BRACAU 27 BLOG'S

Representatives from many of the major ad agencies and media companies in Sweden gathered at Ericssons old location at Telefonplan last wednesday. The guests were treated to a light breakfast and the european premiere presentation of the 2007 Gunn Report.

World-renowned industry analyst Donald Gunn has been compiling the Gunn Report for nine years, effectively tallying up the results from a range of advertising award shows all over the world, like Guldägget in Sweden.

- The Gunn Report is a very simple idea, said Donald Gunn. We combine the winners list from the top award shows.

Hyper Island CEO Mattias Hansson held the opening speech, welcoming all attendees and offering a crash-course in the Hyper Island methodology:

- No class rooms, no teachers, no books and no homework. Often not even computers! That is a method we have been working with for twelve years in Stockholm and Karlskrona, said Mattias Hansson.

Next up was Donald Gunn himself, who began by presenting award winning stills and TV ads, as well as interactive web sites, from the whole world. In fact, the 2007 report had contributions from more different countries than ever.

- The geographical spread of creative excellence is increasing, which is something to applaud, said Gunn.

Most of all, the Gunn Report presentation showed how important interactive web based ad campaigns have become. Donald Gunn held up Sweden as an example of this.

- Up until 2006 we had only print and TV. But the addition of an "Interactive" category have shaked things up. Seven countries are dominating Interactive, with Sweden coming in at number two.

During the years of the Gunn Report swedish agencies have won many awards and been highly rated. However, during the last three years before Interactive became a category the swedish agencies slumped in the Gunn ranking. This years dramatic comeback, which once again put Sweden in the top ten ad-making countries, show how many of the creative geniuses at swedish agencies have changed their focus from print to interactive.


Sebastian Suarez-Golborne

After twelve years, Hyper Island is starting courses abroad. The two leading industry magazines, Dagens Media and Resumé, both report on Hyper Island's latest move.
- We already offer intensive courses and evening courses for professionals in Karlskrona and Stockholm. We have been getting requests for courses in the USA and England. Since we only have 14 employees we are starting on a small scale in England, Hyper Island CEO Mattias Hansson told Resumé.
When asked by Dagens Media, Hansson explained the goal of the venture:
– To establish us there in a couple of years.

Dagens Media also report on the coming seminar by the prestigious Gunn Report in Stockholm and Karlskrona. The seminar will be the first in a series of Hyper Island Sessions, where the industry can get insights into the future of digital media. The Gunn Report showcase the best advertising campaigns in the world.
- I just sent an e-mail to Donald Gunn and asked if he wanted to come and he thought it would be fun. I don't think this has been done in Sweden before, Mattias Hansson told Dagens Media.

Go to the official Hyper Island homepage for more information on how to attend the seminars on the 12th and 13th of March.