Nike, Volkswagen again lead marketers, while BBDO tops the network rankings
For the first time, there’s a tie for first place in The Gunn Report’s most-awarded agency in the world accolades.
The joint honours go to Wieden+Kennedy and McCann Melbourne. Wieden + Kennedy took the top spot singlehandedly last year. This is McCann’s first time in the top 50.
The Gunn Report pools the winners’ lists from key advertising awards shows around the world, calculating rankings of the most-awarded agencies, clients and campaigns. The 2013 report incorporated 46 award show winners’ lists.
Rounding out the top five list for most-awarded agency in 2013 are AlmapBBDO (São Paulo), Ogilvy Brasil and – in a tie for fifth – BBH London and Clemenger BBDO (Melbourne).
There wasn’t much movement on the most-awarded agency network list; the same agencies have landed in the top four spots for the fourth year in a row, but for 2013 they landed in a marginally different order – BBDO topped the ranking (marking the eighth year in a row it’s done so), with Ogilvy, DDB, Leo Burnett and McCann following in the second to fifth spots, respectively.
Nike and Volkswagen have dominated the most-awarded advertiser category since the report’s inception in 1999, and this year was no different. This time around, Nike took the number one spot and Volkswagen was second. Axe/Lynx came in third, Coca-Cola came in fourth and Google took fifth.
Looking at the geographic results, Canada didn’t crack the top five most-awarded countries list. The U.S. took the top spot, followed by Australia (the latter of which broke the 14-year pattern where the U.S. and U.K. were in the first and second spots). The U.K., Brazil and France filled out the top five.
And, taking the honour of the most-awarded campaign in The Gunn Report’s history, the endearing “Dumb Ways to Die” by McCann Melbourne for Metro Trains was named the most awarded commercial in the world for the year. Not only did it take first in the film category and the most awarded digital in the world category, it also tied for third in the most awarded print ads and campaigns category.
The campaign also took home an admirable haul at Cannes. It won five Grand Prix, 19 gold, three silver and one bronze.
More info on the latest Gunn Report can be found here.