M&C Saatchi has won Campaign’s agency of the year accolade,
climaxing an outstanding new-business run and a series of
The award not only recognises the agency’s achievement of becoming the
UK’s sixth-largest shop within four years of its controversial launch,
but also a period in which BT, Rover and Sainsbury’s all joined its
The agency was run close by TBWA GGT Simons Palmer and WCRS. But M&C
Saatchi won on the strength of its ability to tailor itself to client
needs and win business on its own merits, rather than the connections of
its founding partners.
Above all, the award marks the agency’s coming of age and this year it
answered criticisms that the agency’s most powerful driving force was
Maurice Saatchi’s desire to get even.
Like M&C Saatchi, French Connection has risen above controversy to
become Campaign’s advertiser of the year. The ’fcuk’ campaign from TBWA
has sustained the clothing retailer’s place in a cut-throat and troubled
market and it gets the nod over Tesco, its closest contender.
Flat Eric, the anarchic yellow puppet created by Bartle Bogle Hegarty,
wins the campaign of the year title for the Levi Strauss Sta-Prest
MediaCom TMB surmounted the problems of merging two disparate agency
cultures to be named media agency of the year while Freeserve, the free
internet service provider that has driven the growth of the UK internet
market, takes the medium of the year title.
Gorgeous becomes Campaign’s production company of the year for the
quality of its output, which ranges from the BBC’s ’future generations’
commercial to the British Airways ad featuring PJ O’Rourke.