The Gunn Report is one of those clever, almost simplistic ideas.
Just tot up the number of awards agencies have won and you get the top agency or agency network in the world.
Here’s Agency Spy’s report.
We’re getting that tingly feeling of deja vu as the Gunn Report, the catalog of “creative excellence in advertising,” is once again heaping praise upon BBDO, listing the Omnicom-owned operation as the “Most Awarded Agency Network” for the fifth year in a row and the eighth time in Gunn’s 12-year history. Well, considering it’s essentially an index, there’s really no bias on Gunn’s part, but nonetheless, the Report completes a trifecta for BBDO, which was named Network of the Year at Cannes in 2010 and then in the Big Won report.
Twenty-eight BBDO agencies in 24 different markets contributed to the Gunn Report, which gloats in a statement, “Here’s applause to all those BBDO offices, everywhere around the world, who contributed to the magnificent 202 total points score. BBDO has a mantra, ‘The Work. The Work. The Work.’ The evidence suggests it isn’t just a slogan but a way of life. What a great way to run an advertising agency.”
BBDO NY was also ranked among the top digital agencies in the world and we’re being told this is “further indication of the digital transformation taking place under [NA chairman/CCO] David Lubars.”
A touch of scepticism, n’est-ce pas?
Pleasingly the most awarded single agency was DDB London, another Omnicom-owned agency but one that stills owes a lot to the magnificent home-grown Boase Massimi Pollitt which succumbed to Omnicom’s financial embrace back in 1989.
Here’s a quite wonderful BMP/DDB ad from a couple of years back that shows the agency at its finest (bet BBDO didn’t do anything this good).
We’ve been rude here from time to time about BBDO because of its horrible campaign for Gillette with Tiger Woods, Roger Federer and Thierry Henry.
But you don’t win a gong like this so often without being good, so well done BBDO (and DDB of course).
This must make quite depressing reading for John O’Keefe, WPP’s worldwide creative director who has been charged with winning the worldwide creative awards stakes for Sir Martin Sorrell.
Omnicom is still way in front and so, arguably, is Publicis Groupe.
And a whole lot of ambitious indies who think they can win global accounts in the age of digital distribution.