Best Media Info

Editor’s Picks
Special
Interviews
Events
IRS 2017

banner ad

Gunn 100 revealed; BBDO Worldwide remains most awarded agency network

Ad campaign ‘Meet Graham’, agency Almap BBDO, network BBDO Worldwide, holding company Omnicom Group, brand Nike, advertiser Volkswagen Group and USA top the rankings

Gunn Report, the global index of creative excellence in advertising, has released the results of the newly launched Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline - and the companies behind them.

The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world’s most important international, regional and national creative awards shows.

Ranked the most creative campaign in the world is ‘Meet Graham’, created by Clemenger BBDO Melbourne for Australia’s Transport Accident Commission, depicting what a human would have to look like to withstand a low speed crash.

In second place is McCann New York’s ‘Fearless Girl’. In honour of International Women’s Day, asset management firm State Street Global Advisors installed a bronze statue of a defiant girl staring down the iconic Wall Street's ‘Charging Bull’ sculpture, which sparked a conversation on women's equality issues in the US.

Ranked third is Pedigree’s humorous ‘Child Replacement Programme’ campaign in New Zealand, created by Colenso BBDO Auckland, which encourages parents to adopt a dog once their children have left home.

Three themes have emerged from the world’s most creative campaigns:

A year of ‘purpose’: purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.

Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.

Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.

BBDO agencies dominate the league tables following an impressive performance around the world with four agencies listed in the top ten. Most notably AlmapBBDO São Paulo tops the most creative agencies leader-board for the fourth time in the 19 years of Gunn Report. BBDO New York is ranked  second and Dentsu Tokyo third.

BBDO Worldwide heads the networks table, for an impressive twelfth consecutive year with 36 different offices contributing to their total. McCann Worldgroup are in second place and Ogilvy & Mather third.

Andrew Robertson, President and Chief Executive BBDO, comments: “We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters. When we say we’re focused on The Work. The Work. The Work, we mean it:  winning Gunn for 12 years in a row proves it.”

For the first time Gunn Report has included a ranking of holding companies based on their creative output. Omnicom takes poll position followed by WPP in second and Interpublic Group in third place.

Nike has bounced back from 12th position last year to take first place in the brands table for the fifth time. Volkswagen, IKEA, Getty Images and McDonald’s follow.

German multinational Volkswagen Group, is the most creative advertiser with both Volkswagen and Audi ranking in the top ten brands. They had two campaigns in the top 100 and a further 30 from across all regions that contributed to their tally. Mars takes second place followed by Nike, Procter & Gamble and Samsung.

Jochen Sengpiehl, Head of Marketing, Volkswagen, says: “We are very pleased that Volkswagen Group has been named best advertiser of the world in 2017. Our campaigns are based on a tremendous passion for the automobile and people. Volkswagen is committed to creative advertising that convinces customers. This honour shows that our campaigns throughout the world have reached a top-class level and will provide the entire team with motivation to do even better and to defend the title.”

USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.

The most highly ranked ideas and companies in Gunn 100 are:

Top 10 world’s most creatively awarded campaigns

Rank

Campaign title

Brand

Agency

Points

1

Meet Graham

Transport Accident Commission

Clemenger BBDO Melbourne

684

2

Fearless Girl

State Street Global Advisors

McCann

New York

395.6

3

Child Replacement Programme

Pedigree

Colenso BBDO Auckland

302.3

4

Evan

Sandy Hook Promise

BBDO

New York

300.7

5

Endless Possibilities

Getty Images

AlmapBBDO

Sao Paulo

294.4

6

The Field Trip to Mars

Lockheed Martin

McCann

New York

286.9

7

We're The Superhumans

Channel 4 Paralympics

4Creative

London

262.9

8

Landcruiser Emergency Network

Toyota

Saatchi & Saatchi Sydney

256.3

9

Nike Unlimited Stadium

Nike

BBH

Singapore

254.1

10

Like My Addiction

Addict'Aide

BETC

Paris

247.9

 

Top 10 world’s best creative agencies

Rank

Agency

Location

Points

1

AlmapBBDO

São Paulo, Brazil

786.4

2

BBDO

New York, USA

688.3

3

Dentsu

Tokyo, Japan

651.1

4

adam&eveDDB

London, UK

615.8

5

McCann

New York, USA

605.9

6

Wieden+Kennedy

Portland, USA

603.5

7

Clemenger BBDO

Melbourne, Australia

603.1

8

BETC

Paris, France

493.3

9

DAVID

Miami, USA

488.6

10

Colenso BBDO

Auckland, New Zealand

382.3

 

Top 10 world’s best creative agency networks

Rank

Network

Points

1

BBDO Worldwide

4256.4

2

McCann Worldgroup

2940.8

3

Ogilvy & Mather

2928.5

4

DDB Worldwide

2344.6

5

Leo Burnett

1593

6

TBWA Worldwide

1540.5

7

J. Walter Thompson

1401.6

8

Y&R

1396.7

9

Saatchi & Saatchi

901.9

10

Wieden+Kennedy

864

 

Top 10 world’s best creative holding companies

Rank

Holding company

Points

1

Omnicom Group

8891.5

2

WPP

7062.6

3

Interpublic Group

4511

4

Publicis Groupe

4114.4

5

Dentsu

1056.8

6

Havas Group

863.3

7

Hakuhodo DY Group

785.9

8

MDC Partners

551.8

9

BlueFocus Communication Group

331.1

10

Accenture

79.6

 

Top 10 world’s best creative brands

Rank

Brand

Sector

Points

1

Nike

Clothing & Accessories

820.5

2

Volkswagen

Automotive

650.3

3

IKEA

Retail

639.1

4

Getty Images

Business & Industrial

503.9

5

McDonald's

Retail

469.7

6

Audi

Automotive

429.2

7

Burger King

Retail

422.8

8

Snickers

Food

417.1

9

Adidas

Clothing & Accessories

398.9

10

Netflix

Media & Publishing

383.6

 

Top 10 world’s best creative advertisers

Rank

Advertiser

Location

Points

1

Volkswagen Group

Germany

1097.3

2

Mars

USA

1023.4

3

Nike

USA

835

4

Procter & Gamble

Germany

759.3

5

IKEA

Sweden

743.6

6

Samsung

South Korea

606.3

7

Heineken

Netherlands

515

8

The Carlyle Group

USA

508.5

9

Alphabet

USA

489.5

10

Restaurant Brands International

USA

483.7

 

Top 10 world’s most creative countries

Rank

Country

Points

1

USA

8657.2

2

UK

3259.9

3

Australia

2710.7

4

Germany

2089.3

5

France

1978.6

6

Brazil

1637.0

7

Japan

1632.4

8

Argentina

1152.3

9

Thailand

1045.7

10

Canada

1033.3

Emma Wilkie, managing director of Gunn Report, says, “Gunn 100 offers an independent and objective overview of the best creative ideas from around the world and the companies behind them providing benchmark rankings that encapsulate and inspire the industry.”

Info@BestMediaInfo.com

Post a Comment