2009 Gunn Report top Agencies
The 2009 Gunn report listed the top advertising agencies in the world based on their creativity. This is done so that advertisers can decide who would be the best option to allow them to meet their advertising goals. While there are some flaws in the way that the list is compiled it does provide a good idea of which are the top advertising agencies.
It probably didn't come as a huge shock to a lot of people to learn that BBDO ranked at the top of the 2009 Gunn report as the top agency network. They have won this in seven out of the eleven years that the report has been published. In large part they are able to do this because they have the largest network with agencies in dozens of different countries. However that is hardly a guarantee of a good ranking, even though they are potentially up for the most awards they do still have to win them. In this BBDO has been very successful over the years.
The top agency on the 2009 Gunn Report was not a huge shock either it was DDB's London agency. This agency has won the top spot three times in the history of the Gunn report making them the first to ever do that. However this time they won decisively with a margin of a full ten points over their nearest competitor. The DDB network as a whole came in second place when it came to the most awarded agency network; however they were a long way behind BBDO in this regard.
The Gunn report has been around since 1999 and it has become the gold standard for measuring creative success in the advertising industry. They work by taking a look at all the awards that are handed out by the advertising industry and ranking the agencies by how many awards they have received. Not surprisingly this tends to work to the advantage of the larger agencies that have more advertising campaigns to work on. This is a large part of why BBDO keep winning; they are by far the largest advertising agency network which simply means they are up for more awards than other agencies.
It is important to keep in mind that the Gunn report is a measure of what other people in the advertising industry think are the most creative campaigns being run. It is not a measure of how effective the campaign is. Nevertheless the report is well respected and frequently used by advertisers to choose an agency. This is in large part because the people who decide on the awards are experts in the field and they do know what does and what doesn't work. More importantly since most advertisers are looking for something creative that will allow them to stand out they tend to flock to the agencies that are at the top of the list.