To our lists of top agencies and production companies, this year we've added new compilations for most successful agency network, advertiser and director. We've also added Cyber/Interactive winners to our separate awards show rundowns and our overall top work rankings, as well as the all important "Integrated Marketing" category, a list topped, unsurprisingly, by Wieden/New York's Beta 7 campaign. This category was called different things at different shows, but generally represented innovative and/or multichannel work. It's been a step in the right direction on the part of the shows that have lately added categories to recognize such work-the Art Directors Club with its new Multi-Channel Award; the Clios with Content and Contact; the One Show's Exceptional Innovation in Marketing; and the Andys' Integrated Media nod. It seemed a step in the wrong direction for Cannes not to recognize such work, or award a Titanium Lion, but enough on that subject, I'm even boring myself with it now.
The summit of the agency rankings looks eerily like last year's list. That Miami's Crispin Porter + Bogusky topped the list again may or may not surprise you, depending on your assumptions. While everyone was distracted with the big film winners, CP+B took the stealth approach and orchestrated a landslide, again, with victories across client and media lines. CP+B won two Golds at Cannes in the Cyber category, for Virgin Atlantic and for Burger King's "Subservient Chicken," and a grab bag of hardware for its "Truth" work, much of it recognized in integrated marketing categories (the "Truth" work also contributed heavily to Arnold's strong showing). Had CP+B been listed on the Agency Networks chart, it would have ranked seventh-impressive given the wins were generated, effectively, by one Miami office (CP+B/L.A. accounted for two of the shop's 51 awards).
TBWA topped the network rankings by a significant margin, with mega wins from London, L.A., Japan and Paris. The TBWA/180 tag team on adidas proved fruitful, with work like 180's "Wakeup Call," and "Impossible is Nothing" spots with the Ali family, and TBWA/Japan's outdoor performance installation "Vertical Football" reclaiming some glory for the brand, which landed in the top three advertisers according to our awards tally. The work also resulted in 180 making a Top 10 splash on the agency rankings.
Like the agency winner, Number One advertiser Nike won the day without the benefit of a Grand Prix grand slam TV spot, hitting with several TV efforts ("Musical Chairs" and "Gamebreakers" among the big winners) and an assortment of Cyber wins, including a Cannes Grand Prix and four Golds, and Gold Clios for interactive and Innovative Media work. Congratulations to all who created work that deserves recognition.
Once again, a note on methodology. Our award show selection reflects what we feel are the primary events for our readership. Companies (and individuals) were assigned one point for every award they received in every show, regardless of media designation or category. To arrive at the Cooked list (see p. 26), we assigned point values to Gold, Silver, Bronze and Grand Prix/Best of Show wins, with all shows scored identically, with the exception of Cannes, which is scored at a mild premium.
To round out your reading/adding pleasure, watch the top TV spots and see the top interactive work on AdCritic.com.