The award recognises the campaign's success in turning around the fortunes of the high street brand. The campaign helped revitalised the Marks & Spencer at a time when it was under immense pressure and its future was being questioned.
DDB London was awarded the Effectiveness Agency of the Year, along with a total of eight awards -- one Gold, six Silvers and one Bronze for its respective campaigns for: Volkswagen Golf, with MediaCom; Felix; Kwik-Fit, with MediaCom; Monopoly Here & Now, with Tribal DDB; Tropicana; Teacher Recruitment; Volkswagen Golf, with Tribal DDB; and More4.
The Best Dedication to Effectiveness gong was awarded to Volkswagen, Best New Agency to Michaelides & Bednash; Best Multi-Market to Leo Burnett for Naturella; and Best Idea to Abbott Mead Vickers BBDO for Nicorette.
Rainey Kelly also scooped a gold for its Home Office vehicle crime prevention campaign.
Below-the-line, Proximity London took top prize for its TV Licensing drive for the BBC. In a joint entry for 02 VCCP, ZenithOptimedia, direct marketing agency Archibald Ingall Stretton and branding agency Lambie Nairn also took home a Gold.
In addition, Silver awards were handed out to: AMV and ROI Consulting for The Famous Grouse; Bartle Bogle Hegarty for Unilever's Dero brand; Delaney Knox Warren & Partners for Branston Baked Beans; Leo Burnett for Daz; Lowe London for British Heart Foundation; Miles Calcraft Briginshaw Duffy for Travelocity.co.uk; and Rainey Kelly for Actimel and Virgin Trains.
Several Bronze awards were scooped by BBH for Sony Ericsson; Grey London for Cathedral City cheese, Manchester City and Women's Aid; Michaelides & Bednash for Jamie's School Dinners; Miles Calcraft Briginshaw Duffy for HM Revenue & Customs Self Assessment; and VCCP and Media Planning Group for ING Direct.
Sir Paul Judge, chairman of the marketing standards setting board and chairman of the judges, said: "We had a complex job in choosing between the extremely diverse products, services and campaigns, which are represented in these awards."
Laurence Green, convenor of judges and planning partner at Fallon, said: "The IPA Effectiveness Awards is the annual call to the ideas industry to stand up and be counted commercially.
"Yet again the response is robust, every one of the winners demonstrates not just that advertising and branding works, but that it can be absolutely central to the fortunes of the organisations involved."
The awards took place last night at a ceremony at the Park Lane Hilton, presented by Piers Morgan and sponsored by Thinkbox, WARC, Millward Brown, Xtreme Information and Campaign.
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