Gunn Report reveals most awarded agencies of 2017

Lindsay Bennett
By Lindsay Bennett | 12 February 2018

The Gunn Report, the global index for creative excellence in advertising, has released its 2017 findings, with Clemenger Melbourne coming in the top 10.

The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world's most important international, regional and national creative awards shows.

Ranked the most creative campaign in the world is Clemenger’s 'Meet Graham' for Transport Accident Commission. In second place is McCann New York's 'Fearless Girl' and Leo Burnett Sydney also landed in the top 10 for its Landcruiser Emergency Network for Toyota.

Australia maintained its third position in the most creative countries, with US coming in first and the UK coming in second.

BBDO agencies dominate the league tables following an impressive performance around the world with four agencies listed in the top ten.

BBDO Worldwide heads the networks table, for an impressive twelfth consecutive year with 36 different offices contributing to their total. McCann Worldgroup are in second place and Ogilvy & Mather third.

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

Nike has bounced back from 12th position last year to take first place in the brands table for the fifth time. Volkswagen, IKEA, Getty Images and McDonald's follow.

German multinational Volkswagen Group, is 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. Mars takes second place followed by Nike, Procter & Gamble and Samsung.

Top 10 world's most creatively awarded campaigns
1 Meet Graham Transport Accident Commission Clemenger BBDO Melbourne 684
2 Fearless Girl State Street Global Advisors McCann
New York 395.6
3 Child Replacement Programme Pedigree Colenso BBDO Auckland 302.3
4 Evan Sandy Hook Promise BBDO
New York 300.7
5 Endless Possibilities Getty Images AlmapBBDO
Sao Paulo 294.4
6 The Field Trip to Mars Lockheed Martin McCann
New York 286.9
7 We're The Superhumans Channel 4 Paralympics 4Creative
London 262.9
8 Landcruiser Emergency Network Toyota Saatchi & Saatchi Sydney 256.3
9 Nike Unlimited Stadium Nike BBH
Singapore 254.1
10 Like My Addiction Addict'Aide BETC
Paris 247.9

Top 10 world's best creative agencies
1 AlmapBBDO São Paulo, Brazil 786.4
2 BBDO New York, USA 688.3
3 Dentsu Tokyo, Japan 651.1
4 adam&eveDDB London, UK 615.8
5 McCann New York, USA 605.9
6 Wieden+Kennedy Portland, USA 603.5
7 Clemenger BBDO Melbourne, Australia 603.1
8 BETC Paris, France 493.3
9 DAVID Miami, USA 488.6
10 Colenso BBDO Auckland, New Zealand 382.3

Top 10 world's best creative agency networks
1 BBDO Worldwide 4256.4
2 McCann Worldgroup 2940.8
3 Ogilvy & Mather 2928.5
4 DDB Worldwide 2344.6
5 Leo Burnett 1593
6 TBWA Worldwide 1540.5
7 J. Walter Thompson 1401.6
8 Y&R 1396.7
9 Saatchi & Saatchi 901.9
10 Wieden+Kennedy 864

Top 10 world's best creative holding companies
1 Omnicom Group 8891.5
2 WPP 7062.6
3 Interpublic Group 4511
4 Publicis Groupe 4114.4
5 Dentsu 1056.8
6 Havas Group 863.3
7 Hakuhodo DY Group 785.9
8 MDC Partners 551.8
9 BlueFocus Communication Group 331.1
10 Accenture 79.6

Top 10 world's best creative brands
1 Nike Clothing & Accessories 820.5
2 Volkswagen Automotive 650.3
3 IKEA Retail 639.1
4 Getty Images Business & Industrial 503.9
5 McDonald's Retail 469.7
6 Audi Automotive 429.2
7 Burger King Retail 422.8
8 Snickers Food 417.1
9 Adidas Clothing & Accessories 398.9
10 Netflix Media & Publishing 383.6

Top 10 world's best creative advertisers
1 Volkswagen Group Germany 1097.3
2 Mars USA 1023.4
3 Nike USA 835
4 Procter & Gamble Germany 759.3
5 IKEA Sweden 743.6
6 Samsung South Korea 606.3
7 Heineken Netherlands 515
8 The Carlyle Group USA 508.5
9 Alphabet USA 489.5
10 Restaurant Brands International USA 483.7

Top 10 world's most creative countries
1 USA 8657.2
2 UK 3259.9
3 Australia 2710.7
4 Germany 2089.3
5 France 1978.6
6 Brazil 1637.0
7 Japan 1632.4
8 Argentina 1152.3
9 Thailand 1045.7
10 Canada 1033.3

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