Warc unveils the world’s best campaigns and companies for creativity and innovation

1 year ago

WARC released the results of the WARC Media 100, an independent annual ranking of the world’s most awarded campaigns and companies for creativity and innovation in media. 

A benchmark for media excellence, the WARC Media 100 is compiled by tracking the performance of campaigns, brands and agencies at the most important advertising media competitions around the world.

Gillette deodorant campaign ‘I Don’t Roll On Shabbos‘ by MediaCom Connections Tel Aviv was the most awarded campaign of 2018.

Using a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel, Gillette’s share in the Orthodox sector grew from 3% to 15% and brand awareness from 15% to 55%.

Yaron Farizon, Managing Director, MediaCom Connections Tel Aviv, says: “Since founding MediaCom Connections Israel four years ago, we have been fortunate enough to work with brilliant clients, partners and iconic brands to create the kind of campaigns that have made a huge impact on our country’s cultural fabric.

“Of all the accolades we have won, this achievement will be a moment none of us forget. But it couldn’t have happened without the hard work and fantastic collaboration between P&G and MediaCom teams who deserve this recognition. I am deeply thankful to each and every one of them.”

Ranked second is ‘Data vs Car’ by Touché! Montreal for VIA Rail, which saw the Canadian trains operator reach out to drivers about to travel by comparing the duration of their journey to its own quick routes.

In third place, ‘The Awesome Is Here’ campaign by MediaCom Mexico City for Mexican beer brand Cerveza Victoria, celebrated the diverse culture of the country by demanding more inclusivity in the country’s advertising.

The success of Gillette’s top-ranked campaign contributed to MediaCom Connections Tel Aviv entering the top 50 agencies table for the first time. Straight in at #1, the agency was responsible for award-winning work on Gillette, Pantene, Always and Fairy in Israel, with wins at multiple shows.

In second place, up from #9 last year, is Touché! Montreal with two campaigns, for VIA Rail and Québec Milk Producers, ranked in the top ten. Mindshare Shanghai, is in third place up from #5 with four campaigns ranked in the top 50.

MediaCom retained its position at the top of the media networks ranking, with its agencies having a stronghold in the top ten.

A total of 16 MediaCom campaigns ranked in the top 100, including three in the top ten.

Commenting on their global success, Stephen Allan, Worldwide Chairman & CEO, MediaCom says: “To be named the number one media network in the WARC Media 100 ranking for the second year running is incredible.

“And having the number one campaign from the number one agency in the same report is truly the icing on the cake. Key to our network’s success is our passionate and dedicated people working hand-in-hand with our courageous clients.

“With eight of our agencies recognised in the top 50, this passion really makes the difference; it means so much to all of our 8,000 MediaCommers across the globe.”

PHD Worldwide remains in second place, with the gap narrowing to just six points between the top two media networks. Ten of PHD’s campaigns are ranked in the top 100 and five agencies ranked in the top 50.

Mindshare Worldwide move up one place to third. IPG Mediabrands enters the top networks table for the first time, as does the newly created VMLY&Y&R.

The top three positions in the holding company ranking remain unchanged on last year, with WPP taking the top spot, significantly ahead of Omnicom in second and Interpublic Group in third.

Mark Read, CEO of WPP, says: “We’re delighted to have topped both the WARC Effective 100 and now the WARC Media 100 rankings.”

Gillette jumps from #9 to #1 in this year’s top brands for media excellence, with two campaigns in the top ten – alongside its #1 campaign, ‘Baby Face’ is in at #8. Gillette and McDonald’s are the only two brands to retain top-ten ranks this year.

Tourism Australia is in at #2 with two top 100 campaigns. McDonald’s ranks #3, also with two campaigns in the top 100 in addition to multiple campaigns in the wider ranking.

Last year’s first and second ranked advertisers have switched places this year with less than two points between them. Procter & Gamble tops the table with work for five brands in the top 100 and ten brands in total across the full ranking.

Unilever follows in second place with work on four brands in the top 100 and smaller wins for 18 further brands in the full ranking.

There are three new entrants to the top ten advertisers list, 21st Century Fox at #4, Tourism Australia at #8 and AT&T at #9. Volkswagen group made the biggest climb up the ranking from 29th last year to 5th this year with work from Audi, Skoda and Volkswagen contributing points.

The top three countries remain unchanged on the previous two years with the USA topping the chart followed by UK and Australia. Three new entrants to the top 50 are New Zealand (#8), Israel (#9) and Mexico (#10).

The world’s top 10 campaigns for media excellence are as follows:-

RankCampaign
title
BrandAgencyPoints
1. I Don’t Roll
on Shabbos
Gillette
MediaCom
ConnectionsTel Aviv
126.7
2.Data vs CarVia Rail
Touché!
Montreal
91.3
3.The
Awesome isHere

Cerveza
Victoria

MediaCom Mexico City
83.6
4.OopsO2
Havas Media London
71.5
5.
Beer Bottle
Sand

DB Export
PHD
Auckland
70.6
6.The
WentworthRat
Foxtel
Mindshare Sydney
70.2
7.
The App
That Made
Milk Cartons Sing!

Québec Milk Producers

Touché!
Montreal
66.5
8.
BabyFace

Gillette

MediaCom
ConnectionsTel Aviv /
Grey Tel
Aviv
61.7
9.
Dundee
– The Son OfA Legend Returns Home

Tourism Australia

UM New
York / UM
Sydney
61.0
10.
Aussie News Today

Tourism
Australia

UM Sydney
59.2

Below are the world’s top 10 agencies for media excellence:-

Rank Agency Location Points
1.
MediaCom Connections

Tel Aviv, Israel
201.7
2.
Touché!

Montreal, Canada
194.0
3.
Mindshare

Shanghai, China
186.0
4.
UM

Sydney, Australia
182.7
5.
MediaCom

London, UK
150.40
6.
MediaCom

Mexico City, Mexico
140.8
7.
Havas Media

London, UK
136.9
8.
PHD

Auckland, New Zealand
112.4
9.
Mindshare

Mumbai, India

104.4
10.
UM

New York, USA

104.1

The full rankings for media creativity and innovation – which include the top 100 campaigns, top 50 agencies, networks, brands, advertisers, countries and top holding companies – are available to view on www.warc.com/rankings/media-100

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