Global highlight: The Won Report

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Traditional advertising agencies created the top three most-awarded digital campaigns of 2006, according to the Won Report, which ranks the world's most-awarded digital and direct-marketing campaigns.

The top cyber campaigns were Leo Burnett Canada's "Big ideas come out of big pencils" work; Swedish agency Forsman & Bodenfors' Ikea "Dream kitchens" and Arnold Worldwide's 120 "Passat features" mini-films, each showcasing a different feature of the Volkswagen car.

Patrick Collister, a former executive creative director at Ogilvy & Mather London, who compiles the report annually, said, "The success of the traditional agencies in the digital arena shows that it's all about the ideas and the brands. Digital agencies are often little more than production houses."

Six of the ranking's top 10 digital agencies worldwide are traditional agencies, and eight of the top 50 are from the U.S. Brazil came second, with six of the top 50 campaigns and seven of the top 50 agencies.

In the Won Report on direct marketing, Unilever's LynxJet campaign by Lowe Hunt, Sydney, was the clear winner, although the top agency was Spain's CP Proximity, Madrid.

Three European nations-U.K., Germany and Spain-were the top direct-marketing winners, followed by Australia and New Zealand. The U.S. ranked sixth. "Australia and New Zealand are punching above their weight," Mr. Collister said. "The small budgets mean that the work and the relationships are more concentrated."

WPP Group's Ogilvy network was the most-awarded network for both cyber and direct marketing.
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