WARC 100

The world’s best marketing campaigns and companies 2016

Read the Warc 100 Summary of Results 2016

Over the past year, the Warc 100 has tracked over 2,000 effectiveness and strategy competition winners from around the world, and can now reveal the 100 best marketing campaigns of the year - as well as the agencies and brands behind them.  Download the summary report to learn about:

1. The world’s top marketing campaigns

Campaigns across the retail, toiletries and automotive categories - and across Australia, USA and India - all rank highly this year. Digital innovation and addressing social issues are prominent in many of the top-ranked campaign strategies.

2. Case summaries from high performers

The number one-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. The 2nd-ranked campaign, Always, celebrated female empowerment with a campaign which included a video shared 1 million times within a month - and enhanced purchase intent in the process.

3. The world’s top agencies and advertisers

USA dominated the world’s top performing creative, media and digital/specialist agencies lists. Elsewhere, the gap between BBDO Worldwide and Ogilvy & Mather widened at the top of the agency networks rankings, whilst the “big four” holding companies maintained their positions from the past two years. Coca Cola was the top ranked brand with retail, toiletries & cosmetics and automotive all well represented in the top 10. Procter & Gamble and Unilever also continued their annual battle to be the world’s best advertiser.

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





Are you a Warc subscriber? Log-in for the summary report

Download a summary PDF