The Gunn Report for Media, the global evaluation of media creativity launched in 2004, has released its new report. It has combined winners’ lists from the world’s most important award contests to establish the only global ‘league tables’ for the communications industry.
The report covers several categories, including:
• The Most Creative Agency Network
• The Most Creative Holding Company
• The Most Creative Campaign, and
• The Most Creative Advertiser
Agency Network of the Year: OMD
OMD has retained its top position since the launch of the Gunn Report in 2004, scoring 367 points. Starcom is placed second with 326 points. In third place with 319 points is Mindshare.
Holding Company of the Year: GroupM
GroupM (WPP) has come up tops, scoring 876 points. In second position is the Omnicom Media Group with 751 points. Publicis Groupe is placed third with 617 points.
Advertiser of the Year: McDonald’s
As advertisers recognise more and more the importance of media creativity, several are setting the pace for the future. In 2013, 10 advertisers were recognised worldwide for their media creativity.
McDonald’s takes the first place with 83 points and campaigns from 22 different festivals, demonstrating the quality and originality of their work all over the world. Coca Cola is placed second with 79 points, while Samsung, which has scored 49 points, is placed third.
Country of the Year
The US has leads the list this year with 302 points, which is 98 points ahead of the UK’s score of 254 points. India follows in third place with 241 points.
Campaigns of the Year
In 2013, five trends were noticed in the media campaigns that have received awards throughout the world – bravery, integration, speed of communications, universal values, and the growing importance of earned media.
To ensure a balanced representation the Gunn Report for Media only highlights those campaigns that obtained a significant number of points and which won awards in four or more regional or global festivals.
This explains why there are only three Media Campaigns of the Year in 2013. But the Gunn Report for Media has also chosen to highlight some of the winners of the global festivals, which have been praised for their creativity, their innovation and results.
These campaigns are:
• Dr Dre “Virtual 2Pac at Coachella”, USA
• Puerto Rico Correctional and Rehabilitation Department “Follow2Unfollow”, Puerto Rico
• DELA Funeral Insurance “Why Wait Until It's Too Late?”, The Netherlands
• University of Engineering and Technology “Potable Water Generator”, Peru
• Dove “Real Beauty Sketches”, Brazil
Isabelle Musnik, Editor, The Gunn Report for Media remarked, “The context in which marketing is taking place is changing dramatically. Advertisers are fighting against an increasingly competitive and tough business environment, where ROI is vital. They are also faced with customers, who are very unpredictable, expect to be surprised and entertained, and are more and more influenced by their friends and networks.”
She further said, “Contact has become as critical to the success of a marketing campaign as content. The right media connections can make or break a campaign, or even a brand, and change behaviour as a result. Media innovation and creativity are more than ever, key to brand success.”
Similar to the methodology used by previous Gunn for Media Reports, this year’s scoring system assigned each agency and campaign 3 to 5 points for a Best in Show award/ Grand Prix; 2 to 3 points for a winner or gold; and 1 to 2 points for a silver or bronze. Campaigns could also receive points for awards in different categories (that is, Best Use of Sponsorship, Best Use of TV, etc.). Every show in the Report features all of the media – TV, cinema, radio, magazines, newspapers, outdoor, special events/ stunts, internet, mixed media and sponsorship. Some have special categories on target audiences such as youth, young adults, all adults, men and women. Single media festivals are excluded.