Won Report highlights top creative direct shops

LONDON - UK agencies occupy three of the top 10 places in a new report highlighting the most creative direct marketing agencies in the world.

TBWA\GGT London, Harrison Troughton Wunderman and Craik Jones Watson Mitchell Voelkel came third, sixth and eighth respectively in The Won Report, an analysis of the world's best direct marketing.

The report, compiled by Patrick Collister of the consultancy Creative Matters, works in a similar way to The Gunn Report by awarding points to winners of domestic and international creative awards.

The Spanish agency CP Comunicacion Proximity was the most-awarded direct agency and one of its campaigns, "the scout" for Nike, was the most-awarded work.

The most-awarded UK campaigns were Publicis Dialog's "choices" for the DePaul Trust, "the plan from the Pru" created by TBWA\GGT for Prudential, and Harrison Troughton's M&G ISA work.

Proximity Worldwide was the most-awarded direct agency group, well ahead of OgilvyOne in second place. M&C Saatchi came third following high-quality work from its offices in Melbourne and Sydney.

The report highlighted that few high-volume mailings emerged as winners. Exceptions included Gordon's Gin work from Craik Jones.

Collister, a former creative director of Ogilvy & Mather and EHS Brann, commented: "In most markets, creative agencies see no distinction between producing high-quality DM and high-calibre TV and print.

"Is it only in the UK that integration is still an issue? That being said, Saatchi & Saatchi London is an exception, producing some outstanding through-the-line work for Toyota."

The Won Report takes into account awards won during 2003. It considers major international awards such as the Echo Awards and the Caples Awards, as well as major schemes from each country including the Campaign Direct Awards. The full report is available to view online.

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