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Warc names MullenLowe Lintas Group Mumbai as world's best creative agency

WPP named world’s best parent company by Warc

BestMediaInfo Bureau | Delhi | March 2, 2016

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For the second consecutive year, WPP has topped the Warc 100 annual ranking of the world’s best campaigns and companies while MullenLowe Lintas Group Mumbai has retained the number one spot among creative agencies across the globe.

MullenLowe Lintas Group retained its position on top of the creative agencies rankings, buoyed by five separate campaigns being ranked on the top 100 – more than any other agency. This was its second 'top creative agency' win in two years as it beat Droga5 New York and Ogilvy and Mather New York to the top spot in 2016.

Overall, India placed ten campaigns in this year's ranking of the top 100 campaigns in the world. India accounts for just 3.5% of global adspend respectively, meaning it significantly outperforms the norm in delivering effective campaigns. The Warc 100 is an annual list of the world's best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions in the previous calendar year. To compile this year's rankings, Warc tracked more than 2,000 winning campaigns from 79 different competitions.

Three Indian campaigns also made the top 20 in the Warc 100 list of the world's best campaigns. Kan Khajura Tesan by MullenLowe Lintas Group was ranked 9th, and saw Hindustan Unilever reach "media dark" rural Indians with a mobile phone-centric, free-to-use entertainment channel which offered comedy, Bollywood and music interspersed with advertising. The agency also scored big for No Ullu Banaoing, for Indian telecommunications provider IDEA Cellular. This increased mobile data uptake in India by creative that tapped into the everyday consumer's desire to avoid being scammed. The rate of uptake for IDEA was almost twice that of the market leader Airtel, and the campaign came 17th on the global rankings. Touch the Pickle, a campaign for Whisper by BBDO and Mediacom India, ranked twelfth among the world's top campaigns. While MullenLowe Lintas Group was the only Indian agency ranked in the top ten global creative agencies, Ogilvy and Mather Mumbai also made the top 20, coming in at 16th place globally.

WPP emerged as the “world’s best holding company”, based on the combined points total of all agencies and networks within the different parent groups.

Warc is the respected provider of best practice, evidence and insights from the world’s leading brands, and publisher of industry journals including Admap and Market Leader. Its Warc 100 ranking is seen as a benchmark for commercial creativity, and a showcase for those organisations producing work that delivers real business advantage for clients.

Sir Martin Sorrell Sir Martin Sorrell

Sir Martin Sorrell, CEO of WPP, said, “Creative effectiveness for clients is what we are in business to provide, so this award is a really welcome endorsement of our companies’ success in that regard. With Cannes, the Effies and now Warc, we hold a trio of our industry’s top awards, which is a great tribute to the talent of our people around the world and across all the various disciplines of advertising and marketing services.”

Mike Waterson, Chairman and CEO of Warc, said, “To be named top holding company for the second year is an impressive achievement by WPP. The Warc 100 tracks campaigns that deliver real business value for clients, so WPP’s top ranking reflects a consistent commitment to effectiveness across its businesses. The Warc 100 results also vividly illustrate the ability of WPP agencies to generate real financial returns from well executed advertising and media investment, not just as exceptional events, but as normal outcomes.”

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