GLOBAL: Nike, the sportswear brand, is the top brand in the 2018 Gunn Media 100 rankings, while FMCG business Unilever is the top advertiser and the top campaign is for McDonald’s fast-food chain in Singapore.
The 2018 Gunn Media 100, from Gunn Report (now part of WARC), is a global ranking of the world’s most awarded and applauded campaigns and companies based on their performance in media competitions around the world.
The US dominated the rankings with 30 campaigns in the top 100, 12 of which featured in the top 20. The UK came second, represented 11 times in the top 100 ranking, followed by Australia and India. In total, 24 countries are represented.
Nike was the top brand with four campaigns featured in the top 100, all from the US. McDonald’s was in second place, followed by Snickers and Dove.
Unilever topped the advertiser ranking by a significant margin, ahead of Procter & Gamble in second place; both advertisers had six brands featured in the top 100 campaigns. Mars was in third place with five campaigns in the top 100.
MediaCom lead the way in the agency network rankings and MediaCom London was the top media agency, ahead of PHD New York and Mindshare Mumbai.
The highest-ranked campaign in the Gunn Media 100 was McDonald’s Capacity Based McDelivery by OMD Singapore, which integrated the fast food chain’s first-party data with Google's hyper-local targeting to maximise media cost efficiency and improve consumer expectations of delivery time through personalised messages.
As well as benchmarking media creativity and innovation, several trends emerged from an analysis of the world’s top campaigns for media excellence.
“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 market place,” said Emma Wilkie, managing director, Gunn Report.
Sourced from Gunn Report