The Gunn Report for Media, the global evaluation of media innovation and success, has today released its 2016 Media Report, summarising the overall media performance in the year January to December 2016 based on the results of the most important global, regional and national Media creative award contests spanning 40 markets. India ranked third in the list of Top 20 Most Awarded Countries in Media in the World 2016 with 459 points. In the Top 10 Most Awarded Media Agencies 2016, Mindshare India ranked second with 123 points. Other Indian media agencies to feature in this list are Mediacom India at rank 7 and PHD India at rank 8.
Highlights from the 2016 Gunn Report for Media include:
Most Awarded Media Agencies in the World 2016
1 Starcom USA
2 Mindshare India
3 PHD New Zealand
4 OMD USA
5 OMD UK
To make it into the top 20 of this table, media agencies have won more than 38 points in four or more festivals. Agencies in the full ranking come from a total of 10 different countries.
Most Awarded Media Agency Networks in the World 2016
2 Starcom MediaVest
OMD is, once again, the winner of the Agency Network ranking for the eleventh consecutive time.
OMD’s agencies had very good results all over the world in each festival, local and international on a big number of different campaigns for many different advertisers.
Its star agency is OMD UK, which won three Media Lions at the Cannes International Festival of Creativity (‘Humans’ campaign for Channel 4; ‘Hunted’ campaign for Channel 4; ‘Campaign To Combat Loneliness’ for John Lewis), and received (with agency adam&eveDDB) the IPA Effectiveness Awards Grand Prix for its work for John Lewis (‘John Lewis Christmas advertising, 2012 – 2015’)
Another star of the network was OMD USA with a Cannes Bronze Lion for its ‘Intel Winter Games’ campaign. Among its other winning works: ‘Pepsi+Empire: A Brand Integration Breakthrough’ and ‘Apple iPhone 6 World Gallery’
OMD in China, Dominican Republic, Egypt, Italy, Sweden and UAE also performed well.
Starcom Mediavest is challenging OMD in many countries. Starcom USA was the third Most Effective Agency Network in 2016 in North America according to the North American Effie Effectiveness Index. Its New York and Chicago offices did very well in national and international competitions, with various campaigns: ‘No Borders’ (Airbnb, Silver Lion), ‘Breakfast Defect From The Routine Republic’ (Taco Bell), ‘Blind Taste Test’ (Kraft Macaroni & Cheese ), ‘#OptOutside’(REI), ‘Van Gogh BnB’ (The Art Institute Of Chicago).
Amongst its other stars are Starcom in Italy, Belgium, China, New Zealand, UAE and UK.
PHD jumps back from fourth place last year to third place. The network did specifically well in the Cannes Media Lions, picking up 4 awards, one Gold, one Silver and two Bronze. Three of these wins were claimed by APAC agencies, including a Gold Media Lion won by PHD New Zealand for DB Export ‘Brewtroleum’ campaign; a Bronze won by PHD Australia for ANZ Banking Group’s ‘Smart Girls – Equal Future’ campaign; and a Bronze won by PHD India for Hindustan Unilever’s ‘Lo Kar Lo Bat’ campaign. The Silver Lion went to PHD UK for its campaign ‘Sharing The Gift Of Reading At Christmas’ (Sainsbury’s)
Amongst its other star agencies are: PHD Belgium, PHD Canada, PHD Hong Kong and PHD South Africa.
Most Awarded Advertisers in Media in the World 2016
Heineken takes the title of the world’s most awarded advertiser beating Coca-Cola for the first time. Its success came from winning at 14 different award shows and festivals with points coming from 12 different countries. Coca-Cola in 2nd place, winning at 25 festivals earned points from 20 countries. McDonald’s retains it 3rd place earning points from winning at 25 festivals with successes from 18 countries.
Most Awarded Countries in Media 2016
2 United Kingdom
Media Campaigns of the Year 2016 (not ranked)
• Always, ‘Girl Emoji’, Starcom MediaVest Group (London)
• Ariel, ‘Removing The Stains Of Social Inequality. Share The Load’, Mediacom (Mumbai)
• Burger King, ‘McWhopper’, Y&R Media New Zealand (Auckland)
• DB Export, ‘Brewtroleum’, PHD New Zealand (Auckland)
• Louis XIII Cognac, ‘#NotComingSoon’, Fred & Farid (New York)
• Manulife, ‘The Price Of Living 2040’, PHD (Hong Kong)
• Microsoft, ‘Tomb Raider Survival Billboard’, EMT/Dentsu Aegis (London)
• Sainsbury’s, ‘Starting The Gift Of Reading At Christmas’, PHD (London)
• Swedish Tourist Association, ‘The Swedish Number’, Ingo (Stockholm)
• The Art Institute of Chicago, ‘Van Gogh BnB’, Starcom Mediavest Group (Chicago)
• Untold Festival/National Institute for Blood, ‘Pay With Blood’, UM Romania (Bucharest)
Journalist Isabelle Musnik, editor of The Gunn Report for Media, says, “The outcome of The Gunn Report for Media 2016 shows that while technology and data are fundamental to achieving results, insight, strategy and innovative ideas are essential to delivering them as well as bringing positive results which can be measured. Creativity and efficiency are not antithetical.”
Musnik added, “Good and creative media ideas have diverse sources, have widely different budgets and come from all over the world. 2016 has been the year of data, mobile, apps, programmatic advertising, life video, new formats, social media, virtual reality, artificial intelligence and the emoji, all of which enable consumers to experience brands like never before.”
Other highlights from the report:
- A consumer’s behaviour is no longer logical but based on emotion.
- Consumers do not just buy a product – they buy a story, a vision, a connection.
- ROE (Return on Emotion) is now a key metric.
- Media innovation and creativity are essential to brand success.
- Facebook, Instagram, Twitter, Snapchat, YouTube, WeChat... are now the key platforms for communication and content distribution, and becoming ever more important.
- Media agencies that lie at the intersection of technology and traditional media have become their clients’ key strategic partner, ranging from creativity providers, to data providers or performance analysts
- While technology and data are fundamental to achieving results, insight, strategy and innovative ideas are essential to delivering them.
- Good and creative media ideas have diverse sources, have widely different budgets and come from all over the world.
- Advancements in technology have enabled media and advertising agencies to develop campaigns across many innovative new mediums enabling consumers to experience brands like never before.
- 2016 has been the year of data, mobile, apps, programmatic advertising, life video, new formats, social media, virtual reality, artificial intelligence and the emoji.
The Gunn Report for Media 2016, which includes ranking tables and analysis, is now available at www.gunnreport.com
The Gunn Report Book and Showreel of the Year 2016 DVD will be available in mid-March and will include The Gunn Report for Media 2016. Additionally there will be ‘messages to the industry’ by guest essayists Mike Cooper, CEO of PHD Worldwide who will share his thoughts on how Artificial Intelligence will propel media to the forefront of the process; and Nils Andersson, creative president of TBWA\Asia who will address the art and craft of creative in an era of machines.