The Gunn Report for Media: India continues to be at No. 3

The Gunn Report for Media, the global evaluation of creativity in media agencies launched in 2004, has released its new report. As per the new report, India continues to rank at No. 3 in Country of the Year with 241 points.

OMD has kept its top position since the launch of The Gunn Report in 2004 scoring 367 points, followed by Starcom that scored 326 points. At No.3 is Mindshare with 319 points in the Agency of the Year category.

In Holding Company of the Year, GroupM (WPP) came top, scoring 876 points. In second position was Omnicom Media Group with 751 points. Publicis Groupe was placed third with 617 points.

As advertisers increasingly recognise the importance of media creativity, several are setting the pace for the future. In 2013, ten advertisers were recognised worldwide for their media creativity: McDonald's took the first place with 83 points and campaigns from 22 different festivals demonstrating the quality and originality of its work all over the world. Coca-Cola was second (79 points) and Samsung, third (49 points).

"The context in which marketing is taking place is changing dramatically. Advertisers are fighting against an increasingly competitive and tough business environment where ROI is vital. They are also faced to customers, who are very unpredictable, expect to be surprised and entertained, and are more and more influenced by their friends and networks. They want to participate, share and collaborate as never before. Because of technology, the means of production and the channels of distribution have been turned over to the masses. Every single one of us has access to a potential audience of millions of people on social media channels. Consumers also want to control and dictate when, where and how they are communicated. They want a dialogue and a real conversation, whatever the platform is: banners, posters, press or TV ads, YouTube, Facebook, Pinterest, Instagram, Google, Twitter," says Isabelle Musnik, editor of The Gunn Report for Media.

"Contact has become as critical to the success of a marketing campaign as content. The right media connections can make or break a campaign, or even a brand, and change behaviour as a result. Media innovation and creativity are more than ever, key to brand success," Musnik adds.

In 2013, five trends have been noticed in the media campaigns which have received awards throughout the world: bravery; integration; speed of communication; universal values and the growing importance of earned media.

According to the statement, unlike purely creative advertising campaigns, media related campaigns are still very different from one country to the next. Not many are Europe-wide and even fewer are international. To ensure a balanced representation The Gunn Report for Media only highlights those campaigns that obtained a significant number of points and which won awards in four or more regional or global festivals.