The agency scooped seven wins and 10 commendations, while relative newcomers VCCP Health took away three trophies, including the Healthcare Industry Award, and two commendations.

The event was hosted by Gyles Brandreth, a writer, broadcaster, former MP and regular on the BBC show Have I Got News For You. Speaking on Langland’s continued success, Brandreth jabbed fun at the agency on just how remarkable it was that it should have won seven of the 18 awards. Brandreth joked that Langland’s chief executive Phillip Chin texted the host to say: ‘We’re the best – get over it.’

The comedian Milton Jones, who performed his act before the awards, said it was the biggest pharmaceutical event since the Tour de France.

Campaigns achieving most recognition were Hidrasec for Abbott by Langland with four wins and a commendation; Sativex for Bayer by Langland, with two wins and two commendations; Protopic for Astellas by Lime, with one win, two commendations and two nominations; Rienso for Takeda by Saatchi & Saatchi Healthcare, with two commendations and three nominations; and Zelboraf for Roche by VCCP Health with one commendation and three nominations.

PharmaTimes sponsored the healthcare industry award, which was presented by our managing editor Claire Bowie to the winners VCCP Health.

For the first time in the history of the Awards, Concentric Advertising scored a double with the same advertisement winning in the Target Awards for both primary and secondary care physicians. Woolley Pau Gyro took home the prestigious Geoff Brook Innovation Award.

Neil Smith, PM Society advertising awards chairman and head of creative services at Brayleino Healthcare, said: “Despite the growth in digital communications, there was a healthy crop of new press advertisements and entry standards were high.

“As ever, the truly aspirational creative treatments stand head and shoulders above the rest and their success is reflected by our industry and healthcare judges.”

Of the 36 companies nominated, Abbott was streets ahead on the leader board with four wins, five commendations and a nomination. Astellas, Bayer and J&J each had two wins, while CSL Behring, Eisai, Janssen, SPMSD and Takeda also took home a trophy each.

Anneliese Cameron, the general manager for the PM Society and a judge for the Geoff Brook Innovation Award, told PharmaTimes UK News: “What came out strongly in the Innovation finalists were the number of programmes were created for patients and that truly make a difference to help them manage their illness/condition.

“It was good to see patient pathways working well and helping patients and HCPs improve quality of care, guidance, monitoring of conditions and ultimately improving patient outcomes.”

The Awards managed to raise over £9,000 for the Bliss charity that gives support and care to premature babies and their families in the UK. For a full list of winners and awards visit the PM Society’s site here