A partnership between Louise Curran, head of shopper marketing at Diageo and Shelley Norris, marketing manager at Coca-Cola Schweppes, for the joint 'Together for a Better Summer' campaign by Saatchi and Saatchi X won Client of the Year.
Around 400 agency executives and marketers watched Elvis fend off VCCP, The Big Kick and Saatchi & Saatchi X to win the coveted Agency of the Year gong at the event at The Brewery in the City of London.
Publicis Dialog, the Publicis Groupe agency that is due to merge with Chemistry, won Best of the Best for its campaign for Renault Driving School, which showed "brilliance of understanding of the consumer".
David Prideaux, executive creative director of Publicis Dialog, said: "The Renault Driving School pack is conclusive proof that it's the brilliantly simple ideas that get a brilliant response.
Judges said Elvis won Agency of the Year for its commitment to increasing clients' commercial fortunes, with some enjoying unprecedented ROI, and for striking a good balance between making money for clients and sharing the love.
Iris picked up its five awards in recognition of its 'Philips Bikini Line Perfection' and 'Steam and go' campaigns for electrical manufacturer Philips.
Steve Bell, joint chief executive of Iris London, said: "The MAA awards celebrate the best in creativity across the board so to walk away with this many awards in different categories shows Iris' commitment to creative execution in its various forms.
The event named Curran and Norris the first marketers to share the coveted Client of the Year prize for a joint campaign for Diageo spirits, Coca Cola and Schweppes mixers, which encourages consumers to buy the products together.
For the first time, the Best Consumer category was chosen by the public from a shortlist of five. The award went to the Jamaica Tourist Board's 'Totally Dad Dance' campaign by Draft FCB London.
The Marketing Communication Consultants Association changed its name to the Marketing Agencies Association in August. The newly named awards were presented by Russell Kane, the comedian and former Billington Cartmell marketer.