Fallon London's "paint" for Sony Bravia was the most awarded TV ad in the world this year, according to the 2007 Gunn Report.
However, the UK ad industry had a poor showing compared to 2006, when it knocked the US off the top spot for the first time ever and five of the top ten most awarded ads were from London agencies.
The US regained top billing as the most successful country, with 305 points, 87 ahead of the second-placed UK.
Leading the US charge was TBWA\Chiat\Day (New York and Los Angeles), which was unveiled as the most awarded agency, ahead of Saatchi & Saatchi (New York and Los Angeles).
DDB London finished in third place, one point behind Saatchis, largely because of its Marmite print campaign, which was the second-most awarded print ad, and its Volkswagen TV work.
Seven other London agencies made it into the top 50, including Fallon, in joint fourth, Wieden & Kennedy, in joint tenth, and Abbott Mead Vickers BBDO, in 18th.
Other than "paint", no other UK-created TV ad made the top ten, although ads from 13 other London agencies made the top 50, including W&K's "choir" for Honda, Saatchis' "Old Lions" for Carlsberg and DFGW's "Elvis introduction" for BBC Radio 2.
BBDO was named the most awarded network for the third year in a row, with Saatchis second and TBWA third.
Crispin Porter & Bogusky and the Stockholm-based Farfar topped the most awarded interactive agencies list, while R/GA's work for Nike+ was the most awarded campaign. Glue (joint sixth), Profero (14th) and AKQA (joint 15th) also made the list.
Nike topped the most awarded advertisers list, and was followed by Volkswagen in second and Sony in third.
Thanonchai Sornsrivichai, from Thailand, took the top director spot for the third consecutive year.
MJZ led the production companies list, with Bangkok's Phenomena second and London's Gorgeous third.
TV AND CINEMA
RANK COMPANY AGENCY POINTS
1 Sony Bravia LCD TV Paint Fallon (London) 24
2 Ariston Aqualtis
Underwater world Leo Burnett Italia (Milan) 23
3 Coca-Cola Happiness
factory Wieden & Kennedy (Amsterdam) 20
4 Skittles Beard/trade/leak* TBWA\Chiat\Day (New York) 19
5 Combos Grace/heart-to-
heart/fever/videogame* TBWA\Chiat\Day (New York) 17
6 Toyota Humanity* Hakuhodo (Tokyo) 16
7 Dove Self-Esteem Fund
Evolution Ogilvy & Mather (Toronto) 15
8= Coca-Cola Videogame W&K (Portland) 14
8= Axe 3 Body Spray Crashes VegaOlmosPonce (Buenos Aires) 14
10 Happy Dent Teeth
Whitening Gum Palace McCann Erickson (Mumbai) 13
Source: Gunn Report *on The Showreel of The Year 2006.
Rank Agency Winner pts Winner pts Total
pts TV pts print
1 TBWA\Chiat\Day (NY)/TBWA\Media
Arts (LA) (43=) 28 5 33
2 Saatchi & Saatchi (New York,
Los Angeles) (26=) 5 27 32
3 DDB (London) (1) 9 22 31
4= Dentsu (Tokyo, Osaka, Fukuoka) (3=) 23 1 24
4= Fallon (London) (11) 20 4 24
6= Ogilvy & Mather (Singapore) (45=) - 22 22
6= TBWA\Paris (Boulogne-Billancourt) (2) 12 10 22
8= BBDO (New York) (26=) 15 5 20
8= Wieden & Kennedy (Amsterdam) (-) 20 - 20
10= Santo (Buenos Aires) (35=) 18 - 18
10= VegaOlmosPonce (Buenos Aires) (45=) 18 - 18
10= Wieden & Kennedy (London) (6) 12 6 18
Source: Gunn Report (Numbers in brackets = ranking 2006).