Mother has emerged as the most decorated UK agency at the 30th One
Show in New York - the most widely entered competition by agencies
around the world.
It tied with Mullen, the Massachusetts-based Interpublic subsidiary and
most successful US agency in the competition, to snatch a total of six
Pencils, two of which were in the design category. More than 20,000
pieces of work were entered for the show - a 20 per cent increase on
Mother was one of 11 UK shops to come away with awards after last week's
The show is the annual competition for advertising and design work held
by the One Club for Art & Copy, one of the largest organisations for
agency creatives in the US.
Mother struck silver in the outdoor campaign category for its ambient
ads promoting Britart.com, the virtual saleroom that labelled pavement
slabs, walls and electricity junction boxes as if they were works of
It also collected silver awards for its trade press campaign to relaunch
Premier Brands' Typhoo tea featuring Tommy 'two thumbs fresh' Singh -
even though the account is under review.
The agency completed a hat-trick of advertising silvers with a
self-promotion campaign, the Book of Paper Aeroplanes.
Three British shops collected gold awards: Fallon in London won the
outdoor category for single posters with a poster for Timex watches;
TBWA/London, which took top honours in the best political or public
service ad in a newspaper or magazine with its work for the Big Issue
Foundation; and Saatchi & Saatchi, whose monster.com commercial was
judged the best consumer TV ad in the contest for spots of more than 30
Saatchis added a silver in the guerilla marketing section with its
'Bloody Hands' campaign for Coronet Books and a bronze for its Army
recruitment radio campaign in the political and public service
Grey Worldwide London also secured a trio of awards - a silver and two
bronzes - with its magazine work for Findus. The work attempted to break
new ground by abandoning pictures of the cooked products in favour of
ads made to look like fashion spreads and featuring shots by the New
York fashion photographer Tiziano Magni.
Abbott Mead Vickers BBDO sustained its record of award-winning work for
The Economist with a silver in the outdoor category and a bronze in the
public service and political section with its TV work for Timebank.
Leo Burnett took a pair of bronzes - one for the John West commercial in
which a fisherman fights with a bear for the best salmon, the other for
its McDonald's TV work.
Other UK agencies honoured included J. Walter Thompson, which won a
silver for its TV commercial promoting disabled athletes. Ogilvy &
Mather, WCRS and BMP DDB collected bronzes for their work on The
Samaritans, Centrepoint and Volkswagen respectively.