Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

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The suspense is over. The 2010 Gunn Report has been released and revealed. And guess what. The four most-awarded agency networks in the world in 2010 were exactly the same top four in 2009, according to the Gunn Report. In the top spot is BBDO, followed by DDB in second, Ogilvy & Mather third and Leo Burnett fourth.

The ad business has fallen into a rut. We can't quibble with the fact that BBDO wound up the most awarded network, yet again. It still does try harder -- a lot harder -- than most. But let's be honest. Awards are nice when they genuinely recognize greatness. But too many winners are chosen in suspect fashion. So we take it all with a grain of salt. Still it would be nice to see the industry generate more excitement. And surprise.

2010 Gunn Report due out Friday

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The Gunn Report will release its annual report on Friday, and the results are strictly embargoed until then. But we've looked at the results, and let's just say they are not likely to surprise anyone. Network size and reach always is a factor in how many awards an agency can collect internationally, so that of course plays into the final results.

The Gunn Report calls itself "an important industry bellwether." If that is indeed the case, it would appear that the ad industry is turning into a very static industry indeed. But there have been signs of that for a long time. The conglomerates that now dominate the ad business do not allow for a very malleable, dynamic industry.

The Gunn Report also said it is here to identify the best new work in the world each year, to identify who is doing it and to celebrate both. We do wish there was more that is fresh and exciting to celebrate than there now is in the business. Especially here in Chicago.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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