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Mumbai March 5 Keeping up the trend followed over the years, it was O&M which was nominated as the agency of the year at the 40th Abby Awards held at the Turf Club in Mumbai.

Grey Worldwide and Everest Brand Solutions also got to share some of the limelight with O&M with a couple of awards.

The tally for O&M stood at 20 golds, 47 silvers and 2 Grand Prix, taking the total to 378 points. It became the agency of the year for the 10th time in a row.

O&M bagged the Grand Prix in two categories for print and the campaign category for Pond's `Anti aging' and for the Hutch Rangashankara Festival respectively.

Grey Worldwide had a tally of 168 points with 10 golds, 22 silvers. It was awarded medals for the work on campaigns done for brands such as Kiwi Shoe Polish, Visage Images, Haier, Adoor - Vertigo and HoneyMoon Packages.

Everest Brand Solutions followed behind Grey with 28 points by bagging seven silvers. Bates Enterprise had a tally of five silvers with a total of 20 points. The merged entity - Bates David stood right behind it with 16 points comprising one gold and two silvers.

New category

A new category - Ambient Media — was created this year in which agencies such as O&M, Grey and Everest took away the medals. The Young Abby award (sponsored by Cadbury India) was also a new category this year, to be given to an under-30 creative person who penned the best creative for Cadbury's premise, `Kuch Meetha Ho Jaaye'.

The Interactive Digital awards saw agencies such as OgilvyOne, BCWise, WebChutney and Redice Films bagging medals. Brand David, FCB Ulka, MTV Networks, O&M bagged the Radio awards and Bates shared the majority of the radio awards. While 11 agencies stayed away from the Abby's, out of the 40 agencies who participated, just 12 of them managed to get awards.

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O&M bags agency of the year award

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