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BMP was the most successful of the British contingent, picking up a trio of golds for its TV campaign for The Guardian. Saatchi & Saatchi and BBH collected top honours for their work on Toyota and Levi's Engineered Jeans.

The top award went to the Fallon agency in Minneapolis, which took the Best of Show title with its work for BMW. The agency scooped a similar title at the One Show interactive awards for its series of five short films shot by directors such as Ang Lee. The full versions were accessible only on the internet.

BMP won The Guardian's £6 million account in December 2000 with a brief to move it from traditional brand-led advertising to focus on promoting the newspaper's content and news issues.

BBH's Levi's film, directed by Jonathan Glazer and the clothing company's most expensive production to date, won acclaim for its spectacular special effects which show a Levi's-clad man and woman running through a series of brick walls.

Saatchis' success with its Toyota ad comes three months after the Independent Television Commission refused to uphold more than 100 complaints against it from viewers who said it could encourage children to approach strangers.

Teachers also attacked the film, featuring a young girl getting into a car and telling the driver to "shut up and drive

for encouraging children to be rude and aggressive towards adults.