Research News Global

Subscribe

Elections 2024

Ebrahim Harvey walks us through the systematic collapse of South Africa.

Ebrahim Harvey walks us through the systematic collapse of South Africa.

sona.co.za

Elections 2024

Ebrahim Harvey walks us through the systematic collapse of South Africa.

Ebrahim Harvey walks us through the systematic collapse of South Africa.

sona.co.za

Advertise your job ad
    Search jobs

    South Africa ranked at #23 in 2018 Gunn Media 100 report

    The results of the 2018 Gunn Media 100 were released by the Gunn Report ranking the world's most awarded and applauded campaigns and companies based on their performance in media competitions around the world.

    Gunn Report, now part of Warc, tracks the winners' lists of close to 30 of the most important global, regional and national media awards shows to compile Gunn Media 100 – a list of the 100 best campaigns for creativity and innovation in media, along with the best-performing agencies, networks, holding companies, brands, advertisers and countries.

    Data-driven creativity

    The highest-ranked campaign in the Gunn Media 100 is McDonald's 'Capacity Based McDelivery' by OMD Singapore. To maintain competitive advantages, McDonald's promoted its delivery service McDelivery in Singapore in partnership with Google. By integrating McDonald's first-party data with Google's hyper-local targeting, they maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends via a live API.

    Stephen Li, CEO of OMD Apac. Image supplied.
    Stephen Li, CEO of OMD Apac. Image supplied.

    Stephen Li, CEO of OMD Apac, said: "To have our work for McDonald's recognised as best of the best globally, is a testament to our unwavering commitment and relentless focus on helping our clients' leading brands continue to cut-through with data-driven creativity. This recognition motivates us to continue our drive in helping brands make better decisions, faster. The 'Capacity Based McDelivery' campaign is the perfect example of this in practice, leveraging real-time data to generate fresh growth for a market-leading brand in a highly competitive category. I could not be more proud of this achievement, and all the other great work coming out of OMD Singapore. It only inspires us to continue raising the bar even further still for our clients."

    In second place is 'Hungerithm' by MediaCom Melbourne/Clemenger BBDO, which saw confectionary brand Snickers partner with 7-Eleven stores in Australia to drive sales and increase category share. Snickers says the internet gets angry when it's hungry. The brand launched 'Hungerithm', an algorithm that analysed 14,000 social posts a day and adjusted the price of the chocolate bar accordingly. The angrier the internet got, the cheaper Snickers became.

    Ranked third is 'Reword' for Headspace by Leo Burnett Melbourne/Starcom Melbourne. The Australian youth mental health foundation, successfully tackled cyberbullying by putting in place a social media rewording tool that analyses what users type and uses a red line to strike through abusive phrases.

    Themes from the world’s top campaigns

    Three themes have emerged from the world's top campaigns for media excellence:

    • Data is driving fresh media thinking. The top campaign is built around the smart use of data. This is a recurring theme in the rankings, as brands look to harness multiple data sources to deliver competitive advantage.
    • An event-led strategy helps brands stand out. As brands struggle to be heard in a fragmented media landscape, there is a growing focus on 'events' such as Super Bowl, US presidential debates, and Olympics, that can draw a crowd and interest from the press.

    • Partnerships are central to youth-focused media strategy. Partnerships with organisations or individuals that bring their own reach are now a key element of media strategy, particularly for brands targeting younger demographics.

    Top ranking agencies, networks and holding companies

    MediaCom London claims first place in the Gunn Media 100 agency rankings with four campaigns ranked in the top 100: 'Best Day Of My Life' for Shell (#6), 'Singing Our Way To The Top Of The Box Office' for Universal Pictures' Sing (#22), 'Missing Type' for NHS Blood & Transplant (#30) and 'Dark To Light' for Gucci Guilty (#77=).

    PHD New York is in second place also with four campaigns in the top 100. Their highest ranked campaign (#13) is 'The Debate Headache' for GlaxoSmithKline's Excedrin. Mindshare Mumbai is ranked third with three campaigns making the cut.

    MediaCom is the top-ranked network with eight agencies from around the world - Auckland, Bogota, Dusseldorf, London, Mumbai, Melbourne, Mexico City, New York – contributing to the network's poll position. PHD Worldwide is in second place and OMD Worldwide, third.

    For the first time, Gunn Media 100 has included a ranking of holding companies. WPP tops the leaderboard, with three of its networks – MediaCom, Mindshare Worldwide and Wavemaker – ranked in the top 10. Omnicom Group and Interpublic Group follow.

    Stephen Allan, Worldwide CEO and chairman of MediaCom, said: "This is an outstanding achievement, of which I am extremely proud. Every single person throughout the MediaCom network has contributed to our success and has truly embraced our philosophy of Systems Thinking to great effect.

    "I am, of course, delighted that MediaCom UK has also been recognised within the Gunn Media 100 as the top individual agency, which is incredibly well deserved. But none of this would have been possible without our fantastic clients, agency partners and media owners who have collaborated with us to create globally-celebrated campaigns. We are proud to have contributed towards WPP's achievement of being named the top holding company within the same report."

    Sir Martin Sorrell, CEO of WPP, said: "WPP's core purpose is to deliver growth for our clients so we are delighted to receive this recognition of our effectiveness in doing so. And congratulations to MediaCom who, as network and agency of the year, have helped us achieve a hat-trick of awards."

    Top ranking brands, advertisers and countries

    Nike takes the first position as the top brand with four campaigns featured in the top 100, all from the US. McDonald's is in second place, followed by Snickers and Dove.

    Unilever tops the advertiser's ranking by a significant margin. Procter & Gamble is in second place. Both advertisers have six brands featured in the top 100 campaigns. Mars takes third place with five campaigns in the top 100.

    The US dominates the rankings with 30 campaigns in the top 100, 12 of which feature in the top 20. The UK is second with 11 campaigns. Australia and India follow. In total, 24 countries are represented.

    The most highly ranked campaigns and companies in Gunn Media 100 are:

    The world's top 10 campaigns for media excellence

    RankCampaign titleBrandAgencyPoints
    1Capacity Based McDeliveryMcDonald'sOMD Singapore136.1
    2HungerithmSnickersMediaCom Melbourne / Clemenger BBDO Melbourne131.2
    3RewordHeadspaceLeo Burnett Melbourne/Starcom Melbourne129.1
    4Bachelor Of ShavingGilletteMediaCom Mumbai122.5
    5Bradshaw StainTideSaatchi & Saatchi New York / Hearts & Science New York106.1
    6Best Day Of My LifeShellMediaCom London105.4
    7=Sport Chek - The Fastest Olympic Campaign!Sport ChekTouché PHD! Montreal101.3
    7=Bully AdsCanadian Safe School NetworkTouché PHD! Toronto101.3
    9Yasmin's Sex-Ed RevolutionYasminPHD Shanghai96.7
    10Like My AddictionAddict'AideBETC Paris87.2

    The world's top 10 best agencies for media excellence

    RankAgencyLocationPoints
    1MediaComLondon, UK317.2
    2PHDNew York, USA249
    3MindshareMumbai, India235
    4PHDShanghai, China211.4
    5MindshareShanghai, China197.4
    6Clemenger BBDOMelbourne, Australia184
    7MediaComMumbai, India174.9
    8MediaplusMunich, Germany171.4
    9Touché PHD!Montreal, Canada171.3
    10StarcomChicago, USA169.4

    The world's top 10 agency networks for media excellence

    RankAgency NetworkHolding CompanyPoints
    1MediaComWPP1360.6
    2PHD WorldwideOmnicom Group1199.5
    3OMD WorldwideOmnicom Group1140.8
    4Mindshare WorldwideWPP890.2
    5StarcomPublicis Groupe761.1
    6Universal McCannInterpublic Group731.1
    7BBDO WorldwideOmnicom Group546
    8WavemakerWPP526.8
    9Dentsu Aegis NetworkDentsu482.2
    10McCann WorldgroupInterpublic Group447.1

    The world's top 10 holding companies for media excellence

    RankHolding CompanyPoints
    1WPP3565.4
    2Omnicom Group3326.7
    3Interpublic Group2131.7
    4Publicis Groupe1597.3
    5Dentsu540.1
    6Havas442
    7MDC Partners88.6
    8Hakuhodo DY Holdings65.1
    9Publicis Group41.4
    10Accenture17.1

    The world's top 10 brands for media excellence

    RankBrandSectorPoints
    1NikeClothing & Accessories297.5
    2McDonald'sRetail263.7
    3SnickersFood227.9
    4DoveToiletries & Cosmetics204.5
    5NetflixMedia & Publishing194.5
    6ShellBusiness & Industrial180.8
    7SamsungTechnology & Electronics136.1
    8HeadspaceNon-profit, public sector & education129.1
    9GilletteToiletries & Cosmetics122.5
    10US ArmyNon-profit, public sector & education107.3

    The world's top 10 advertisers for media excellence

    RankAdvertiserPoints
    1Unilever942.7
    2Procter & Gamble517.6
    3Mars392.8
    4Nike283.3
    5McDonald's263.7
    6PepsiCo251.4
    7Anheuser-Busch InBev217.1
    8Nestlé195.7
    9Netflix194.5
    10Royal Dutch Shell186.5

    The world's top 10 countries for media excellence

    RankCountryPoints
    1USA2841.9
    2UK1427.5
    3Australia871.6
    4India854.8
    5United Arab Emirates748
    6Canada684.1
    7China656.8
    8Singapore363.2
    9Brazil345.3
    10Germany337
    Emma Wilkie, managing director of Gunn Report. Image supplied.
    Emma Wilkie, managing director of Gunn Report. Image supplied.

    Commenting on the results of Gunn Media 100, Emma Wilkie, managing director of Gunn Report, says: "Hot on the heels of the recently published Gunn 100 ranking for creative excellence and the WARC 100 index for effectiveness, the newly launched Gunn Media 100 benchmarks media creativity and innovation as well as highlighting media trends based on an independent global analysis.

    "We're seeing that the smart use of data, event-led strategies and partnerships that provide new consumer reach are the main themes currently driving the media industry forward offering new and exciting opportunities in the marketplace."

    The full Gunn Media 100 rankings - including the world's top 100 campaigns for media excellence, top 50 agencies, networks, brands, advertisers, countries and top holding companies as well as commentaries, the work and credits - are available by subscription on the Warc website.

    Let's do Biz