GLOBAL: OMD was the most awarded agency network in the world last year, according to The Gunn Report for Media 2016, which also found Starcom Mediavest challenged OMD in many countries.
First published in 2004, The Gunn Report for Media is the global report on media creativity, innovation and effectiveness that identifies the most awarded media work in the world and its creators.
It combines the winners' lists from the world's most important global, regional and national media awards in 40 markets, to establish the annual worldwide league tables and analysis for the global media industry.
OMD once again topped the rankings among agency networks in 2016, having achieved a series of Lions at the Cannes International Festival of Creativity, as well as the IPA Effectiveness Grand Prix for its work on behalf of the John Lewis Christmas campaigns.
Meanwhile, The Gunn Report ranked Starcom Mediavest as the second most-awarded agency network in 2016, followed by PHD, Mindshare and Mediacom, who rounded out the top five.
PHD, which came third in the rankings, did particularly well in the Cannes Media Lions, after picking up four awards, including one Gold, one Silver and two Bronze.
Turning from the agency networks to advertisers, the report named Heineken as the most awarded advertiser after the Dutch brewing group won at 14 different award shows and festivals.
Heineken beat Coca-Cola for the first time in the rankings, pushing the US beverage company into second place, followed by McDonald's and KFC with Microsoft and Samsung in joint fifth.
Full details on the ranking tables for Gunn Report subscribers plus further analysis is available to view online.
Commenting on the findings, Isabelle Musnik, editor of the Gunn Report for Media, said: "The outcome of The Gunn Report for Media 2016 shows that while technology and data are fundamental to achieving results, insight, strategy and innovative ideas are essential to delivering them as well as bringing positive results which can be measured. Creativity and efficiency are not antithetical.
"Good and creative media ideas have diverse sources, have widely different budgets and come from all over the world. 2016 has been the year of data, mobile, apps, programmatic advertising, life video, new formats, social media, virtual reality, artificial intelligence and the emoji, all of which enable consumers to experience brands like never before."
Data sourced from The Gunn Report; additional content by Warc staff