Omnicom’s OMD Worldwide has been named the world’s most creative media agency network in 2012 by the Gunn Report for Media. The report tracks industry award competitions such as the Cannes Media Lions and other contests and then devises a point system for identifying the leading agencies, holding companies and advertisers in media creativity.
According to the report, OMD scored 331 points to finish first in the agency network category. WPP’s Mindshare was second with 229 points, and Publicis Groupe’s Starcom was third with 218 points.
GroupM, the media management arm of WPP, was named Holding Company of the Year by the Gunn media report. Omnicom Media Group was ranked second and Publicis Groupe was third.
The Advertiser of the Year Award went to Coca-Cola. McDonald's was second, and Ikea was third.
This year’s report did not name a Media Campaign of the Year, as it often does. The reason: No single campaign “obtained a significant number of points and won awards in four or more regional or global festivals,” the report explained.
However, the report did cite several campaigns -- including ones for Google Voice Search, Daimler AG, McDonald’s and Pepsi that won global festivals and were cited for their “creativity, innovation and results."
The U.S. was identified as Country of the Year, followed by second-ranked UK while India followed in third place.
“In a world where consumers are increasingly unpredictable and exert more control over the messages they receive, media innovation and creativity are keys to brand success,” said Isabelle Musnik, editor of the Gunn Report for Media.
For OMD it is the second big award in as many months. In January the shop was named the top global media agency network in Recma’s Network Diagnostics Report, which measures competitiveness in pitches, momentum, specialized resources and client profiles.
Mainardo de Nardis, president and CEO OMD Worldwide, stated that the agency was “incredibly proud” to be named once again as the top media agency by Gunn, the seventh consecutive time it has won the award.
Last month OMD sister shop BBDO was identified as the most awarded creative agency network globally in 2012 by the Gunn Report. The Gunn reports can be purchased here (www.gunnreport.com).