WARC 100 unveils the world’s top campaigns and agencies
WARC, the international authority on advertising and media effectiveness, has released the results of the 2018 WARC 100, an annual global index of the world’s top marketing campaigns and companies based on their business impact.
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.
Three themes have emerged from the world’s top effectiveness campaigns:
1. The purpose is effective when brands have a credible role.
2, Strategies with PR baked in are becoming the norm.
3. New takes on long-term ideas.
BBDO 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.
“Smarter thinking unleashes the power of creativity to make greater impact. That’s why leading the WARC 100 is so meaningful,” said Andrew Robertson, President and Chief Executive, BBDO Worldwide
“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,” said ohn Wren, President and CEO, Omnicom Group being the most awarded holding company.
Unilever was the most effective advertiser for the third time, having previously held this top position in 2015 and 2014. “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 impact,” said Keith Weed, Chief Marketing and Communications Officer, Unilever.
The most highly ranked campaigns and companies in WARC 100 are: