IPA Effectiveness Awards 2007: London Effectiveness Agency of the Year - Sponsored by Thinkbox

Founded: 1999
Staff: 60
Gross income: £7.5 million
Key personnel
Chairman: Jeremy Miles
Chief executive: Helen Calcraft
Creative directors: Paul Briginshaw, Malcolm Duffy
Planning directors: Andy Nairn, Giles Hedger
Managing directors: Michael Pring, Melissa Robertson

It's little surprise that Miles Calcraft Briginshaw Duffy is named London's Effectiveness Agency of the Year. The agency had great success with its public sector campaigns in this year's Awards, winning the Grand Prix for its Trident campaign for the Metropolitan Police, as well as a Silver for its straight-talking Direct Payment campaign for the Government. Both the Trident paper, which demonstrated a real reduction in gun crime, and Direct Payment, with its effect on changing public perception, demonstrate how effective advertising can make a difference.

The agency also scooped a Gold for the Waitrose campaign, which enabled the supermarket to stay ahead of its competitors by cleverly promoting its ethical links.

Now in its eighth year, MCBD is revealing itself as one of the more impressive start-ups of the last decade. Its powerful work for Travelocity and HM Revenue & Customs made it Effectiveness Agency of the Year in 2005, and its continuing success reflects the agency's strong planning ethos under the stewardship of the planning directors Andy Nairn and Giles Hedger, who instill a thriving effectiveness culture among account teams.

With this win, MCBD can continue to shore up its enduring value-for-money credentials. Which goes some way to explaining why this agency rarely loses accounts.