The Gunn Report has released 'The Power of Print,’ a study of the most awarded print and outdoor ads in the world, which identifies 13 basic ‘Dramatic Formats’ used in print advertising to engage consumers creatively and effectively.
A total of 1,028 award winning Print and Outdoor ads and campaigns from around the world featured in The Gunn Report's Print Library have been classified - an average of 50 of the highest ranked ads per year, from 1999 to 2013.
'The Power of Print' report includes a description of the specific thought process involved to identify each of the 13 ‘Dramatic Formats,’ as well as a total of 140 examples of work which support the analysis. The most represented countries across the 140 ads and campaigns featured in the study are the United Kingdom (24 ads/campaigns), USA (21), France (15), Brazil (12), Germany (9) and South Africa (9). The five most represented agencies, with 5 ads/campaigns each, are AlmapBBDO (São Paulo), Saatchi & Saatchi (London), Saatchi & Saatchi (New York), Scholz & Friends (Berlin) and TBWA\Hunt\Lascaris (Johannesburg).
Donald Gunn, Founder of The Gunn Report says, "The Power of Print is a comprehensive and useful study that identifies 13 best opportunities for finding engaging and effective creative solutions for print advertising. A valuable tool for experienced industry professionals looking for a spark of inspiration, or an educational and training document for students and young creatives alike, The Power of Print is a compelling insight of best practice used in brand communications."
The 13 Dramatic Formats identified are:
2. Fresh Thought/Insight
3. Demo in Print
4. Dramatise The Need/Problem
5. Exaggerated Graphic for The Need/Problem
7. Tell a Story
8. Exaggerated Graphic for The Benefit
9. Associated or Used Imagery Lifestyle/Attitude Reflect The Benefit
10. Media-Driven Idea
11. Product Provides The Graphic
12. Borrowed Format or Parody