Wi-Fi for Dummies, a 30-page paperback introduction to wireless internet, designed to broaden Intel's appeal, was the idea that won Media Campaign of the Year for the Havas agency.
Around 1.2 million copies of the book were distributed through Dixons stores and with The Mail on Sunday to reach beyond Intel's typically "techie" audience.
The campaign was devised by Kate Cox, Simon Blackburn and Gavin Laisby.
Starcom was the most-awarded agency, however, winning two silver awards (Best Alcoholic Drinks Campaign for Johnnie Walker and Best Retail and Home Shopping Campaign for Levi's), as well as two commendations (Avon and 20th Century Fox). MindShare, MediaCom and MPG also won two silvers.
Andy Duncan, 18 months into his role as the Channel 4 chief executive, was named Media Achiever of the Year.
Emap Advertising, Turner Entertainment Networks, Emap Advertising Creative Solutions, JCDecaux and RSVP won the respective Radio, TV, Print, Outdoor and Cross-Media Sales Teams of the Year accolades.
Awards entries were up by more than 50 per cent on 2004, although Colin Gottlieb, the chief executive of Omnicom Media Group EMEA and the chairman of the Media Awards judges, said: "There was a sense among the judges that quality hadn't completely kept pace with increased quantity.
Compelling evidence of real integration was hard to find. Tactical ideas were generally strong but how they translated into longer-term strategy was less obvious."
Gottlieb added: "Like last year, a special mention has to go to the sales teams. True, unlike the agencies they had the chance to pitch their entries. But even so, you were all brilliant."
This article was first published on Campaign