Donald Gunn Presents Latest Study Results at Cannes

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CANNES ( -- Hours after battling through a European air controllers strike, legendary ad counter Donald Gunn
Photo: Laurel Wentz
Donald Gunn presenting his results at the Majestic hotel.
opened his Gunn Report database in a Thursday morning presentation here ranking the agencies, marketers and ads that have swept ad festivals worldwide over the last three years.

3 years of rankings
Since retiring from Leo Burnett as vice president of creative services, Mr. Gunn has ranked the winners in each of the last three years, drawing on the top 32 TV and 20 print ad shows.

At his presentation, sponsored by Havas at the Majestic hotel, Mr. Gunn revealed:

Two winningest networks
The winningest agency networks remain remarkably consistent from year-to-year. Based on a three-year total of awards won in 1999, 2000 and 2001, Omnicom Group's BBDO Worldwide and DDB Worldwide, respectively, were the first and second most-awarded networks. Next in the top five were Bcom3 Group's Leo Burnett, Omnicom's TBWA Worldwide and Publicis Groupe's Saatchi & Saatchi.

Most creative agency
The most creative individual agency was BMP DDB, London, followed by Abbott Mead Vickers BBDO, London; Dentsu, Tokyo and Osaka; Cliff Freeman & Partners, New York; and Wieden & Kennedy, Portland, Ore., and New York.

Most creative marketer
Volkswagen was the marketer that garnered the most creative awards, followed by Nike, Sony Electronics Corp., News Corp.'s Fox Sports TV and Anheuser-Busch's Budweiser.

Winningest print work
The winningest print work was the Beetle relaunch campaign for Volkswagen of America by Havas' Arnold Worldwide, Boston. The highest-scoring TV spot over the last three years was the original "Wassup" spot for Budweiser by DDB, Chicago.

Gunn's wild trip
It was touch-and-go whether Mr. Gunn would make it to Cannes. He was one of the many victims of the European air traffic controllers strike on Wednesday that wreaked havoc on one of the festival's busiest arrival dates and will have a knock-on effect as delayed and stranded travelers fight to get on packed flights to Nice (the daily Delta flight from New York to Nice favored by U.S. delegates was one of the few to land on Wednesday).

Mr. Gunn's original flight on Wednesday morning from London to Nice was canceled. Aiming for neighboring countries, he rescheduled on a flight to Geneva, Switzerland, that was canceled and then briefly had, and lost, a seat to Genoa in Italy. Finally arriving in Barcelona, the intrepid Mr. Gunn hopped in a taxi. His fare to Cannes: 1,000 euros (about $950) for the seven-hour drive.

"I thought it was closer," he said.

Laurel Wentz is the international editor of Advertising Age.

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