OMD has retained the top spot in the annual Gunn Report on Media Creativity, the rank it has held since it launched in 2004.
GroupM is named as the holding company of the year, while Coca-Cola was named advertiser of the year in the report, which assigns points for global prizes.
Isabelle Musnik, editor of The Gunn Report for Media said: “The context in which marketing is taking place has changed dramatically these past years. At a time of increasing difficult economic climate in the world, and in a world where consumers are increasingly unpredictable and exert more control over the messages they receive, media innovation and creativity are keys to brand success. Brands need even more than before to find and use meaningful and new solutions.
"Media – in all their forms – have become an integral part of marketing. The inclusion of a media platform in a communications awards event is an important signal to the marketing world that building the right connections between brand and consumer is an absolute necessity. It can make or break a campaign, or even a brand, and change behaviour as a result. The future of the industry lies in the innovative strength of its media creativity.”
In terms of countries the USA was first with 282 points, ahead of the UK with 184 and India in third with 46.
In the agency of the year stakes OMD had 331 points, ahead of Mindshare on 229 points and Starcom with 218.
GroupM hold a 109 point lead over rivals Omnicom (605) with Publicis Group on 445 in third, whilst Coke (97 points) held off McDonald's (67), and Ikea (46).