[new york] For the second straight year, Omnicom Group's OMD was the most-awarded media agency in the world. From a holding-company perspective, however, Publicis Groupe media-agency networks took home the most media prizes, according to this year's Gunn Report for Media. This is the second time Donald Gunn's methodology for ranking agencies according to their performance in award shows has been applied to media shops.
Two campaigns tied for most-awarded. In Zenith Optimedia U.K.'s "Virtual History" effort, H-P worked with Discovery Networks Europe to recreate a crucial 24-hour period when Hitler's officers plotted to assassinate him. TBWA Japan's "Impossible Sprint" program for Adidas involved a vertical 100-meter dash straight up a 33-story building in Japan.
The third most-awarded campaign, "Fresco," was a surprise showing by the Liechtenstein Museum of Vienna. Local shop Wien Nord Pilz lured visitors to see the museum's unique baroque ceiling frescos by painting replicas on ceilings like Vienna airport's arrivals hall.
Among agencies, OMD and Publicis' Starcom MediaVest Group led the pack, with 161 and 150 points, respectively, followed by Publicis' ZenithOptimeda with 95 points. Among holding companies, Publicis finished with 247 points, beating out WPP Group's Group M by 40 points. Omnicom was third with 172.
The most-awarded marketers were H-P, Nike, Adidas, Ford Motor Co. and General Motors Corp. The Liechtenstein Museum of Vienna tied for Vodafone for sixth place among advertisers.
The Gunn Report for Media was sponsored by Procter & Gamble Co. and compiled by Isabelle Musnik, the Gunn Report's editor and an Advertising Age contributor, based on 50 top awards shows.