The campaign, which also won the Technology campaign award, was praised by chairman of the judges and former COI chief executive Carol Fisher for having 'mined a seemingly inexhaustible vein of curiosity among journalists' using PR alone.
Ex-New York mayor Rudi Giuliani was honoured with the Communicator of the Year Award for his leadership and compassion in the wake of the 11 September attacks.
PR Professional of the Year went to a Royal communicator for the second year, this time to Simon Walker, who as Buckingham Palace comms secretary was instrumental in the Golden Jubilee planning.
Ptarmigan won Consultancy of the Year. Private Sector Department of the Year award went to internet bank Egg, and the NSPCC won Public Sector Department of the Year. New Consultancy of the Year went to Hotwire PR.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.