BBDO Mumbai stars in Gunn Report 2016

03 Feb,2017


By A Correspondent


The Gunn Report, the global index of creative excellence in advertising, has released its 2016 report summarising the overall performance of the advertising industry in the year January to December 2016 based on the results of 45 global, regional and national creative award contests. And BBDO Mumbai makes its debut on the list for Share The Load for P&G’s Ariel. The creative is at #39 with six points.


Said Emma Wilkie, Managing Director of The Gunn Report: “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world. Overall, we have seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.”


The Gunn Report identifies the most awarded and applauded work in the world each year and its creators.

India has retained its position of #13 amongst the top creative nations in the world. Other than BBDO India (the Mumbai office) which was on top, McCann Worldgroup Mumbai was second, Publicis India Mumbai followed in third while Ogilvy & Mather (Mumbai) and Taproot Dentsu (Mumbai) were on fourth place.


Meanwhile, here are observations of The Gunn Report 2016 on its 2016 study:


 (1)   The 53 Most Awarded Agencies listed in the table are from a total of 17 different countries (versus 21 in 2015 but 17 in both 2014 and 2013).  The USA was the most represented with 14 Agencies in the table.  Followed by the UK with 6 Agencies; Germany (5); Spain (4); Argentina, Australia and Japan (3 each); Brazil, France, New Zealand, Sweden and UAE (2 each); India, Italy, Netherlands, Norway and Thailand (1 each).

(2)   Only 8 Agencies in the whole world, who have demonstrated the highest level of consistency as well as excellence, have been in the Top 50 Agencies of The Gunn Report for each of the last 14 years in a row (in alphabetical order):

AlmapBBDO (Sao Paulo)

AMV BBDO (London)

BBDO (New York)

BETC (Paris)

adam&eveDDB (London)

Del Campo Saatchi & Saatchi (Buenos Aires)

Dentsu (Tokyo)

Wieden+Kennedy (Portland & New York)

(3)   Eleven of the 53 Agencies made it into the table for the first time in 2016 (in alphabetical order):

 BBDO (Mumbai)

David (Buenos Aires)

FCB (Chicago)

Grey (London)

Impact BBDO (Dubai)

Ingo (Stockholm)

J. Walter Thompson (Amsterdam)

McCann (New York)

Publicis Italy (Milan)

TBWA\Hakuhodo (Tokyo)

Y&R New Zealand (Auckland)

(4)   For the first time ever, two agencies from New Zealand are ranked in the top three: Colenso BBDO (Auckland) #2 and Y&R New Zealand (Auckland) #3=

(5)   The Most Awarded Agency in the World is adam&eveDDB (London) with 49 points, up from second place in 2015. This is the 4th time they top the table, and are now officially the most successful creative Agency in the history of The Gunn Report (AlmapBBDO and Wieden+Kennedy USA have both won three times).  They were, by a large margin, the most awarded Agency in Film taking 3 of the top 6 spots in the Table for: Harvey Nichols Loyalty App ‘Shoplifters’ and John Lewis Home Insurance ‘Tiny Dancer’ in equal 3rd place; and John Lewis ‘The Man On The Moon’ in equal 6th place (as well as 14th in AGB and 8th equal overall). H&M ‘Becoming Beckham’ took 13th place in Film and further work for H&M, Harvey Nichols, Hertz Van Rentals, Skittles and SSE helped them to their #1 ranking in 2016.


Agency Networks

(1)   Three mini networks are ranked in the Top 20: Cheil Worldwide (which ranked for the first time in 2015) is now joined by BBH and Jung von Matt, both returning to the table after a one year absence.

(2)   BBDO is the Most Awarded Agency Network for 11 straight years in a row. 253 points in 2016 is their highest score ever. Agencies in 26 countries contributed. Nine of their agencies are in the 50 Most Awarded Agencies in the World in 2016.

(3)   McCann rank 2nd place up from 5th in 2016 scoring their highest points ever (138). Agencies from 19 countries contributed to their points.

(4)   J. Walter Thompson up to 7th place (93 points) from 14th in 2015 – their best ranking since 2007.

(5)   Grey in 8th place achieve their highest ever ranking in The Gunn Report and their highest ever points total (82)

(6)   A disappointing year for MullenLowe & Partners (down to 16th place from 8th in 2015) and for Wieden+Kennedy (now in 15th place vs 7th in 2015)



(1)   Samsung tops the Advertisers table for the first time ever, making it the fourth brand in the 18 years of The Gunn Report to top the table. Samsung made it into the Top 25 Most Awarded Advertisers table for the first time in 2013, but have remained there since. Work from 10 countries contributed to them being ranked #1.

(2)   Only 11 of the 32 most awarded Advertisers listed in 2016 appeared in this table the previous year.

(3)   Making it onto the Most Awarded Advertisers table for the first time ever are: DB Export, Geico Insurance, Andes Beer, ING Financial Services, REI Outdoor Store, Lockheed Martin, Bonds Underwear, H&M, Edeka Supermarket, Hornbach DIY, S7 Airlines.

(4)   Nike has dropped out of the top 10 Advertisers for the first time in Gunn Report history, now in at #12.

(5)   Volkswagen dropped out of the top two in the Advertisers table for the first time in Gunn Report history to take 3rd place.

(6)   Burger King returns to the Most Awarded Advertisers table after a five-year absence, mainly due to McWhopper sweeping the board coming top of two tables – Digital and All Gunns Blazing – as well as 2nd in Print/OOH. Whilst work from France also contributed to the Burger King total, Mc Whopper by Y&R New Zealand (Auckland) was the Most Awarded Campaign Across All Gunn Report Media in 2016

(7)   In the Advertisers Consolidated Table (in top 25 for two or more years – at least once in the last five years – with work from two or more markets) Burger King returns and Getty Images, Netflix, Pedigree, Smart Car and Snickers are new arrivals.

(8)   ING Financial Services and REI Outdoor Store both ranked #10= (with 19 points each) both got all their points from the strength on one campaign in different media channels: ‘The Next Rembrandt’ for ING and’#OptOutside’ for REI.


Production Companies

(1)   16 of the 28 Production companies in the table in 2016 were there in 2015, with the top five all making an appearance in the previous year.

(2)   There are 3 newcomers: New Land in Stockholm, Anorak in Berlin, Geek Pictures in Tokyo

(3)   Global spread of countries continues to flourish with 13 represented in 2016: Argentina, Australia, Brazil, Denmark, France, Germany, Japan, Mexico, Norway, Spain, Sweden, UK and USA – with a number of Production companies with multiple bases producing winning work from more than one of their locations.

(4)   Most awarded Production Company, O Positive Films (New York, Santa Monica) topped the table for the first time. It was their 6th year in a row of being in the table. Their previous highest ranking at #5 was in 2015. Their most successful campaign was Curry’s PC World ‘Spare The Act’ with ‘Laptop’ ranked #2 most awarded commercial of 2016. Work for Snickers, Clorox and Foot Locker also contributed to their points



(1)   There is rarely any consistency in the Top 25 Directors table when compared with the previous year but 2016 was exceptionally volatile. It was the lowest winning total since the first year of The Gunn Report in 1999.

(2)   Only four of the 27 Directors appearing in this year’s Table were there in 2015. Of the remaining 23, eight have made the Top 25 on at least one previous occasion and 15 were newcomers.

(3)   The 27 Directors represented 13 countries between them – Argentina, Australia, Denmark, France, Germany, Japan, Mexico, Norway, Russia, Spain, Sweden, UK and USA.

(4)   Top spot in the Directors table, with 16 points, went to David Shane for directing Jeff Goldblum’s wonderfully funny performance in the Currys PC World ‘Spare The Act’ campaign. ‘Laptop’ was the second most awarded commercial of the year and the entire campaign came in at 6th=.


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