Guest Essays:Each year since 2004, when we introduced the Book, some wonderful Guest Essayists (33 of them to date) have graced our pages.
Each Guest Essayist was given a totally “open brief” to choose a subject most important to them and on which they wanted to send a message to the industry. Which subject did each one choose? And what did they say about it? As a website subscriber, all these essays are now online for you.
DAWCS? Study: The "Do Award Winning Commercials Sell?" study was carried out by Donald at Leo Burnett, with the help of 186 different advertising agencies (or clients) in 28 different countries. The business case histories of the 400 most awarded commercials and campaigns in the world for the 4 year period 1992 - 1995 were gathered together and analysed. The full Report, in terms of methodology, procedures and findings, lavishly illustrated with actual examples, is available on our subscription website.
IPA/Gunn Study:The IPA/Gunn study of 2010, carried out by independent Researcher Peter Field, was based on merging IPA effectiveness data with Gunn Report creative awards data for the period 2002-2008. Work awarded for effectiveness but not creativity was compared to work awarded for effectiveness and creativity in terms of business success. A summary of this research, plus a sampling of BOB (“Best of Both”) case histories is available on our subscription website (plus link to the IPA where full Report can be purchased).
Top 50 Club project: Addresses the topic “How to Create an Environment where Creative Excellence can Flourish”. We asked the Executive Creative Directors at the world’s 100 most awarded advertising agencies to rate each of 17 statements on a 5-point scale in terms of “How important is each of the following as a factor in your agency’s creative success?”.
82 of them kindly replied. The Top 50 Club Report – and the secrets of creative success of the world’s most awarded agencies – is available to our website subscribers online.
Bullets From Gunn: Over 100 mini-case histories from the 2007-2016 proving evidence that virtually all of the work our industry admires, applauds and awards the most is also highly successful in doing its job in the marketplace.
All Gunns Blazing Gallery: A unique showcase of the world’s most famous campaigns of the last nine years in the categories of integrated/innovative/titanium et al. The ideas, the entry videos, the stories. Stories that have already become an industry treasure.
Cases For Creativity: Those campaigns each year which achieve the Holy Grail – Cannes Gold, followed by Effie Gold. CFC12, 13, 14 and 15 will be added to every year hence.
Bent/Straight. A Recipe For Print: Four reels of print ads inspired by Jim Aitchison’s theory, put forward in his book “Cutting Edge Advertising”, of an elementary formula for creating powerful print - either a straight visual combined with a bent headline or a straight headline combined with a bent visual.
The Power of Print: A study of the most awarded Print and Outdoor ads in the world from 1999-2013 (1,028 in total - approx 50 per year), which identifies 13 basic Dramatic Formats used to engage consumers creatively and effectively
Someone Has To Get Out An Ad: The 12 Master Formats of Advertising. When sitting staring at a blank sheet of paper and the only word you can think of is 'Help'...this can.
Guest Playlists: Reels on a variety of subjects (from Valentine's Day to The Best of Latin America to Ads with Grannies), put together by ourselves or contributors from all areas of our industry, using content from The Gunn Report Library and Gunn TV.
The 100 Best Commercials of the 20th Century: Curated by Donald Gunn, the reel features work nominated by creative and industry luminaries from around the world. Organised into 14 chapters the '100 Best' showcases great creative talent from all involved and demonstrates great client bravery.