Gunn Report, the global index of excellence in
advertising, has released the results of the 2018 Gunn Media 100, a
global ranking of the world's most awarded and applauded campaigns and
companies based on their performance in media competitions around the
Gunn Report, now part of WARC, tracks the winners' lists
of close to 30 of the most important global, regional and national media
awards shows to compile Gunn Media 100 - a list of the 100 best
campaigns for creativity and innovation in media, along with the
best-performing agencies, networks, holding companies, brands,
advertisers and countries.
Clemenger BBDO Melbourne has ranked #7
agency in the world for media excellence and its 'Hungerithm' campaign
for Snickers with MediaCom Melbourne has ranked in at #2 top campaign in
the world. Leo Burnett Melbourne's 'Reword' campaign for Headspace has
ranked #3 top campaign in the world. Australia has ranked #3 country in
the world for media excellence.
The highest-ranked campaign in the Gunn Media 100 is McDonald's
'Capacity Based McDelivery' by OMD Singapore. To maintain competitive
advantages, McDonald's promoted its delivery service McDelivery in
Singapore in partnership with Google. By integrating McDonald's
first-party data with Google's hyper-local targeting, they maximised
media cost efficiency and managed consumer expectations of delivery time
through tailored messages, mapping real-time restaurant data against
paid search spends via a live API.
Says Stephen Li, CEO of OMD APAC: "To have our work for McDonald's recognised as best of the best
globally, is testament to our unwavering commitment and relentless focus
on helping our clients' leading brands continue to cut-through with
data-driven creativity. This recognition motivates us to continue our
drive in helping brands make better decisions, faster. The 'Capacity
Based McDelivery' campaign is the perfect example of this in practice,
leveraging real-time data to generate fresh growth for a market-leading
brand in a highly competitive category. I could not be more proud of
this achievement, and all the other great work coming out of OMD
Singapore. It only inspires us to continue raising the bar even further
still for our clients."
In second place is 'Hungerithm' by
MediaCom Melbourne / Clemenger BBDO, which saw confectionary brand
Snickers partner with 7-Eleven stores in Australia to drive sales and
increase category share. Snickers says the internet gets angry when it's
hungry. The brand launched 'Hungerithm', an algorithm that analysed
14,000 social posts a day and adjusted the price of the chocolate bar
accordingly.The angrier the Internet got, the cheaper Snickers became.
third is 'Reword' for Headspace by Leo Burnett Melbourne / Starcom
Melbourne. The Australian youth mental health foundation, successfully
tackled cyber bullying by putting in place a social media rewording tool
that analyses what users type and uses a red line to strike through
Three themes have emerged from the world's top campaigns for media excellence:
London claims first place in the Gunn Media 100 agency rankings with
four campaigns ranked in the top 100: 'Best Day Of My Life' for Shell
(#6), 'Singing Our Way To The Top Of The Box Office' for Universal
Pictures' Sing (#22), 'Missing Type' for NHS Blood & Transplant
(#30) and 'Dark To Light' for Gucci Guilty (#77=).
- Data is driving fresh media thinking. The top campaign is built around
smart use of data. This is a recurring theme in the rankings, as brands
look to harness multiple data sources to deliver competitive advantage.
- An event-led strategy helps brands stand out. As brands struggle to be
heard in a fragmented media landscape, there is a growing focus on
'events' such as Super Bowl, US Presidential debates, and Olympics, that
can draw a crowd and interest from the press.
- Partnerships are
central to youth-focused media strategy. Partnerships with organisations
or individuals that bring their own reach are now a key element of
media strategy, particularly for brands targeting younger demographics.
PHD New York
is in second place also with four campaigns in the top 100. Their
highest ranked campaign (#13) is 'The Debate Headache' for
GlaxoSmithKline's Excedrin. Mindshare Mumbai is ranked third with three
campaigns making the cut.
MediaCom is the top-ranked network with
eight agencies from around the world - Auckland, Bogota, Dusseldorf,
London, Mumbai, Melbourne, Mexico City, New York - contributing to the
network's poll position. PHD Worldwide is in second place and OMD
For the first time Gunn Media 100 has included a
ranking of holding companies. WPP tops the leader board, with three of
its networks - MediaCom, Mindshare Worldwide and Wavemaker - ranked in
the top 10. Omnicom Group and Interpublic Group follow.
Allan, worldwide CEO and chairman of MediaCom: "This is an
outstanding achievement, of which I am extremely proud. Every single
person throughout the MediaCom network has contributed to our success
and has truly embraced our philosophy of Systems Thinking to great
"I am, of course, delighted that MediaCom UK has also
been recognised within the Gunn Media 100 as the top individual agency,
which is incredibly well deserved. But none of this would have been
possible without our fantastic clients, agency partners and media owners
who have collaborated with us to create globally-celebrated campaigns.
We are proud to have contributed towards WPP's achievement of being
named the top Holding Company within the same report."
Martin Sorrell, CEO of WPP: "WPP's core purpose is to deliver
growth for our clients so we are delighted to receive this recognition
of our effectiveness in doing so. And congratulations to MediaCom who,
as network and agency of the year, have helped us achieve a hat-trick of
Nike takes first position as the top brand with four
campaigns featured in the top 100, all from the US. McDonald's is in
second place, followed by Snickers and Dove.
Unilever tops the
Advertiser's ranking by a significant margin. Procter & Gamble is in
second place. Both advertisers have six brands featured in the top 100
campaigns. Mars takes third place with five campaigns in the top 100.
US dominates the rankings with 30 campaigns in the top 100, 12 of which
feature in the top 20. UK is second with 11 campaigns. Australia and
India follow. In total, 24 countries are represented.
The most highly ranked campaigns and companies in Gunn Media 100 are:
Says Emma Wilkie, managing director of
Gunn Report: "Hot on the heels of the recently published Gunn 100
ranking for creative excellence and the WARC 100 index for
effectiveness, the newly launched Gunn Media 100 benchmarks media
creativity and innovation as well as highlighting media trends based on
an independent global analysis.
"We're seeing that the smart use
of data, event-led strategies and partnerships that provide new consumer
reach are the main themes currently driving the media industry forward
offering new and exciting opportunities in the market place."
full Gunn Media 100 rankings - including the world's top 100 campaigns
for media excellence, top 50 agencies, networks, brands, advertisers,
countries and top holding companies as well as commentaries, the work
and credits - are available by subscription on warc.com/gunnreport.