Sony tops 'Creativity' Awards Report

Bravia TV spot makes a splash on show circuit and pushes marketer to head of the pack

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Sony, with work hailing from nine of its brands internationally-from the Bravia TV to the T7 digital camera and perennial favorite PlayStation-pounced on the top spot of this year's Creativity Awards Report, a weighted ranking of awards shows.

This ranking, supplied to Ad Age by its sibling Creativity, compiles results from all the major awards shows, including the Cannes International Festival; the One Club's One Show; the Clio Awards; the D&AD Awards; Art Directors Club Annual Awards, the New York Advertising Club's Andys; the Association of Independent Commercial Producers' AICP Show; and, new to this year's ranking, the Mercury Awards, which honor top radio advertising. Creativity puts a value on each award depending on the show and the prize level.

The last two years were dominated by athletic advertisers: Nike, and last year, Adidas. While they were still up top-Nike third and Adidas fifth-Sony moved up from No. 5 last year, aided by a strong body of work that included a showstopper spot from Fallon, London, for Bravia TV. The long-format commercial eloquently conveys the message about the TV's sharp color by filming a quarter of a million rainbow-hued bouncy balls cascading down the streets of San Francisco.

Work from U.S. agency Crispin Porter & Bogusky again helped its marketers into the top 20, with BMW Corp.'s Mini (Crispin resigned the account last year to take on Volkswagen of America; San Francisco's Butler, Shine & Stern & Partners now handles) coming in second, Burger King coming in No. 12 and American Legacy Foundation (which is also handled by Arnold, Boston) tying for No. 16.

And while Crispin won the Cannes Interactive Grand Prix for Volkswagen's GTI web campaign (starring the beautiful engineer Helga), Volkswagen relied on a global body of work to capture the No. 4 spot. For instance, work from DDB London, won at the Art Directors Club, among other shows; while ads from DDB, Dusseldorf, Germany, for the brand's VW Fox and Golf cars, won Silver Lions at Cannes; and satirical print ads from DDB Paris for VW's commercial vehicles won bronze Lions.

Newcomers to the top 20 this year included Masterfoods, Guinness and Harvey Nichols, a British fashion retailer. Missing from the list was package-goods company Reckitt Benckiser, which landed as a surprising No. 10 last year. Masterfoods seems to have stolen the limelight as the top package-goods company, aided by hot work from TBWA/Chiat/Day for Skittles, Starburst and Combos.
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