Universal McCann, Lowe, Ogilvy & Mather and Saatchi & Saatchi are the agencies which have led the charge in 2002. However, it should also be noted that O&M and Saatchis are among a number of agencies, which have produced consistently strong results over the years - not just at Cannes but also at major regional advertising awards presentations.
But that's not to belittle Universal McCann and Lowe. The winning of the top media prize is no small matter for the former since this agency only came into being as an independent entity just over two years ago, while the latter has undergone tumultuous internal changes following the merger of the Lowe and Lintas networks.
These agencies - and others including BBDO, Dentsu, Leo Burnett, Bates and D'Arcy - should be applauded for their efforts in the fields of media and creative. However, it should be stressed that their impressive results are not merely a flash in the pan.
The accolades they have achieved are the fruit of detailed planning and implementation towards a goal aimed at pushing the boundaries of excellence.
And in pushing that envelope, they have helped their clients cut through the vast clutter of mediocre advertising.
In time to come, the region will undoubtedly go from strength to strength, but the industry must not rest on its laurels. In order to strive ever higher, agencies must keep up the pressure on constantly redefining quality not just to win awards but to remain a viable organisation in the long term - through effective and cost-efficient creative, media and planning.
No doubt, most are striving towards this end anyway.
