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India media agencies fly the flag for Asia in 2016 Gunn Media Report

Mindshare India has been named the second most awarded media agency of the year in the 2016 Gunn Report, behind only Starcom USA.

The performance helped push India into the top thee most awarded countries of the year, while Mediacom Mumbai’s Share the Load campaign: Removing the Stains of Social Inequality featured as one of the top campaigns of 2016.

A campaign by PHD Hong Kong for Manulife: The Price of Living 2040, was the only other Asian work nominated as one of the campaigns of the year.

The Gunn Report, which examines the winners from award shows around the world, found the US as the most awarded country, with the UK edging ahead of India in third and China fourth.

Behind Starcom USA and Mindshare India as the most awarded agencies were PHD New Zealand, OMD US and OMD UK.

Two other Indian agencies, Mediacom and PHD, were seventh and eighth respectively.

OMD took the most awarded network title for the 11th consecutive year, followed by Starcom MediaVest, PHD, Mindshare and Mediacom.

The editor of the 2016 Gunn Media Report, Isabelle Musnik, said agencies in 2016 were operating in a tough environment.

“In this current period of stagnating economic growth, advertisers or brands can only conquer new markets and attract customers if they display striking creativity and imagination,” she said. “Worse, they must do so in a world in which consumers no longer stay loyal to brands, and in which traditional media platforms have crumbled.

“Facebook, Instagram, Twitter, Snapchat, YouTube, WeChat… are now the key platforms for communication and content distribution, and becoming ever more important.”

But while consumers are bombarded by messages, they able to more easily ignore or block “unwelcome solicitations”.

“A consumer’s behaviour is no longer logical, but based on emotion,” Musnik said. “Brands can no longer get their attention by broadcasting content that he/she is not interested in, but must deserve their attention by the quality of the brand discourse.”

For the first time, Heineken beat Coca-Cola to be the most awarded brand, with McDonald’s third.

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