The WARC 100 is a benchmark for commercial creativity and advertising effectiveness, allowing marketers to compare their performance with their peers. Each year, we track results from over 80 effectiveness and strategy competitions from around the world.
We can now reveal the 100 best marketing campaigns of the year - as well as the best agencies and brands behind them. Some of the themes this year were:
1. Data-driven creative
Two of the campaigns in the top 10 this year are campaigns that have seen success from the smart use of data. The Economist used a targeted programmatic display campaign to reach new prospects, and Narellan pools also used programmatic to optimise the timing of their messaging to increase sales.
2. Stunt-led campaigns
Campaigns involving an event or stunt also rank strongly this year. In the top 10, Rabbit Race, a live event and stream involving rabbits racing linked to consumer prizes, and Lucy the Robot, a robot placed at the front of an Apple store queue for a new iPhone. Both gained huge amounts of earned media and leads for the brands.
3. Continued importance of TV
Despite predictions of digital overtaking TV, the ranking proves that TV-led campaigns continue to be very effective. In the top 10, Ariel Share the Load, John Lewis and Always campaigns have proved the use of TV in generating ROI. Across the full ranking, TV has seen an increase in use as the lead media for the third year running.
To learn more about the best marketing strategy this year, download the full Summary of Results 2017.
Views on the WARC 100
“We aim to win it every year. The best proxy we have for measuring our performance is these awards.”
— Andrew Robertson, CEO, BBDO Worldwide
“To be in the WARC 100 is a thrill, an honour and a privilege.”
— Lou Aversano, CEO, Ogilvy & Mather New York
“The WARC 100 is one of the most respected metrics when it comes to awards.”
— Carter Murray, CEO, FCB