OMD, Group M, McDonald’s get Gunn salute for 2013

28 Feb,2014

By a correspondent


The Gunn Report for Media, the global evaluation of media creativity launched in 2004, has released its new report recently. It has combined winners’ lists from the world’s most important award contests to establish the only global ‘league tables’ for the communications industry.


According to the report, OMD retained the Agency Network of the Year title by scoring 367 points. It was followed by Starcom in the second place with 326 points and Mindshare at third with 319 points.


In the Holding Company of the Year category, Group M was first with a total of 876 points. In second position was Omnicom Media Group with 751 points while Publicis Groupe was placed third with 617 points.


Where the Advertiser of the Year category was concerned, McDonald’s took the first spot with 83 points as a result of their campaigns winning awards across 22 different festivals all over the world. Coca Cola was second with 79 points and Samsung was third at 49 points.


As for the country-wise performance, the United States came on top this year with 302 points, 98 ahead of the United Kingdom’s score of 254. India followed in third place with 241 points.


“The context in which marketing is taking place is changing dramatically.  Advertisers are fighting against an increasingly competitive and tough business environment where ROI is vital. They are also faced to customers, who are very unpredictable, expect to be surprised and entertained, and are more and more influenced by their friends and networks. They want to participate, share and collaborate as never before. Because of technology, the means of production and the channels of distribution have been turned over to the masses,” said Isabelle Musnik, editor of The Gunn Report for Media.


Adding further she said, “Contact has become as critical to the success of a marketing campaign as content. The right media connections can make or break a campaign, or even a brand, and change behaviour as a result. Media innovation and creativity are more than ever, key to brand success.”


Similar to the methodology used previously, 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 (i.e. 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.


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