Each of the three networks- DDB Worldwide, TBWA Worldwide and BBDO Worldwide-had two agencies among the 10 most-awarded individual agencies in the world, according to the Gunn Report (gunnreport.com), a tabulation of award winners from 32 TV and 20 print competitions at the global, national and regional level. This year Procter & Gamble Co. became the sponsor of the Gunn Report, and a spin-off Gunn Report for Media (see sidebar).
eight out of 50
"DDB had eight agencies among the top 50 agencies in the world," said Donald Gunn, a former Leo Burnett Co. creative director and longtime analyst of award-winning creative work.
For the first time, an agency from Brazil-owned by Omnicom-was the most-awarded agency in the world. Unlike many agencies who have a single heavily awarded campaign, Sao Paulo-based Almap BBDO scored with print and TV work for a vast number of clients, ranging from multinational marketers like Pepsi-Cola Co. and Federal Express Corp. to local advertisers including news magazine Veja and an English-language school.
Last year's first-ranked agency, MDC Partners-backed Crispin Porter & Bogusky, Miami, slipped to third place this year after a breakthrough year of prize-grabbing work in 2003 for BMW's Mini, Ikea and the American Legacy Foundation.
Mr. Gunn noted that Crispin Porter continued to produce award-winning work for those clients this year. Independent Wieden & Kennedy came in second.
The single-most awarded TV commercial in 2004 was Honda Motor Corp.'s celebrated "Cog," a mesmerizing two-minute chain reaction rigged from car parts, by Wieden, London. The spot edged out TBWA London's much-awarded "Mountain" spot for Sony PlayStation2.
The most-awarded print ad also came from the U.K. In DDB London's "Cops," the police huddle behind a Volkswagen for protection during a shootout.
spots to watch
Volkswagen won awards in print or TV or both from 11 different countries, making VW the most awarded advertiser for the fifth time in the Gunn Report's six years.
In his annual look ahead at recent ads likely to win big in 2005, Mr. Gunn offered a few spots to watch. In "Toys," a spot by Euro RSCG, Paris, all the cars in the neighborhood except the Peugeot 407 are toys and the tagline is "Playtime is over."
A Canadian commercial by Zig, Toronto, for Vim Bleach, "Prison Visitor," features a daughter who visits her mother who appears to be in jail but is really just scrubbing the bathtub.