Omnicom's DDB Worldwide narrowly edged out Saatchi for third place for film and press Lions, but fell to sixth place when the other contests for media, interactive and direct marketing were factored in.
All three contenders for the film Grand Prix came from independent, or independently run, agencies.
The Ikea "Lamp" spot that won the film Grand Prix was created by Crispin Porter & Bogusky, a midsize Miami-based shop with just two U.S. offices that, although backed by Canada's Maxxcom, is far from being a traditional holding-company-owned shop. Yet Crispin won almost enough Lions-five plus the Grand Prix-to rank among the top 10 networks. (Crispin doesn't appear in the rankings in the charts because it is a two-office agency rather than a network.) Wieden & Kennedy and Bartle Bogle Hegarty, creators of the Honda Accord "Cog" and Microsoft's Xbox "Ear tennis" spots, respectively, that challenged "Lamp," placed fifth and seventh in the ranking of the biggest winners. BBH is 49% owned by Publicis Groupe, but maintains its independence, and Wieden is independent.
Networks won in different ways. TBWA owes its second-place finish to the Sony PlayStation campaign from its Paris office. Nine of the network's 13 press and outdoor Lions, plus the Grand Prix, were awarded for that campaign. BBDO took first place through diversity: Its 18 press and outdoor Lions come from six different countries.