UK celebrates Gunn Report success

UK agencies create six out of the ten most-awarded commercials in the world and close gap on the US in country rankings.

Creativity in Britain's agencies remains of a world-beating standard with six out of this year's ten most-awarded commercials coming from UK shops, according to the latest Gunn Report.

Their success is spearheaded by Honda's "grrr" spot from Wieden & Kennedy in London, which not only swept the board at this year's awards ceremonies but has gone straight into The Gunn Report's reel of the 100 Best Commercials of All Time.

The report, based on ponts awarded to winners of the world's top regional, national and global awards, also suggests Britain is mounting is stiffest challenge yet to US domination of the most-awarded countries table. The 12-point gap between the two is the smallest since the first Gunn Report in 1999.

TBWA\Worldwide was the most-awarded network, with five agencies, including its London operation, included in the world's top 20. It replaced its sister Omnicom network DDB, which came third. Omnicom's third major network, BBDO, came second.

AlmapBBDO in Sao Paulo, led by the former Cannes jury chairman Marcello Serpa, was the year's most-awarded agency.

Besides "grrr", five other British ads were among the most decorated.

Bartle Bogle Hegarty's "getting dressed" for Lynx took fourth spot. Saatchi & Saatchi's "ventriloquist" for the NSPCC came in seventh place.

The three remaining top ten spots are all occupied by UK work. Mother's ad for Orange featuring the actor Verne Troyer comes in at eight. Meanwhile, Lowe secured ninth place with its Stella Artois film based on World War I pilots. Euro RSCG London's ad in which a Citroen C4 becomes a Transformer toy claimed tenth spot.

However, it was Honda's "grrr" that brought success to everybody associated with it, the report reveals. It put the car-maker on a par with Nike in fourth place in the league of the most-awarded advertisers, which continues to be led by Volkswagen.

The directors of "grrr", Adam Foulkes and Adam Smith, rose to joint-second in the most-awarded directors table, behind Thailand's Thanonchai Sornsrivichai.

MOST-AWARDED AGENCIES IN THE WORLD 2005 Rank Agency Winner Pts Winner Pts Total TV Press Pts 1 AlmapBBDO (Sao Paulo) (1) 14 20 34 2 TBWA\Paris (5) 4 29 33 3 Dentsu (Tokyo & Osaka) (6) 28 1 29 4 DDB London (4) 4 23 27 5 Crispin Porter & Bogusky (Miami) (3) 10 16 26 6 Del Campo Nazca Saatchi & Saatchi (Buenos Aires) (41=) 7 17 24 7= DDB Germany (Berlin) (-) 12 11 23 7= Wieden & Kennedy (London) (2) 23 - 23 9 180 Amsterdam (180\TBWA) (14) 22 - 22 10 TBWA\Chiat\Day (7) 21 - 21 Source: The Gunn Report, www.gunnreport.com. Note: figures in brackets are the agency's position last year. MOST-AWARDED NETWORKS IN THE WORLD 2005 Rank Network Winner Pts Winner Pts Total TV Press Pts 1 TBWA\Worldwide (2) 83 77 160 2 BBDO Worldwide (3) 79 74 153 3 DDB Worldwide (1) 61 73 134 4 Saatchi & Saatchi (5) 66 42 108 5 Leo Burnett (6) 37 44 81 6 Ogilvy & Mather (4) 26 44 70 7 Lowe (7=) 39 20 59 8 Euro RSCG (10) 44 11 55 9 JWT (9) 35 17 52 10 Wieden & Kennedy (7=) 34 0 34 Source: The Gunn Report, www.gunnreport.com. Note: figures in brackets are the agency's position last year.