The agency also won the Effectiveness Agency of the Year title for shops billing less than £100 million a year.
DDB London and Rainey Kelly Campbell Roalfe/Y&R, meanwhile, shared the Agency of the Year title in the category for agencies billing more than £100 million a year. RKCR/Y&R also picked up the award for Best Presentation.
Wieden & Kennedy won the John Bartle Award for Best New Agency for its gold-award winning campaign for Honda UK.
Best Dedication to Effectiveness went to Abbott Mead Vickers BBDO, Bartle Bogle Hegarty and Euro RSCG London for their collaboration on the Department of Health's Tobacco Control campaign. Each developed work for their respective charity clients, the NHS, Cancer Research UK and the British Heart Foundation.
The award for Best Idea went to DDB London and DDB Matrix for their campaign for Volkswagen Diesel. Best Integration went to TBWA\London and Fishburn Hedges for their London Congestion Charge launch.
TBWA also scooped the Best Small Budget award for Transport for London's Safer Travel at Night campaign.
BBH won the Best Media title for its paper on Lynx Pulse. It used a number of communications channels to create a youth-market buzz.
This year's awards received 58 entries from a record 53 agencies, including non-member agencies for the first time.
The awards were judged by two panels, one comprised of clients, led by Niall FitzGerald, the chairman of Reuters and a former chairman of Unilever.
The agency panel was convened by Alison Hoad, planning partner at Campbell Doyle Dye.
- Close-up, p18; Perspective, p21.