The glittering ceremony, which was held yesterday (8 September) in The Lancaster, London, was hosted by comedian Keith Lemon; known for his sketch shows Bo Selecta! and Celebrity Juice.
The Old Spice campaign claimed six awards in the creative and digital sectors, making it the most lauded work of the night. It was named the best creative campaign in the FMCG, digital and TV categories and best digital work in the FMCG, viral and social media categories.
Wieden + Kennedy was also named digital agency of the year, and saw its ads for Lurpak and Nike also handed Blades awards. The agency’s client Ian Armstrong, head of European marketing for Honda, was also crowned digital client of the year.
Other winners include Ben Cull, head of marketing at Yeo Valley, named creative client of the year for the success of the “Rap” campaign by BBH; Jamie Oliver’s head of buying, Zoë Jackson, was awarded design client of the year and Paul Davies, director of marketing communications at Microsoft was named media client of the year.
Adam and Eve was voted the advertising agency of the year, with WPP’s The Partners and Interpublic’s UM London being named design and media agencies of the year respectively.