For the second consecutive year, BBDO has been named as the top-rated agency network by the Warc 100; the definitive annual ranking of the world's top marketing campaigns and companies. Results this year were culled from results in 87 major global competitions and more than 2,200 campaigns, with BBDO claiming 10 of the top 100 most effective campaigns of the year and two BBDO agencies popping up in the top three most creative agencies rankings (AMV BBDO in the UK at number 2 and Colenso BBDO in New Zealand at 3). In order to compile the Warc 100, agencies are assigned points based on awards won at various industry competitions, with points awarded based on the prestige of the competition. Competitions are ranked with a methodology that was developed in consultation with Professor Douglas West, Professor of Marketing at King's College London, and is based on a number of factors, including a survey of senior planners from around the world.
BBDO has been named as the top-rated agency network by the Warc 100 for the second consecutive year
Andrew Robertson, president and CEO of BBDO Worldwide, said “BBDO believe the best work works best,” and that their goal is to be, and to be seen to be, “The network that produces the most creative work that works best for its clients.” He feels that the best proxy for measuring their performance against competing agencies “In effectiveness and the quality of thinking is award schemes like those that are tracked by Warc,” and for them, “It's very very important.” So much so in fact, that they “Aim to win it every year.” David Tiltman, head of content at Warc, added that “The Warc 100 is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.” To him being named a top-ranked network means “Delivering breakthrough ideas for clients in markets all over the world,” and he believes that “To achieve this two years in a row is testimony to the consistent quality of BBDO's strategic work.”
Other Warc Winners
This year's number one campaign was “Kan Khajura Tesan” for Hindustan Unilever, which was developed by Lowe Lintas and PHD in India. The campaign reached rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one
million unique callers every month. In second place on the rankings was “Real Beauty Sketches,” developed by Ogilvy & Mather Sao Paulo and PHD International for Dove, while third was “Travel Yourself Interesting,” from Ogilvy & Mather London for Expedia. Lowe Lintas India was named the top creative agency ahead of the two BBDO agencies.
“These rankings reflect an incredible body of work from across the globe” Warc CEO Louise Ainsworth
In terms of results by country, the US was the top-ranked nation. In total, 23 of the top 100 campaigns originated from the US, more than any other single market. The UK, in second place, accounted for a further 15, while Australia, in third, had 17. Meanwhile, Ogilvy & Mather took second place to BBDO in agency network rankings. Coca-Cola was the top brand in the ranking , beating McDonald's (2nd) and Mercedes-Benz (3rd). Meanwhile, Unilever was ranked the top advertiser ahead of Procter & Gamble. Elsewhere, Starcom MediaVest Group Chicago was named top media agency, with PHD Mumbai in second place. 360i New York was top digital agency, with R/GA New York in second. WPP narrowly beat out Omnicom Group on the holding companies rankings.
This year's number one campaign was “Kan Khajura Tesan” for Hindustan Unilever, which was developed by Lowe Lintas and PHD in India
Louise Ainsworth, CEO of Warc, said that “These rankings reflect an incredible body of work from across the globe,” and congratulates “The clients and the agencies who made it happen.” He feels that “Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn.”
Warc 100: 2015 results
Top 10 Campaigns
1. Kan Khajura Tesan - India Hindustan - Unilever - Lowe Lintas/PHD - 120.7
2. Real Beauty Sketches - Global - Dove - Ogilvy & Mather & Sao Paulo/PHD - 88.6
3. Travel Yourself - UK Expedia - Ogilvy & Mather & Interesting London - 78.1
4. Help A Child Reach 5 - India - Lifebuoy & Lowe Lintas - 74.2
5. Beautiful Hair - US - Pantene - Leo Burnett/Arc - 71.5
6. Bentley Burial - Brazil - Brazilian Association of Organ Transplants - Leo Burnett & Tailor Made - 66.4
7. SMART TXTBKS - Philippines - SMART Communications - DDB DM9 & JaymeSyfu - 63.0
8. #YouDrive - UK - Mercedes-Benz - AMV BBDO - 62.5
9. The Hornbach Hammer - Germany - Hornbach - HEIMAT Berlin - 58.9
10. Fair Go Bro - Australia - Virgin Mobile - Havas Worldwide Sydney/One Green Bean - 57.3
Top 5 Countries
1. US - 3076.0
2. UK - 1646.4
3. Australia - 1200.5
4. India - 791.2
5.China - 778.1
Top 5 Creative Agencies
1. Lowe Lintas Mumbai - India - 212.9
2. AMV BBDO - UK - 191.0
3. Colenso BBDO - New Zealand - 147.6
4. Ogilvy & Mather New York - US - 136.1
5. Grey London - UK - 131.0
Top 5 Media Agencies
1. Starcom MediaVest Group Chicago - US - 202.7
2. PHD Mumbai - India - 105.7
3. Manning Gottlieb OMD - UK 92.0
4. OMD UK - UK - 83.0
5. UM Sydney - Australia - 80.1
Top 5 Digital Agencies
1. 360i New York - US - 69.8
2. R/GA New York - US - 58.4
3. Proximity Toronto - Canada - 55.7
4. FRED & FARID Paris - France - 47.7
5. Razorfish New York - US - 45.2
Top 5 Agency Networks
1. BBDO Worldwide - 1236.3
2. Ogilvy & Mather Advertising - 1027.2
3. DDB Worldwide - 749.9
4. Lowe & Partners - 645.4
5. McCann Erickson - 628.9
Top 5 Agency Holding Companies
1. WPP - 4008.2
2. Omnicom Group - 3942.5
3. Publicis Groupe - 2552.4
4. Interpublic Group - 2532.3
5. Havas - 585.2
Top 5 Brands
1. Coca-Cola - Soft Drinks - 387.0
2. McDonald's - Retail - 190.1
3. Mercedes-Benz - Automotive - 172.5
4. Toyota - Automotive - 137.8
5. Audi - Automotive - 131.4
Top 5 Advertisers
1. Unilever - Netherlands/UK - 785.1
2. Procter & Gamble - US 5- 76.1
3. Coca-Cola Company - US - 454.6
4. PepsiCo - US - 384.0
5. Mondelez International - US - 258.3
