Media agencies were offered entrance to this year's IPA Advertising Effectiveness Awards for the first time this year and picked up a raft of prizes.
BLM Media won a number of awards for its work for Domino's Pizza.
The agency, in association with Quantum New Media, won the Best Interactive Award and the award for Best Media Thinking at the ceremony held last Monday.
The independent agency also picked up a silver award for the same account work.
The awards recognize advertising's contribution to business success, and for the first time were open to the whole advertising mix, including direct response and PR agencies, packaging and TV sponsorship, plus creative agencies.
Also among the winners was PHD which, in association with Abbott Mead Vickers BBDO, picked up a silver award for work on The Economist account.
PHD, Abbott Mead Vickers BBDO, Millward Brown and OHAL won a silver award for the Jamie Oliver adverts for Sainsbury's. PHD took home a further silver award for its work on BT Cellnet.
MediaVest, in association with Abbott Mead Vickers BBDO, won a silver award for its work on Walker's Crisps.
J Walter Thompson and OMD UK won a bronze award for work with Rimmel.
The Grand Prix award for most outstanding paper was won by Bartle Bogle Hegarty for its hard-hitting adverts for Barnardo's. It also picked up the award for Effectiveness Agency of the Year.
IPA director general Hamish Pringle said: "We were thrilled to see the wide range of entries submitted to this year's competition following the broadening of the awards in 2002. We really get the full picture of the marketing mix at this year's awards."
IPA president Bruce Haines added: "We asked entrants to work together to prove the effectiveness of any aspect of the communication's campaign. As a result, we have our first collaborative cases."