OMD has been named global Agency Network of the Year for the 10th straight year in the annual Gunn Report for Media.
The U.K.-based report evaluates agencies on media creativity, innovation and effectiveness, based on the results of media-related awards shows in 42 markets. It rewards points for each show performance, ranging from three to five for Best in Show or Grand Prix, depending on the importance of the festival or market, two to three for a winner or gold and one to two points for a silver or bronze.
OMD led all agency networks with 621 points, placing ahead of Starcom MediaVest Group (537), Mindshare (501) and PHD (461).
The Omnicom Media Group agency scored with a large number of campaigns for a variety of clients, led by its New York office with a pair of bronze Media Lions in Cannes for its “Blue Bird” work for McDonalds, as well as the OMD Australia office for its “Penny the Pirate” initiative for OPSM.
The report also cited OMD Canada’s “Smart City Project” for Mercedes Benz among the network’s standout work.
Coca-Cola was the most-awarded advertiser globally, amassing 104 points from 34 global advertising festivals. Its award-winning work included “Colour Your Summer,” from UM Belgium, “The Coca-Cola Light Search” from UM China, and the “Share a Coke” program in multiple markets including the U.S. and Hong Kong.
The runner-up was Samsung, which finished second with 100 points from 26 festivals thanks to work including “Samsung Safety Truck” from Starcom and Leo Burnett in Argentina.
The Gunn Report also listed Canada as a contributor to McDonald’s third place finish in the advertiser category.
The hugely successful Always #LikeAGirl campaign, with media credited to SMG’s Chicago office, was listed as one of the outstanding campaigns of 2015, along with Johnnie Walker’s “Keep the Flame Alive,” from SMG Beirut and Newcastle Brown Ale’s “Band of Brand” from SMG New York.
Canada was the seventh most awarded country in the world in 2015, scoring a total of 224 points. The U.S. led all countries with 607 points, well ahead of the United Kingdom (369) and India (343).
The report also noted an “important change” within the rankings this year, with 15 media agencies and just five advertising agencies in the top 20, and just one advertising agency in the top 10.
“It is clear that media agencies have got the message that if they want to their position recognized in festivals and to reinforce their role with clients, they need to enter more festivals. They cannot leave advertising agencies to do it for them,” said the report, noting that media agencies are increasingly entering – and winning – other competition categories including PR, promotion, direct, effectiveness, digital or branded content.
“Originally media agencies only gave very narrow media recommendations,” said the report. “But today creativity is the key of an effective media placement. Media agencies, at the intersection of technology and the consumer, have become their clients’ key strategic partner in every field.”
