LONDON: Campaigns taking an integrated approach across television and the web received the greatest recognition at major advertising industry awards last year, the latest annual Gunn Report has shown.

The Gunn Report aggregates which brand owners, agencies and campaigns won important honours each year, weighting the scores to reflect the significance of each competition.

For TV commercials, Nike's "Write the Future", tied to the FIFA World Cup in South Africa and developed by Wieden+Kennedy, picked up 38 awards in all.

"Write the Future", which made extensive use of social media and reached 120m people on Facebook alone, also took 12 awards for its digital component.

The same agency was behind Heineken's "The Entrance" spot, which claimed 16 awards, and marked an attempt to deliver a big idea relevant to young male consumers in numerous countries. It also generated considerable viral buzz.

Elsewhere, Old Spice's much-vaunted "The Man Your Man Could Smell Like", another Wieden+Kennedy project, gained 14 TV awards, in third place behind T-Mobile's "Welcome Back" flashmob ad on 16.

In the digital category, Old Spice's "Responses Campaign", which saw Isaiah Mustafa, the pitchman from "The Man Your Man Could Smell Like" ad answer questions from internet users, led the charts with 15 awards.

Google's "Speed Test" TV ads for its Chrome web browser – measuring how quickly it worked compared with everything from a sound wave to a gun firing a potato – scooped 13 television prizes.

This campaign, a joint effort between BBH and Google Creative Lab, also received 14 digital awards, further demonstrating the growing prevalence of cross-media initiatives.

By country, US-led campaigns carried off 361 awards, standing at 181 for the UK and 138 for Brazil, with the latter market attaining the highest number of print awards overall, on 57.

Nike took 78 awards in 2011, making it the "advertiser of the year", ahead of Volkswagen on 65, Google on 55 and Old Spice on 32.

BBDO was the top agency network on 180 awards, beating DDB on 125, Ogilvy & Mather on 124 and Leo Burnett on 121.

"People today have technology at their fingertips and are in complete control. In the ongoing battle for attention, brands are no longer competing against each other but with the whole of popular culture. Creativity is key to winning the battle," Mark Tutssel, chief creative officer of Leo Burnett and guest editor of the Gunn Report, said.

More details about The Gunn Report are available here.

Data sourced from The Gunn Report; additional content by Warc staff