FOCUS: AGENCY OF THE YEAR AWARDS 2000 - Industry salutes Saatchis; wants to work for O&M

<p>A majority of industry professionals have pointed to Saatchi & </p><p>Saatchi as being the most creative agency in Asia-Pacific, according to </p><p>MEDIA's informal end-of-year poll. </p><p><BR><BR> </p><p>The contest for the 'most creative' title turned out to be a close </p><p>one. </p><p><BR><BR> </p><p>Just over 25 per cent of respondents from across the region picked </p><p>Saatchis, with BBDO on 22 per cent. </p><p><BR><BR> </p><p>Leo Burnett, Ogilvy & Mather and J. Walter Thompson placed third to </p><p>fifth respectively. </p><p><BR><BR> </p><p>For the question, "Which agency would you most like to work for?" O&M </p><p>was the runaway winner. </p><p><BR><BR> </p><p>The agency was by far the most popular among respondents, with a </p><p>stunning 38 per cent saying they would like to work for Miles Young's </p><p>far-flung empire. </p><p><BR><BR> </p><p>Burnett landed in second place with 10 per cent of the vote, with BBDO </p><p>coming in third with eight per cent. </p><p><BR><BR> </p><p>Meanwhile, Sunday was a clear favourite among the industry. </p><p><BR><BR> </p><p>Twenty-eight per cent picked a variety of ads by the Hong Kong telecom </p><p>company - "Weather Report" and "Ghost" figuring prominently in their </p><p>choices, which was created and produced by BBDO. </p><p><BR><BR> </p><p>Wowwow TV (Dentsu), McDonald's "One Week Only" promotion (Leo Burnett </p><p>Thailand) and KMB's "Born Free" (BBDO Hong Kong) were also highly rated </p><p>by industry professionals. </p><p><BR><BR> </p><p>The end-of-year poll was conducted at the middle of last month, with the </p><p>questionnaire being circulated among all MEDIA readers working in </p><p>agencies or advertising and marketing departments. </p><p><BR><BR> </p><p>There was just one condition to taking part in the poll: this was that </p><p>respondents could not choose their own agency or pick creative work </p><p>produced by their agency. </p><p><BR><BR> </p><p>- BBDO's Sunday campaigns honoured as Asian Ads of the Year - see page </p><p>36. </p><p><BR><BR> </p>