Wacky Japan tops Gunn listing

<p>Japan's zany and wacky sense of humour appears to have earned it </p><p>the title of most creative nation in Asia-Pacific, according to the </p><p>second annual Gunn Report. </p><p><BR><BR> </p><p>Regionally, the nation topped the list of most-awarded country, while </p><p>Dentsu Tokyo/Osaka emerged as the most-awarded agency. </p><p><BR><BR> </p><p>In addition, Dentsu's "The Running Woman" television spot for Wowow TV </p><p>was the second most-awarded commercial in Asia-Pacific. The ad - which </p><p>followed the equally quirky "The Birdman" commercial for the same client </p><p>- featured a woman who runs away from a prospective suitor and pushes a </p><p>man off a bridge in her rush to get home to watch television. </p><p><BR><BR> </p><p>The top regional television commercial was the McDonald's "One Week </p><p>Only" TVC by Leo Burnett Thailand. </p><p><BR><BR> </p><p>The rankings were compiled by combining the winners list from the top </p><p>awards shows for TV, cinema and print from around the world, including </p><p>Cannes, Clio and MEDIA's Asian Advertising Awards. </p><p><BR><BR> </p><p>Overall, the Gunn Report - compiled by Mr Donald Gunn, the former Leo </p><p>Burnett director of creative resources worldwide - placed the United </p><p>States, Britain and Brazil as the three most awarded nations of the </p><p>world in 2000. </p><p><BR><BR> </p><p>Japan placed seventh, followed by Thailand. </p><p><BR><BR> </p><p>Singapore, which was the most-awarded in Asia-Pacific in 1999, was </p><p>10th. </p><p><BR><BR> </p><p>Hong Kong slipped one place to 16th position. </p><p><BR><BR> </p><p>The high rankings achieved by Japan and Thailand was due to those </p><p>countries incorporating their own brand of humour into their </p><p>advertising. </p><p><BR><BR> </p><p>Mr Gunn described humour as one of the more powerful tools in </p><p>advertising and added that humour was especially strong in the </p><p>top-ranked nations, the US and Britain. </p><p><BR><BR> </p><p>"You can't bore people into buying your product. Like a good salesman, </p><p>you have to succeed in being friendly and likeable as well as </p><p>persuasive," he told MEDIA. </p><p><BR><BR> </p><p>Most senior agency creatives in the region agreed, saying humour builds </p><p>a connection between people and the countless brands vying for their </p><p>attention. </p><p><BR><BR> </p><p>Mr Craig Davis, regional creative director of Saatchi & Saatchi said: </p><p>"If you can make people laugh, then you are more likely to be able to </p><p>make a connection with people. </p><p><BR><BR> </p><p>"Humour is a great way to connect to people and start a </p><p>relationship." </p><p><BR><BR> </p><p>Although Singapore dropped from seventh to 10th position in the global </p><p>rankings, top creatives in the Lion City said there was no shame in </p><p>that. </p><p><BR><BR> </p><p>DDB Singapore ECD Tim Evill said, "It's still pretty damn good for a </p><p>small country of just three million people." </p><p><BR><BR> </p><p>However, he stressed that awards should not be taken too seriously and </p><p>that at the end of the day, it was what agencies did for their clients' </p><p>bottom line which was more important. </p><p><BR><BR> </p><p>Saatchis Singapore's Toyota Corolla ad, "Overprotective Parents", was </p><p>the most awarded print ad in Asia-Pacific. </p><p><BR><BR> </p><p>O&'s "Never One-Sided" outdoor campaign for The Economist was also rated </p><p>highly among regional works. </p><p><BR><BR> </p><p>On the world stage, the Martin Agency's Virginia Holocaust Museum </p><p>campaign in the US topped the print section, while the Guinness "Surfer" </p><p>TVC by Abbott Mead/Vickers/BBDO in London took the TV category. </p><p><BR><BR> </p><p>THE GUNN REPORT - In The World In 2000 </p><p>MOST AWARDED COUNTRIES MOST AWARDED AGENCIES </p><p>1. USA (1) 1. Abott Mead/Vickers/BBDO - </p><p> London (4) </p><p>2. Great Britain (2) 2. Wieden & Kennedy - </p><p> Portland, OR (5) </p><p>3. Brazil (3) 3. Fallon McElligott - </p><p> New York & Minneapolis (15=) </p><p>4. Spain (4) 4. Dentsu - Tokyo & Osaka (6=) </p><p>5. Argentina (5) 5. Lowe Lintas - London (6=) </p><p>6. France (6) 6. Almap/BBDO - Sao Paulo (11=) </p><p>7. Japan (9) 7. Saatchi & Saatchi - London (15=) </p><p>8. Thailand (10) 8. The Martin Agency - </p><p> Richmond, VA (30=) </p><p>9. Germany (7=) 9. Tandem Campmany Guasch DDB - </p><p> Barcelona (26=) </p><p>10. Singapore (7=) 10. DDB - Chicago (-) </p><p>11. Australia (=) 11. BDDP & Fils/BDDP@TBWA - </p><p> Paris (-) </p><p> Canada (20=) Lautrec Euro RSCG - </p><p> Buenos Aires (30=) </p><p>13. Mexico (-) 13. DM9DDB - Sao Paulo (9) </p><p>14. Netherlands (11=) TBWA Hunt Lascaris - </p><p> Johannesburg (26=) </p><p>15. Sweden (13) 15. Cliff Freeman & Partners - </p><p> New York (2) </p><p>16. Hong Kong (15) F/Nazca Saatchi & Saatchi - </p><p> Sao Paulo (39=) </p><p>17. South Africa (14) Goodby Silverstein & Partners - </p><p> San Francisco (13=) </p><p>18. New Zealand (20=) Leagas Delaney - San Francisco (-) </p><p>19. Norway (16=) Saatchi & Saatchi - Singapore (11=) </p><p>20. India (-) 20. Bartle Bogle & Hegarty - </p><p> London (13=) </p><p>21. Portugal (16=) BMP DDB - London (1) </p><p>22. Chile (19) Leo Burnett - Bangkok (47=) </p><p> Poland (20=) </p><p>The Top Agency </p><p>Networks </p><p>1. BBDO (2) </p><p>2. DDB (1) </p><p>3. Saatchi & Saatchi (4) </p><p>4. Leo Burnett (6) </p><p> TBWA (3) </p><p>6. Lowe Lintas (5) </p><p>7. Ogilvy & Mather (7) </p><p>8. Euro RSCG (11) </p><p>9. Young & Rubicam (8) </p><p>10. Dentsu (10) </p><p>11. McCann-Erickson (14=) </p><p>12. FCB (9) </p><p>13. Grey (12) </p><p>14. Publicis (14=) </p><p>15. J. Walter Thompson (16) </p><p>16. Hakuhodo (18) </p><p>17. Bates (17) </p><p>18. D'Arcy (19) </p><p>1999 ranking in brackets. </p><p><BR><BR> </p>