Pepsi’s ‘Bottle Light’ campaign has also been recognized as one of the most innovative in using media in 2012.
GLOBAL, FEBRUARY 22, 2013 – For the seventh year in a row, OMD has topped the Gunn Report rankings for being the most creative media agency in 2012. It has kept the number one position since the launch of the Gunn Report in 2004. The agency accumulated 331 points last year.
MindShare comes in second with 229 points, and Starcom follows in third with 218 points.
WPP-owned GroupM, with 714 points, has been named as Holding Company of the Year, followed by Omnicom Media Group and Publicis Groupe with 605 points and 445 points respectively.
The Gunn Report also recognized advertisers that were able to maximize media creativity in 2012 and are setting the pace for the future. The report listed 13 advertisers but the title of Advertiser of the Year for 2012 was given to Coca-Cola.
Coca-Cola takes the first place again with 97 points, which has had campaigns from 28 different festivals demonstrating the quality and originality of their work all over the world. McDonald’s trails behind with 76 points. Ikea sits sweetly at third place with 46 points.
The Gunn Report has not awarded a Media Campaign of the Year, but has highlighted a few that obtained a significant number of points and has won awards in four or more regional or global festivals. These campaigns were able to show the importance of thinking "out of the box", particularly in inventing new media and using the "oldest" ones.
The list includes:
Daimler AG – ‘Smart Eball’
Engagement Citoyen – ‘The Return of Dictator Ben Ali’
Google – ‘Google Voice Search’
McDonald’s – ‘Coin Hunting’
Pepsi – ‘Bottle Light’
URA.ru – ‘Make the Politicians Work’
The countries category is led by the United States with 282 points, almost a hundred points ahead of the United Kingdom’s score of 184. India follows in third place with 181 points.
The Gunn Report full rankings can be purchased here.
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