Brands that M&F has promoted dominated the winners list at the fifth annual awards, although it missed out in the Best OTC Public Relations Campaign category to Haslimann Taylor.
M&F won Best Integrated OTC Marketing Campaign for its work promoting GlaxoSmithKline's NiQuitin CQ Lozenge, which also won the OTC Brand of the Year category.
Pfizer's Sudafed 12-Hour Relief product won the OTC Launch of the Year, and the pharma giant's Benylin won the OTC Brand Revitalisation of the Year category - M&F promotes both products.
Haslimann Taylor won the PR award for its 'Helps Stop Snoring' campaign for retained client Essential Health Products, beating M&F's work for NiQuitin CQ Lozenge into second place.
Pfizer Consumer Healthcare secured top prize of OTC Company of the Year at the ceremony, held at London's Park Lane Hotel in front of a record 370 guests.
OTC bulletin associate director Mike Rice said: 'The entries that did best in the integrated awards were ones that made effective use of PR - this underlines the growing importance of PR in successful OTC campaigns'.
There were 16 categories overall, with advertising, design and marketing agencies also lauded.