McCann Worldgroup Indiaâ€™s Delhi office has been ranked number one in APAC and No. 4 globally in Warc Effective 100 list. The list celebrates work from across the marketing industry that has built businesses and changed behaviour.
McCann Worldgroup is the top agency network for effectiveness for the second year in a row, ahead of BBDO Worldwide in second. The top creative agency is FP7 McCann Dubai.
Ogilvy Mumbai is at No. 2 in APAC and No. 6 globally.
This year's top 10 is led by Itâ€™s a Tide Ad, the innovative Super Bowl strategy from Procter & Gamble.
Fast food retailer McDonaldâ€™s is number one in the brand ranking for the first time with 30 different campaigns from around the world scoring points.
One thing this yearâ€™s top campaigns show is that there is no single route to effectiveness. Whereas Itâ€™s a Tide Ad used a big TV idea to gain maximum reach, CALMâ€™s Project 84 used a real-world â€˜stuntâ€™ to generate earned media, and Lifebuoy used data-driven services to save lives in rural India. Other approaches in the top 10 include behavioural change ideas, new product development and corporate repositioning.