The agency scooped the award for its 'Helping Hands' programme for money transfer giant Western Union. The campaign targeted Hispanic immigrants in the US.
Kenya's Apex Communications landed the United Nations award for its work on Aids awareness in Tanzania, on behalf of the John Hopkins University.
In all, 46 awards were handed out. Other winners included Weber Shandwick for its work on Beijing's successful bid for the 2008 Olympics and the AES Corporation on the Bujagali Hydro Project; PRA Yugoslavia and the Privatisation Council of the Government of Montenegro won an award for a public educational campaign surrounding mass privatisation.
More than 200 guests attended the awards dinner in London. Chairman of the judges was Edelman deputy chairman Michael Morley, who called for the PR industry to update its codes of conduct in the light of recent corporate scandals.
The IPRA's annual awards have been held in various cities across the world since 1990. In future the awards are to alternate between New York and London. Next year MS&L global CEO Lou Capozzi will chair the judging.