The US agency scooped the top prize with its business-to-business work for the Electronic Stock Exchange. The judges singled out the work for its strategy and execution, and the way it brought an intangible product to life.
UK agencies won two of the 21 Media Lions awarded. Starcom Motive was awarded in the young adults category for its Nintendo work, while ZenithOptimedia International won a Lion for Lexus. The best-performing countries were New Zealand and South Africa, which each claimed three Lions.
The president of the jury, Media Planning Group's global chief executive, Fernando Rodes, said Fallon Minneapolis' entry was now a good candidate for a Titanium Lion award. However, he stressed that both he and the jury were disappointed with the standard of work this year.
"We had extremely high expectations," he said. "We've seen good work but not too many cases of excellence."
Rodes expressed particular disappointment with how media agencies had failed to get to grips with the potential of new media.
"The media sector needs to take technology much more seriously," he said.
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