Meet Graham; agency, AlmapBBDO; network, BBDO Worldwide; holding company, Omnicom Group; brand, Nike; advertiser, Volkswagen Group; and the US are all #1.
Each has topped its respective category in the newly launched Gunn 100, (replacing the Gunn Report) which ranks the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline – and the companies behind them.
The new ranking replaces the previous channel-specific rankings of film, print & out of home, digital and All Gunns Blazing, to reflect the rise of cross-channel campaign ideas and their success in awards shows. It also becomes partner to the WARC 100, WARC’s annual rankings of campaigns and companies based on their performance in effectiveness and strategy awards.
The rankings are compiled by analysing the results of more than 40 of the world’s most important international, regional and national creative awards shows.
Clemenger BBDO Melbourne’s Meet Graham for Transport Accident Commission is the most creative campaign in the world. #2 is McCann New York’s Fearless Girl for asset management firm State Street Global Advisors In honour of International Women’s Day. #3 is Colenso BBDO Auckland’s Child Replacement Programme campaign for Pedigree in New Zealand.
The Gunn Report has identified three themes from the world’s most creative campaigns:
- A year of purpose: purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.
- Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.
- Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.
BBDO Worldwide heads the networks, with 36 agencies contributing and four agencies listed in the top ten most creative. AlmapBBDO São Paulo is #1 for the fourth time in the 19 years of Gunn Report. BBDO New York is #2 and Dentsu Tokyo is #3.
Andrew Robertson, president and chief executive BBDO, commented, “We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters. When we say we’re focused on The Work. The Work. The Work, we mean it: winning Gunn for 12 years in a row proves it.”
McCann Worldgroup is #2 network. Ogilvy & Mather is #3. Omnicom has topped Gunn’s first ever holding company ranking based on creative output. WPP is #2 and Interpublic Group is #3.
Nike is the world’s most creative brand for the fifth time. It was 12th last year. Volkswagen is #2, IKEA #3, Getty Images #4 and McDonald’s #5.
Volkswagen Group is the most creative advertiser with both Volkswagen and Audi ranking in the top ten brands. It had two campaigns in the top 100 and a further 30 from across all regions, which contributed to its tally. Mars is #2, Nike #3, Procter & Gamble #4 and Samsung #5.
Jochen Sengpiehl, Head of Marketing, Volkswagen, commented, “We are very pleased that Volkswagen Group has been named best advertiser of the world in 2017. Our campaigns are based on a tremendous passion for the automobile and people. Volkswagen is committed to creative advertising that convinces customers. This honour shows that our campaigns throughout the world have reached a top-class level and will provide the entire team with motivation to do even better and to defend the title.”
The US retains its place as the most creatively awarded country in the world by far. The UK is #2 and Australia #3.
The full Gunn 100 rankings – including the world’s top 100 creatively awarded campaigns, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies as well as commentaries, the work and credits – is available by subscription here.
