Close-Up: Advertising's world beaters, according to Gunn

Bonus demands to the ready as Matt Williams consults the Gunn Report on the year's most-lauded work and agencies.

M&C Saatchi, DDB UK and Rainey Kelly Campbell Roalfe/Y&R were among the UK agencies to fare well in this year's Gunn Report, the annual tally of results from the most significant advertising awards taking place around the world.

M&C topped the table in the most-awarded print ads category thanks to its campaign for Dixons.co.uk, which encouraged John Lewis and Harrods shoppers to visit Dixons' website to purchase the same products cheaper.

DDB UK meanwhile was responsible for one of the mostawarded digital campaigns of 2010, with its "Monopoly city streets" campaign (which broke in September 2009) landing fourth place in a category that was won by the Swedish agency Forsman & Bodenfors, which received global acclaim for its "Facebook showroom" work for Ikea.

DDB also helped Volkswagen retain its place as the most-awarded advertiser in the world, ahead of Nike, Ikea and Nokia.

The most-awarded commercial of 2010 was BETC Euro RSCG's "closet" ad for the French broadcaster Canal+. The spot, which won a gold Lion at Cannes, showed a Canal+ screenwriter concocting an elaborate explanation as to why he had ended up in a couple's wardrobe.

The ad was a clear winner in the "mostawarded film in the world" category, well ahead of Taxi Canada's Viagra campaign - which came second - and Del Campo Nazca Saatchi & Saatchi's work for Cadbury's Dairy Milk, in third.

RKCR/Y&R, led by its executive creative director, Damon Collins, was the only UK agency to feature in the top five most-awarded agencies in the world. The agency finished in fifth place, thanks mainly to its work for the BBC, Virgin Media and COI Fire Safety.

Almap BBDO, which finished in second place in the category in 2009, went one better this time round by taking the top spot, ahead of BETC Euro RSCG and Dentsu Tokyo. Almap's most notable work last year was a print campaign for Billboard, which featured pixelated images of pop icons such as Eminem, Amy Winehouse and Marilyn Manson.

The agency's success helped BBDO maintain its place as the most-awarded agency network, a result also ensured thanks to the contribution of Abbott Mead Vickers BBDO, which won several awards for its "choose a different ending" work for The Metropolitan Police.

The Met activity was one of the most-awarded integrated campaigns of 2010 - a feat celebrated in the Gunn Report by the All Gunns Blazing award. Winning the category was Wieden & Kennedy Portland's "livestrong" campaign for Nike, ahead of TBWA\Hunt\Lascaris' "trillion dollar" work for The Zimbabwean and JWT Italia's "are you still with us?" campaign for Heineken.

Once again, the US was the most awarded country in 2010 overall, with the UK comfortably retaining second place in the standings. The strong showing by BETC Euro RSCG over the year helped France to climb five places to third.

There also appears to be a wave of new directors emerging. Alongside Thanonchai Sornsrivichai from Thailand, two UK directors - Michael Gracey (the man behind Evian's "rollerbabies" spot) and Adam Berg (responsible for Philips "carousel") - also featured in the top five.

MOST-AWARDED FILMS IN THE WORLD 2010
RANK BRAND/TITLE AGENCY PTS
1 Canal+ 'closet' BETC Euro RSCG (Paris) 34
2 Viagra Taxi Canada (Toronto) 18
'strolling','reading',
'antiquing'
3 Cadbury's Dairy Milk Del Campo Nazca Saatchi
'check', 'you're right','shh' & Saatchi (Buenos Aires) 16
4 James Boag's Draught Beer Publicis Mojo (Sydney) 15
'pure water'
5= Axe Deodorant 'destiny' Ponce (Buenos Aires) 14
5= Car One Dealership Leo Burnett (Buenos Aires) 14
'inheritance','blueberries'
5= Microsoft Xbox 360 Halo ODST Agency TwoFifteen/
'the life' TAG (San Francisco) 14
5= Victoria Bitter Droga5 (Sydney) 14
'the regulars'
Source: Gunn Report.

MOST-AWARDED PRINT ADS AND CAMPAIGNS IN THE WORLD 2010
RANK BRAND/TITLE AGENCY PTS
1 Dixons.co.uk M&C Saatchi (London) 19
'sandals','Middle England',
'Piers'
2= Billboard Almap BBDO (Sao Paulo) 13
'Eminem','Amy','Marilyn'
2= The Zimbabwean TBWA\Hunt\Lascaris
'paper money' (Johannesburg) 13
4 Nokia 'world's biggest Farfar (Stockholm) 12
signpost'
5 Ben & Jerry's Ogilvy & Mather (Singapore) 11
'hugs','whale cow',
'freaky recipes'

MOST-AWARDED DIGITAL CAMPAIGNS IN THE WORLD 2010
RANK BRAND/TITLE AGENCY PTS
1 Ikea
'Facebook showroom' Forsman & Bodenfors
(Gothenburg) 26
2 Nokia Farfar (Stockholm) 24
'world's biggest signpost'
3 JFK Presidential Library The Martin Agency
'we choose the moon' (Richmond, VA)/
Domani Studios (New York) 23
4 Monopoly DDB UK (London) 19
'Monopoly city streets'
5 VW Blue Motion DDB Stockholm (Stockholm) 18
'the fun theory'

MOST-AWARDED AGENCIES IN THE WORLD 2010
RANK RANK 2009 AGENCY CITY PTS
1 2 Almap BBDO Sao Paulo 55
2 21= BETC Euro RSCG Paris 50
3= 3 Dentsu Tokyo, Osaka 40
3= 9= Wieden & Kennedy Portland, Oregon 40
5 - RKCR/Y&R London 29

MOST-AWARDED DIGITAL AGENCIES IN THE WORLD 2010
RANK RANK 2009 AGENCY CITY PTS
1= 21= DDB Stockholm Stockholm 16
1= 12= Forsman & Bodenfors Gothenburg 16
3 2 Crispin Porter & Bogusky Boulder & Miami 15
4 4 Farfar Stockholm 14
5= - DDB UK London 12
5= 1 Goodby Silverstein
& Partners San Francisco 12
5= - The Martin Agency Richmond 12

MOST-AWARDED NETWORKS IN THE WORLD 2010
RANK RANK 2009 AGENCY PTS
1 1 BBDO 202
2 2 DDB 159
3 3 Ogilvy & Mather 135
4 4 Leo Burnett 128
5 7 TBWA 101

MOST-AWARDED ADVERTISERS IN THE WORLD 2010
RANK RANK 2009 ADVERTISER PTS
1 1 Volkswagen 64
2 2 Nike 42
3 15= Ikea 32
4 9 Nokia 28
5 - Uniqlo 22

MOST-AWARDED DIRECTORS IN THE WORLD 2010
RANK RANK 2009 DIRECTOR COUNTRY PTS
1 21= Thanonchai Sornsrivichai Thailand 21
2 1 Tom Kuntz US 20
3= 18= Michael Gracey UK 19
3= - Matthijis van Heijningen Netherlands 19
5 - Adam Berg UK 16

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