*NEW FOR 2015* B2B Campaign of the Year

Winner - Take IT Easy (Dell / MediaCom)

Best Communications Strategy

Winner - Cities of the World (Heineken / Starcom MediaVest Group)

Highly Commended - Big Hero 6 – making friends with a new franchise (Disney Animation Studio / OMD)

Best Content Creation Award

Winner - Whisper: #touchthepickle (Whisper Ultra / MediaCom)

Best Digitally Integrated Campaign

Winner - Talk to Google (Google / OMD)

Best Engagement Strategy

Winner - Penny the Pirate (OPSM / OMD)

Best Entertainment Platform

Winner - Penny the Pirate (OPSM / OMD)

Best International Launch or Re-launch Campaign

Winner - Lexus NX : Striking Angles (Lexus Europe / ZenithOptimedia)

Best Local Execution of a Global Brand

Winner - #OreoEclipse (Oreo / PHD)

*NEW FOR 2015* Best Partnership Award

Winner - Bose #listenforyourself (Bose / MediaCom)

Best Targeted Campaign

Winner - Star Wars: Rebels Wanted (Star Wars Rebels / OMD)

Best Use of Content

Winner - #Championthematch (Heineken / Starcom MediaVest Group)

Highly commended - #LikeAGirl (Always / Starcom MediaVest Group)

*NEW FOR 2015* Best Use of Mobile

Winner - Superiority Complex (Xperia / MediaCom)

Highly commended - Local Feet, Global Footprint (Galaxy Tab S / Starcom MediaVest Group)

*NEW FOR 2015* Best Use of Native Advertising

Winner - Orange is the New Black: Breaking Down The Bars (Netflix / MEC)

Highly commended - Pledge for a Healthier Generation (NIDO / MEC)

Best Use of Social Media

Winner - Brazuca (Adidas / We Are Social)

Highly commended - Bose #listenforyourself (Bose / MediaCom)

*NEW FOR 2015* Best Use of Video

Winner - Knorr: Flavour of Home (Knorr / PHD)

Highly commended - Ready, Set, Goooolf! (Volkswagen / MediaCom)

*NEW FOR 2015* International Creativity Award

Winner - Power of Sport: #makethefuturerio (Shell / MediaCom)

Highly commended - Airbnb #NightAt (Airbnb / Starcom MediaVest Group)

The Effectiveness Award

Winner - Whisper: #touchthepickle (Whisper Ultra / MediaCom)

*NEW FOR 2015* The Smart Use of Data Award

Winner - The Economist – ‘Real Time Advertising’ (The Economist / UM)

... And that concludes all the winners from this year's M&M Global Awards 2015 but what trends can we take away from this year's winning work? Here's three lessons learnt from the M&M Global Awards 2015 (according to M&M Global):

1. Data is all-important: The strongest campaigns were not only informed by data, but used cutting edge analytics to optimise media plans in real-time. A good creative idea is wasted without a rigorous use of data to ensure it reached the right people at precisely the right moment. The rise of programmatic buying is only going to enhance the sophistication of digital marketing.

2. Realise the potential of mobile: Smartphones are becoming ever-more important to consumers’ lives the world over. However, and despite the inclusion of mobile in campaign planning, too few brands are realising the unique attributes and potential for communicating with customers on the move. The industry needs to shake off desktop thinking and embrace the new mobile world.

3. International marketing is getting more sophisticated: Long dismissed as bland and generic, international advertisers are now finding ways to translate global brand structures into messages that work in local markets. Campaigns can simultaneously achieve global consistency and local relevance with innovative and culturally-resonant media choices.

Click here to view all the campaigns featured on the M&M Global Awards 2015 shortlist.