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BBDO’s Ariel ‘Share The Load’ is world’s top ranked ad: Warc 100

India was third in the countries list, BBDO Mumbai stood at No. 3 among top creative agencies in the world while Procter & Gamble retains its lead as No. 1 advertiser

Warc announced the 2017 results of the Warc 100, an annual ranking of the world’s best marketing campaigns and companies according to their business impact. Procter & Gamble, Vodafone, BBDO Worldwide, adam&eveDDB and WPP are among the organisations at the top of this year’s rankings, which are based on the performance in effectiveness and strategy competitions around the world.

The top-ranked campaign was ‘Share the Load,’ developed by BBDO Mumbai and Mediacom Mumbai for Procter & Gamble’s Ariel detergent brand in India. Ogilvy & Mather Mumbai’s #EndAcidSale for ‘Make love not scars’ was at No. 15 and MullenLowe Lintas Group Mumbai and MullenLowe Singapore’s campaign for Lifebuoy ‘Future Child’ was at No. 21.


India stood at No. 3 for the second consecutive year in the top countries list.

Among top creative agencies, BBDO Mumbai stood at No. 3, MullenLowe Lintas Group Mumbai stood at No. 5, Ogilvy & Mather Mumbai stood at No. 7 and McCann Worldgroup India stood at No. 41.


Among top media agencies, MediaCom Mumbai stood at No. 6 and PHD Mumbai stood at No. 32. Vodafone topped the brands’ list globally. Procter & Gamble retains its lead as No. 1 advertiser while Tata Group at No. 30 in the same list.

David Tiltman, Head of Content, Warc, said, “This year’s Warc 100 reflects an industry in flux. It’s clear from the rankings that TV-led, ‘big idea’ advertising, when executed well, is still highly effective. But we’re seeing a range of alternative approaches also capable of generating business results — from data-driven ‘moment marketing’ to stunts or events designed to focus consumer attention. One of the big questions in the industry at the moment is whether these alternative approaches build brands and deliver results in the long term as well as at the time of the campaign.”

Josy Paul

Speaking about the win, an elated Josy Paul, Chairman, BBDO India, said, “We are thrilled to hear that our #ShareTheLoad campaign for P&G Ariel is ranked the #1 most effective campaign in the world. It feels super amazing – like we’ve won the Cricket World Cup. We’ll be dancing on the streets now to celebrate. And to be ranked the third most creative agency in the world. Wow! We’ve got a story. And we thank our amazing P&G clients for writing it with us. We did this together. We share the load. We share the win.”

Sir Martin Sorrell

Sir Martin Sorrell, CEO, WPP, said, “At a time when questions are being raised about the effectiveness of certain marketing channels, it is more important than ever that we focus on the power of creativity and ideas to deliver tangible business results for our clients. The Warc 100 ranking shows we are doing exactly that. My thanks and congratulations to everyone in the group who contributed to this success.”


Marc Pritchard, Global Brand Officer, Procter & Gamble, said, “We believe that advertising is a powerful force for growth and good, and we want to be the very best at it. We’ve had a focused effort to raise the bar on our creative quality and work with the best agency partners to deliver growth for our brands. It’s great to see the positive results of our efforts in rankings such as the Warc 100.”

Andrew Robertson, President and CEO, BBDO Worldwide, said, “BBDO is all about ‘The Work, The Work, The Work.’ Great work that works great. The best results come from smart thinking that drives brilliant creativity. That’s why this ranking matters to us. This year we had the top ranked campaign in the world, four of the top 10 individually ranked agencies, and were the number one network in the world — for the fourth consecutive year — all of which demonstrates the strength and depth of the network.”

Kathy Ring, CEO, Starcom USA, said, “Starcom’s recognition in this year’s Warc 100 is truly a testament to our client-first approach. Our interdependent team of over 1300 people from across the US have demonstrated our commitment, passion and dedication to our clients’ brands and business success and it is sincerely an honour to have this work recognised industrywide.”


Rank Campaign Brand Primary Agency Brand Location Points
1 Share The Load Ariel BBDO Mumbai / MediaCom Mumbai India 164.2
2 John Lewis Christmas advertising, 2012-2015 John Lewis adam&eveDDB / Manning Gottlieb OMD UK 142.2
3 Lucy the Robot Double Robotics Atomic 212° Group Australia 95.0
4 Rabbit Race Media Market Ogilvy & Mather Frankfurt / UM Frankfurt Germany 84.2
5 Raising Eyebrows and Subscriptions Economist, The Proximity London UK 68.3
6 Diving into Data for Narellan Narellan Pools Affinity Australia 64.5
7 World Gallery Apple TBWA\Media Arts Lab Los Angeles / OMD Los Angeles USA 64.2
8 #LikeAGirl Always Leo Burnett Toronto / Leo Burnett London Global 52.2
9 #MyFamilyCan SPC Leo Burnett Melbourne Australia 51.7
10 Infrequent Flyers Tigerair McCann Melbourne Australia 49.


Rank 2017 Rank 2016 Top 5 countries 2017 Points
1 1 USA 3558.9
2 2 UK 2091.5
3 3 India 977.7
4 4 Australia 877.7
5 5 China 666.2


Rank 2017 Rank 2016 Top 5 creative agencies 2017 Location Points
1 41 adam&eveDDB UK 219.7
2 5 AMV BBDO UK 152.4
3 47 BBDO Mumbai India 142.2
4 31 Grey London UK 140.1
5 new MullenLowe Lintas Group Mumbai India 123.3


Rank 2017 Rank 2016 Top 5 media agencies 2017 Location Points
1 2 Starcom New York USA 147.3
2 16 Mindshare New York USA 100.6
3 new Atomic 212 Group Australia 95
4 14 Mindshare Istanbul Turkey 71.8
5 new OMD Los Angeles USA 61.0


Rank 2017 Rank 2016 Top 5 agency networks 2017 Points
1 1 BBDO Worldwide 1412.4
2 2 Ogilvy & Mather Advertising 978.9
3 9 McCann Erickson 702.9
4 7 Starcom 573.9
5 5 Leo Burnett 572.8


Rank 2017 Rank 2016 Top 5 agency holding companies 2017 Points
1 1 WPP 4079.4
2 2 Omnicom Group 3598.4
3 4 Interpublic Group 2237.7
4 3 Publicis Groupe 2174.6
5 6 Dentsu 549


Rank 2017 Rank 2016 Top 5 brands 2017 Product category Points
1 7 Vodafone Telecoms 195.8
2 44 Ariel Household & Domestic 164.2
3 new John Lewis Retail 163.4
4 4 IKEA Retail 151.8
5 new Dove Toiletries & Cosmetics 145.8


Rank 2017 Rank 2016 Top 5 Advertisers 2017 Location Points
1 1 Procter & Gamble USA 503.3
2 2 Unilever Netherlands/UK 478.2
3 14 Nestlé Switzerland 308.3
4 5 PepsiCo USA 268.4
5 4 Heineken Netherlands 248.9

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