Gunn Report 2012

Confira os destaques do The Gunn Report for Media. O relatório é referente a 2012 e focado, como o próprio nome diz, em mídia. Essa avaliação acontece desde 2004.

Aqui você espia os resultados do Gunn Report tradicional, focado em criação. 

AGENCY NETWORK OF THE YEAR: OMD



OMD has kept its top position since the launch of the Gunn Report in 2004 scoring 331 points

MindShare were second with 229 points.

In third place on 218 points came Starcom

HOLDING COMPANY OF THE YEAR: GROUPM

GroupM (WPP) came top, scoring 714 points.

In second position were Omnicom Media Group with 605 points.

Publicis Groupe were placed third with 445 points.

ADVERTISER OF THE YEAR: Coca-Cola

As advertisers recognize more and more the importance of media creativity, several are setting the pace for the future.

In 2012 thirteen advertisers were recognized worldwide for their media creativity: Coca-Cola takes the first place again with 97 points and campaigns from 28 different festivals demonstrating the quality and originality of their work all over the world.

McDonald's were second, (76 points) and Ikea third (46 points).



CAMPAIGNS OF THE YEAR

Unlike purely creative advertising campaigns, media related campaigns are still very different from one country to the next. Not many are Europe-wide and even fewer are international. To ensure a balanced representation The Gunn Report for Media only highlights those campaigns that obtained a significant number of points AND which won awards in four or more regional or global festivals.

This explains why there is no Media Campaign of the Year in 2012. Therefore The Gunn Report for Media has chosen instead to highlight some of the winners of the global festivals which have been praised for their creativity, their innovation AND results. And which show how important it is to think “out of the box”, to invent new media and also to use the “oldest” ones. All these campaigns have tangible results and prove that creativity and efficiency go together.

• 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

 

COUNTRY OF THE YEAR

The United States came top this year with 282 points, 98 ahead of the United Kingdom's score of 184.

India followed in third place with 181 points

A note on Methodology

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.