±±¾©Èü³µpk10

OMD is the most-awarded media network in the world, beating Starcom MediaVest into second place and ZenithOptimedia into third, according to the latest Gunn Report for Media.

OMD, which also topped the table last year, was driven by the strength of its offices in the US. The agency's New York office won the Grand Prix in Mediapost's Centre Media Awards for the ABC drama series Lost, as well as winning two Effies.

The agency also swept the board at a number of this year's international awards, including Cannes, where it won three Lions: two for its office in Colombia and one for Poland. OMD Chile won three awards at the FIAP and one at San Sebastian.

The report, based on points awarded to winners of regional, national and international awards, reveals that the UK has been overtaken by the US as the most-awarded country, having topped last year's table. The UK now trails the US by 19 points, after the US amassed 167 points in 2005.

However, the blow to the UK media industry was softened by the news that HP was the most-awarded advertiser of the year. The technology company's UK "virtual history" campaign, developed by Publicis, with media buying and planning by ZenithOptimedia, shared the honours for the most-awarded campaign with Adidas' "impossible sprint", which ran in Japan.

Last year's most-awarded advertiser, Nike, took second place this year, on the back of its Canadian "you are faster" campaign. Adidas came in third.

On a holding-company level, Publicis Groupe Media was the most-awarded global network, largely owing to its scale. It replaced Omnicom Media Group at the top of the table. The network came in third this year, after Group M in second place.

Isabelle Musnik, the editor of The Gunn Report for Media, said: "The future of the marketing industry lies in the innovative strength of its media creativity.

"It has become clear that the media channels we use to 'connect' to our consumers are as vital as the creative content that we deliver to them.

As more consumers gain more control over their media consumption, and as more content and messages vie for attention, it becomes harder and more complex to engage with them."

WORLD'S MOST-AWARDED MEDIA NETWORKS Rank Agency Number of festivals at Total which awards obtained Pts 1 OMD 14 34 2 Starcom MediaVest 4 33 3 ZenithOptimedia 28 29 4 MediaCom 4 27 5 MindShare 10 26 6 Mediaedge:cia 7 24 7= Universal McCann 12 23 7= Carat 23 23 9 DDB 22 22 10 BBDO 21 21 Source: The Gunn Report for Media. COUNTRIES Rank Countries Points 1 US 167 2 UK 148 3 Spain 65 4 Germany 62 5 Malaysia 54 Source: The Gunn Report for Media. WORLD'S MOST-AWARDED ADVERTISERS Rank Advertiser Number of festivals at Points which awards obtained 1 HP 5 30 2 Nike 6 24 3 Adidas 6 20 4 Ford 7 17 5 General Motors 6 15 Source: The Gunn Report for Media.