Most read: OMD UK wins Grand Prix and four golds at 2015 Media Week Awards
OMD UK led a successful night for Omnicom at the 2015 Media Week awards, after winning four golds and the Grand Prix, Campaign's Omar Oakes writes.
The Omnicom agency won gold in four categories. Three for Channel 4’s British-American sci-fi series, Humans, which won in: Agency, Media Idea – Medium; Large Collaboration; and Media Creativity categories.
It also won a gold for the Agency, International Campaign category for McDonald’s #imlovinit24.
Manning Gottlieb OMD picked up two golds for Omnicom. Gemma Howley, the head of PPC, was awarded Media Agency Rising Star and the agency also won gold for its 'Should've Gone to Manning Gottlieb OMD' brand idea for Specsavers.
M2M won two golds for PaddyPower's 'Paddy Power Metro Rainbow Laces Edition' in the Media Idea – Small and Small Collaboration categories.
The7stars won media agency of the year, while Media Brand of the Year went to The Discovery Channel UK.
This year's Sales of the Year was Channel 4, which also won two golds for Media Owner: Media Idea – Large for 'Ed Sheeran:Live', and Media Owner, Media Idea – Large, for 'McDonald's McCafe Moments'.
Read on for the other Media Week Awards gold winners.
Big and clever data: East Midlands Trains uses live data to deter car travel to London
There's a lot of big data around, but it's rarely deployed as simply and effectively as this. East Midlands Trains has launched a data-driven email campaign for the autumn half-term, to encourage people to take the train to London rather than drive, Campaign's Omar Oakes reports.
The 'Reasons to Take the Train' campaign has been created by Lida to provide customers with real-time and geo-targeted information about how long it takes to drive from their nearest station to St Pancras.
The email integrates a live traffic feed. The opening copy on the email reads, "Actually, if you hopped in the car right now, it would take [X]. Ouch." It then flags an appropriate train time to the viewer.
A buy button directs customers to the East Midlands Train website, where they can buy tickets.
Virtual reality: Live streaming the MTV EMAs
Want to follow this Sunday's MTV European Music Awards on social? Take your pick from Snapchat, Facebook, Twitter, Vine and Periscope.
Want to look at what you want to on the red carpet and during the show? MTV's EMA app can help with live virtual reality streaming using a cardboard viewer, or just 360 degree video.
For the complete rundown of social activity, see Gurjit Degun's piece, MTV teams with social media sites for EMAs.
Opinion: Why Burberry's Snapchat Testino campaign is the best piece of marketing in 2015
James Kirkham, global head of social and mobile at Leo Burnett, is calling it early. He thinks Burberry partnering with Snapchat to create an ad in real-time will be the best piece of marketing this year.
Kirkham says the campaign is "a glimpse of just how premium brilliant social media can be", its excellence partly resides in "its insistence to create and leverage ‘urgency’ in the audience", and crucially "this is mobile first, built for mobile, through a mobile, delivered on mobile."
"The future of advertising looks like this," Kirkham writes, "and it is bloody glorious." Read on and see if you agree.
Bonuses: Extra Time at Samsung's School of Rugby
By the looks of Brand Republic's traffic stats, readers enjoyed Jack Whitehall in Samsung's School of Rugby spots. Good news then, as some clips have been rescued from BBH Sport's virtual cutting room floor. Enjoy.
Compiled by Jonathan Shannon
Is there something you’d like us to share in 18:05? Email email@example.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us @BrandRepublic #1805