The Gunn Report 2016 Unveiled

BBDO Most Awarded Network adam&eveDDB London Most Awarded Agency Burger King 'McWhopper' Most Awarded Campaign Overall USA Most Awarded Country Samsung Most Awarded Advertiser O Positive Films Most Awarded Production Company


The Gunn Report, the global index of creative excellence in advertising, has released its 2016 Report summarising the overall performance of the advertising industry in the year January to December 2016 based on the results of 45 global, regional and national creative award contests.

Highlights from the 2016 Gunn Report include the following rankings:

Most Awarded Campaigns Across All Gunn Report Media 2016
1 Burger King, 'McWhopper', Y&R New Zealand (Auckland)
2 Microsoft Xbox, 'Tomb Raider Survival Board', McCann (London)
3 DB Export, 'Brewtroleum', Colenso BBDO (Auckland)

Most Awarded Film Commercials in the World 2016
1 Loterias y Apuestas del Estado, 'Justino - Night Shift', Leo Burnett (Madrid)
2 Currys PC World, 'Spare The Act - Laptop', AMV BBDO (London)
3= Harvey Nichols Loyalty App, 'Shoplifters', adam&eveDDB (London)
3= John Lewis Home Insurance, 'Tiny Dancer', adam&eveDDB (London)
3= Volvo Trucks, 'Looks Who's Driving Feat. 4-yr-old Sophie', Forsman & Bodenfors (Gothenburg)

Most Awarded Print / Out of Home Ads and Campaigns in the World 2016
1 Microsoft Xbox, 'Tomb Raider Survival Board', McCann (London)
2 Burger King, 'McWhopper', Y&R New Zealand (Auckland)
3 DB Export, 'Brewtroleum', Colenso BBDO (Auckland)

Most Awarded Digital Ads in the World 2016
1 Burger King, 'McWhopper', Y&R New Zealand (Auckland)
2 ING, 'The Next Rembrandt', J. Walter Thompson (Amsterdam)
3 Lockheed Martin, 'Field Trip To Mars', McCann (New York)

Most Awarded All Gunns Blazing in the World 2016
1 Burger King, 'McWhopper', Y&R New Zealand (Auckland)
2= DB Export, 'Brewtroleum', Colenso BBDO (Auckland)
2= REI, '#OptOutside', Venables Bell & Partners (San Francisco)

Most Awarded Agencies in the World 2015
1 adam&eveDDB (London)
2 Colenso BBDO (Auckland)
3= AlmapBBDO (São Paulo)
3= Y&R New Zealand (Auckland)

Most Awarded Networks in the World 2016
1 BBDO
2 McCann
3 Leo Burnett

Most Awarded Countries in the World 2016
1 USA
2 UK
3 Australia

Most Awarded Advertisers in the World 2016
1 Samsung
2 Burger King
3 Volkswagen

Most Awarded Production Companies in the World 2016
1 O Positive Films (New York, Santa Monica)
2 Landia (Buenos Aires, Los Angeles, Madrid)
3 Blink Productions (London)

Most Awarded Directors in the World 2016
1 David Shane (UK)
2= againstallodds (UK)
2= Steve Rogers (USA, France, Australia)

Emma Wilkie, Managing Director of The Gunn Report, says, "The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world. Overall, we've seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks."

The Gunn Report 2016 guest editor Kate Stanners, Chairwoman and Global Chief Creative Officer of Saatchi & Saatchi, who has contributed her own personal commentary to the report and awards tables, says, "This is what great work looks like. It never ceases to amaze me how hard it is to make any one of the ideas in this Report. Ideas are fragile; they can collapse at any point. Sometimes an idea is pure and simple, you can feel the power of it from its inception; others have been shaped and crafted into great. It takes passion, tenacity, it takes a team and a great client. None of it is easy, but greatness comes in not giving up."

The ranking tables, commentaries and the accompanying ads as well as country comparisons (population and ad market size/ranking) are now available to view online at www.gunnreport.com.

The Gunn Report Book and Showreel of the Year 2016 DVD will be available early-March and will include the results of The Gunn Report for Media 2016.