Craik Jones Watson Mitchell Voelkel in sixth was the highest-placed UK agency, followed by 20:20 London in 10th position and Proximity London, last year's winner, in equal 12th with DraftFCB London.
The report, which is compiled by the former EHS Brann and Ogilvy & Mather executive creative director Patrick Collister, evaluates the awards won by agencies at ceremonies around the world. Points are attributed on a sliding scale, depending on the ceremony's profile and scale.
Collister said that direct marketing is continuing to become an important brand-building tool, used in new ways to encourage new sorts of response.
"Certainly video is more prevalent in this year's Won Report than ever before... six of the top 10 campaigns want their target audience to look at a film of some sort.
"They want to tell a story. They want an emotional response. And therein lies the big shift in direct marketing. It used to be that response was an action, a coupon completed, a telephone number called, a website accessed, an order placed, a sale made."
The table of individual campaigns was topped by Lowe Hunt Sydney's LynxJet work for Unilever, which won Gold at Cannes. In second was OgilvyOne Auckland's 'Milkoholics' campaign for Purina Friskies.
Leo Burnett London claimed third with its 'Cameraphone' mobile phone campaign for the COI's teenage road safety push, just pipping 20:20 London's multimedia campaign for '24: The Game' for Sony PlayStation.
OgilvyOne led the network league, narrowly ahead of Proximity, with BBDO and DraftFCB a distant third and fourth.