Britain storms ahead in media creativity league

A new Gunn Report for Media reveals OMD is the most awarded media network

Great Britain has emerged as the centre of media creativity, according to the inaugural Gunn Report for Media.

British media agencies were the most awarded at major awards including the Cannes Media Lions, Clios and Golden Drum, putting them well ahead of US media agencies in the Gunn rankings, which attribute points based on each award won.

Three campaigns were mainly responsible for putting Britain at the top of the rankings. They were Naked Communications' activity for 118 118, ZenithOptimedia's British Airways "London is closer" work and MindShare's "Britain's biggest break" for Nestle's Kit Kat.

However, the most awarded campaign globally was OMD Chile's work for Cristal Beer, which took the top award at Cannes. And OMD was the most-awarded network worldwide, with its work in Chile supported by a strong performance from its UK and US agencies.

Starcom was the second-most-awarded agency with work from Thailand, Mexico and Japan its highlights. ZenithOptimedia's work in the UK, Spain and Canada put it in third place.

The most awarded advertisers were Nike, CCU (the brewer of Cristal Beer), British Airways and Adidas.

The Gunn Report said it had introduced a media report to "put a global spotlight on media innovation and success, and ultimately to inspire a higher-quality media product around the world".

Procter & Gamble is sponsoring the research. Bernhard Glock, P&G's manager of global media and communication, said: "It has become increasingly clear that the media channels we use to connect to our consumers are as vital as the creative content we deliver to them.

"As consumers gain more control over their media consumption, and as more content and messages vie for their attention, the path to our core consumers becomes increasingly complex."

- Comment, p44

MOST AWARDED AGENCIES

Rank Agency Number of festivals at which Points

awards obtained

1 OMD 14 111

2 Starcom 10 53

3 ZenithOptimedia 8 50

4 MindShare 8 48

5 BBDO 7 37

6 TBWA 8 29

7 MediaCom 8 27

8 Mediaedge:cia 10 25

9 Leo Burnett 7 22

10 Universal McCann 6 21

11 DDB 6 20

12 Initiative 4 20

13 Cossette Media 2 19

14 Dentsu 3 16

15 Euro RSCG 6 13

Source: Gunn Report for Media.

LEADING COUNTRIES

Rank Country Points

1 Great Britain 160

2 The US 97

3 Canada 70

4 Germany 58

5 New Zealand 48

6 Argentina 42

7 India 40

8 Chile 34

9 Spain 32

10 Japan 30

11 Australia 28

12 France 26

13 The Netherlands 23

14 South Africa 17

15 Brazil 13

Source: Gunn Report for Media.

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