The Gunn Report: BBDO named #1 Creative Network in the world for the 11th year in a row
For the 11th year in a row, BBDO Worldwide has topped The Gunn Report as the most creative agency network in the world.
The Gunn Report is a global index of creative excellence, based on results from the most important global, regional and national award competitions of the year.
In addition, for the first time, BBDO was ranked the #1 agency network across all four of The Gunn Report major categories: Digital, Film, Print and Integrated (All Gunns Blazing).
“This is another incredibly impressive performance by the BBDO network,” said Donald Gunn, founder and author of The Gunn Report. “As the industry has evolved, BBDO has clearly evolved, too, delivering the best creative ideas regardless of form or platform. And they are receiving contributions from across the globe, so this success is not the result of just one office or one campaign.” He added, “Winning The Gunn Report for 11 straight years is a truly remarkable display of consistency and excellence.”
Four BBDO agencies were ranked among the top ten individual agencies in the world: Colenso BBDO, NZ #2; Almap BBDO, Brazil #3; AMV BBDO, London #6; and BBDO New York #8. No other agency network had more than one.
BBDO agencies in 26 countries contributed. Nine of their agencies are in the 50 Most Awarded Agencies in the World in 2016.
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McCann rank 2nd place up from 5th in 2016 scoring their highest points ever (138). Agencies from 19 countries (including India, Japan and Thailand) contributed to their points. This represents the second straight year in which McCann’s worldwide creative ranking has jumped significantly in The Gunn’s Report’s annual analysis, with the network rising from #9 in 2014 to #5 worldwide in 2015.
J. Walter Thompson is up to 7th place (93 points) from 14th in 2015 – their best ranking since 2007.
Grey in 8th place achieve their highest ever ranking in The Gunn Report and their highest ever points total. A disappointing year for MullenLowe & Partners (down to 16th place from 8th in 2015) and for Wieden+Kennedy (now in 15th place vs 7th in 2015). Three mini networks are ranked in the top 20: Cheil Worldwide (which ranked for the first time in 2015) is now joined by BBH and Jung von Matt, both returning to the table after a one year absence.
Says Andrew Robertson, President and CEO, BBDO Worldwide: “There is a proven correlation between work that does exceptionally well in award shows and work that works exceptionally well in the marketplace for clients. So this matters. It is especially gratifying to be the most awarded network in Digital and Integrated, as well as Film and Print. And winning overall for the 11th year in a row proves that when we say we are about ‘The Work The Work The Work,’ we mean it. I am proud of our people and grateful to our clients.”
It was an overall disappointing performance from the Asian region with only 5 ad agencies placed in the Top 53 Agencies in the Gunn Report. Dentsu Tokyo were the highest ranked agency in Asia at #11 followed by Hakuhodo/Hakuhodo Kettle Tokyo at #30, BBDO Bangkok at #35, BBDO India at #39 and TBWA Hakuhodo Tokyo at #39.
Japan is the highest ranked Asian Country in the Gunn Report this year at #9. India ranks #13, followed by Thailand #14 (up from #19), Singapore #21 and China #23 (down from #11).
Highlights from the 2016 Gunn Report include:
Most Awarded Campaigns Across All Gunn Report Media 2016
1 Burger King, ‘McWhopper’, Y&R New Zealand (Auckland)
2 Microsoft Xbox, ‘Tomb Raider Survival Board’, McCann (London)
3 DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland)
Most Awarded Commercials in the World 2016
1 Loterias y Apuestas del Estado, ‘Justino – Night Shift’, Leo Burnett (Madrid)
2 Currys PC World, ‘Spare The Act – Laptop’, AMV BBDO (London)
3= Harvey Nichols Loyalty App, ‘Shoplifters’, adam&eveDDB (London)
3= John Lewis Home Insurance, ‘Tiny Dancer’, adam&eveDDB (London)
3= Volvo Trucks, ‘Looks Who’s Driving Feat. 4-yr-old Sophie‘, Forsman & Bodenfors (Gothenburg)
Most Awarded Print / Out of Home Ads and Campaigns in the World 2016
1 Microsoft Xbox, ‘Tomb Raider Survival Board’, McCann (London)
2 Burger King, ‘McWhopper’, Y&R New Zealand (Auckland)
3 DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland)
Most Awarded Digital Ads in the World 2016
1 Burger King, ‘McWhopper’, Y&R New Zealand (Auckland)
2 ING, ‘The Next Rembrandt’, J. Walter Thompson (Amsterdam)
3 Lockheed Martin, ‘Field Trip To Mars’, McCann (New York)
Most Awarded All Gunns Blazing in the World 2016
1 Burger King, ‘McWhopper’, Y&R New Zealand (Auckland)
2= DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland)
2= REI, ‘#OptOutside’, Venables Bell & Partners (San Francisco)
Most Awarded Agencies in the World 2016
1 adam&eveDDB (London)
2 Colenso BBDO (Auckland)
3= AlmapBBDO (São Paulo)
3= Y&R New Zealand (Auckland)
Most Awarded Networks in the World 2016
1 BBDO
2 McCann
3 Leo Burnett
4 Ogilvy & Mather
5 DDB
6 Young & Rubicam
7 J Walter Thompson
8 Grey
9 Saatchi & Saatchi
10 FCB
Most Awarded Countries in the W
orld 2016
1 USA
2 UK
3 Australia
Most Awarded Advertisers in the World 2016
1 Samsung
2 Burger King
3 Volkswagen
Most Awarded Production Companies in the World 2016
1 O Positive Films (New York, Santa Monica)
2 Landia (Buenos Aires, Los Angeles, Madrid)
3 Blink Productions (London)
Most Awarded Directors in the World 2016
1 David Shane (UK)
2= againstallodds (UK)
2= Steve Rogers (USA, France, Australia)
Says Emma Wilkie, managing director of The Gunn Report: “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world. Overall, we have seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.”
Adds The Gunn Report 2016 guest editor Kate Stanners, Chairwoman and Global Chief Creative Officer of Saatchi & Saatchi, who has contributed her own personal commentary to the report and awards tables: “This is what great work looks like. It never ceases to amaze me how hard it is to make any one of the ideas in this Report. Ideas are fragile; they can collapse at any point. Sometimes an idea is pure and simple, you can feel the power of it from its inception; others have been shaped and crafted into great. It takes passion, tenacity, it takes a team and a great client. None of it is easy, but greatness comes in not giving up.”