The Gunn Report for Media 2011 rankings released – OMD most creative global network

OMD has kept its top position since the launch of the Gunn Report in 2004 scoring 176 points. MindShare were second with 161 points. In third place on 142 points came Starcom.

Holding Company of the Year – GroupM

As advertisers recognize more and more the importance of media creativity, several are setting the pace for the future. In 2011 ten advertisers were recognized 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 were second, (29 points) and McDonald’s 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

Country of the year    

The United States came top this year with 196 points, 76 ahead of Germany’s score of 120.

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

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”.

Musnik added: “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”.

Musnik says that the Report’s aim is “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. All the contests that I have reported on this year are witness to this”.

The full report can be purchased from The Gunn Report

A note on Methodology