The Gunn Report 2011 released: W+K Amsterdam ranked #1 agency; Leo Burnett Australia and Droga5 New York = #7; BBDO #1 ranked network; Revolver ranked #6 production company in the world; Australia ranked #6 country in the world

The Gunn Report 2011 has just been released, which show that Wieden + Kennedy Amsterdam was the most awarded agency in the world last year, followed by sister shop Wieden + Kennedy Portland.

The big news for Australia is that Leo Burnett Australia was ranked equal #7 with majority Aussie-owned agency Droga5, New York.

Leo Burnett’s ranking is the highest ever recorded for an Australian agency in the history of The Gunn Report. The performance contributed significantly to Australia being ranked #6 country in the world, behind the USA, UK, Brazil, Argentina and Germany.

“It‟s fantastic to be recognised as one of the top 10 agencies in the world by The Gunn Report. This is a massive achievement for all of Leo Burnett Australia – the result of a lot of hard work, passion and determination,” said Andy DiLallo, CCO Leo Burnett Sydney.

In the ‘Most Awarded Commercials in the World’, Leo Burnett Sydney is ranked seventh for WWF ‘Monkey’ and Leo Burnett Melbourne has come in at 21 for Scope ‘See the Person’. In ‘All Guns Blazing’, and the most future-facing category, Leo Burnett Melbourne has scored 15th for Scope ‘See the Person’ while Leo Burnett Sydney has an impressive two campaigns in the top 30 with Diageo ‘Watermark’ at 17 and Canon ‘Photochains’ at 21.

“We are very proud to be the first Australian agency to make top 10 in the world, but our ambition is still to be number one. It is great to be recognised in this way,” said Todd Sampson, CEO Leo Burnett Australia.

Sydney based production company Revolver has jumped from 12th to the number six spot in this year’s listings of the Most Awarded Production Companies in the world. Company founder, Steve Rogers directed the WWF ‘Monkey’ spot via Leo Burnett, Sydney. In addition to this Rogers was announced as the 9th Most Awarded Director in the world with The Glue Society, also represented by Revolver. Justin Kurzel and Tim Godsall, who are both represented by Revolver, listed in the top 25.

For the sixth year in a row BBDO was the most awarded network in the world, followed by DDB , Ogilvy, Leo Burnett and Wieden+Kennedy.

“Our mission is to create and deliver the world’s most compelling commercial content,” says Andrew Robertson, President & CEO, BBDO Worldwide. “It’s that simple.  And that hard.  Winning The Gunn Report, the Big Won, Cannes and being named the Most Effective Agency Network in the World by the Effies is an indication we are doing just that.  It matters because we know that great work works great – in the market for our clients.”

Nike ‘Write The Future’, via Wieden+Kennedy, Amsterdam, triumphed in the Film table and also takes the prize as the most awarded commercial in the 13 year history of The Gunn Report.

“We’re humbled and proud to be recognized in such a way,” said Mark Bernath and Aussie expat Eric Quennoy, executive creative directors at W+K Amsterdam. “It goes without saying, although we are about to say it, that this would never be possible without our insanely talented co-workers, the production companies we partner with and our courageous clients, who thankfully all share the same dedication to making great work and willingness to put up with our madness.”

Highlights from the 2011 Report include:

The Most Awarded Commercials in The World in 2011

Nike • Write The Future (Wieden+Kennedy, Amsterdam), triumphs in the Film table and also takes the prize as the most awarded commercial in the 13 year history of The Gunn Report.  

2= Heineken • The Entrance (Wieden+Kennedy, Amsterdam)

2= T-Mobile • Welcome Back (Saatchi & Saatchi, London)

4.  Old Spice Body Wash • Questions / Boat (Wieden+Kennedy, Portland)

5= Google Chrome • Speed Tests (BBH/Google Creative Lab, New York)

5=  Volkswagen Passat • The Force (Deutsch LA/Lowe & Partners, Los Angeles)

The Most Awarded Print Ads & Campaigns in The World in 2011

China has the winner for the first time ever.  A brilliantly art directed creation – Samsonite Suitcases • Heaven And Hell (JWT Shanghai)

2.  FedEx • Neighbours campaign (DDB Brasil, Sao Paulo)

3.  Harvey Nichols • Accessories Required campaign (Y&R Dubai)

4= Decode Bing with Jay-Z • Decode Bing with Jay-Z (Droga5, New York)

4= Land Rover • Passport Stamps (RKCR/Y&R, London)  

The Most Awarded Digital in The World in 2011

“The Man Your Man Could Smell Like”, having conquered in film in 2010, takes top spot with Old Spice responses campaign (Wieden+Kennedy, Portland).  

2.  Zenith Independent Band • Sour/Mirror (Masashi Qanta Saquoosha Hiroki,Tokyo)

3= Google Chrome • Speed Tests (BBH/Google Creative Lab, New York)

3= Mini Countryman • Mini Getaway Stockholm (Jung von Matt, Stockholm)

5.  Uniqlo • Uniqlo Luck Line (Dentsu, Tokyo)

The Most Awarded All Gunns Blazing in The World in 2011

A 3-way tie for top of the All Gunns Blazing table (our name for integrated, innovative, titanium et al) – Microsoft Bing “Decode Jay-Z with Bing” (Droga5, New York), Concert Hall Dortmund • Concert Milk (Jung von Matt, Hamburg) and the entire integrated Old Spice campaign.  

4= Nike • Write The Future (Wieden+Kennedy, Amsterdam/AKQA, London)

4= WWF • Save As WWF (Jung von Matt, Hamburg)

The Most Awarded Countries in The World in 2011

The USA win with 2nd highest score ever.  Australia has its best ever ranking in 6th with 31 more points than previous best score.  Indonesia makes it in for the first time, taking the number of countries ever to appear in the Top 25 up to 38.

2.  UK

3.  Brazil

4.  Argentina

5. Germany

6. Australia

The Most Awarded Advertisers in The World in 2011

Nike wins with the highest points total in the last 12 years, relegating previous 10 times winner Volkswagen to second spot.  

3. Google

4. Old Spice

5. WWF

The Most Awarded Production Companies in The World in 2011

@radical.media (New York, LA, Sydney, Berlin) tops the table for the first time, relegating MJZ, winner for the last 5 years, down to 4th.

2.  Independent/Anonymous@Independent (London)

3.  Smuggler (New York, Los Angeles, London)

4.  MJZ (New York, LA, London)

5.  Stink  / Stink Digital (London, Berlin, Paris)  

The Most Awarded Director in The World in 2011

Director of “Write The Future”, Alejandro Gonzalez Inarritu is the clear winner in the Director’s table.  

2.  Chris Milk

3.  Thanonchai Sornsriwichai

4.  Henry Alex-Rubin

5.  Fredrik Bond

The Most Awarded Agency in The World in 2011

One and the same network takes the first 2 places- the first time ever this has happened.  And it’s a network with 20 times fewer offices than the rest.  No1 is Wieden+Kennedy (Amsterdam) and No 2 is Wieden+Kennedy (Portland).  And Wieden+Kennedy in London and in Tokyo also make the Top 50. 

3.  AlmapBBDO (Sao Paulo) (most awarded agency in Print)

4.  Del Campo Nazca Saatchi & Saatchi (Buenos Aires) (highest ever ranking)

5. Jung von Matt (Hamburg, Berlin, Dortmund)  (most awarded agency in AGB)

The Most Awarded Agency in Digital in The World in 2011

The share of total points going to specialist digital agencies, versus mainstream agencies, has declined from 54% in 2008 and 2009 to 22% in 2011. There is a 3-way tie for the No 1 ranking – AKQA (London), BBH (New York) and R/GA (New York).  

4.  Wieden+Kennedy (Portland)

5.  Dentsu (Tokyo)

The Most Awarded Agency Network in The World in 2011

Rankings 1 to 4 are the same for the third year in a row.  BBDO notched up 55 more points than 2nd place with only 6 points separating 2nd to 5th.  In the 13 years of The Gunn Report, DDB has won in the Networks table twice, Leo Burnett and TBWA once each.  And BBDO all the other 9 times.  

2.  DDB

3.  Ogilvy

4.  Leo Burnett

5.  Wieden+Kennedy

“This year saw one of the closest races ever in ‘The Most Awarded Agency Networks in the World’ table. Only 6 points separated four networks, between 2nd and 5th place. This highlights the remarkable level of creativity being practised in our industry today,” said Mark Tutssel, Chief Creative Officer of Leo Burnett Worldwide and this year’s Gunn Report Guest Editor.

Tutssell contributed his own personal commentary on The Report and chapters on the most awarded work in the Film, Print, Digital and All Gunns Blazing tables.  He was also involved in making the final selections for The Showreel of The Year.

The tables in full, along with commentaries and all the winning work (as well as the 100 commercials appearing on the Showreel of The Year) are available to view at The Gunn Report online.

The book of The Gunn Report & Showreel of The Year 2011 will be available in early March and will include the results of The Gunn Report for Media 2011.  It can be pre-ordered online now.