OMD Agency Network of the Year | Coca-Cola Advertiser of the Year | USA Most Awarded Country
The Gunn Report for Media, the global evaluation of media creativity, innovation and effectiveness, has today released its 2014 Media Report, summarising the overall media performance in the year January to December 2014 based on the results of the most important global, regional and national Media creative award contests spanning 42 markets.
Highlights from the 2014 Gunn Report for Media include:
Most Awarded Media Agency Networks in the World 2014
1 OMD
2 Starcom MediaVest
3 PHD
4 Mindshare
5 UM
Most Awarded Advertisers in Media in the World 2014
1 Coca-Cola
2 McDonald’s
3 Samsung
4 Heineken
5 Nivea
6 Ikea
Most Awarded Countries in Media 2014
1 USA
2 United Kingdom
3 India
4 Canada
5 France
Outstanding Campaigns in Media 2014
British Airways, ‘Magic Of Flying’, OgilvyOne (London)
Coca-Cola, ‘Happy ID’, Media Agency: Havas Media (Lima), Advertising Agency: McCann (Lima)
Hindustan Unilever, ‘Kan Khajura Tesan’, Media Agency: PHD India (Mumbai), Advertising Agency: Lowe India (Mumbai)
Nivea Sun Kids, ‘Protection Ad’, FCB Brasil (São Paulo)
Volvo Trucks, ‘The Epic Split’, Forsman & Bodenfors (Gothenberg)
Warner Bros – The Lego Movie, ‘The World’s First All Lego Ad Break’, Media Agency: PHD & PHD Drum (London), Advertising Agency: PHD (London)
Journalist Isabelle Musnik, editor of The Gunn Report for Media, says, “The Gunn Report for Media 2014 proves once more that creativity, innovation and efficiency go together. The future of the industry lies in the innovative strength of its media creativity.” 
Isabelle added, “As consumers gain more control over their media consumption, the media channels that advertisers utilise to connect with their consumers and capture their attention are as vital as the creative content. Media agencies are at the intersection of the consumer and technology, and as such, have become their clients’ key strategic partner.”
Observations:
The Gunn Report for Media 2014
1. Consumers have the power to be selective in what they engage with. They want to control and dictate when, where and how they are communicated to. They demand a real conversation, whatever the platform is. They also want to participate, share and collaborate as never before.They expect to be surprised and entertained, and are more and more influenced by their friends and their networks.
2. Contact has become as critical to the success of a marketing campaign as content.
3. Stand Out Messages:
– Be bold, innovative and generate content that is genuinely engaging.
– Make them laugh
– Make them cry
– Use unexpected places as media
– The medium is the message
4. Great media ideas sometimes emerge when flexibility and spontaneity are more important than sophistication or technology.
5.Guatemala, Ecuador, Colombia, Peru, Lebanon and Egypt received awards at national and international festivals.
Top 15 Most Awarded Countries in Media in the World 2014
Rank Country Points
#1 USA 424
#2 UK 309
#3 India 253
#4 Canada 230
#5 France 172
#6 New Zealand 169
#7 UAE 167
#8 Australia 146
#9 Hong Kong 140
#10 Malaysia 128
#11 Spain 120
#12 Brazil 113
#13 China 111
#14 Turkey 100
#15 Portugal 95
#16 Poland 92
#17 Chile 88#18 Russia 86
#19 Singapore 82
#20 The Netherlands 72
#21 Germany 70
#22 Romania 68
#23 Ireland 67
#24 Denmark 66
#25 Peru 63
6.Coca-Cola takes the title of the world’s most awarded advertiser in 2014. Its success came from winning at 36 different award shows and festivals. McDonald’s in at #2 continues to demonstrate quality and originality, winning at 29 different awards. Samsung #3 won at 23 awards. Heineken #4 at 13 awards. Nivea #5 at 12 awards. Ikea #6 at 14 awards.
Top 10 Most Awarded Advertisers in Media Worldwide 2014
Rank Advertiser Number of festivals Points
#1 Coca-Cola 36 137
#2 McDonald’s 29 103
#3 Samsung 23 77
#4 Heineken 13 61
#5 Nivea 12 36
#6 Ikea 14 31
#7 Vodafone 12 30
#8 Kellogg’s 5 23
#9 Volkswagen 9 20
#10 Dove 7 19
7.OMD once again tops the media network table. Its star agencies included OMD Singapore, OMD UK, OMD Colombia and OMD MENA, which was the most awarded media agency at the 2014 Effies.
Starcom MediaVest is challenging OMD in many countries and is the most awarded network in the Cannes Media Lions competition and #5 most effective agency in 2014 according to the Effie Effectiveness Index. Starcom MediaVest USA is the star of the network with SMG Poland, SMG UAE, SMG Egypt and Starcom Netherlands also doing well.
PHD joins the Top Three for the first time, having won four Gold Media Lions in Cannes – the most Golds won by any media agency in 2014. The two stars of the network are PHD London and PHD India. PHD Hong Kong, PHD New Zealand, PHD China, PHD Denmark and PHD Colombia also did well.
Top 10 Most Awarded Media Agency Networks 2014
Rank Agency Network Points
#1 OMD 521
#2 Starcom MediaVest 467
#3 PHD 357
#4 Mindshare 294
#5 UM 209
#6 Mediacom 192
#7 Havas Media 149
#8 Maxus 144
#9 O&M 143
#10 Carat 141
8.There are 12 media agencies and 8 advertising agencies in the Top 20 table, but there are 9 media agencies in the Top Ten. Media agencies seem to have understood that, if they want to see their position recognised at festivals, and if they want to reinforce their role with clients, they need to enter more festivals.
9. A note on Methodology:
The idea behind The Gunn Report for Media is to combine the winners’ lists from all of the most important award festivals world-wide that focus on media innovation, creativity and effectiveness. Some of these festivals are global, some regional, and some national.
Like its sister report, The Gunn Report for Creativity, The Gunn Report for Media does not reveal which awards and festivals are included in order to avoid antagonizing contest entrepreneurs around the world whose event is not included.
Regarding the national shows, what we can say is that they include 42 markets. Argentina, Australia, Brazil, Canada, Greater China, France, Germany, India, Japan, Mexico, the Netherlands, New Zealand, the Philippines, Poland, Singapore, South Africa, Spain, Sweden, Thailand, UAE, United Kingdom, USA… are all included, as well as some “newer” advertising countries like Bulgaria, Colombia, Ecuador, Lebanon or Puerto Rico.
The choice is representative of the most important advertising markets, but also of others where media creativity is burgeoning.
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.