The Warc 100 is a ranking of the world’s best marketing campaigns and companies based on their performance in effectiveness and strategy competitions. This new
long-term rankings report combines the results from the last three years of Warc 100 data to find out the top campaigns, creative agencies, brands and advertisers over the last three years. Download the report to learn about:
Three prevailing themes have emerged from the results: 1) Video and mobile over-perform, 2) Brand stability; Agency volatility, 3) Established marketing categories dominate.
Two of the top 10 campaigns - Coca-Cola 'Share a Coke' (ranked third) and Lifebuoy 'Help A Child Reach 5' (ranked fifth) - achieved a Warc 100 ranking over all three years of data. The long-term number one campaign, Hindustan Unilever 'Kan Khajura Tesan' achieved the top spot in 2015.
The top campaign Hindustan Unilever's 'Kan Khajura Tesan' used mobile to reach out to key growth markets in India, reaching 25.5% of the population and growing spontaneous awareness for Unilever brands. The 2nd-ranked campaign, OPSM, an Australian opticians, increased volume sales with a campaign based around product innovation: a story book and app that helped parents check their children’s vision.
India topped the world's best creative agency ranking, while USA dominated the top of the media and digital/specialist agencies lists. BBDO Worldwide was the clear winner of the agency networks rankings, taking the number one spot across all three years, followed by second place winners Ogilvy & Mather. Coca Cola remained the top ranked brand across the three years, with automotive, toiletries and retail all well represented. Unilever and Procter & Gamble took first and second position in the battle for best advertiser.
The US topped the long-term Warc 100 country rankings. Its supremacy was to be expected as it currently accounts for more than one in four global adspend dollars. Meanwhile, Australia, accounting for just 1.5% of global adspend, over-performed with a third place ranking.
Lessons from the winning campaign
“ Planning has to be very, very customer-centric. As marketers, if we concentrate on what we do have and we maximize it, we find out new things.”
— Anaheeta Goenka, Executive Director, MullenLowe Lintas Group