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Top firms named at MAA awards

13/03/2013

A selection of the UK's top marketing agencies have been highlighted at the 2013 Best Awards, the annual industry event sponsored by trade body the Marketing Agencies Association (MMA) and supported by the Guardian newspaper.

While high-quality work was obviously the biggest factor in assessing which firms came out as winners, a clear theme was that innovative work which makes use of new channels in an intelligent way, is central to success in modern-day marketing.

Livity, an agency that focuses on youth engagement, was the overall winner on the night.

Last year the company took the top award for its X Factor-style campaign for the NSPCC's Childline service, and has further cemented its position with its impressive performance in 2013.

The agency also won three awards for recent campaigns, including best strategic thinking for a marketing push organised to promote critically-acclaimed Channel 4 drama Top Boy.

Charmaine Eggberry, the chair of the client judges panel, stressed that innovation is crucial in the modern marketing environment.

"We saw cases that stood out not because of large budgets but because they were left field, very well executed, made innovative use of communications channels and harnessed them in an utterly cohesive way," she argued.

Ad agency AV BBDO won the coveted top campaign award for its Escape the Map effort, used as part of a marketing push from Mercedes.

The increasing prevalence of digital marketing and other changes to how people approach products mean that integration of different campaign threads was another theme shared by many of the winning companies.

According to the MMA, it is important that all of its members push forward by engaging with the newest technologies and ideas in the industry, helping keep the UK at the forefront of marketing innovation over the coming years.

It was first launched in 1989 and has hosted the awards for 23 years.