WARC Effective 100, the independent global benchmark celebrating excellence in advertising effectiveness, is now released featuring the most awarded campaigns and companies in the world.
Wavemaker Mumbai has been named the No. 1 Media Agency for effectiveness.
Up from fifth position last year to claim the top spot, Wavemaker and Ogilvy Mumbai’s best-performing campaign was ‘Not Just a Cadbury Ad 2.0’, ranked second this year in the top campaign for Effectiveness.
Ogilvy Mumbai was ranked fifth in the top creative agencies in the effectiveness list.
The top three countries have remained the same for the past three years, with the USA claiming first place, followed by China in second and India in third.
After nine years of placing in the top five networks for effectiveness, Ogilvy has risen one place to become the #1 network for the first time ever. The network has nine campaigns in the top 100 and seven agencies in the creative agencies ranking.
Devika Bulchandani, Global CEO of Ogilvy, said, “We believe in the unreasonable power of creativity to impact business and society. Ranking atop both WARC’s Creative 100 and Effective 100 lists is a spectacular testament to the impact we created with our clients around the world last year. I want to congratulate and thank all our brilliant teams and clients behind the award-winning campaigns that made this accomplishment possible.”
WPP has ranked in first place for the fifth consecutive year, with nine networks in the top 50, including Ogilvy in the first place. The holding company has now claimed the top position across all three WARC Rankings.
Mark Read, CEO, WPP, said, “We're extremely proud to have topped the WARC Media 100, Creative 100, and now the WARC Effective 100 lists for 2023. Our strong agency representation across the three rankings showcases both the power of our ideas and the strength of our partnerships with clients. This recognition from WARC is a great endorsement of our amazing teams and their ability to deliver creative and innovative work that has a transformative impact around the world.”
Omnicom Group is in second place and Interpublic Group is in third.
McDonald’s is the highest-ranked brand for effectiveness for the fourth year in a row, accruing more than twice the points of second place. Three of its campaigns ranked in the top 100 and 35 more campaigns from 24 different countries contributed to its total points.
Morgan Flatley, Executive Vice-President, Global Chief Marketing Officer and New Business Ventures, McDonald’s, said, “I’m so proud of our marketing and agency teams all over the world that have brought a true sense of swagger back to McDonald’s. Being recognized as the #1 most effective brand by WARC for the fourth year in a row is a real testament to their sustained commitment to creative bravery that’s helped us build deeper connections with our fans. We couldn’t be more excited to celebrate our marketers who are sharing and scaling big, bold ideas that resonate across so many of our communities and markets – and importantly, move both culture and the business forward.”
KFC moves up one place to be ranked second and Cadbury’s in third, moving up from #17 last year.
After topping the advertiser ranking for effectiveness for the first time last year, Anheuser-Busch InBev has retained its position. It had four campaigns ranked in the top 100, three of which are from Michelob Ultra. 37 other brands contributed to its total points including Corona, Cerveza Presidente and Pony Malta.
Marcel Marcondes, Chief Marketing Officer of AB InBev, said, “We are proud to be ranked number one for the second year in a row. Effective creative is an important part of our brand-building process, as it is designed to solve consumer and business problems.”
Climbing up two places from last year, McDonald’s claims second place and Unilever comes in at third.
The top three countries have remained the same for the past three years, with the USA claiming first place, followed by China in second and India in third. The USA has 25 campaigns in the top 100, while China and India have four each.
The UK recovered slightly from last year, rising from 7th to 4th. It has three campaigns in the top 100, with its best-performing campaign coming in 10th place. The most improved country is France, rising eight places to 9th.
Compiled by WARC, the international marketing insights company, the annual Effective 100 Ranking is produced by combining the results of the industry’s most important global and regional effectiveness award shows of 2022.
The awards tracked are determined by a global industry panel survey and consultation with the WARC Rankings Advisory Board.
Commenting on the themes of the most effective campaigns in the world, Amy Rodgers, Head of WARC Creative, said, “In our final Ranking, the Effective 100, we see that three of the top five campaigns involved celebrity endorsements to reach target audiences and deliver brand growth. Cadbury used Indian actor and film producer Shah Rukh Khan to promote and endorse small local stores. McDonald’s asked multiple celebrities, including Travis Scott and BTS, to share their favourite McDonald’s orders and released these orders as meals. Meanwhile, Jif partnered with Ludacris to help improve its brand perception.