The biggest success of the night went to OMD, who took the M&M Global ‘Agency of the Year’ Award from Mediacom who had enjoyed a three year reign previously. The agency also picked up a total of six awards on the night, including 'The Effectiveness Award' and 'Best Local Execution by a Global Brand' for its work for Persil, 'Best Targeted Campaign' and 'Best CSR Campaign' for Sony and 'Best International Launch Campaign' for Sony’s The Smurfs.

Samsung won The Media Excellence Award, and The International Marketer of the Year Award was awarded to Keith Weed at Unilever.

Click here to read all winning campaign case studies on Cream.

And the winners were...

Best Communications Strategy- NERF Blaster Office War

Best Engagement Strategy- Ariel Fashion Shoot

Best Use of Digital- ASOS Urban Tour

The Effectiveness Award- Persil Abaya Mission Innovation Effect

Best CSR Campaign- Sony Futurescapes

Best Targeting Campaign-Sony PSE

Best Local Execution by a Global Brand- Russian Social Sensation: Persil Brilliance

Best Luxury Marketing Campaign- Paco Rabane Lady Million Blogger

Best Nation and Destination Marketing Campaign: Ireland Tourism Titanic Stories

Best International Launch Campaign- Sony Smurfs

Best Campaign Reaching Business and Political Decision Makers- Statoil Energy Realities

Best Contribution to a Campaign by a Media Owner- The Dictator

Best Use of Content- Deutsche Telekom "Mariah Carey Christmas Surprise"

Campaign of the Year- NERF Office Blaster