• by Steve McClellan  @mp_mcclellan, September 14, 2012

Omnicom’s OMD and WPP’s MediaCom were the big winners at this year’s M&M Awards, which honor excellence for work by media shops for multi-regional media and marketing campaigns.
 
OMD won six awards, including Agency Network Of The Year. MediaCom won four awards, including Campaign Of The Year, for its efforts on behalf of Hasbro’s Nerf Blaster.
 
The awards, which are issued by The Festival of Media organizer C Squared, were bestowed Thursday night at a London gala.
 
In addition to the Agency Network Of The Year award for general excellence, OMD won the M&M Effectiveness Award for work on behalf of Persil Abaya; the Corporate Social Responsibility Award for a Sony FutureScapes campaign, the Targeted Campaign Award for work with Sony Professional and the Local Execution Award (Russia) for Persil Brilliance.

The shop also won for Best International Campaign Launch for Sony Pictures‘ film "Smurfs."
 
OMD global CEO Mainardo de Nardis stated that the awards signaled the agency’s
"network wide commitment to creativity and innovation."
 
MediaCom’s Nerf Blaster campaign also won the award for Best Communications Strategy. The shop also won for Best Engagment Strategy for its work on Procter & Gamble Ariel brand, as well for Best Use Of Content for client Deutche Telekom. MediaCom Global CEO Stephen Allan stated that the wins “underline the tremendous efforts of our staff,“ on behalf of clients.
 
Other winners included Carat Global Marketing (Best Nation And Destination Marketing Campaign and separately for Best Use of Digital); Havas (Best Luxury Marketing Campaign); and UM (Best Campaign Reaching Business And Political Decision Makers).
 
Yahoo! also won an award for Best Contribution To A Campaign by a media owner.