OMD tops Gunn Report for Media for ninth year in a row

OMD logoOmnicom media agency OMD has emerged on top of the Gunn Report for Media for 2013, as it has done every year since 2004.

Publicis Groupe’s Starcom MediaVest Group was placed second in the global media awards ranking, followed by GroupM’s Mindshare.

But it was GroupM, which operates agencies MEC, Mindshare, MediaCom and Maxus, that was named holding company [media agency group] of the year. Omnicom Media Group, which also owns PHD, followed it, and Publicis Groupe, which houses Starcom and Zenith Optimedia, came third.

India was named the third most awarded media nation, behind the UK and the US.

Five campaigns were named as the world’s top media campaigns – but none were from Asia. They were:

  • Dr Dre “Virtual 2Pac at Coachella”, USA
  • Puerto Rico Correctional and Rehabilitation Department “Follow2Unfollow”, Puerto Rico
  • DELA Funeral Insurance “Why Wait Until It’s Too Late?”, The Netherlands
  • University of Engineering and Technology “Potable Water Generator”, Peru
  • Dove “Real Beauty Sketches”, Brazil

McDonald’s was the most awarded advertiser, ahead of Coca-Cola and Samsung.

The methodology for the Gunn Report for Media reads as follows:

Similar to the methodology used by previous Gunn For Media Reports, this year’s scoring system assigned each agency and campaign 3 to 5 points for a Best in Show award / Grand Prix, 2 to 3 for a winner or gold, or 1 to 2 for a silver or bronze. Campaigns could also receive points for awards in different categories (i.e. Best Use of Sponsorship, Best Use of TV, etc.). Every show in the Report features all of the media: TV, cinema, radio, magazines, newspapers, outdoor, special events/stunts, internet, mixed media and sponsorship.  Some have special categories on target audiences such as youth, young adults, all adults, men and women.  Single media festivals are excluded.  Too few of these reward media creativity and efficiency, and their inclusion would have unbalanced the scoring system in respect of some countries and agencies.

The full Gunn Report for Media can be found here.


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