The agency pipped XM Asia-Pacific, which garnered Best of Show in two categories -- use of channel and craft -- for its HP Photosmart 8750 microsite.
'Hero' won golds for best 3D mail and best low volume mail, while HP Photosmart took home gold for best website.
'Hero' won golds for best 3D mail and best low volume mail, while HP Photosmart took home gold for best website.
Overall, OgilvyOne led all agencies with its total metal haul, followed by XM. Other gold winners included Saatchi & Saatchi Singapore's 'Transmariner' work for the Singapore Navy (best high volume mail and best flat mail), Rapp Collins' 'No Apology' Raffles Hotel mailer (best copywriting) and ANZ's Personal Loans programme (best recruitment/acquisition programme).
"I thought the quality was very high," said M&C Saatchi executive creative director Richard Johnson, chairman of the judging panel. "If you look at the best of show (winners), they were definitely world class."
Of XM's Photosmart campaign, he said: "I'm one of those people who doesn't really like reading too much on screen. In fact, I tend to print out long emails and read the hard copy. So it was somewhat ironic for me to find myself enjoying a website which was trying to sell me a printer.
"Not only was the site well thought-through, but beautifully executed as well. A world-class example of salesmanship online -- and, dare I say it, possibly more attractive than most printer salesmen."
