GLOBAL: BBDO agencies dominate the league tables in the Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017 and the companies behind them.

The rankings, compiled by Gunn Report, analyse the results of more than 40 of the world’s most important international, regional and national creative awards shows.

Four BBDO agencies were listed in the top ten creative agencies, including AlmapBBDO São Paulo which topped the list ahead of BBDO New York in second and Dentsu Tokyo in third.

BBDO Worldwide headed the networks table for a twelfth consecutive year with 36 different offices contributing to their total. McCann Worldgroup was in second place and Ogilvy & Mather third.

“We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters,” said Andrew Robertson, President and Chief Executive BBDO.

“When we say we’re focused on ‘The Work. The Work. The Work’, we mean it,” he added. “Winning Gunn for 12 years in a row proves it.”

Clemenger BBDO, based in Melbourne, ranked seventh overall in the creative agencies list but was responsible for the most creative campaign in the world – Meet Graham for Australia’s Transport Accident Commission, depicting what a human would have to look like to withstand a low-speed crash.

Automotive brand Volkswagen Group, meanwhile, was the most creative advertiser with both Volkswagen and Audi ranking in the top ten brands. They had two campaigns in the top 100 and a further 30 from across all regions that contributed to their tally.

Three themes emerged from the Gunn 100 analysis of the world’s most creative campaigns.

Purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.

A number of high-ranking campaigns found innovative ways to use emerging technology.

And emotion drives film-led work, as a combination of emotional engagement and high production values was a recurring feature of film-led campaigns.

For the first time Gunn Report has included a ranking of holding companies based on their creative output: Omnicom took poll position followed by WPP in second and Interpublic Group in third place.

Sourced from Gunn Report