Gunn 100: Lessons from the world’s best creative campaigns

Discusses lessons from the top Gunn 100 creative campaigns, including an interview with Andrew Robertson, President & CEO, BBDO Worldwide and the top 2018 campaigns.
  • Whilst marketers are shifting their focus from mass to precise media, the ability to catch somebody's attention and change what they think, feel and do, remains the same.
  • Purpose-driven marketing dominates the Gunn 100; but the 2018 rankings are notable for the number of brands using social or environmental causes in their advertising.
  • A recurring theme in Gunn 100 campaigns was the combination of high production values and technology to stimulate emotional engagement, with the example of 'Meet Graham' provided.
  • The best ads embed a powerful sales message inside a wonderful experience and Nike’s ‘Unlimited Stadium’ is...

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