For what its worth, I think it really depends on where you're fishing and how. What about depth of water, where are the fish feeding, what they are likely to be feeding on, are you castling or trolling, strength of tide? These issues will affect your lure choice, and there really is no 'all-rounder'. I tend to troll from the 'yak in shallow depths close to the coastline, and rate rapala j11 in black/silver as an old favourite, maria angel kiss 110mm in thundercloud, yo-zuri crystal minnow. My current 'banker' though is a berkley 9Omm shallow diving plug, only cost a couple of quid and can't remember it's name, but is first on most times!
However, everyone will have their favourite lure that works where and how they fish. If I was fishing deeper over reefs in a stronger run of tide (as I do from charter boats) I would use redgills (still work great) or calcutta shads in 'natural colours' fished on a portland rig. Like the look of the tempest sidewinders, but haven't had a chance to use them yet.
Cheers and happy lure-hunting.