The Creativity Awards Report

Goodby, Silverstein & Partners Tops Agency Winners, While BBDO Remains the Most-Awarded Ad Network

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Every year, once the gold dust has settled, Ad Age's Creativity combs through the results of the leading global ad awards to determine which people, companies and campaigns claimed the most hardware.

This CumminsNitro campaign for Tourism Queensland was the most-awarded campaign of 2009.
This CumminsNitro campaign for Tourism Queensland was the most-awarded campaign of 2009.
This year, top agencies earned distinction largely due to interactive work. But it's not just interactive know-how that sets an agency apart to awards juries. The most-awarded agency of 2009 is Goodby, Silverstein & Partners, a shop that simultaneously was named Cannes' digital agency of the year and, according to our count, had the most-awarded TV spot this season with "Rabbit" for Comcast.

What's more, the San Francisco-based Omnicom agency didn't earn this distinction for hitting one home run that won everything -- last year's top winners could chalk success up to standout campaigns like HBO's "Voyeur" and "Halo 3." A broad range of award-winning work and strength across media proved fruitful for Goodby, which won for work such as the YouTube-quaking "Warioland Shake It" for Nintendo, the split-screen "There Can Only Be One" spots for the NBA that inspired spoofs on the cover of Time magazine and on SNL, the "Save the Honey Bees" campaign for Häagen-Dazs and the virtual haunted "Hotel 626" for Doritos. Goodby also won for the first augmented-reality campaign for a major advertiser, the GE Plug into the Smart Grid website, as well as the data-crunching Sprint Now widget.

See all the winning work
Check out the interactive Creativity Awards report, where you can see detailed lists of the winners' work and view the creative.
Last year, Goodby was the eighth agency on our awards list. Agency co-founder Jeff Goodby attributes that success to new-media staffing and recognizing that consumers are more interested in seeking out content in the digital world.

"I think it truly comes out of the fact that we have new kinds of media-arts people working at Goodby now, people who don't presume that there's only one way to solve a problem," he said. "We have also learned a lot about making experiences that people go to rather then being assaulted by them against their will."

Crispin Porter & Bogusky earned the second-most wins in our count, mostly due to the overwhelming success of "Whopper Sacrifice," the ditch-your-Facebook-friends for free burgers campaign that won the Clio interactive Grand Prix, among many other interactive accolades. Crispin's "Whopper Virgins" documentary-style film was also a big winner, along with its Domino's TiVo ordering system and work for this year's third-most awarded client, Volkswagen, an account the agency lost in August.

On the global level, BBDO retains the title of most-awarded network from last year, and DDB and Leo Burnett move up the ranks past Saatchi & Saatchi and TBWA.

Nike led the advertiser count with notable wins including the Design Grand Prix at Cannes for poster work out of McCann, Hong Kong. Like last year's "Halo 3" from McCann and T.A.G, one campaign stood out above all others in 2009: the most-winning campaign goes to CumminsNitro, Brisbane's "Best Job in the World" integrated campaign for Tourism Queensland, which picked up three Grand Prix at Cannes -- for PR, Direct and Cyber categories -- along with Best of Show at the One Show. The contest asked people all over the world to submit online auditions to win a six-month salaried stint as caretaker of Queensland's Hamilton Island.

After Crispin's "Whopper Sacrifice," the viral sensation "The Great Schlep," a video in which comedian Sarah Silverman tells grandkids of Jews in Florida to get their relatives to vote for Barack Obama, was third on the campaign wins list. "The Schlep" and "Million" for New York's department of education earned agency Droga5 its first appearance on the most-awarded list.

About the Creativity Awards report

Creativity compiles results from the six most significant awards shows: ADC, AICP, ANDYS, Cannes, Clios, D&AD, and One Show.

Companies and people are credited with award wins in every category at all the included shows. Advertiser totals represent wins for all brands. Production company totals represent wins for all of that company's offices.

The nine charts reflect "cooked" scores, where each award is weighted according to its level of preciousness. Different weights are assigned to Gold, Silver, Bronze and Best of Show/Grand Prix Awards. The charts represent the top 10 most winning agencies, agency networks, advertisers, creative directors, writers, art directors, directors, production companies and campaigns (including ties). Campaign totals here are based on all work entered in all media categories (hence the platform-spanning nature of the list).

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