|Unlike the separate Gunn Report that ranks creative agencies by awards won, winners in the media version are more local.|
It's no surprise. The Omnicom Group network is the top winner for the third time in a row. This year the agency is followed by Starcom MediaVest, MindShare, Mediaedge:cia and Universal McCann.
Unlike the separate Gunn Report that ranks creative agencies by awards won, recording the way certain TV spots and other campaigns tend to sweep award shows across the world, winners in the media version are more local. No media campaign of the year was named because only three campaigns won awards at more than two festivals.
OMD's success came from different work doing well at different awards shows. In the U.S., OMD was the most-awarded media agency at the Effies. OMD Spain was the biggest winner at El Sol, an awards show held in Spain for Spanish-speaking countries.
At the annual Cannes Lions festival in France, OMD took home two of five gold Media Lions, one for a live Monopoly game for Hasbro U.K. that used London as the game board and taxis as playing pieces, and another for "Sperm Strike" for Beiersdorf's Duo condoms in Colombia.
Media's local creativity
"Media creativity is more local, and media-consumption habits are different from one country to another," said Isabelle Musnik, editor of the Gunn Report for Media. "And the use of media is different. In some countries you can advertise everywhere ... and in some countries it is very restricted."
"I also think there are not enough 'international media creativity thinkers' in media agencies or at advertisers," she said.