Gunn Report 2014

If it was a successful year for UK creativity in 2014, it was an epic one for Jean-Claude Van Damme and his entourage, Donald Gunn writes.

Volvo: the epic split
Volvo: the epic split

The latest Gunn Report makes positive reading for the UK creative community. The UK has reclaimed its place as the second-most-awarded country in the world, Adam & Eve/DDB is the third-most-awarded agency and its Harvey Nichols "sorry, I spent it on myself" is the second-most-awarded campaign.

"The epic split" by Forsman & Bodenfors for Volvo Trucks is the most-awarded ad in the film table with 38 points. This is equal to points previously earned by Honda’s "cog" and Nike’s "write the future" – and only beaten by "the bear" for Canal+.

"Sound of Honda/Ayrton Senna 1989" by Dentsu tops the digital table with equal points as Metro’s "dumb ways to die", which led the previous year’s ranking.

"Live test series" for Volvo Trucks by Forsman & Bodenfors wins in the All Gunns Blazing category, which includes the integrated, innovation and Titanium awards.

The status quo has been restored in the countries table. Having dropped to third place in the 2013 rankings, the UK has bounced back to its usual second position, behind the US and ahead of Brazil, Australia, France and Japan. Both Colombia and Italy, missing in the top 25 since 2012, have made it in the 2014 table, and Turkey is back after a three-year absence.

"Sorry, I spent it on myself" has been scooping awards around the world. Adam & Eve/DDB’s number-three ranking is not just due to the big wins for Harvey Nichols – its work for Marmite and John Lewis has also performed well.  

Forsman & Bodenfors ranks number one in the agencies league thanks mainly to its outstanding and groundbreaking Volvo Trucks "live test series" and "the epic split" campaigns. Who would have thought that a couple of trucks, Jean-Claude Van Damme and Enya would have such an impact?

Dentsu is closely behind in second place, earned largely for the superb "sound of Honda/Ayrton Senna 1989" for Honda.

Both Forsman & Bodenfors and Dentsu surpass the best-ever previous total of 67 points earned by BMP DDB in the 1999 table.  

Other UK agencies that have made it into The Gunn Report’s top 20 most-awarded agencies in the world are Abbott Mead Vickers BBDO (joint number ten) and Ogilvy & Mather (joint 12th place).

However, UK shops fared less well in digital awards. Only R/GA London, at joint ninth place, and AKQA and OgilvyOne, at joint number 22, make it into the 2014 table.

The networks table sees BBDO achieve number one for the ninth consecutive year, scoring the most points ever – a grand total of 227. This is followed by the same three networks as per the past six years, but not in the same order. This time, DDB is number two (up from number three the previous year), Leo Burnett is third (up from fourth) and Ogilvy & Mather is in fourth place (down from second place).

MJZ regains the top slot in the production companies table with more than twice as many points as the runner-up, Folke. Sweden’s Andreas Nilsson, who shot "the epic split", tops the directors ranking.

With the car category now leading the way, we see some changes in the advertisers table. Volvo achieves the top spot, having previously only managed joint 13th place in 2013 – the year that the company made it into The Gunn Report for the first time. While Volkswagen is number two again, Nike drops to tenth place. The rising stars are Coca-Cola and Google.