Metrica takes top prize at first AMEC awards gathering

Metrica scooped top prize at last week's inaugural Communication Effectiveness Awards, held by the Association of Media Evaluation Companies.

Metrica won the platinum award for its work on Wilkinson Sword's 'Cutting Edge of Comedy' campaign for Starfish Communications.

Echo Research for Sainsbury's and Millward Brown Precis for Barlcays won joint gold in the Best Use of Media Evaluation category.

Echo won one other award and MBP landed three more, including the award for Best Use of Measurement on an International Scale for the launch of Daimler Chrysler's Maybach luxury car.

The awards, open only to AMEC's 14 members and their PR consultancy clients, drew 23 entries.

AMEC chairman Mark Westaby, who is also joint-MD of Metrica, said: 'The number of entries may not sound like much, but it was the first year and we expect the number of entries to grow rapidly.'

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