Media darlings

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Reflecting the growing focus on using media creatively to connect with consumers, the first Gunn Report for Media ranks the most-awarded campaigns, agencies and advertisers at 31 media competitions around the world.

The biggest winner of media awards in 2004 was Omnicom Group's OMD, largely due to a campaign by OMD Chile, Santiago, for local beer Cristal that was the most-awarded media campaign of the year. OMD discouraged TV viewers from skipping ads by running spots during films such as "Star Wars" that appeared to be scenes from the same movie showing characters sampling Cristal.

The second- and third-most-awarded media agencies were Publicis Groupe's Starcom MediaVest Group and ZenithOptimedia, followed by WPP Group's MindShare. Starcom did well with Procter & Gamble Co., winning several Media Lions at the Cannes Lions International Advertising Festival for brands such as Pampers and Vidal Sassoon. ZenithOptimedia, London, was behind the second-most-awarded media campaign, "London is closer." British Airways brought London to life in other European cities through outdoor, print, online, red London buses and black London taxis-but no TV.

Adidas and Nike tied on points for two extremely different takes on sports. TBWA Japan concocted a vertical soccer game, with two players and a ball suspended in front of a billboard while Cossette attracted runners to a 10-K in Toronto by inventing a really bad runner.

The U.S. ranked second for media awards, but scored far behind the U.K. in first place and barely ahead of Canada in third.

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