Major changes are being introduced to Gunn Report, the global index of creative excellence in advertising, to reflect the way the industry is evolving.
The Gunn Report, which is owned by marketing intelligence company WARC will be re-launched next month as part of the integration of Gunn Report into WARC.
The most significant change will be the introduction of Gunn 100. The Gunn Report rankings, identifying the most creative ads, agencies and brands based on their performance in creative awards shows around the world, will be produced in alignment with the prestigious WARC 100 – WARC’s annual rankings of campaigns and companies based on their performance in effectiveness and strategy awards.
Gunn 100 will consist of a ranking of the 100 best creative ideas in the world, regardless of their
communication discipline. This replaces the previous channel-specific rankings of film, print &
out of home, digital and ‘all gunns blazing’, to reflect the rise of cross-channel campaign ideas
and their success in awards shows.
The Gunn 100, as well as ranking the world’s top 100 creatively awarded campaigns, will also
include the world’s top 50 creative agencies, agency networks, brands, advertisers, countries
and top holding companies.
These listings will continue to be compiled by analysing the results of over 40 of the world’s best
global, regional and local creative awards shows. The awards shows tracked will remain
confidential to avoid prejudicing entries to competitions.
A new methodology is being introduced to calculate the rankings. Points are earned based on
the metal of the award: bronze (or equivalent) = 2 points; silver = 4 points; gold = 6 points; Grand
Prix = 10 points. The points are weighted according to the rigour and prestige of the competition,
determined by a survey of creative leaders on the competitions they prioritise.
Emma Wilkie, managing director of Gunn Report, says: “This is an exciting new chapter for Gunn
Report. The industry and the awards shows have evolved considerably since The Gunn Report
was first launched in 1999, and the key changes we are implementing will reflect these industry
Gunn Report 2018 will now be made up of Gunn 100 and WARC 100 (both launching in February)
and Gunn Media 100 (launching in March), providing global rankings for creativity, effectiveness and media.