The Top 50 Club Study

Donald Gunn

The Top 50 Club Study is based on a survey asking the executive creative directors of the Gunn Report's top-ranking agencies to rate a series of statements on a 5-point scale according to their perceived importance to an agency's creative success.

One of the key features in The Gunn Report each year is the Table for the 50 most awarded advertising agencies in the world. This led to the concept of “The Top 50 Club” (the term was coined by Jacques Séguéla) – those advertising agencies anywhere in the world who have ever made it into The Gunn Report’s Agencies table.

“The Top 50 Club”, and their recipes for creative success, became the subject of a presentation at Cannes 2003. At this time there had been 4 years of The Gunn Report (1999, 2000, 2001 and 2002). And...

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