Diary: AMV lays its cards on table and trumps rivals

Advertising has returned to the playground. And no, we're not talking temper tantrums and boys showing off their conkers. Though, it has to be said, those scenes have their ad industry equivalents.

We're talking about that card game for children who didn't learn how to play proper card games. Yes, Top Trumps is back. But rather than the pack themes of old, such as tanks and superheroes, some clever people have come up with possibly the game's most exciting incarnation: Advertising Trumps.

Campaign's pack was created and donated by the nice, time-rich people at Lunar Communications, which is backed by Rocket, the media agency co-owned by Abbott Mead Vickers BBDO and PHD.

On each card, an agency has been allotted points in five categories: billings, location, number of employees, date founded and number of awards.

The instructions state "no responsibility can be taken for the accuracy of the above figures; after all, it's only a bit of fun". But some may argue that politics have been embedded into this "fun".

Unsurprisingly, anyone who ends up with AMV's card will be holding the pack's top trump. Its billings of £362.7 million are the highest of any agency. But perhaps more of a shock - AMV is also the most decorated agency in the pack, credited with 96 awards points.

In location, Ogilvy & Mather and St Luke's score the worst, each achieving four points. Top of the pile was WCRS, with 98 points.

Of course, Top Trumps has been usurped by quirky equivalents such as Pokemon. Just as the Lunars of this world hope their quirky business models will usurp those of the more traditional agencies.

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