Free-to-view satellite service Freesat has taken top spot in the best new brand or business category at the Marketing Society Awards for Excellence.

It beat off competition from, among others, the BBC iPlayer and drinks brand Innocent.

"We are delighted and proud to win this award as it highlights the impact we have made over the last 12 months - spending a fraction of the budget of our competitors - and the incredible work of the whole company," said Freesat marketing director Will Abbott.

"We're already building on this success through 2009 - adding more customers, channels and launching IPTV services such as BBC iPlayer."