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There's nothing like a cash prize to make an awards ceremony go off with a bang. The Newspaper Marketing Agency's inaugural awards - the Annas - were held last week and handed out no less than pounds 40,000.
Needless to say the room, at The Mall Galleries, was full to bursting.
The great and the good of the newspaper world showed up, but they were outnumbered by the many creatives hoping to walk off with the pounds 25,000 top prize. No surprises when Lowe's Sam Cartmell and Jason Lawes landed it for their Tesco press campaign.
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