The Gunn Report publishes - The Power of Print
28 August 2014
An analysis based on the creative ideas behind the most awarded Print and Outdoor ads in the world in the last 15 years.
The Gunn Report has released ‘The Power of Print’, a study of the most awarded Print and Outdoor ads in the world, which identifies 13 basic Dramatic Formats used in Print advertising to engage consumers creatively and effectively.
A total of 1,028 award winning Print and Outdoor ads and campaigns from around the world featured in The Gunn Report’s Print Library have been classified – an average of 50 of the highest ranked ads for each year, from 1999 to 2013.
‘The Power of Print’ report includes a description of the specific thought process involved to identify each of the 13 Dramatic Formats, as well as a total of 140 examples of work which support the analysis. The most represented countries across the 140 ads and campaigns featured in the study are the United Kingdom (24 ads/campaigns), USA (21), France (15), Brazil (12), Germany (9) and South Africa (9). The five most represented agencies, with 5 ads/campaigns each, are AlmapBBDO (São Paulo), Saatchi & Saatchi (London), Saatchi & Saatchi (New York), Scholz & Friends (Berlin) and TBWA\Hunt\Lascaris (Johannesburg).
Donald Gunn, Founder of The Gunn Report, says, “The Power of Print is a comprehensive and useful study that identifies 13 best opportunities for finding engaging and effective creative solutions for Print advertising. A valuable tool for experienced industry professionals looking for a spark of inspiration, or an educational and training document for students and young creatives alike, The Power of Print is a compelling insight of best practice used in brand communications.”
The 13 Dramatic Formats indentified are:
Demo in Print
Dramatise The Need/Problem
Exaggerated Graphic for The Need/Problem
Tell a Story
Exaggerated Graphic for The Benefit
Associated or Used Imagery Lifestyle/Attitude Reflect The Benefit
Product Provides The Graphic
Borrowed Format or Parody
To view ‘The Power of Print’ report, including information on each of the 13 Dramatic Formats identified as well as all 140 pieces of work featured as examples to support the analysis, please visit www.gunnreport.com