WARC Effective 100 announced - The world's most awarded campaigns and companies for effectiveness

• McCann New Delhi, Tribeca Antartyca Lima and MediaCom London lead agency rankings

• McCann Worldgroup is #1 network for the first time. WPP #1 holding company

• Coca-Cola ranked #1 brand for effectiveness. Unilever #1 advertiser

This year's WARC Effective 100, an independent global index of the world's most awarded campaigns and companies for effectiveness, is now announced following WARC's analysis of the 2018 results of the most important marketing effectiveness and strategy competitions around the world, as determined by the industry.

The WARC Effective 100 (formally the WARC 100) includes rankings of the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, providing an unbiased benchmark of commercial creativity for agencies and brands.

India leads the top campaigns for effectiveness ranking, taking first, second and third places. Ranked #1 campaign is 'Let's make viral products instead!' by The Womb, Mumbai, forCarvaan, a new radio with digital music pre-loaded. The product for Indian music company Saregama, targeted the over 50s to increase revenue from their back catalogue of music.Against a target of US$1.5m, the radio generated incremental revenue of US$9.5m in six months.

Navin Talreja and Kawal Shoor, Founding Partners, The Womb, Mumbai, comment: "To take on a daunting business challenge for an organisation, within the first three years of starting our own agency, and then help the client meet it and beat it with a product innovation - targeted at the innovation-phobic elderly audiences, has been a once-in-a-lifetime experience. Its success was reward itself, and now this recognition - wow!"

Ranked #2 is "Healthy Hands Chalk Sticks" by Ogilvy Mumbai for hygiene brand Savlon, which changed the behaviour of Indian primary school children by introducing and promoting a new chalk, the powder of which turns into soap when in contact with water.

In third place, 'India's Newest Status Symbol' by McCann New Delhi for the country's leading toilet cleaner brand Harpic, launched a print-based campaign to tackle the lack of toilets in Indian homes and grow demand for the product.

There are three agency rankings in the WARC Effective 100: creative, digital/specialist and media. McCann New Delhi tops the creative rankings table having produced three highly-ranked campaigns - as well as 'India's Newest Status Symbol' ranked #3, 'The Door Blouse' for Narayana Health is at #20 and 'Helping India cope with the death of cash' for Paytm is at #23.

Commenting on their success, Prasoon Joshi, Chairman, McCann Worldgroup APAC and CEO & CCO of McCann Worldgroup India, says: "It's a great honour for McCann New Delhi to be recognised as the most-effective agency in the WARC Effective 100 Rankings. We not only build our clients' brands but also help make a positive social impact. We create content to keep pace with the constantly changing lives and behaviors of our consumers. The effectiveness awards are a testimony to the collaborative vision at McCann and the confluence of local expertise and global learnings."

Ogilvy Mumbai follow at #2 and Colenso BBDO Auckland come in at #3.

The top five digital/specialist agencies for effectiveness this year are all new to the top 50. Tribeca Antartyca's work on a number of different campaigns in Peru sent it to the top of the table. Salmon, London, follows at #2, Ogilvy & SocialLab in Brussels at #3, Medulla Communications, Mumbai are #4; and Agenda21, London #5.

UK-based agencies dominate the media agency leaderboard, with seven placed in the top eleven. MediaCom London takes the lead at #1 winning campaigns for a variety of brands including Audi, Skittles and DFS. Carat London follow at #2 and Mindshare Istanbul #3.

For the first time, McCann Worldgroup takes the lead in the most effective network table moving up from third place last year, with 17 campaigns in the top 100, including four of the top ten.

Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup, comments on this achievement: "We work relentlessly to help our clients' brands play a meaningful role in people's lives, by hunting for those powerful truths that can spark the most impactful ideas. Seeing our agencies across the globe, from New Delhi to New York; Melbourne to Cairo; Paris to Dubai; Buenos Aires to Mumbai; and, Manchester to Lima and Sydney; all recognized for their effectiveness, is testament to the strength of our teams to crack it, no matter the category, geography or marketing opportunity."

WPP regained the number one holding company ranking this year, up from second place last year; Omnicom Group drop to #2 and Interpublic Group retain their third place.

Coca-Cola dropped out of the top 50 brands for the first time last year, but re-entered this year, straight into first place. The soft drinks brand accumulated points from numerous competitions and campaigns globally, including two campaigns in the top 100.

Unilever is the most effective advertiser for the fourth time, having also taken first place in 2018, 2015 and 2014. It has three brand campaigns in the top 100 - Clear's 'Making Shampoos an Office Supply', OMO's 'Not another Tide ad', and Surf Excel's 'Giving The Fight Against Dirt A Karmic Perspective'.

Keith Weed, Chief Marketing and Communications Officer, Unilever, says: "Winning WARC's Most Effective Advertiser awards for the fourth time is a recognition that I'm very proud of, on behalf of all our marketers and advertising agencies. This award is a testament to our teams' brilliance and hard work over many years, and is proof that putting purpose at the core of our brand communications can have a real impact."

>

>

>

>

 

>

>

>

>

>

David Tiltman, Head of Content, WARC, summing up the WARC Effective 100, says: "The WARC Effective 100 reflects the best of commercial creativity. This year, the top two campaigns involve product innovation that drove breakthrough results. They reflect the potential for marketing strategy to move upstream, tackling big business problems as well as communications challenges." The WARC Effective 100 is compiled by analysing the results of the most important global and regional marketing effectiveness competitions determined following a worldwide survey with senior planners and strategists as well as feedback from the industry. The shows included in this year's rankings have been made known to provide transparency and proof of impartiality. They are:

• Global: AME Awards, Cannes Lions, Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards.

• Regional: Loeries (effectiveness categories), Tangrams (effectiveness categories), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy.

The rankings in are available to view on www.warc.com/rankings/effective-100. A sample report can be downloaded here. The campaigns, case studies, credits and subsequent analysis reports are available by subscription. For more information visit www.warc.com# # #Download WARC Rankings logo, on white, on grey, all whiteDownload WARC logo dark png, light on dark png, light pngDownload WARC Effective 100 rankings ExcelDownload David Tiltman, WARC photoDownload Navin Talreja and Kawal Shoor, The Womb Mumbai photoDownload Prasoon Joshi, McCann Worldgroup APAC photoDownload Suzanne Powers, McCann Worldgroup photoDownload Keith Weed, Unilever photoDownload campaign images Carvaan, Savlon, HarpicDownload press release PDF WordFor further information, please contact:Amanda BenfellHead of PR & Press, WARC+44 (0) 20 7467 8125amanda.benfell@warc.comwww.warc.comAbout WARC - advertising evidence, insights and best practiceWARC provides the latest evidence, expertise and guidance to make marketers more effective. WARC's mission is to save the world from ineffective marketing. WARC's clients include the world's largest brands, advertising and media agencies, media owners, research companies and universities. They rely on WARC for rigorous, unbiased information and advice on almost any advertising and marketing issue, which WARC delivers via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services. WARC collaborates with more than 50 respected industry organisations globally including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, IPA and DMA. WARC was founded in 1985, and has offices in the UK, US and Singapore. In July 2018, WARC became part of Ascential plc, the global specialist information company. About AscentialAscential is a specialist, global information company that helps the world's most ambitious businesses win in the digital economy. Our information, insights, connections, data and digital tools solve customer problems in three disciplines:

• Product Design via global trend forecasting service WGSN;
• Marketing via global benchmark for creative excellence and effectiveness Cannes Lions and WARC, and strategic advisory firm MediaLink; and
• Sales via ecommerce-driven data, insights and advisory service Edge by Ascential, leading managed services provider for Amazon Flywheel Digital, the world's premier payments and Fin Tech congress Money20/20, global retail industry summit World Retail Congress and retail news outlet Retail Week.

Ascential also powers political, construction and environmental intelligence brands DeHavilland, Glenigan and Groundsure.  WARC, 85 Newman Street, London, W1T 3EU United KingdomSafeUnsubscribe™ pressrelease.zawya@thomsonreuters.comamanda.benfell@warc.com  | Update Profile | About our service providerSent by amanda.benfell@warc.com 

© Press Release 2019