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 world.
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.
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.
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.
Ranked 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 abusive phrases.
Three themes have emerged from the world’s top campaigns for media excellence:
- 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.
MediaCom 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=).
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 Worldwide, third.
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.
Sir Martin Sorrell, CEO of WPP, said: “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 awards.”
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.
The 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 were represented.
2020 was a boom year for digital content consumption with digitally active Australians engaging with a diverse range of content on platforms, communities, sites and apps across screens, this resulted in an increase to their digital time pent of 19 per cent on the year prior. IAB Australia endorsed Digital Content Planning data, released by […]
Venture capitalist Dr Elaine Stead sued the Australian Financial Review and their columnist Joe Aston for defamatory statements, which included calling her a “feminist cretin”. The Sydney Federal Court has ruled that Dr Stead must receive $280, 000 in aggravated and ordinary damages based on comments Aston made in in 2019. Defamatory remarks were found […]
A new integrated campaign launched this week from Publicis Groupe via The Neighbourhood renews the tradition of genies appearing in Tim Tam ads, with Tim Robards trading roses for Australia’s favourite chocolate biscuits. The new television spot explores the familiar, playful dynamic between genies and their masters, as wishes rarely turn out the way you […]
McCann Sydney has announced the appointment of Lucy Gavan as senior strategist. Gavan joins McCann Sydney, part of independent network, HERO, after five years at brand consultancy, Interbrand, building and reimagining the identities and experiences for many Australian iconic brands, including Telstra, Westpac, Federation Square and Sydney Opera House. Executive strategy director Roshni Hegerman says […]
VCCP has kicked off 2021 by adding Nathan Pashley and Heath Sims to its creative department, and Tilly Treloar to its the strategy department. Pashley and Sims are an established creative team who previously worked together at 72andSunny, creating campaigns for the likes of Tooheys Extra Dry, Byron Bay Brewery, Google Nest, Amaysim, and Kosciuszko […]
Global advertising investment is forecast to grow by 5.8% globally and 5.9% in Australia in 2021, according to the dentsu 2021 Ad Spend Report. The report combines data from 59 markets and anticipates that $US579bn will be spent globally with all regions enjoying growth to offset a fall of 8.8% in 2020. Australia’s forecasted growth […]
QMS Media has appointed former JC Decaux national sales director (independent agencies) David Pullinger to the newly created role of general manager, independent agencies and direct sales. The appointment comes in a bid to further drive growth in what QMS describes as the “significant independent agency and direct sales market”. With more than 20 years’ […]
Stan has today officially announced pricing for its new add- on Sport package in the lead up to the Super Rugby season kicking off. Stan’s add-on Sport package will be available for $10 a month and Stan will be the only place to watch every match. Consumers can enjoy Rugby ad-free, live and on demand […]
Facebook has introduced new safeguards to limit the spread of misinformation around the Holocaust. The new measures, announced on International Holocaust Rememberance Day, will see any Facebook user who searches for terms associated with either the Holocaust or Holocaust denial recieve a message from Facebook encouraging them to connect with credible information about the Holocaust. […]
When it comes to header bidding and wrapper solutions offered by sell-side platforms (SSPs) – it can be a pretty confusing landscape out there. The technology itself is complex, and this is further compounded by a lot myths doing the rounds. Before we start, if you need a quick refresher on the basics – what […]
Droga5 London has launched a new corporate and visual identity for CUPRA, the new high-performance car division of SEAT Group, challenging the conventions of design in the car category. The identity is part of the new brand platform, ‘Another Way’, and provides CUPRA with an unexpected modular visual language that shows both the car and […]
Global creative platform Shutterstock has entered an agreement to purchase TurboSquid, considered the world’s largest 3D marketplace. For more than 20 years, TurboSquid has been a 3D industry leader, offering a unified 3D workflow, and operating a marketplace offering of more than 1 million 3D models, a 2D marketplace derived from 3D objects, and a […]
M&C Saatchi’s webinar series Open House kicked off last night, with an introductory session from Justin Graham, Group CEO AUNZ and Timothy Ng (pictured below), Account Manager. Open House is an initiative that consists of a series of free webinars, as well offering participants the chance to secure a paid internship, aimed at career movers, […]
WPP was today named in the 2021 Bloomberg Gender-Equality Index (GEI) for the third consecutive year. The Index recognises companies committed to advancing gender equality in the workplace through policy development, representation and transparency. The 2021 GEI is made up of 380 companies from 11 sectors headquartered across 44 countries and regions, all raising the […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]