'Surfer' sends AMV to top of the Gunn league

Abbott Mead Vickers BBDO dominates this year's Gunn Report on international creativity, taking the title of most awarded agency of the year and propelling the BBDO network to top spot in the agency network league.

Abbott Mead Vickers BBDO dominates this year's Gunn Report on international creativity, taking the title of most awarded agency of the year and propelling the BBDO network to top spot in the agency network league.

The agency's triumph fulfills the predictions of last year's report, which picked Guinness 'surfer' as a likely powerhouse in 2000.

AMV beat Wieden & Kennedy and Fallon, which finished second and third respectively. Its network, BBDO, beat last year's winning network, DDB, into second spot with Saatchi & Saatchi coming in third and Leo Burnett and TBWA taking joint fourth place.

The report combines the winners lists from the world's top regional, national and global award shows. Agencies and brands are awarded one point for each qualifying entry and two points for each best of show.

In deciding the most awarded TV and print ads of the year, individual spots pick up two points for a win and four for a best of show. Single extra points are awarded if the same ad triumphs in additional categories and additional points are also awarded for Cannes golds, One Show golds or D&AD silvers.

AMV's Guinness work was the main reason for the agency's success. 'Surfer' scooped the honours as the most awarded TV commercial of the year, while 'bet on black' racked up the same number of points as Budweiser's 'whassup?' campaign, which took second.

Two more US produced ads, for Fox TV's The X Show and Budget Rent-a-Car, filled out the top five. Lowe Lintas's 'litany' ad for The Independent and Saatchis' Army work were the other British ads breaking into the top ten.

Guinness made another strong showing in the print ads league, with the Extra Cold campaign coming in second to the US's Virginia Holocaust Museum ads.

However, success in the two advertising categories wasn't quite enough to make Guinness the year's most decorated brand. The brewer came in third, with the title going to Volkswagen, whose agencies produced award-winning work in several different countries. Nike came in second, a reflection of Wieden & Kennedy's strong year.

The league of most creative countries produced no real shock, with Britain once again coming in second to the US. The UK's points total dipped compared with last year, due largely to the absence of a blockbuster print winner.

London, however, dominated the cities table, with the US totals split between several major cities.

Traktor grabbed the award as the year's most decorated director, beating Frank Budgen into second place. Charles Stone III, riding the 'whassup?' wave, came in fifth.

Looking forward, the report picked out six newcomers likely to trouble juries over the next 12 months, with BMP's 'heaven' ad for Volkswagen Polo the most prominent British mention.

Further analysis next week

The most awarded agencies in the world in 2000

    Last  Agency                                 Winners  Winners  Total

    year                                         points/  points/

    rank                                              TV    Print

1   4     Abbott Mead Vickers BBDO (London)           33       13     46

2   5     Wieden & Kennedy (Portland, Oregon)         37        8     45

3   15    Fallon (New York & Minneapolis)             26       17     43

4   6=    Dentsu (Tokyo & Osaka)                      29        2     31

5   6=    Lowe Lintas (London)                        19        9     28

6   11=   Almap/BBDO (Sao Paulo)                      13       15     28

7   15=   Saatchi & Saatchi (London)                  17        5     22

8   30=   The Martin Agency (Richmond, Virginia)       -       20     20

9   26=   Tandem Campmany Guasch DDB (Barcelona)      13        6     19

10   -    DDB (Chicago)                               18        -     18

The most awarded print ads in the world in 2000

     Campaign                                   Country     Score

1    Virginia Holocaust Museum                      USA        14

2    Guinness ''extra cold''                           GB        12

=3   S.O.S Mata Atlantic ''tree trunks''           Brazil        11

=3   Volkswagen ''standard features''                 USA        11

=3   Adidas ''runners, yeah we''re different''         USA        11

The most awarded commercials in the world in 2000

     Campaign                                   Country     Score

1    Guinness ''surfer''                               GB        25

=2   Budweiser ''whassup?''                           USA        21

=2   Guinness ''bet on black''                         GB        21

4    Fox TV/The X Show                              USA        15

5    Budget Rent-A-Car                              USA        13


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