The Gunn Report for Media, which ranks the most awarded campaigns, agencies and advertisers at media competitions worldwide (including Cannes Media Lions, FIAP, IPA, the Clios and the Effies) has once again named OMD the top creative media agency, awarding it 206 points. MindShare came in second with 110 points, while BBDO took third spot with 101 points.

In the Country of the Year category, Canada came in seventh with 64 points. The top winners were the US (185 points), the UK (167), Germany (137), Spain (110) and India (83).

The six most awarded advertisers worldwide, in order, were: Nike, Coca Cola, McDonald’s, Adidas and Axe and Nissan, which tied for fifth place. In the Campaign of the Year category, Nike’s Barrio Bonito initiative was the top winner, followed by Nissan’s Qashqai, Amnesty International’s Not Here But Now and MasterCard’s Happy New Year.

Gunn Report editor Isabelle Musnik says the aim is ‘to send a strong signal to the marketing industry, to put a global spotlight on media innovation and to inspire a higher quality media product around the world. In today’s increasingly competitive business environment, a growing number of advertisers are waking up to the importance of finding innovative, original ways of reaching customers, who are more and more unpredictable and changing all the time.’

Speaking about the role played by media, Musnik says, ‘Consumers don’t want to be told what to do anymore. Not only do they want to participate, share and collaborate as never before, but they also want to control and dictate when, where and how they are communicated to. Media creativity is therefore an effective universal tool for brands for talking to consumers, meeting their objectives and standing out in a crowded field of competitors.’

Released annually, the report has been sponsored by Procter & Gamble for the past several years. Complete details may be viewed at www.gunnreportformedia.com.