This year has been more of lows and less of highs for the advertising fraternity, primarily because of the economic slowdown, which made every marketer conscious of the monies being spent on communication. Now with the year ending, there is another not-so-flattering announcement – India has been ranked 17th in the Gunn Report 2009, the same as last year. This is despite a spectacular award winning spree with the Lead India campaign.
According to the Gunn Report 2009, The Times of India’s campaign – ‘A Day in the life of Chennai’ – by JWT India was placed 17th amongst the most awarded TV ads, while the Luxor Che/ Charlie/ Hitler campaign created by Leo Burnett India was placed 23rd in Print category.
Also disappointing is the fact that no Indian agency has made it to the top 50 in Traditional agencies or even among the top 25 in Interactive, as opposed to last year when JWT India and Ogilvy India were among the top 50 agencies in the list. This is disappointing more so because this year India won its highest metal tally at Cannes with a total of 25 Lions and was ranked as the ninth most successful country at the Cannes Lions 2009.
This is the 11th year of the Gunn Report, which was initiated by Donald Gunn. The list comprises top 100 creative collective after a rigorous scrutiny, which is based on combining award winners from important shows, including films, print, interactive and All Gunns Blazing (fully integrated campaigns).
Interesting to note is that ‘Obama for America’ - The Obama campaign tops the list of All Gunns Blazing, which is testimony to a truly integrated and powerful successful campaign in recent times, which pulled all stops to embark on a campaign using all channels of communication.