The campaign to introduce Magners for C&C in the UK has taken that market by storm . . . it's so successful in Britain that C&C plans to invest 250m in new facilities.

In the past 12 months its market share in Britain has soared and could reach 4% of the overall British beer market within months, it predicts.

Launches into southern European markets have been mooted.

Its success has everything to do with converting the image of cider itself to be a premium beverage, poured over ice by pretty people in a smoke-free pub.

Gold medals were also won by Rabo Direct; ad agency Rothco for its longterm work with Aer Lingus;

Ogilvy & Mather for River Rock, and McCann Erickson for its work on Alzheimers. Cawley Nea/TBWA won best integrated campaign for its McDonald's People campaign.

Mark Nolan of Young Euro RSCG and Sharon Fitzpatrick of Ogilvy & Mather were named best strategic planners.

The jury included pitch doctor Brian Sparks of Agency Assessments, Karen Hand of Curley enterprises and Michael Carraher of AAI. Professor Tony Meenaghan chaired the judging panel. Winners were chosen on the basis of the campaigns that provided the best return on investment.

IAPI said that all of the shortlisted entries would be published in book form.