Proximity London heads DM agency awards table

UK shop pips Saatchis in Singapore but UK agencies fail to make digital top ten.

Proximity London is the most-awarded DM agency in the world, according to the latest Won Report.

The first Cyberwon Report, which ranks digital agencies by awards won, placed Crispin Porter & Bogusky in the top spot, thanks to its "subservient chicken" campaign for Burger King.

The reports, which are compiled by the former EHS Brann and Ogilvy & Mather executive creative director Patrick Collister, evaluate the awards won by agencies at ceremonies around the world. Points are attributed on a sliding scale, depending on the ceremony's profile and scale.

Proximity London notched up 144 points for its Save the Children and Volkswagen work after winning the Grand Prix at the Caples in the US.

The UK agency narrowly beat Saatchi & Saatchi Singapore, which had the same number of points, because it won the Grand Prix at a global event.

Harrison Troughton Wunderman was the second-highest-placed UK direct agency, with 124 points, thanks to awards for its FAS Aware campaign and its Microsoft Bolt-on mailing.

Craik Jones Watson Mitchell Voelkel was third with 117 points for its First Direct Odd Sock and Sweetie mailings. OgilvyOne, whose best work included the "still here" campaign for Cancer Research UK, was fourth with 109 points.

In the digital report, there were no UK agencies in the most-awarded global top ten. Modem Media was the highest-placed local shop in 11th place. It amassed 41 points for its "interviews from hell" work for the headhunter Kendall Tarrant. London was second in the UK table with 33 points and 20:20 London earned 27 points for campaigns including "NY killer" for five. Ogilvy Interactive was in fourth place with 22 points.

Gongs at Cannes, the Echos and the Caples score the most points. The second-highest points are gained from awards won at D&AD, The One Show and LIAA. The third tier includes national awards ceremonies such as those from the UK's Direct Marketing Association.

Harrison Troughton Wunderman, the next most-decorated UK agency in the table, comes fourth.

WORLD'S MOST-AWARDED DM AGENCIES RANK AGENCY POINTS 1 Proximity London, UK 144 2 Saatchi & Saatchi, Singapore 144 3 CP Comunicacion Proximity, Spain 127 4 Harrison Troughton Wunderman, UK 124 5 OgilvyOne, Frankfurt, Germany 123 6 Salem, Sao Paulo, Brazil 120 7 Craik Jones Watson Mitchell Voelkel, UK 117 8 Palla_Koblinger Proximity, Austria 116 9 OgilvyOne London, UK 109 10 OgilvyOne Petaling Jaya, Malaysia 102 Source: The Won Report. WORLD'S MOST-AWARDED DIGITAL AGENCIES RANK AGENCY POINTS 1 Crispin Porter & Bogusky, Miami, US 149 2 Goodby Silverstein, San Francisco, US 108 3 DDB Brazil, Brazil 105 4 Neue Digitale, Hamburg, Germany 87 5 Forsman & Bodenfors, Stockholm, Sweden 86 6 Dentsu, Japan 85 7 R/GA, New York, US 80 8 Ogilvy Interactive, Sao Paulo, Brazil 61 9 Saatchi & Saatchi, Germany 42 10 Euro RSCG 4D, Brazil 42 Source: The Cyberwon Report.