UK agencies fare badly in Won Report

Despite success for Britain's DM agencies, glue is the sole British representative in the top-20 digital performers worldwide.

Glue London is the only UK digital agency to break into the top 20 in this year's Won Report, which recognises the world's most creative agencies in online advertising and direct marketing.

The agency, part of Aegis Group, was ranked 14th in the world on a list headed by the traditional US ad agency Crispin Porter & Bogusky.

Crispin Porter secured its place at the top of the league table after winning one of the two Cyber Grands Prix at Cannes for Volkswagen GTI, as well as creating award- winning work for Burger King and Mini.

Glue had a good year at Cannes, taking silver for its "Say yes" campaign for Virgin Money and its "'ave a word" campaign for Mini, and its chief executive, Mark Cridge, denies that the lack of presence of UK agencies in the Won Report indicates the industry is in dire straights.

He said: "There's not a crisis. Was last year a vintage year? I'm not sure it was, but I think what the report recognises is that the whole industry is going through a transition.

"Crispin Porter started as a traditional agency, but the thing that marks it out is that it genuinely doesn't start with a TV ad - it comes up with an idea first, then, because it has control of the whole budget, it allows it to put money behind what it sees fit."

AKQA came in at 24 in the standings, with the ad agency Leo Burnett ranked 30 because of its multimedia road safety ad "cameraphone". The report found that the most-awarded digital work was Leo Burnett Canada's own website, based on the idea "big ideas come out of big pencils", which was created by Leo Burnett and Arc Worldwide.

By contrast, the UK put in a strong performance on the direct marketing agencies side, and ranked as the country with the most points - well ahead of Germany, Spain and Australia. Notably, there were only two US direct marketing agencies in the top 50.

Craik Jones Watson Mitchell Voelkel was the best-performing agency in the UK, and was ranked sixth in the top 50 agencies worldwide. Other UK agencies on the list, headed by CP Proximity in Spain, were 20:20 London in tenth position and Proximity and DraftFCB, which took joint 12th place. Arc London was ranked 18th on the list.

Leo Burnett's "cameraphone" campaign was the third-most awarded last year in the direct marketing category and seventh in the digital category, making it the most highly recognised in 2006.

The most-awarded direct marketing campaign of the year was the Australian work LynxJet, created for Unilever by Lowe Hunt, Sydney, which centred on a spoof airline complete with its own jets.

Compiled by Patrick Collister, a former executive creative director at Ogilvy & Mather London, the Won Report ranks agencies and campaigns using a points system based on its success at various international and local awards programmes.

For more Won Report findings, see

1 Big ideas Leo Burnett, Leo Burnett and
Canada Arc Worldwide 78
2 Dream kitchens Ikea Forsman & Bodenfors,
Sweden 60
3 Passat features Volkswagen Arnold Worldwide,
US 48
4 Adidas style Y3 cubes Adidas Neue Digitale,
Germany 45
5 Tokyo FM broadcasting Tokyo FM Dentsu, Japan 44
6 Nokia 20 lives Nokia Euro RSCG 4D,
Netherlands 43
7 Cameraphone Transport Leo Burnett, UK 41
for London
8 Nike ID Nike R/GA, US 39
9 Car crash Renault Nordpol & Hamburg,
Germany 38
10 Feel Volvo Euro RSCG 4D,
Netherlands 36
Source: The CyberWon Report 2006.

1 LynxJet Unilever Lowe Hunt,
Australia 74
2 Milkoholics Purina Friskies OgilvyOne,
New Zealand 68
3 Cameraphone Transport for London Leo Burnett, UK 52
4 24: The Game Sony PlayStation 20:20, UK 50
5 Serendipity Glenmorangie Story, UK 48
6 Both sides Malaysian Airlines Arc, Malaysia 45
7 Wrong job Scholz & Friends,
Germany 37
8 Whinging poms British Council M&C Saatchi,
Australia 35
9 Change your CEPSA Shackleton Direct,
boiler Spain 34
10 Carbon Women's Aid Arc, Malaysia 33
Source: The Won Report Top 50 DM campaigns 2006

1 Crispin Porter & Bogusky, US 195
2 Dentsu, Japan 159
3 DDB, Brazil 150
4 Forsman & Bodenfors, Sweden 132
5 Goodby, Silverstein & Partners, US 131
6 R/GA, US 112
7 Leo Burnett, Canada 102
8 Ogilvy Interactive, Germany 101
9 DoubleYou, Spain 91
10 Euro RSCG 4D, Netherlands 82
Source: The CyberWon Report 2006.

1 CP Proximity, Spain 159
2 M&C Saatchi, Australia 145
3 OgilvyOne, Germany 144
4 Shackleton Direct, Spain 131
5 Scholz & Friends, Germany 128
6 Craik Jones Watson Mitchell Voelkel, UK 124
7 AIM Proximity, New Zealand 120
8 Arc Worldwide, Malaysia 100
9 Tequila\, New Zealand 90
10 20:20, UK 82
Source: The Won Report Top 50 DM campaigns 2006.


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