DDB campaign for McDonald's wins top prize

A DDB campaign for fast-food chain McDonald's has taken top prize at this year's Communications Agencies Association (CAANZ) media awards.

The campaign - which featured a mix of billboard, radio, television, transit, and point of purchase executions - was praised by the judges as having "strategic insight, clearly outlined support linkages, and using media mobility to provide ... exposure to target audiences."

Saatchi & Saatchi won the largest number of awards, winning five categories and taking eight merit awards overall for use of media.

Nick Jones of ACNielsen was named media personality of the year.

The awards also served to bid farewell to Saatchi & Saatchi chief executive James Hall, who will take up a new role with the agency network's Charlotte St office in London.

Mr Hall was presented with a gold Axis trophy, similar to that received by creative award winners at the yearly Axis creative awards.