A total of 69 awards were handed out, with Arc also picking up two gold, 11 silver and nine bronze awards.
OgilvyOne won Best in Show for Effectiveness for a campaign for Nokia entitled 'Always something new', as well as picking up one gold, six silvers and five bronzes.
Draft Malaysia also won five silver and two bronze awards.
The Malaysian Airlines 'Best of both worlds' campaign was aimed at encouraging airline companies to send their staff to train at the Malaysian Airlines Flight Crew Training Centre. Mailers bearing the slogan 'Twice a year, pilots come here for two simple reasons' were sent to the pilots of various international airlines. The packages contained a reversible shirt that was both a pilot uniform and holiday batik shirt.
"The campaign was a success, because the promise of an unbeatable combination of a world-class flight training centre and world-class paradise was conveyed in such a surprising, convincing and delightful manner that it made the invitation impossible to ignore," said Tan Kien Eng, executive and executive creative director Arc.
BBH Japan creative director Graham Kelly led a panel of eight judges, which also included Sean Sim, Draft Malaysia's soon-to-depart managing director.
Arc trumps Malaysia direct marketing show
Arc Worldwide has emerged as the big winner at the Direct Marketing Awards Malaysia, winning both Best in Show for Creative and Best of Best for Malaysia Airlines' 'Best of both worlds' campaign.
