M&C Saatchi was honoured as ‘Agency of the Year’ at the 22nd Australian Catalogue Awards on Friday for its work with outgoing client David Jones.
M&C Saatchi took home four titles with its work for the department store, domination seven categories in total.
The agency, which lost the David Jones advertising pitch to Whybin\TBWA earlier this year, beat other finalists Badjar Ogilvy, Cumming Agency & Studios and Generic Publications to take home the top gong.
Whybin\TBWA is set to take over the David Jones creative account on September 1.
Badjar Ogilvy’s work for Myer won four categories, including two major categories – the ‘over 3.5 million’ award and ‘campaign series’.
The Coles versus Woolworths battle continued at the awards where the supermarket giants took home one category each.
Kellie Northwood, executive director of the Australian Catalogues Association, said: “It’s tremendous to see some of Australia’s leading retailers, agencies, printers and distributors among the finalists and winners, emphasising the skill and creativity behind catalogues.”
“For retailers, catalogues provide the opportunity to communicate both product and brand messages to an undistracted audience.
“They have tremendous cut-through when compared to other platforms. However, we’ve always maintained that they are best utilised as part of the multi-channel offering a foundation to work with other mediums such as TV, radio and digital.”