THE BOOK OF LISTS: McCann steals hat-trick of shame

One can only imagine the trembling anticipation with which McCann-Erickson must approach the League of Shame in this year's Book of Lists.

The agency has trounced all-comers for the past two years. Could 2002 bring a hat-trick? Or would Sunny delight or Tampax steal the crown for another agency?

Well, it was a close one. So close, in fact, that only shades of turkeyness divided the top three agencies. But for all- round Turkey excellence (and because we didn't want to deny McCann at least one creative trophy this year) the agency has done it again.

McCann stuffed the competition with prize Norfolks such as Cobra beer (who could resist the killer application in the ads - "the less gassy beer that puts you under no pressure"), Yop (a "repulsive stomach-churner", we applauded) and Somerfield (which made the link between synchronised swimming and the check-out).

Searing consumer insight and an understanding of clients' brands and marketing objectives are harnessed in Campaign's selection of each Turkey of the Week, which are then analysed to compile the final League of Shame.

Leo Burnett and Saatchi & Saatchi pushed McCann to the wire this year, with Burnett's Tampax Compak and Walt Disney Resort work giving the agency an early lead. Saatchis' T-Mobile, Sunny Delight and Ariel coups combined to make them a serious contender.

Disappointment for BBH, D'Arcy, JWT and Da Costa. Better luck next year.

Turkeys of the year, diary, p52.

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