Cow -



Integrated campaigns are still not a regular part of all the awards shows, so we were once again unable to rely on a cumulation of awards points to find our Crème de la Crème winner.

As we did last year, a call for entries was sent to all the category jury chairmen and agency creative directors and they submitted their respective entries for consideration. A total of twenty-three 360 campaigns were put up for consideration.

I then sent all the entries back to each of them and they had to select their favoured ten campaigns and their top three in order of merit. Five points were awarded to first place, three points to second, two to third and one to a top ten place.

Not surprisingly JWT Mumbai's inspirational campaign for "Lead India" was the outright winner, after winning the Direct Grand Prix at Cannes. This campaign combines all the disciplines to create an event that truly moved a nation. The E*Trade baby campaign and New Diamond Shreddies also scored very well.

I believe this is WPP's strongest category and is testament to our intentions of becoming totally integrated across disciplines.