ANALYSIS: Advertising - Asia rises up in the Gunn rankings. Asia's hopes of moving up the creative ladder lies with its biggest markets, China and India. By Alfred Hille

That the West continued to dominate the third annual Gunn Report comes as no surprise to the industry. The United States and Britain put in a particularly strong performance in the 'Most Awarded Commercials' and 'Most Awarded Print Ads' categories of Donald Gunn's annual measurement of advertising agency creativity worldwide. But a pleasant surprise this year - this amid complaints that creative standards are faltering in Asia as budgets head south - the region did manage to grab some of the limelight. Dentsu Japan emerged as agency of the year after grabbing top honours at two pan-Asian shows - media magazine's Asian Advertising Awards and the AdFest - as well as sweeping almost 60 per cent of the prizes at the ACC, Japan's top advertising show. The world's agency Goliath also turned in a strong performance at major international shows, including Clio, One Show, New York Art Director's Club and Cannes, where it won three Print Lions. One of the campaigns, which gave Dentsu a leg up was its Bun-En Smoke Filter System television spot. Leo Burnett, meanwhile, knocked off last year's winner BBDO to grab the agency network of the year accolade, a feat made possible by significant contributions from a number of its Asia-Pacific offices - Bangkok, Hong Kong, Singapore, Taipei, Tokyo and Sydney. The results underlined the point that size is an important factor for success. It was a fact that was not lost on Gunn - the former director of worldwide creative resources at Leo Burnett - who commented: "Dentsu is, of course, by far the biggest advertising agency in the world and, therefore, do the most ads." Ditto for the world's big-spending advertising economies of the US and the UK. Bates Asia-Pacific executive creative director, Aris Theophilakis, adds: "Being the biggest market and with a significant number of agency professionals at a certain level and above, America has a greater chance than any other nation of winning more awards. At major international shows, it might have 1,500 entries compared with other countries, which might have less than 150 submissions in total." But by extrapolating the size argument, it could be debated that over time Asia has only one direction to go - up. And the region's hopes are pinned on two countries: China and India. Memorable Asian campaigns highlighted in the Gunn Report were Saatchi & Saatchi's Unicef TVCs, titled 'Someone Else's Child', in China, Ogilvy & Mather's Cancer Patient's Aid Association, 'the Journey' commercial in India and Euro RSCG's Swipe Miracle Cleaner promotion, 'Emperor of Kowloon' in Hong kong. But according to the region's top creatives, China holds the key. Leo Burnett China/Hong Kong chairman and executive creative director, Eddie Booth, says: "With Beijing now a member of the World Trade Organisation, we'll see more quality ads. Adspend increases are likely to continue to grow strongly and that will increase the number of ads coming out of the country, from companies advertising internally to those looking at foreign expansion, and that will increase its odds of winning more." Bates' Theophilakis notes: "China is not quite there yet, but it is becoming increasingly sophisticated. This is driven by client expectation for greater insight that will set them apart from the competition within an environment where competition is intensifying. "With WTO, it will cause agencies to strive for the best." The sentiment is underlined by the fact that India was the 19th most awarded country this year, according to the Gunn Report, one place better than last year. China, which did not figure in the rankings at all in the past two years, jumped to 23rd spot. Other notable Asian achievements included Bangkok's Matching Studio making it to the fifth most awarded production company in the world. Tohokushinsha Film in Tokyo and The Film Factory in Hong Kong and Bangkok, held 10th and 11th places respectively. In addition, Suthon Petchsuwan of Thailand was the best-performing advertising director in Asia, with a ranking of fourth in the world. Overall, the Fox Sports TV/NBA ad, created and developed by Cliff Freeman & Partners, was the most awarded commercial in the world. The print category was taken by Volkswagen and its agency Arnold Worldwide for the third year running. THE GUNN REPORT 2001 - HOW AGENCIES STACK UP Category Winner TV Campaign of the Year Fox Sports/NBA Campaign "Utah"/ "San Antonio"/"LA" etc. Print Ad or Campaign of the Year Volkswagen of America "Jumper"/ "Lettuce Girl"/"Bulls"/ "Bee Man" etc. Country of the Year USA Advertiser of the Year Volkswagen Production Company of the Year Partizan (New York & London) Director of the Year Traktor (Sweden & USA) Agency of the Year Dentsu (Japan) Agency Network of the Year Leo Burnett

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