The Gunn Report’s scoring system assigns each agency and campaign three to five points for a Best in Show award/Grand Prix, two to three for a winner or gold, or one to two for a silver or bronze. Single media festivals are excluded.
Isabelle Musnik, editor of The Gunn Report for Media said that its aim was to, “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.”
“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,” said Musnik.
Group M lead the global media holding companies with 513 points, followed by Omnicom Media Group (412 points) and Publicis Groupe Media (343 points).
The Gunn Report also recognized Coca-Cola as the advertiser of the year with 62 points from 14 different festivals. Volkswagen came in second with 29 points, closely followed by McDonald’s with 25 points.
Unfortunately, no Asian countries listed in the report’s top three national performers. The US led with 196 points, Germany came next with 120 points and the UK in third with 99 points.
The report also chose only to highlight media campaigns that obtained a significant number of points and which won awards in five or more regional or global festivals. Therefore there is no Media Campaign of the year in 2011 and instead report highlights some of the winners of the global festivals.
“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,” said the report, explaining its decision.
The campaigns highlighted were:
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
Save as WWF - WWF
Campaign Asia-Pacific subscribers can read the full artictle available in the March issue that's available online now.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)
