1

The Gunn Report

euroforum: communication 2005

Vienna, April 13

The Gunn Report

Creative SundayAthens, May 29, 2005

The Gunn ReportCombines the Winners Lists for the top 52

Award Shows on the planet (32 TV, 20 Print)

Establishes the Annual Worldwide League Tables for

Agency Networks (20)Advertisers (25)Agencies (50)Countries (25)Directors (25)Print (50)Production Cos (25)TV/Cinema (50)

“Le Gunn Report est à la Publicité Mondiale ce que “La Voiture de l’Année” est à l’Industrie Automobile et “Les Oscars” à l’Industrie de Cinéma”.

Marie-Catherine Dupuy(TBWA\Paris)

“Through our sponsorship of The Gunn Report, P&G is sharing our belief in the power of creative and applauds our peers in the advertising industry who have gained the recognition of the industry’s most respected juries in advertising festivals around the world.”

Jim Stengel,Global Marketing Officer,

Procter & Gamble

2

“In these rapidly changing times, creative that connects with the consumer is what will set advertisers apart. Through Donald’s passion and commitment for creative advertising, The Gunn Report has become the globally respected authority on ‘creative’ success.”

Jim Stengel

Commercials5 we’ll remember from 2004

Countries

The Most Awarded Countries 2004

561739Canada (8)10.

622438Spain (6)9.

716110Singapore (10)8.

731360Thailand (7)7.

TOTALPrintTV

The Most Awarded Countries 2004

813546Brazil (5)

813150Argentina (4)5=

835033Germany (9)4.

944648France (3)3.

TOTALPrintTV

1. USA (1) 158 76 234

2. Great Britain (2) 117 71 188

3

Latin Bloc v. Mainstream Europe v. Leaders of Asia

(+43.2%)66.346.3Leaders of Asia

(+49.5%)88.559.2Mainstream Europe

(-9.1%)74.982.4Latin Bloc

Ave Winner Points

2004

Ave Winner Points

1999-2003 Advertisers

The Most Awarded Advertisers 2004

1587BMW (13=)10.17143Mini (4)9.18-18Soken DVD Player (-)18513Axe (+ Lynx) (6=)7=26-26Budweiser (6=)6.

TotalPrintTV

The Most Awarded Advertisers 2004

311318Nike (2)5.331518Adidas (-)4.36135Honda (-)3.511932Sony (3)2.

TotalPrintTV

1. Volkswagen (1) 22 35 57

The Most Awarded Advertisers 1999-2004

Mercedes-Benz (3)Pepsi (5)Virgin (2)Levi’s (3)McDonalds (5)Mini (2)Coca-Cola (3)Fox (5)Miller (2)Toyota (4)Adidas (5)Mattel (2)Ikea (4)Volkswagen (6)Land Rover (2)Heineken (4)Sony (6)FedEx (2)Guinness (4)Nike (6)The Economist (3)BMW (4)Budweiser (6)MTV (3)Axe (& Lynx) (4)Audi (6) Print

Ads/Campaigns

4

5

6

7

8

9

10

11

12

13

14

Production Companies

The Most Awarded Production Companies 2004

13Stink (London) (-)13Czar (Brussels, Amsterdam) (16)

13Avion Films (Toronto) (15)8=14Biscuit Filmworks (Los Angeles) (19=)7.

21Hungry Man (New York, London, Los Angeles) (19=)6.

Pts

The Most Awarded Production Companies 2004

22Phenomena (Bangkok) (3)5.33Matching Studio (Bangkok) (13=)4.

36@radical.media (London, LA, New York, Paris, Sydney) (2)

3.38Gorgeous Enterprises (London) (5=)2.

Pts

1. Partizan (London, Los Angeles, Paris) (5=) 60

In Table 5 All Six Years In a Row

Hungry Man

PartizanGorgeous Enterprises

Matching Studio@radical.media

Directors

The Most Awarded Directors 2004

12Martin Granger (Canada) (9=)6.

21Traktor (Sweden) (16=)

21Frank Budgen (Great Britain) (4)

21Antoine Bardou-Jacquet (France) (-)3=22Thanonchai Sornsrivichai (Thailand) (1=)2.

Pts

1. Suthon Petchsuwan (Thailand) (9=) 33

15

In Table 6 All Six Years In a Row

Traktor

Suthon Petchsuwan

Frank Budgen

Do Award Winning Commercials Sell?

• Leo Burnett study based on case histories for the 400 most awarded Commercials/Campaigns in the world 1992-95

Do Award Winning Commercials Sell?

• 400 commercials (or campaigns)

• From 186 Ad. Agencies

• In 28 markets

• 2611 major creative awards

Do Award Winning Commercials Sell?

• 346 (86.5%) of 400 most awarded commercials and campaigns in the world in 1992 – 95 were associated with marketplace success

Do Award Winning Commercials Sell?

• Leo Burnett repeated study 2002. Universe 180 most awarded commercials in the world 1999 – 2001

• Even in tougher economic times (and with Research not Creative I/C project), associated with marketplace success = 82%

16

CommercialsSome more we’ll remember from

2004

The Top Six 2004

Agencies

17

The Most Awarded Agencies 2004

14113Wieden + Kennedy (Portland, OR & New York) (3)

1495Lowe (London) (14)

14-14Clemmow Hornby Inge (London) (-)19=

15141Ogilvy & Mather (Singapore) (-)

1587Leo Burnett (Chicago) (38=)17=

16610La Comunidad (Miami Beach) (13)

16124Jung Von Matt (Hamburg, Berlin, Stuttgart)(-)15=

17314180 Amsterdam (-)14.

TOTALPrintTV

The Most Awarded Agencies 2004

18117Kolle Rebbe Werbeagentur (Hamburg) (-)

18-18Euro RSCG Flagship (Bangkok) (44=)12=19-19TBWA\London (5=)11.

20119DDB (Chicago, Dallas, New York, Seattle) (35=)

20812Arnold Worldwide (Boston) (4)9=21417BBDO (Bangkok) (-)8.

26224TBWA\Chiat\Day (San Francisco & LA) (9)7.

TOTALPrintTV

The Most Awarded Agencies 2004

27225Dentsu (Tokyo & Osaka) (7=)6.

28226TBWA\Paris (2)5.31283DDB London (15=)4.

TOTALPrintTV

2. Wieden + Kennedy (London) (-) 32 3 353. Crispin Porter + Bogusky (Miami) (1) 9 24 33

1. AlmapBBDO (Sao Paulo) (15=) 12 24 36

Top 50 In The WorldAll Six Years In a Row

DDB (Madrid & Barcelona)

Lowe (London)Bartle Bogle Hegarty (London)

Fallon (Minneapolis & NY)Arnold Worldwide (Boston)

Dentsu (Tokyo & Osaka)AMV.BBDO (London)

DDB (London)AlmapBBDO (Sao Paulo)

Agency Networks

The Most Awarded Agency Networks 2004

1587FCB (12/13/13/12/9)18.

18810FALLON 17.

20614BARTLE BOGLE HEGARTY16.

241113YOUNG & RUBICAM (11/7/8/9/8)15.

26620PUBLICIS (17/15/15/14/14=)14.

291118ARNOLD WORLDWIDE13.

TOTALPrintTV

18

The Most Awarded Agency Networks 2004

31328DENTSU (14/10/10/10/10)12.401426McCANN-ERICKSON (9/9/11/11/14=)11.

48642EURO RSCG (10/12/9/8/11)10.

602139J. WALTER THOMPSON (7=/11/12/15/16)9.62458WIEDEN + KENNEDY

622339LOWE (6/6/7/6/5)7=

744727LEO BURNETT (5/5/1/4=/6)6.

TOTALPrintTV

The Most Awarded Agency Networks 2004

783741SAATCHI & SAATCHI (3/2/4/3/4)5.

875334OGILVY & MATHER (7=/8/6/7/7)4.

TOTALPrintTV

1. DDB WORLDWIDE (4/3/3/2/1) 95 68 163

3. BBDO WORLDWIDE (1/1/2/1/2) 73 82 155

2. TBWA WORLDWIDE (2/4/5/4=/3) 94 65 159

The Most Awarded Agency Networks in The World 1999 - 2004

763271481212Bates20.

94141312162019Grey18.

101261115151816Publicis18.

145183014184718Fallon 17.

149152825212436FCB16.

153204635171520Bartle Bogle Hegarty15.

171293523332130Arnold Worldwide14.

TOTAL200420032002200120001999

The Most Awarded Agency Networks in The World 1999 - 2004

194312635383133Dentsu13.

201605128311615J Walter Thompson12.

211404247372916McCann-Erickson11.

212483326473721Euro RSCG10.

254243267483647Young & Rubicam9.

26362535494639Wieden & Kennedy8.

399875165885256Ogilvy7.

TOTAL200420032002200120001999

The Most Awarded Agency Networks in The World 1999 - 2004

423627780746367Lowe6.

5327490951308558Leo Burnett5.

57578110127968579Saatchi & Saatchi4.

65515912997948591TBWA Worldwide3.

770163107126118108148DDB Worldwide2.

830155135144126135135BBDO Worldwide1.

TOTAL200420032002200120001999

19

The Gunn Report 2004

Thank you

The Gunn Report

BBDO Network Meeting

Rome, May 3, 2005

The Most Awarded Agency Networks 1999 - 2004

212483326473721Euro RSCG10.254243267483647Young & Rubicam9.26362535494639Wieden + Kennedy8.399875165885256Ogilvy7.423627780746367Lowe6.5327490951308558Leo Burnett5.57578110127968579Saatchi & Saatchi4.65515912997948591TBWA Worldwide3.770163107126118108148DDB Worldwide2.830155135144126135135BBDO Worldwide1.

TOTAL200420032002200120001999

# Markets Contributing to Networks Total Score 2004

23

19

7

18

21

4Wieden & KennedyLeo Burnett

19TBWAJWT

21SaatchisEuro RSCG

17O & MDDB

15LoweBBDO