The Gunn Report, created in 1999, is based on a simple idea. It combines the agency winners’ lists from all of the world’s most important award contests, thus to establish the annual worldwide league tables for the Advertising industry. Some of these are global contests, some regional, some national.
BBDO was the top agency network on 180 awards, beating DDB on 125, Ogilvy & Mather on 124 and Leo Burnett on 121. On the heels of being ranked the most awarded agency network in the world across every marketing communications discipline as published in the Directory Big Won won at the start of the year, and the Most Effective Network in the world, according to the global Effies.
This is the sixth year in a row that BBDO has topped The Gunn Report and the ninth time in the 13-year history of these rankings. No other agency network has won more than twice. Twenty-six (26) BBDO agencies from every geographic region contributed to the network’s success.
For this years winners for 2011 work it would seem campaigns taking an integrated approach across television and the digital received the greatest recognition. Mark Tutssel, chief creative officer of Leo Burnett and guest editor of the Gunn Report, said. “People today have technology at their fingertips and are in complete control. In the ongoing battle for attention, brands are no longer competing against each other but with the whole of popular culture. Creativity is key to winning the battle,”
Five well awarded peices in digital (not from BBDO) that I would like to point out were;
1. Nike’s “Write the Future”, tied to the FIFA World Cup in South Africa and developed by Wieden+Kennedy. It picked up 38 awards in all. This work made extensive use of social media and reached 120m people on Facebook and took 12 awards for its digital component.
2. Old Spice’s “Responses” campaign from W+K, Portland which saw Isaiah Mustafa, the pitchman from “The Man Your Man Could Smell Like” ad answer questions from internet users, led the charts with 15 awards.
3. Google Chrome’s “Speed Tests” out of BBH/Google Creative Lab for its Chrome web browser – measuring how quickly it worked compared with
everything from a sound wave to a gun firing a potato – scooped 13
4. Mini Countryman’s “Mini Getaway Stockholm” from Jung von Matt, Stockholm.
5. Uniqlo’s “Uniqlo Luck Line” for Dentsu Tokyo.