Winners were awarded in all five categories, and as previously mentioned, prizes were doubled in the Radio Station Produced, PSA, and Student categories.

'We realized that this could be a bit controversial when it came to splitting the prize, continued Hughes, "however, these two campaigns were by far the best work that we heard throughout the competition, and they deserved to be recognized as such," said Mike Hughes, president and co-chief creative officer, the Martin Agency and co-chief judge for the Radio Mercury Awards.

Another first for the awards was the presentation of an award for the same spot in two different categories. Lapiz, a subsidiary of Leo Burnett Worldwide, won for Procter and Gamble's Bounty, originally produced in Spanish and then in English.

Jennifer Layton, brand communications manager, Mini USA, accepted the Radio Marketer of the Year honor on behalf of the automotive company's innovative advertising, creativity and use of the medium for the Mini Cooper.

The re-implementation of the Radio Creative Workshops was also announced at this year's event. The Creative Workshops will take place in New York in November, followed by Los Angeles and Chicago in early 2011. The workshops will feature Radio Mercury Award Winners, with the purpose of showcasing best practices and innovative ways to use radio as an integral part of a robust campaign.

"Bringing back the creative workshops will continue to drive our mission of enhancing Radio creative," said Jeff Haley, president and CEO of the Radio Advertising Bureau, and co-chair of the Radio Creative Fund. '"These workshops have always been in high demand within the advertising and creative communities."

2010 Radio Mercury Award Winners $50,000 Grand Prize Award
Dear Me Campaign
Washington State Department of Health
WONGDOODY

$50,000 Grand Prize Award
Cinco
Heineken USA/Dos Equis
Euro RSCG New York Kelly

$5,000 PSA Award
Common Sense
Operation Lifesaver
Exit 10 Advertising/Flying Brick Radio