Mother Win Top Awards At Best Of The Best

Ad agency, Mother, picked up the top awards at the first ever Best of The Best Awards, presented by the Institute Of Practitioners in Advertising (IPA) last night.

The top award for best creative director was won by Mother’s Robert Saville and Mark Waites. Best creative team was given to Caroline Pay and Kim Gehrig, also of Mother and Best Creative Use of Photography went to Alison Jackson, for her work on Mother’s Schweppes campaign.

The IPA cited Mother’s unconventional approach to creative work as playing an important role in rejuvenating the UK ad scene and enhancing the country’s creative reputation. John Hegarty, who was part of the judging panel commented: “I think that Saville and Waites have done the best campaign of the year, which is Schweppes. I also think it is the best piece of advertising they have actually done, in terms of building on a famous brand and reinterpreting it.”

The chairman of the judges, Sir Alan Parker, added: “The sheer quality of the work was an eye opener to me. I was also impressed by the generosity of everyone about their competitors’ work, unthinkable in my day.”

IPA President Bruce Haines, who announced the new award show earlier this year (see

IPA Launches New Award Scheme For Creatives www.ipa.co.uk

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