At the recent Blades awards, RKCR/Y&R won Agency of the Year and also topped the Other Media category with their Pop Up Shop

At The Blades, Pitch's recently launched advertising industry awards judged exclusively by clients, RKCR/Y&R won Agency of the Year, while John Lewis' Never Knowingly Undersold campaign from Adam & Eve won Best of Show...

Judged by a panel of marketing experts from different sectors, "the awards don't assess the effectiveness of advertising campaigns but instead review creativity as a free flowing concept," runs Pitch's webpage for The Blades. The event is supported by Marketing Week and CR.

At an awards ceremony held recently at the Brewery in London, the following work scooped the top awards.

The Blades 2010 winners:

Not for Profit: iHobo / Depaul UK – Publicis

Digital: The Metropolitan Police 'choose a different ending' – Abbott Mead Vickers BBDO

Media Owners & Entertainment: (above) BBC Local Radio – RKCR/Y&R

Financial: Barclaycard – Bartle Bogle Hegarty

TV: (above) Hula Hoops Golden Hoops Film Awards – Publicis

Automotive: (above) The Fleet – Krow Communications

Retail: John Lewis Never Knowingly Undersold – Adam & Eve

Public Sector: (above) The Metropolitan Police 'choose a different ending' – Abbott Mead Vickers BBDO

Client of the Year: Craig Inglis, Marketing Director, John Lewis

Consumer Goods / FMCG: Marmite Election – DDB UK

Other Media: Pop Up Shop – RKCR/Y&R

Press: (above) Be the Difference / Social Work with Children & Families – Publicis

Health & Pharmaceutical: Kleenex 'Feelings' – JWT

Sport, Travel & Leisure: McDonalds / Favourites – Leo Burnett; Jamaica Tourist Board / Totally Dad Dancing – Draftfcb (highly commended)

Utilities / Telecoms / IT: T Mobile – Saatchi & Saatchi

Outdoor: John Smith's / Grand National – Steam UK

Direct: iHobo / Depaul UK – Publicis

Agency of the Year: RKCR/Y&R

Best of Show: (above) John Lewis Never Knowingly Undersold – Adam & Eve