Mother shares the top honours at One Show

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

last year.

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, 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 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.


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