WARC 100 tracks the performance of campaigns, brands and agencies in
more than 70 of the most important global, regional and national
marketing effectiveness and strategy competitions around the world. Now
in its fifth year, the WARC 100 is based on a rigorous methodology
developed in consultation with Douglas West, professor of marketing at
Kings College London.
The top-ranked campaign, 'Dads
' by BBDO India for Ariel Matic, Procter & Gamble's
premium laundry detergent brand, built on its previous 'Share the Load'
campaign by persuading dads to do more laundry in order to promote
gender equality. Ariel Matic generated a 42% increase in unaided brand
awareness, $12.3 million in earned media coverage, and conversations on
social media and sales growth exceeding previous campaigns.
second place is 'The Swedish Number
' by INGO Stockholm for The Swedish
Tourist Association, which manages hotels and hostels across Sweden. The
purely PR-driven approach saw more than 32,000 Swedes sign up to take
more than 200,000 calls from abroad helping STF boost its renewal
figures and attract new members.
Ranked third is the 'Care
Counts' campaign for Whirlpool by DigitasLBi Chicago. The appliances
manufacturer installed washers and dryers in schools to give
disadvantaged students access to laundry facilities, resulting in 90% of
the participants increasing their school attendance rate. The programme
has been expanded to nearly 60 schools across the US.
Three themes have emerged from the world's top effectiveness campaigns:
- Purpose is effective when brands have a credible role.
Three purpose-driven campaigns appear in the top 10. 'Dads
#ShareTheLoad' for Ariel, Whirlpool's 'Care Counts' and 'Imagine the
Possibilities' for Barbie are all examples of the commercial success
that can be driven when a brand's purpose is intrinsically linked to its
- Strategies with PR baked in are becoming the norm.
Three campaigns in the top ten used a PR-led strategy to drive brand
awareness and increase sales: 'Meet Graham' for Australia's Transport
Accident Commission, Burger King's 'The McWhopper Proposal' and 'Van
Gogh BnB' for the Art Institute of Chicago.
- New takes on long-term ideas.
Several of the highly effective initiatives ranked, such as 'Dads
#ShareTheLoad', 'Hungerithm' for Snickers, the John Lewis Christmas
campaigns and Always' 'Girl Emojis', show how blockbuster ideas can be
intelligently followed up with brands investing in long-term strategies
rather than quick wins for immediate gain.
Clemenger BBDO Melbourne tops the creative agencies for effectiveness
table for the first time having produced two top 10 campaigns: 'Meet
Graham' and 'Hungerithm'. New Zealand's Colenso BBDO follows in second
place with work for DB Export contributing to their
Starcom Chicago has returned to the top of the media
agencies for effectiveness ranking with almost triple the points of the
Eight of the top digital/specialist
agencies for effectiveness are from the US, with Chicago-based agencies
making up the top three. DigitasLBi Chicago takes poll position.
Worldwide remains the most awarded network for the fifth year in a row,
having retained this rank since WARC 100 began in 2014. Its agencies
contributed to four of the top 10 campaigns and 19 of the top 100.
Andrew Robertson, president and chief executive, BBDO Worldwide:
"Smarter thinking unleashes the power of creativity to make greater
impact. That's why leading the WARC 100 is so meaningful."
the second time Omnicom Group is the most awarded holding company,
having previously held top position in 2014. Omnicom Group owns four of
the top 10 agency networks.
Says John Wren, president and CEO,
Omnicom Group: "Producing great work that drives results for our clients
is why we come to work every day. It is especially gratifying to see
Omnicom recognized by WARC as having five of the top ten individually
ranked agencies, three of the top five networks, and being the
top-ranked holding company. I could not be prouder of our teams."
King improved its ranking by 30 places to reach the top brand for
effectiveness, with the 'McWhopper Proposal' campaign in the top 10 and
'Backyard Burger King' in the top 100. The continuing performance of
Ariel's 'Share the Load' campaign has contributed to the brand retaining
its second place.
Unilever was the most effective advertiser for
the third time, having previously held this top position in 2015 and
2014. Unilever has four campaigns in the top 100 - Lifebuoy's
'#HelpAChildReach5', Knorr's 'Love At First Taste', 'The Vaseline
Healing Project' and 'The radicalisation of Persil' - with a further 50
campaigns across all competitions contributing to its tally.
Keith Weed, chief marketing and communications officer, Unilever: "It's
a great honour to be recognised by WARC as Most Effective Advertiser
again. I'm hugely proud of our marketers, working hard to drive
campaigns with purpose that cut through to consumers and make a real
USA retains its place as the top country in the world
with 36 of the top 100 campaigns, compared to 12 from the UK and 12 from
The most highly ranked campaigns and companies in WARC 100 are:
WARC 100 is now part of Gunn Report, which recently published Gunn 100,
a ranking of campaigns and companies based on creativity.
on WARC 100, Emma Wilkie, Managing Director, Gunn Report, says: "This
year's WARC 100 once again confirms that creative approaches to
marketing translates into marketplace success, with nearly all the top
10 campaigns also recognised in Gunn 100. Long-term strategies continue
to be an important element to long-term success but we're also seeing a
significant number of purpose-led and PR-led campaigns doing
particularly well in achieving commercial objectives."
WARC 100 rankings - including the world's top 100 campaigns for
effectiveness, top 50 creative, media and digital/specialist agencies
for effectiveness, agency networks, brands, advertisers, countries and
top holding companies as well as commentaries, the work and credits - is
available by subscription on www.warc.com/gunnreport
The Gunn media rankings will be released in March.