The awards were judged by a panel of independent experts against a predetermined set of criteria, including proof of how thought leadership had an effect on clients' bottom line in the recession, and evidence of sustainable thinking. VCCP, creator of the 'Meerkat' campaign for Comparethemarket, pipped MCBD to the title.
The judges found that VCCP had 'embraced all aspects of the consumer conversation to deliver game-changing results for its clients' which had translated into new business growth; Npower was among the brands to have joined its client list.
Meanwhile, MEC's 100% client-retention rate, coupled with its media innovation and strategic excellence - evident in it being awarded the Grand Prix at the 2009 Institute of Practitioners in Advertising
Effectiveness Awards, for its 'Let's grow' campaign for Morrisons - meant it beat PHD to the top prize.
Sunday made its debut as winner of the Customer Publishing Agency category, outclassing bigger rivals, while Rapp won Direct Agency of the Year and Dare the Digital Agency prize.