Burnett extends lead, but DY&R wins top prize

KUALA LUMPUR: Leo Burnett emerged the biggest winner at this year's Kancil Awards, the top creative award show in Malaysia, bagging 23 awards ahead of Ogilvy & Mather and BBDO, which won 10 and five prizes respectively. But the show's best of best prize, the Golden Kancil, went to Dentsu Young & Rubicam for its Citibank Visa card ambient media campaign. According to ad agency bosses, the judges were tougher this year. Jennifer Chan, chief executive of BBDO, said there were a record number of entries, around 1,500, but fewer awards - 74 in all - were given out. But there were 127 merits, which is a huge number, according to Chan. BBDO increased its medal tally on last year, which it partly attributed to its executive creative director, Huang Ean Hwa, who joined the company two years ago from Leo Burnett. Charles Caddell, managing director of Leo Burnett, said his agency increased its lead this year over the other firms. Burnett's award winners included an ad for Kinokuniya bookstores, which won gold in the poster category. Caddell said it was important for ad agencies to perform strongly at shows such as the Kancil Awards because clients pay attention to results, which are reported extensively in the press. Ted Lim, head of creative at Naga DDB, agreed that the judging was tough this year. He was also disappointed with his agency's performance - six bronze. "A lot of people I spoke to on the night were also disappointed with the TV category," added Lim. "It seemed that many ads that were craft heavy, rather than ideas-driven, were picking up (TV) awards on the night causing some unhappiness."

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