The Gunn Report for Media, the global evaluation of creativity in media agencies launched in 2004, has released its new report on the state of the industry. The report covers several categories, including the most creative agency network, the most creative holding company, the most creative campaign, the most creative advertiser and the most awarded country.
The US came top this year in Country of the Year with 196 points, 76 points ahead of Germany’s score of 120. The UK followed in third place with 99 points. India has ranked number five in Country of the Year.
“Once again, The Gunn Report for Media has combined winners’ lists from the world’s most important award contests to establish the only global ‘league tables’ for the communications industry,” said Isabelle Musnik, Editor of The Gunn Report for Media. “In today’s increasingly competitive business environment, a growing number of advertisers are waking up to the importance of finding innovative, original ways of reaching customers, who are more and more unpredictable and changing all the time.”
“Consumers don’t want any more to be told what to do. Not only do they want to participate, share and collaborate as never before. But they also want to control and dictate when, where and how they are communicated to. Media creativity is, therefore, an effective universal tool for brands for talking to consumers, meeting their objectives and standing out in a crowded field of competitors,” she added.
Musnik further said that the Report’s aim was to send a strong signal to the marketing industry, to put a global spotlight on media innovation, and to inspire a higher quality media product around the world. “The future of the industry lies in the innovative strength of its media creativity,” she added.
Agency network of the Year: OMD
OMD has kept its top position since the launch of The Gunn Report in 2004, scoring 176 points. Mindshare is second with 161 points, while Starcom is placed third with 142 points.
Holding company of the year: GroupM
GroupM (WPP) came top, scoring 513 points. In second position was Omnicom Media Group with 412 points. Publicis Groupe Media was placed third with 343 points.
Advertiser of the Year: Coca-Cola
As advertisers recognise more and more the importance of media creativity, several are setting the pace for the future. In 2011, 10 advertisers were recognised worldwide for their media creativity. Coca-Cola takes the first place this year with 62 points and campaigns from 14 different festivals demonstrating the quality and originality of their work all over the world. Volkswagen was second (29 points), and McDonald’s is third (25 points).
Campaigns of the year
Unlike purely creative advertising campaigns, media related campaigns are still very different from one country to the next. Not many are Europe-wide and even fewer are international. 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 five or more regional or global festivals.
This explains why there is no Media Campaign of the Year in 2011. Therefore, The Gunn Report for Media has chosen instead to highlight some of the winners of the global festivals which have been praised for their creativity, their innovation and results. And which show how important it is to think ‘out of the box’, to invent new media and also to use the ‘oldest’ ones. All these campaigns have tangible results and prove that creativity and efficiency go together.
Metallic Ink Underclothes - 4th Amendment Wear
Small Business Saturday (American Express Open) - American Express
Decode Jay-Z with Bing - Bing with Jay-Z
Gatorade Replay - Gatorade
Homeplus Subway Virtual Store – Tesco
Save as WWF - WWF
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 for a winner or gold, or 1 to 2 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. Too few of these reward media creativity and efficiency, and their inclusion would have unbalanced the scoring system in respect of some countries and agencies.