Global advertising agency network McCann-Erickson have had a lot to celebrate recently, what with the release of The 2013 Gunn Report, which is an annual publication that details the most successful print, digital and televisual advertising campaigns of the year. They have been recognised for numerous first-place global rankings with agencies from McCann Madrid, Oslo, New York and Mumbai all contributing towards the networks home run year. The lion's share of the praise however, belongs to McCann Melbourne and their trailblazing 'Dumb Ways To Die' app, which was officially the most awarded app (and agency) in the world last year.
The app itself was designed in tandem with Metro Trains as a piece of software that teaches its users about safety whilst also providing them with 15 interactive games. It's a delightful mini-game collection that takes its cues from the Nintendo's classic 'Wario Ware' games by introducing a series of quick-fire 'scenes' where little instruction is given and if the player doesn't act fast enough, they are penalised by losing a life. The game manages set a perfect balance between serious, educational product and fun, pick-up-and-play gameplay and is bolstered by a print campaign (itself the third most awarded in the report) and charming theme song. The song (and ensuing video) was reiterated in the programs TV commercial, which was ranked No. 1 globally, official the network's “highest ever ranking”.
A screenshot from 'Dumb Ways to Die'
It isn't just McCann Melbourne who have cause for celebration either, with McCann Spain's TV spot for Calvo Tuna and McCann Oslo's 'Wideroe Airlines' TV commercial ranking among the most awarded. McCann Mumbai also walked away with three of their own honours, thanks to their print campaigns for Western Union and Penguin Audiobooks. The network's winning streak was capped by their New York branch, whose digital campaign for Nature Valley Trail View was ranked as one of the best digital campaigns of the last 12 months.
Chairman and CEO of the group 'Harris Diamond', says that the Gunn Report reveals “Another great achievement for the entire McCann network, highlighted by the tremendous success of our Melbourne and Mumbai offices. He goes on to praise his staff and how proud he is for his firm to have achieved “Recognition across categories from digital, print and TV” and that it is a “Testament to the great work our people do all around the world”.
The US branch of the McCann network was named as the number 1 'Agency to Watch' in the 2014 Advertising Age Hot List and the network has also achieved global recognition from the Eastern European 'Golden Drum' awards, the 'EFFIE' awards and the 'ADC' awards. They were also the most awarded network at the 'Webby' awards and won 'Best Of Show' at the prestigious 'Global On Show' awards.
2013 was a wonderful year for the network and 2014 is shaping up to be even more successful for one of the world's leading global marketing firms.
Benjamin Hiorns is a freelance copywriter from the Midlands who has racked up at least 10 hours on 'Dumb Ways To Die' in the past 6 months.