Between the Lines: Gunn gives media its dues

The Gunn Report's league of the world's most creative agencies can usually be guaranteed to generate excitement, smug satisfaction, pretty pay rises and a following wind on new business in equal measure. Now media agencies have their own Gunn tally (page 4).

Reassuringly, the inaugural Gunn Report for Media has found Great Britain is the world's centre of media creativity. For many years, the media industry here has comforted itself with the belief that our research systems and negotiating nous were world-beaters. To get an internationally recognised pat on the back for media thinking is the next logical step.

So now the media fraternity can stand side by side with the creative agencies recognised by the main Gunn Report. Not before time. As Jonathan Durden's letter this week (page 24) points out, media's contribution to effective, creative advertising is sometimes under-recognised. Gunn's new media league will help to address this imbalance and give real credit where it is due.

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