Top Page | English | 简体中文 | 繁體中文 | 한국어 | 日本語
Monday, 12 February 2018, 17:00 HKT/SGT

Source: Gunn Report
Gunn 100 revealed - The most creatively awarded campaigns, agencies and brands of 2017
Ad campaign 'Meet Graham', agency AlmapBBDO, network BBDO Worldwide, holding company Omnicom Group, brand Nike, advertiser Volkswagen Group and USA top the rankings

LONDON, Feb 12, 2018 - (ACN Newswire) - Gunn Report, the global index of creative excellence in advertising, today released the results of the newly launched Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline - and the companies behind them.

Meet Graham

Fearless Girl

Child Replacement Programme

The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world's most important international, regional and national creative awards shows.

Ranked the most creative campaign in the world is 'Meet Graham', created by Clemenger BBDO Melbourne for Australia's Transport Accident Commission, depicting what a human would have to look like to withstand a low speed crash.

In second place is McCann New York's 'Fearless Girl'. In honour of International Women's Day, asset management firm State Street Global Advisors installed a bronze statue of a defiant girl staring down the iconic Wall Street's 'Charging Bull' sculpture, which sparked a conversation on women's equality issues in the US.

Ranked third is Pedigree's humorous 'Child Replacement Programme' campaign in New Zealand, created by Colenso BBDO Auckland, which encourages parents to adopt a dog once their children have left home.

Three themes have emerged from the world's most creative campaigns:

- A year of 'purpose': purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.
- Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.
- Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.

BBDO agencies dominate the league tables following an impressive performance around the world with four agencies listed in the top ten. Most notably AlmapBBDO Sao Paulo tops the most creative agencies leader-board for the fourth time in the 19 years of Gunn Report. BBDO New York is ranked second and Dentsu Tokyo third.

BBDO Worldwide heads the networks table, for an impressive twelfth consecutive year with 36 different offices contributing to their total. McCann Worldgroup are in second place and Ogilvy & Mather third.

Andrew Robertson, President and Chief Executive BBDO, comments: "We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters. When we say we're focused on The Work. The Work. The Work, we mean it: winning Gunn for 12 years in a row proves it."

For the first time Gunn Report has included a ranking of holding companies based on their creative output. Omnicom takes poll position followed by WPP in second and Interpublic Group in third place.

Nike has bounced back from 12th position last year to take first place in the brands table for the fifth time. Volkswagen, IKEA, Getty Images and McDonald's follow.

German multinational Volkswagen Group, is the most creative advertiser with both Volkswagen and Audi ranking in the top ten brands. They had two campaigns in the top 100 and a further 30 from across all regions that contributed to their tally. Mars takes second place followed by Nike, Procter & Gamble and Samsung.

Jochen Sengpiehl, Head of Marketing, Volkswagen, says: "We are very pleased that Volkswagen Group has been named best advertiser of the world in 2017. Our campaigns are based on a tremendous passion for the automobile and people. Volkswagen is committed to creative advertising that convinces customers. This honour shows that our campaigns throughout the world have reached a top-class level and will provide the entire team with motivation to do even better and to defend the title."

USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.

The most highly ranked ideas and companies in Gunn 100 are:

Top 10 world's most creatively awarded campaigns
Rank    Campaign title            Brand                       Agency                 Points
1       Meet Graham               Transport Accident          Clemenger BBDO
                                  Commission                  Melbourne              684
2       Fearless Girl             State Street Global         McCann
                                  Advisors                    New York               395.6
3       Child Replacement         Pedigree                    Colenso BBDO
        Programme                                             Auckland               302.3
4       Evan                      Sandy Hook Promise          BBDO
                                                              New York               300.7
5       Endless Possibilities     Getty Images                AlmapBBDO
                                                              Sao Paulo              294.4
6       The Field Trip to Mars    Lockheed Martin             McCann
                                                              New York               286.9
7       We're The Superhumans     Channel 4 Paralympics       4Creative
                                                              London                 262.9
8       Landcruiser Emergency     Toyota                      Saatchi & Saatchi
        Network                                               Sydney                 256.3
9       Nike Unlimited Stadium    Nike                        BBH
                                                              Singapore              254.1
10      Like My Addiction         Addict'Aide                 BETC
                                                              Paris                  247.9

Top 10 world's best creative agencies
Rank   Agency          Location                      Points 
1      AlmapBBDO       Sao Paulo, Brazil             786.4
2      BBDO            New York, USA                 688.3 
3      Dentsu          Tokyo, Japan                  651.1
4      adam&eveDDB     London, UK                    615.8
5      McCann          New York, USA                 605.9
6      Wieden+Kennedy  Portland, USA                 603.5
7      Clemenger BBDO  Melbourne, Australia          603.1 
8      BETC            Paris, France                 493.3
9      DAVID           Miami, USA                    488.6
10     Colenso         BBDO Auckland, New Zealand    382.3 

Top 10 world's best creative agency networks
Rank   Network              Points 
1      BBDO Worldwide       4256.4 
2      McCann Worldgroup    2940.8 
3      Ogilvy & Mather      2928.5 
4      DDB Worldwide        2344.6 
5      Leo Burnett          1593 
6      TBWA Worldwide       1540.5 
7      J. Walter Thompson   1401.6 
8      Y&R                  1396.7 
9      Saatchi & Saatchi     901.9 
10     Wieden+Kennedy        864 

Top 10 world's best creative holding companies
Rank   Holding company               Points 
1      Omnicom Group                 8891.5 
2      WPP                           7062.6 
3      Interpublic Grou              4511 
4      Publicis Groupe               4114.4 
5      Dentsu                        1056.8 
6      Havas Group                    863.3 
7      Hakuhodo DY Group              785.9 
8      MDC Partners                   551.8 
9      BlueFocus Communication Group  331.1 
10     Accenture                       79.6 

Top 10 world's best creative brands
Rank   Brand          Sector                   Points 
1      Nike           Clothing & Accessories   820.5 
2      Volkswagen     Automotive               650.3 
3      IKEA           Retail                   639.1 
4      Getty Images   Business & Industrial    503.9 
5      McDonald's     Retail                   469.7 
6      Audi           Automotive               429.2 
7      Burger King    Retail                   422.8 
8      Snickers       Food                     417.1 
9      Adidas         Clothing & Accessories   398.9 
10     Netflix        Media & Publishing       383.6 

Top 10 world's best creative advertisers
Rank   Advertiser                          Location        Points 
1      Volkswagen Group                    Germany         1097.3 
2      Mars                                USA             1023.4 
3      Nike                                USA              835 
4      Procter & Gamble                    Germany          759.3 
5      IKEA                                Sweden           743.6 
6      Samsung                             South Korea      606.3 
7      Heineken                            Netherlands      515 
8      The Carlyle Group                   USA              508.5 
9      Alphabet                            USA              489.5 
10     Restaurant Brands International     USA              483.7 

Top 10 world's most creative countries
Rank   Country       Points 
1      USA           8657.2 
2      UK            3259.9 
3      Australia     2710.7 
4      Germany       2089.3 
5      France        1978.6 
6      Brazil        1637.0 
7      Japan         1632.4 
8      Argentina     1152.3 
9      Thailand      1045.7 
10     Canada        1033.3 

Emma Wilkie, managing director of Gunn Report, says: "Gunn 100 offers an independent and objective overview of the best creative ideas from around the world and the companies behind them providing benchmark rankings that encapsulate and inspire the industry."

The full Gunn 100 rankings - including the world's top 100 creatively awarded campaigns, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies as well as commentaries, the work and credits - is available by subscription on

The WARC 100 effectiveness rankings will be announced on 26 February and the Gunn media rankings are released in March.

About Gunn Report

- The global index of creative, effective and media excellence in advertising

Gunn Report celebrates award-winning qualities in advertising. It ranks the world's best creative, effective and media ideas as well as companies and countries based on their performance in the most important international, regional and national creative, media, effective and strategy awards contests to produce Gunn 100, WARC 100 and Gunn Media 100.

The campaigns it showcases have the power to produce an immediate impact on sales and a longer-term impact on brand building. The Gunn Report's research articles further demonstrate the commercial power of creativity.

As well as the various rankings, Gunn Report offers a library of more than 3,500 award-winning creative campaigns and a series of research studies. The Gunn Report was founded by Donald Gunn in 1999 and was acquired by WARC in 2016. Gunn Report is available online by subscription.

Amanda Benfell
PR Manager
+44 20 7467 8125
[email protected]

Feb 12, 2018 17:00 HKT/SGT
Source: Gunn Report

Topic: Press release summary
Sectors: Media, Advertising
From the Asia Corporate News Network

Copyright © 2019 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.

Gunn Report
May 10, 2018 16:00 HKT/SGT
Gunn 100: Lessons from the world's best creative campaigns revealed
Apr 19, 2018 20:00 HKT/SGT
WARC 100: Lessons from the world's top effectiveness campaigns revealed
Apr 4, 2018 18:30 HKT/SGT
The Good Report celebrating the best campaigns for social responsibility 2017
Mar 26, 2018 13:00 HKT/SGT
Gunn Media100 reveals the world's best campaigns, agencies and brands for media excellence in advertising
More news >>
 News Alerts
Copyright © 2019 ACN Newswire - Asia Corporate News Network
Home | About us | Services | Partners | Events | Login | Contact us | Privacy Policy | Terms of Use | RSS
US: +1 800 291 0906 | Beijing: +86 400 879 3881 | Hong Kong: +852 2217 2912 | Singapore: +65 6304 8926 | Tokyo: +81 3 6859 8575

Connect With us: