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HUL’s ‘Kan Khajura’ campaign named world’s best marketing strategy: Warc 100

Lowe Lintas India adjudged top creative agency; PHD Mumbai ranked second amongst media agencies; India placed fourth among top 5 countries

BestMediaInfo Bureau | Delhi | February 25, 2015

warc100Warc, the global marketing intelligence service, has announced the 2015 results of the Warc 100, an annual ranking of the world’s best marketing campaigns and companies. On the list of this year’s top 100 campaigns, No.1 was ‘Kan Khajura Tesan’, a campaign for Hindustan Unilever developed by Lowe Lintas and PHD in India. The campaign reached ‘media dark’ rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.

Priya Nair, Executive Director, Homecare, Hindustan Unilever, commented, “Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers. We are only at the beginning of our journey with building mobile as a marketing medium.”

Lowe Lintas India, the agency behind ‘Kan Khajura Tesan’, was named the top creative agency, ahead of UK’s AMV BBDO and Grey London, Colenso BBDO of New Zealand, and Ogilvy & Mather New York.

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Joseph George, CEO, Lowe Lintas India, said, “Warc is an organisation we hold in very high regard. And so this recognition is both extremely satisfying and spurring. We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in.”

WPP was the top holding company, ahead of Omnicom Group. BBDO Worldwide was named the number one agency network.

Andrew Robertson, President and CEO of BBDO Worldwide, remarked, “We believe the best work works best. Our goal is to be, and to be seen to be, the network that produces the most creative work that works best for its clients. The best proxy we have for measuring our performance against other agencies in effectiveness and the quality of our thinking is award schemes like those that are tracked by Warc. For us, it’s very, very important. We aim to win it every year.”

Coca-Cola was the top brand in the ranking, beating McDonald’s (second) and Mercedes-Benz (third). Meanwhile, Unilever was ranked the top advertiser, ahead of Procter & Gamble.

Across the database for 2015, the US was the top-ranked nation, ahead of the UK in second position. Australia, India and China made up the rest of the top five.

Elsewhere, Starcom MediaVest Group Chicago was named top media agency, with PHD Mumbai in second place. 360i New York was top digital agency, with R/GA New York in second position.

Mike Cooper, CEO, PHD Worldwide, said, “It’s an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever. Both ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning.”

The Warc 100 is an annual list of the world’s best marketing campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions. It is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.

According to Louise Ainsworth, CEO, Warc, “These rankings reflect an incredible body of work from across the globe – congratulations to the clients and the agencies who made it happen. Together, these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn.”

To compile this year’s rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigour and prestige in the global industry. Warc has developed a proprietary methodology to weight competitions, based on its own ad spend data and a global poll of senior planners and strategists.

Founded in 1985, Warc is an online service offering advertising best practice, evidence and insights from the world’s leading brands.

Warc 100: 2015 results

Rank Campaign Location Brand Primary Agencies Points
1 Kan Khajura Tesan India Hindustan Unilever Lowe Lintas/PHD 120.7
2 Real Beauty Sketches Global Dove Ogilvy & Mather Sao Paulo/PHD 88.6
3 Travel Yourself Interesting UK Expedia Ogilvy & Mather London 78.1
4 Help A Child Reach 5 India Lifebuoy Lowe Lintas 74.2
5 Beautiful Hair, Whatever the Weather US Pantene Leo Burnett/Arc, Starcom MediaVest Group 71.5
6 Bentley Burial Brazil Brazilian Association of Organ Transplants Leo Burnett Tailor Made 66.4
7 SMART TXTBKS Philippines SMART Communications DDB DM9 JaymeSyfu 63
8 #YouDrive UK Mercedes-Benz AMV BBDO 62.5
9 The Hornbach Hammer Germany Hornbach HEIMAT Berlin 58.9
10 Fair Go Bro Australia Virgin Mobile Havas Worldwide Sydney/One Green Bean 57.3

The top 10 campaigns in the Warc 100 are:The top 5 countries in the Warc 100 are:

Rank Country Points
1 US 3076
2 UK 1646.4
3 Australia 1200.5
4 India 791.2
5 China 778.1

The top 5 creative agencies in the Warc 100 are:

Rank Agency Location Points
1 Lowe Lintas Mumbai India 212.9
2 AMV BBDO UK 191
3 Colenso BBDO New Zealand 147.6
4 Ogilvy & Mather New York US 136.1
5 Grey London UK 131

The top 5 media agencies in the Warc 100 are:

Rank Agency Location Points
1 Starcom MediaVest Group Chicago US 202.7
2 PHD Mumbai India 105.7
3 Manning Gottlieb OMD UK 92
4 OMD UK UK 83
5 UM Sydney Australia 80.1

The top 5 digital agencies in the Warc 100 are:

Rank Agency Location Points
1 360i New York US 69.8
2 R/GA New York US 58.4
3 Proximity Toronto Canada 55.7
4 FRED & FARID Paris France 47.7
5 Razorfish New York US 45.2

The top 5 agency networks in the Warc 100 are:

Rank Agency Network Points
1 BBDO Worldwide 1236.3
2 Ogilvy & Mather Advertising 1027.2
3 DDB Worldwide 749.9
4 Lowe & Partners 645.4
5 McCann Erickson 628.9

The top 5 agency holding companies in the Warc 100 are:

Rank Holding Company Points
1 WPP 4008.2
2 Omnicom Group 3942.5
3 Publicis Groupe 2552.4
4 Interpublic Group 2532.3
5 Havas 585.2

The top 5 brands in the Warc 100 are:

Rank Brand Product Category Points
1 Coca-Cola Soft Drinks 387
2 McDonald’s Retail 190.1
3 Mercedes-Benz Automotive 172.5
4 Toyota Automotive 137.8
5 Audi Automotive 131.4

The top 5 advertisers in the Warc 100 are:

Rank Advertiser Name Location Points
1 Unilever Netherlands/UK 785.1
2 Procter & Gamble US 576.1
3 Coca-Cola Company, The US 454.6
4 PepsiCo US 384
5 Mondel?z International US 258.3

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