LEADER: Gunn Report shows print gap in region

For the first time since the inception of the rankings in 1999, an Asian campaign, for Levi's, by BBH Singapore, has topped the print category.

In addition, three agency offices in Asia-Pacific emerged in the top 20: Dentsu Tokyo, Osaka and Matsuyama; J. Walter Thompson Bangkok; and Colenso BBDO Auckland. BBH Singapore and Bates Hong Kong were not far behind, sharing the 22nd spot, with Saatchi & Saatchi Auckland and Wellington in 29th. The world's top director came from Thailand, while a production house from Bangkok was the third most awarded in the world. Overall, six Asian countries made it to the top 20: Thailand, Singapore, New Zealand, Japan, Hong Kong, and Australia, in that order.

When so many regional markets have been struggling with a sluggish economy for the past five years, the Gunn Report brings heartening news indeed.

Perhaps this is not all that surprising. The worst of times can sometimes bring out the best in companies and talent. Since the bursting of the dotcom bubble in 2000, corporate Asia has been exceedingly cautious and intensely focused on cost containment and the bottomline. The hard times - network consolidations, agency closures and layoffs - have forced agencies to raise the bar to make the case with clients. But the successes have to be tempered with the fact that the slow reinvention of the agency model is far from complete. Clients, seeking campaigns that drive their sales, are not about to let up on their myriad demands for work that is creative, connects with consumers and is cost-efficient. If anything, the Gunn Report does indicate areas for improvements. Dentsu Tokyo, Osaka and Matsuyama emerged as the seventh most-awarded office agency in the world, but this was mainly on the back of its television campaigns. Had its print performance been as strong, it could have placed fourth.

With the exception of Saatchis New Zealand, none of the nine agencies in the top 50 were first-rate in both TV and print. In constrast, the most awarded agency, Miami-based Crispin Porter & Bogusky was equally confortable in both mediums. It was the same story at the country level.

Thailand, Japan and Hong Kong are strong in television, while Singapore, Australia and New Zealand are better in print. As the other mediums become increasingly more important consumer touch points, time is fast running out for agencies in Asia to hone their print, outdoor and interactive marketing skills set.