Gunn Report, the global index of creative excellence in advertising, today released the results of the newly launched Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline - and the companies behind them.
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 'Meet Graham', created by Clemenger BBDO Melbourne for Australia's Transport Accident Commission, depicting what a human would have to look like to withstand a low speed crash.
In second place is McCann New York's 'Fearless Girl'. In honour of International Women's Day, asset management firm State Street Global Advisors installed a bronze statue of a defiant girl staring down the iconic Wall Street's 'Charging Bull' sculpture, which sparked a conversation on women's equality issues in the US.
Ranked third is Pedigree's humorous 'Child Replacement Programme' campaign in New Zealand, created by Colenso BBDO Auckland, which encourages parents to adopt a dog once their children have left home.
Three themes have emerged from the world's most creative campaigns:
A year of 'purpose': purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.
Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.
Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.
BBDO agencies dominate the league tables following an impressive performance around the world with four agencies listed in the top ten. Most notably AlmapBBDO São Paulo tops the most creative agencies leader-board for the fourth time in the 19 years of Gunn Report. BBDO New York is ranked second and Dentsu Tokyo third.
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.
Andrew Robertson, President and Chief Executive BBDO, comments: "We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters. When we say we're focused on The Work. The Work. The Work, we mean it: winning Gunn for 12 years in a row proves it."
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.
Jochen Sengpiehl, Head of Marketing, Volkswagen, says: "We are very pleased that Volkswagen Group has been named best advertiser of the world in 2017. Our campaigns are based on a tremendous passion for the automobile and people. Volkswagen is committed to creative advertising that convinces customers. This honour shows that our campaigns throughout the world have reached a top-class level and will provide the entire team with motivation to do even better and to defend the title."
USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.
The most highly ranked ideas and companies in Gunn 100 are:
