U.K.-based agencies won the most Gold Lions with 13, followed by South Africa with seven, the U.S. six and Brazil at five.Advertising agencies in the U.S. won a total of 13 Gold, Silver and Bronze Lions. Three Gold Lions went to a single U.S. agency: Goodby, Silverstein & Partners, San Francisco. Goodby won two Gold Lions for Umbro USA soccer equipment and its third for a campaign (three ads) for Polaroid Corp.
BBDO West, Los Angeles, won two Gold Lions: one for a campaign for L.A. Cellular's Smartdigital Service and the other for an ad for Pioneer Electronics car stereos. BBDO West also picked up a Silver Lion for an L.A. Cellular ad.
Cliff Freeman & Partners, New York, won a Gold Lion and Silver Lion, both for ads created for Sauza tequila. The other U.S. Silver Lions were awarded to Richards Group, Dallas, for Chick-Fil-A restaurants and McConnaughy Stein Schmidt Brown, Chicago, for Amy Burack Co., a Chicago recruitment company.
Three other U.S. agencies won Bronze Lions: Fallon McElligott, Minneapolis, for Nikon; Ogilvy & Mather, New York, for Kodak; and Hampel/Stefanides, New York, for Manhattan Ocean Club.
U.S. agencies filed about 650 entries in the press and poster category, about 10% of the total of 6,651 entries, to win 13 Lions. United Kingdom agencies had about the same number of entries this year as U.S. agencies but won 31 Lions.
Copyright June 1997, Crain Communications Inc.