Euro RSCG and Dialog top list of direct campaigns

Euro RSCG's anti-smoking work was the world's third-most-awarded campaign.

Work from two UK agencies was among the five most-awarded DM campaigns in the world, according to the latest Won Report.

Euro RSCG London's "artery" campaign, featuring images of fat oozing from cigarettes, was the third most-awarded campaign in the world in 2004, while Publicis Dialog's "hype" work for HP printers came fourth.

The Sydney-based iLeo took first place for its work for Virgin Money Australia, with Heye & Partners Hamburg in second place with a campaign for Unesco.

The report, only the second to be produced, is compiled by Patrick Collister, the former Ogilvy & Mather and EHS Brann creative director. It measures the performance of direct agencies and campaigns in awards schemes around the world.

"Artery" also topped the list of most-awarded UK campaigns, with HP's "hype" in second place.

Saatchi & Saatchi occupied third and fourth places with work for its charity clients the NSPCC and St Mungo's. In fifth place was work from the former TBWA\ GGT, now called Tequila\ London, with a campaign for the Vauxhall Vectra.

Collister said: "The most notable campaigns are those where significant money has been spent by clients who realise you can both build a brand for the long-term and get short-term results through carefully integrated campaigns with a single strong idea at their core."

The most-awarded agency group in the world was the Omnicom-owned Proximity Worldwide, with strong performances from Proximity London, DEC Proximity Barcelona and AIM Proximity New Zealand.

WPP's OgilvyOne took second place, with its Frankfurt office the most-awarded agency in the world.

TOP TEN MOST-AWARDED UK CAMPAIGNS

RANK CAMPAIGN AGENCY CLIENT POINTS

1 Fatty cigarettes Euro RSCG London British Heart

Foundation 72

2 Hype Publicis Dialog HP 70

3 Talking makes it stop Saatchi & Saatchi NSPCC 60

4 Scent strip Saatchi & Saatchi St Mungo's 52

5 Vectra launch TBWA\GGT Vauxhall 42

6= Loyalty programme Tullo Marshall

Warren Guinness 41

6= What's in it for me? Lowe Egg 41

8 Tariff checker Craik Jones Orange 40

9 Look up Proximity Volkswagen Beetle 33

10 Zero to obsession 20:20 Lotus 30

Source: Won Report.

WORLD'S TOP FIVE CAMPAIGNS

RANK CAMPAIGN AGENCY CLIENT POINTS

1 Plastic surgery iLeo (Sydney) Virgin Money 164

2 Iraq's cultural Heye & Partners

treasures (Hamburg) Unesco 75

3 Fatty cigarettes Euro RSCG London British Heart

Foundation 72

4 Hype Publicis Dialog

(London) HP 70

5 Direzza tyre launch Clemenger BBDO

(Wellington) Dunlop 69

Source: Won Report.

TOP FIVE MOST-AWARDED UK AGENCIES

RANK AGENCY POINTS

1 Proximity 166

2 Saatchi & Saatchi 114

3 Craik Jones Watson Mitchell Voelkel 109

4 Arc 99

5 Euro RSCG London 94

Source: Won Report.

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