PEPSI ADS HELP BBDO RETAIN TITLE OF MOST CREATIVE NETWORK

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For the second year in a row, BBDO Worldwide's U.S. work for PepsiCo helped it take the No. 1 position as the world's most creative agency network in a tally of most awards won by global networks.

The standings were compiled by Advertising Age International and were based on the number of awards agency networks won at 48 leading contests around the world in 1996. The complete results are included in the June AAI.

Each prize counted as 1 point, with BBDO weighing in with 157 points. DDB Needham Worldwide took second place with 127 points in the competition, followed by Leo Burnett Co., Young & Rubicam and McCann-Erickson Worldwide.

McCann's move to fifth place, with 65 points, was driven by a creative boom from its two strong Scandinavian agencies.

Equally noteworthy is a slip in the rankings by Ogilvy & Mather Worldwide and Ammirati Puris Lintas. Both shops dropped five places, O&M moving to eighth place with 57 points and Ammirati to 13th place with 32 points.

While the rankings show that the U.S. and U.K. continue to be creative mainstays, more agency networks are finding that their most star-studded work is coming from Asia and Latin America.

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