Saatchi & Saatchi X named best agency at MCCA Awards

LONDON - Saatchi & Saatchi X won the Agency of the Year prize at last night's MCCA Best Awards, while Elvis' live digital billboard for Virgin Trains took the top creative honour.

Elvis' Virgin Trains outdoor campaign
Elvis' Virgin Trains outdoor campaign

Saatchi & Saatchi X went home with four other awards, including Best Development of Agency Talent. However, the night's biggest haul went to Touch DDB.

The Omnicom agency landed six creative awards, four of which went to its 'A Birdspotters' Guide' direct mail campaign for the Financial Times.

Another campaign to be recognised with four awards, including the Best of the Best, was Elvis' live billboard for Virgin Trains.

The digital billboard in Liverpool was taken over by the agency for two days and was used to address individual passers-by with messages on the fly, composed by a team overlooking the site.

John Treacey, creative director at the agency, said the client was also part of the team, and selected the messages to be displayed from a number of options devised by the creative team.

The Client of the Year award went to Ronan Beirne, global marketing director at Guinness, while the Newcomer Agency honour went to Life Agency.