Bartle Bogle Hegarty (BBH) not only picked up the Grand Prix but it also landed a host of other prizes, including best international and best new client, making it Effectiveness Agency of the Year with billings under £100m.

Under the new scoring system for the Effectiveness Agency award, its Barnardo's entry (pictured top right) picked up six points for its gold award, a further three points for winning the Grand Prix, as well as a further point for landing the Best New Client prize.

The paper was highly praised as a "true example of where an idea can transform an organisation both externally and internally", and the agency's work has helped the charity recruit a new generation of committed givers.

BBH was also lauded as the winner of the international category, garnering an extra point to add to the four it picked up for the silver award. Its work for Unilever brand Olivio/ Bertolli (pictured above) managed to cut through northern Europe's different dietary cultures to identify a common desire in four markets. In the process, BBH helped turn a 40m euro (£25.5m) brand into a 100m euro (£63.6m) brand in four years.

The final BBH winner was its two-point, bronze award-winning exposition of the ability of Lynx (pictured above right) to defy its age and avoid the fate of Brut by maintaining its appeal for new users of the deodorant.

Since it launched in 1984 it has moved the creative message on from alpha males, exotic locations and romantic strangers to ensure it stayed relevant to the attitudes of the times.

The effectiveness award follows a strong year for the agency. It started 2001 in a state of transition, with a new management team charged with continuing the founders' legacy. They not only maintained the creative energy by securing seven shortlisted entries out of a total of 22 for Unilever's creative awards but it also secured £6.9m in new business.


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