LONDON: A chilling anti-drink drive campaign created by AMV BBDO and Leo Burnett for the Department for Transport has been named "Most Outstanding Radio Ad of the Year" at this year's Radio Advertising Bureau awards in the UK.

WPP's MediaCom was voted Media Agency of the Year and also took home gongs for Best Use of Radio to Drive Response – for Direct Line - and Best Use of Radio to Drive Consideration; for a Churchill campaign.

The winning Transport Department ad, which warned of the treatment meted out to drunk drivers, was described as “challenging and powerful” by the judges, who added: “The DfT has constantly and unfalteringly pushed the radio creative boundaries, using approaches that deliver their message brilliantly, and are appreciated by the listener."

Of the media agency of the year winner, just the second in the awards history, Andrew Harrison, chairman of the RAB said: "We were looking for the agency that has done the most across the last 12 months to support radio's position with their clients and MediaCom delivered against all the criteria."

Organised by the RAB with support by publishing firm Haymarket, the awards scheme aims to reward the best in everything from individual radio ad creativity to long-term media planning.

More than 400 media and advertising executives attended the event on London's South Bank

Data sourced from Campaign; additional content by WARC staff