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.”
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, 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|
|Rank 2017||Rank 2016||Top 5 creative agencies 2017||Location||Points|
|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|
|5||new||OMD Los Angeles||USA||61.0|
|Rank 2017||Rank 2016||Top 5 agency networks 2017||Points|
|2||2||Ogilvy & Mather Advertising||978.9|
|Rank 2017||Rank 2016||Top 5 agency holding companies 2017||Points|
|Rank 2017||Rank 2016||Top 5 brands 2017||Product category||Points|
|2||44||Ariel||Household & Domestic||164.2|
|5||new||Dove||Toiletries & Cosmetics||145.8|
|Rank 2017||Rank 2016||Top 5 Advertisers 2017||Location||Points|
|1||1||Procter & Gamble||USA||503.3|