Goodby took home 10 awards, including three One Show Pencils for its work for Nike, four for Anheuser-Busch, two for outdoor ads in its "Got milk?" campaign for the California Milk Processors Board and one for former client Porsche Cars North America.
Goodby's campaign for Budweiser -- featuring the lizards -- took the bronze in the variable-length campaigns category and one spot, "Ready to Snap," won the silver among spots 20 seconds and less. The Budweiser effort also won a bronze among radio campaigns.
BMP/DDB, London, had the second-largest haul, taking seven awards, including Best of Show for a Volkswagen Polo campaign.
The Volkswagen work also took three other awards, including the first Gold Pencil in the newly established multimedia-campaign category.
A Nike campaign from Wieden & Kennedy, Portland, Ore., won the Gold Pencil among campaigns of varying lengths.
DDB Needham Worldwide, Chicago, for A-B's Bud Light beer, won a Gold Pencil among consumer radio campaigns and a silver in the single-spot radio category.
WongDoody, Seattle, took the Gold Pencil among 30 seconds-and-over TV campaigns, for its "Sam, Nate & Gary" campaign for the Seattle SuperSonics basketball team.
The Cartoon Network won gold in the 30-second campaign category for its internally created image campaign and took a silver in the 30-second single-spot category for "Ledge."