OMD keeps Gunn Report top spot as most creative media agency but Mindshare is hot on its tail

The Gunn Report, better known for its ranking of creative agencies, has produced its 2011 Gunn Report for Media ranking media agencies on the basis of their creative awards and Omnicom’s OMD once again tops the table.

But WPP’s Mindshare is close behind with 161 points to OMD’s 176 with Publicis Groupe’s Starcom in third place on 142.

Holding company of the year was WPP’s GroupM with 513 points (hardly surprising as it controls Mindshare, MediaCom, MEC and Maxus) with Omnicom Media Group (OMD and PHD) in second place with 412 and Publicis Groupe (Starcom and ZenithOptimedia) in third with 343. It would be interesting to know how many points Aegis (Carat and Vizeum) scored but you’ll have to buy the full report to find that out.

Even clients are joining the media awards party these days with Coca-Cola (which does seem to have its advertising machine in formidable shape these days) topping the Gunn poll with 62 points from 14 festivals, ahead of Volkswagen on 29 and McDonald’s with 25.

There was no media campaign of they year as few such are international. But Gunn chose the following as examples of creative media campaigns in their markets:

Metallic Ink Underclothes – 4th Amendment Wear
Small Business Saturday (American Express Open) – American Express
Decode Jay-Z with Bing – Bing with Jay-Z
Gatorade Replay – Gatorade
Homeplus Subway Virtual Store -Tesco
Save as WWF – WWF

In terms of countries the US led with 196 points followed by Germany on 120 with the UK, which invented media agencies all those years ago, straggling in third place with 99 (tsk, tsk).

The Gunn Report for Media editor Isabelle Musnik says:“In today’s increasingly competitive business environment, a growing number of advertisers are waking up to the importance of finding innovative, original ways of reaching customers, who are more and more unpredictable and changing all the time”.

“Consumers don’t want any more to be told what to do. Not only do they want to participate, share and collaborate as never before. But they also want to control and dictate when, where and how they are communicated to. Media creativity is therefore an effective universal tool for brands for talking to consumers, meeting their objectives and standing out in a crowded field of competitors”.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.