von Matt AG
Nissan by Lew’Lara\TBWA
The National Lottery by MPG Media Contacts
VO5 Extreme Style by Euro RSCG London
Waitrose by Bartle Bogle Hegarty
Yorkshire Tea by Beattie McGuinness Bungay
Audi by Bartle Bogle Hegarty
Boots by Mother
BT by Abbott Mead Vickers BBDO
Dove Hair by Ogilvy & Mather
Gordon’s by Bartle Bogle Hegarty
Gü by DDB UK
LV= by Designate, 24-7 ideas.com
Shangri-La Hotels & Resorts by Ogilvy & Mather Hong Kong