MxMIndia

Tag: BBDO Worldwide

  • Here’s the list of top-rankers in the automotive, drinks, financial services, FMCG, and food and retail sectors

    WARC’s Best of the Best

     

    WARC has released a ‘Best of the Best’ ranking of campaigns, agencies and brands showcasing the best all-round performances in the automotive, drinks, financial services, FMCG, food and retail sectors.

     

    The six separate product category reports are based on the analysis of the combined data of the three annual WARC Rankings — the Creative 100, Effective 100 and Media 100 rankings — compiled from the results of the most prestigious and rigorous award shows of 2018.

     

    Said Amy Rodgers, Managing Editor, Research & Rankings, WARC: “These sector analyses, the last of a series of reports produced based on the results of the WARC Rankings, provide category intelligence and an industry benchmark showcasing the top all-round sector performers across creativity, effectiveness and media excellence.”

     

    Automotive category highlights:

    With Audi topping two of the three automotive rankings, it is no surprise that Audi not only ranked #1 as a brand, but its owner Volkswagen Group came out as top automotive advertiser.

     

    This success is reflected through the companies who worked with Audi, with BBH London ranked as the #1 agency with its campaign ‘Clowns’ topping the automotive creative ranking. Strong performances from PHD Worldwide agencies drove the network to the number one spot.

    #1 campaign for creativity: Clowns, Audi, BBH London

    #1 campaign for media: Lead Generation, Kia, Havas Media Madrid

    #1 campaign for effectiveness: Beauty and Brains, Audi, BBH London / Salmon London / MediaCom London / PHD London

    #1 agency: BBH London

    #1 agency network: PHD Worldwide

    #1 brand: Audi

    #1 advertiser: Volkswagen Group

     

    Drinks category highlights:

    In the top ten agencies for drinks, there is a three-way split between Auckland (3 agencies), London (3 agencies) and Latin America (3 agencies), with MediaCom Mexico City taking first place and Africa São Paulo second. Touché! Montreal is the only agency representing North America.

     

    With campaigns featuring in two of the three drinks rankings, Coca-Cola has topped the brands list and is ranked #2 in the drinks advertisers list. Anheuser-Busch InBev is in first place.

     

    In the drinks category, MediaCom Mexico City tops the agency list and its network, MediaCom, ranks #4. BBDO Worldwide leads through the contribution of a range of agencies including AMV BBDO London (#7) and Colenso BBDO Auckland (#8).

    #1 campaign for creativity: Tagwords, Budweiser, Africa São Paulo

    #1 campaign for media: The Awesome Is Here, Cerveza Victoria, MediaCom Mexico City

    #1 campaign for effectiveness: No More Excuses, Heineken, Publicis Milan / POKE London / Starcom Amsterdam / Publicis London

    #1 agency: MediaCom Mexico City

    #1 agency network: BBDO Worldwide

    #1 brand: Coca-Cola

    #1 advertiser: Anheuser-Busch InBev

     

    Financial Services category highlights:

    Due to the long-term success of Fearless Girl, which topped both the Creative and Effective 100 for financial services, State Street Global Advisors ranks #1 for brands and its owner State Street Corporation leads the advertiser rankings in the financial services sector.

     

    Following on from this success, McCann New York, which worked on the campaign, tops the agency ranking and McCann Worldgroup is ranked #1 network with its agencies in Sydney, New Delhi and Mumbai also contributing to its success

    #1 campaign for creativity: Fearless Girl, State Street Global Advisors, McCann New York

    #1 campaign for media: The Animals’ Own Emergency Number, DNB, TRY/APT Oslo

    #1 campaign for effectiveness: The Impact of Fearless Girl, State Street Global Advisors, McCann New York

    #1 agency: McCann New York

    #1 agency network: McCann Worldgroup

    #1 brand: State Street Global Advisors

    #1 advertiser: State Street Corporation

     

    FMCG category highlights:

    With Colenso BBDO and AMV BBDO London taking first and second place in the FMCG sector agencies’ ranking, it is no surprise that BBDO Worldwide is the top network, ahead of MediaCom in second.

     

    Whilst Pedigree topped the FMCG brands list, this performance could only drive its owner Mars to #3 advertiser with Procter & Gamble ranked #1 through the performance of brands including Gillette, Procter & Gamble and Tide.

    #1 campaign for creativity: #Bloodnormal, Bodyform/Libresse, AMV BBDO London

    #1 campaign for media: I Don’t Roll On Shabbos, Gillette, MediaCom Connections Tel Aviv

    #1 campaign for effectiveness: Healthy Hands Chalk Sticks, Savlon, Ogilvy Mumbai

    #1 agency: Colenso BBDO Auckland

    #1 agency network: BBDO Worldwide

    #1 brand: Pedigree

    #1 advertiser: Procter & Gamble

     

    Food category highlights:

    Skittles is the top brand with campaigns featuring across all three food rankings: Exclusive The Rainbow #1 for creative, Let Out The Sour #1 for media and Breaking Conventions With Pride joint #4 for effectiveness.

     

    The agencies that worked on the winning Skittles campaigns all feature in the top ten agencies’ league table. The highest ranked is adam & eve DDB London, with work for Skittles as well as Marmite. DDB Chicago, which worked on the Exclusive The Rainbow is ranked #2. The success of these agencies alongside DDB’s offices in Paris, Johannesburg, Mexico and Moscow propelled DDB Worldwide to top network.

    #1 campaign for creativity: Exclusive The Rainbow, Skittles, DDB Chicago

    #1 campaign for media: Let Out The Sour, Skittles, MediaCom Dubai

    #1 campaign for effectiveness: Cheetos Museum, Cheetos, Goodby Silverstein & Partners San Francisco / OMD New York

    #1 agency: adam&eveDDB London

    #1 agency network: DDB Worldwide

    #1 brand: Skittles

    #1 advertiser: Mars

     

    Retail category highlights:

    Mindshare Shanghai tops the agency list for retail having contributed to three of the top ten campaigns in the category in the Media 100 ranking, driving Mindshare Worldwide to #2 network.

     

    Ogilvy is ranked #1 retail network, in part due to DAVID Miami’s work on Google Home of the Whopper, which came second in both the retail Creative 100 and Effective 100. This, along with Scary Clown Night (#1 creative campaign) meant that Burger King topped the retail brand list, with it’s owner Restaurant Brands International leading the retail advertisers table.

    #1 campaign for creativity: Scary Clown Night, Burger King, LOLA MullenLowe Madrid

    #1 campaign for media: Turning KFC Into Gamers Playground, KFC, Mindshare Shanghai

    #1 campaign for effectiveness: How Lidl Grew A Lot, Lidl, TBWA\London / Starcom London

    #1 agency: Mindshare Shanghai

    #1 agency network: Ogilvy

    #1 brand: Burger King

    #1 advertiser: Restaurant Brands International

     

    Download a sample report of the ‘Best of the Best’ in automotive, drinks, financial services, FMCG, food and retail sectors.

     

    The full reports for each of the six sectors are available to WARC subscribers and include the top ten campaigns across creativity, media and effectiveness, as well as agencies, networks, brands and advertisers. Additionally, the story behind four top ten ranked campaigns for each sector are featured, including information on the challenge, strategy and results.

     

  • BBDO New York, BBDO Worldwide, Burger King and Mars top the rankings

    FCB Ulka’s ‘Sindoor Khela’ is #9 in WARC’s Most Creatively Awarded list

    By A Correspondent

     

    WARC has released the results of the WARC Creative 100, an independent global index of creative excellence in advertising, and successor of the Gunn Report. The rankings feature the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, based on an analysis of the results of the most important global and regional creative awards shows in the world in 2018, as determined by the advertising industry.

     

    ‘Palau Pledge’ by Host/Havas Sydney, is the most creatively celebrated campaign of 2018. In order to tackle mass tourism, the Palau Legacy Project, a sustainable tourism body, created a visa policy for the island of Palau to protect the nation from environmental damage.

     

    Ranked second is ‘#Bloodnormal’ by AMV BBDO London for feminine hygiene brand Bodyform/Libresse. The campaign centred around an online video to break taboos by showing period blood in a positive light.

     

    In third place, ‘Project Revoice’ by BWM Dentsu, Sydney, for The ALS Association, a non-profit organisation tackling motor neurone disease, developed innovative technology which enabled ALS patients to speak again.

     

    BBDO agencies have had an impressive performance around the world with nine agencies ranked in the top 100, three of which are in the top 10. BBDO New York moves up from their second position last year in the Gunn Report, to be crowned best creative agency in the world. AMV BBDO London climb to second place having been ranked #20 last year and adam&eve DDB London follow closely in third position up from fourth.

     

    BBDO Worldwide heads the networks table for an impressive 13th consecutive year – 12 under Gunn Report and now under WARC Creative 100 – with 22 different offices contributing to their total. DDB Worldwide is in second place and McCann Worldgroup third.

     

    No changes to the top half of the Holding Companies league table compared to last year as Omnicom takes pole position followed by WPP in second and Interpublic Group in third.

     

    Global fast-food chain Burger King, having dropped to 7th position last year, has bounced back to take top place in the brands table for the very first time. Nike is down from first place to second, with Pedigree in third.

     

    Mars, the global manufacturer of confectionery, pet food, and other food products, is the most creative advertiser with campaigns for Pedigree, Skittles and Snickers ranked high.

     

    USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.

     

    The most highly ranked campaigns and companies in the WARC Creative 100 are:

     

    Top 10 world’s most creatively awarded campaigns 

    Rank Campaign title Brand Agency Points
    1 Palau Pledge Palau Legacy Project Host/Havas Sydney 250.3
    2 #Bloodnormal Bodyform/Libresse AMV BBDO London 199.5
    3 Project Revoice The ALS Association BWM Dentsu Sydney 189.5
    4 Exclusive the Rainbow case study Skittles DDB Chicago 175.6
    5 It’s a Tide Ad Tide Saatchi & Saatchi New York 154.8
    6 Scary Clown Night Burger King LOLA MullenLowe Madrid 154.4
    7 The Gene Project Marmite adam&eveDDB London 139.1
    8 The Talk Procter & Gamble BBDO New York 133.1
    9 No Conditions Apply – Sindoor Khela The Times of India FCB Ulka Mumbai 128.9
    10 Go With The Fake Diesel Publicis New York / Publicis Milan 125.9

     

    Top 10 world’s best creative agencies

    Rank Agency Location Points
    1 BBDO New York 403.2
    2 AMV BBDO London 295.9
    3 adam&eveDDB London 291.0
    4 LOLA MullenLowe Madrid 280.3
    5 McCann New York 258.6
    6 Host/Havas Sydney 204.9
    7 McCann London 193.6
    8 Colenso BBDO Auckland 190.9
    9 BWM Dentsu Sydney 189.5
    10 Saatchi & Saatchi New York 185.5

     

    Top 10 world’s best creative agency networks

    Rank Network Points
    1 BBDO Worldwide 1700.5
    2 DDB Worldwide 1028.7
    3 McCann Worldgroup 1027.9
    4 Ogilvy 991.0
    5 TBWA Worldwide 590.8
    6 MullenLowe Group 452.5
    7 Dentsu Aegis Network 392.0
    8 VMLY&R 365.5
    9 FCB 337.2
    10 Grey Group 336.0

     

    Top 10 world’s best creative holding companies

    Rank Holding company Points
    1 Omnicom Group 3494.1
    2 WPP 2206.1
    3 Interpublic Group 2009.7
    4 Publicis Groupe 832.9
    5 Dentsu 468.6
    6 Havas Group 314.4
    7 Hakuhodo DY Group 214.9
    8 Accenture 126.6
    9 MDC Partners 83.5
    10 BlueFocus 82.2

     

    Top 10 world’s best creative brands

    Rank Brand Product Category Points
    1 Burger King Retail 391.6
    2 Nike Clothing & Accessories 208.2
    3 Pedigree Household & Domestic 200.1
    4 Palau Legacy Project Non-profit, public sector & education 200.0
    5 Bodyform/Libresse Toiletries & Cosmetics 199.5
    6 IKEA Retail 198.7
    7 The ALS Association Non-profit, public sector & education 189.5
    8 Diesel Clothing & Accessories 177.7
    9 Skittles Food 177.6
    10 McDonald’s Retail 170.9

     

    Top 10 world’s best creative advertisers

    Rank Advertiser Location Points
    1 Mars USA 478.2
    2 Restaurant Brands International USA 391.6
    3 Procter & Gamble USA 306.9
    4 Nike USA 232.3
    5 Samsung South Korea 218.4
    6 Volkswagen Group Germany 218.2
    7 Unilever Netherlands 213.0
    8 Essity Sweden 204.0
    9 Palau Legacy Project Australia 200.0
    10 IKEA Sweden 198.7

     

    Top 10 world’s most creative countries

     

    Rank Country Points
    1 USA 2988.6
    2 United Kingdom 1241.8
    3 Australia 971.7
    4 Brazil 698.4
    5 Spain 687.6
    6 Germany 633.5
    7 India 405.3
    8 France 380.8
    9 South Africa 336.9
    10 Japan 320.1

     

    Said David Tiltman, Head of Content, WARC: “The WARC Creative 100 delivers an unbiased and transparent global benchmark for the industry, shining a light on the best creative and inspirational ideas from around the world and the companies behind them. We congratulate all those who have made it into these rankings.”

     

  • BBDO Worldwide, adam & eve DDB, Starcom New York lead network and agency rankings

    BBDO Mumbai’s ‘Share the Load’ declared best campaign in the world

    By A Correspondent

     

    WARC has announced the 2017 results of the WARC 100, an annual ranking of the world’s best marketing campaigns and companies according to their business impact.  Procter & Gamble, Vodafone, BBDO Worldwide, adam&eveDDB and WPP are among the organisations at the top of this year’s rankings, which are based on performance in effectiveness and strategy competitions around the world.

     

    The top-ranked campaign was the highly awarded ‘Share the Load’, developed by BBDO Mumbai and Mediacom Mumbai for Procter & Gamble’s Ariel detergent brand in India. The campaign film, in which men were encouraged to share the weight of household chores, was supported by campaign-specific packaging, and was spread across online, cinema and TVCs. As 1.57 million men pledged to ‘share the load’, Ariel more than doubled value and volume sales, which grew 106% and 105% respectively.

     

    Now in its fourth year, the WARC 100 is built on a rigorous methodology, developed in consultation with Douglas West, Professor of Marketing at Kings College, London.

     

    Looking at this year’s top 100 campaigns, key findings include:

    1. Data-driven creative hits the top 10
    Two of the top ten campaigns this year are those that have seen success from the smart use of data to drive creative and media strategy. The Economist used a targeted programmatic display campaign to reach new prospects with humorous and accessible tagline ads. The campaign hit 50% of target in 9 days, with a return on investment of over 25:1. In sixth place, a big data campaign for Australian swimming pool builder Narellan Pools took a ‘moment marketing’ approach. Customers were targeted at the precise times they were most likely to buy a pool, with focused creative motivating purchase decisions. The campaign increased direct leads by 11% and sales by 23% year on year. At a time when the ad tech industry is under attack in some quarters, these campaigns show how, when used smartly, programmatic techniques can open up new creative and media opportunities.

     

    2. There was a strong showing for stunt or event-based campaigns, as well as big-budget TV
    Campaigns built around an event or stunt also ranked highly this year. ‘Rabbit Race’, a seasonal live event and stream involving rabbits racing for customers of Media Markt in Germany to win in-store prizes, was the fourth-ranked campaign of 2017. More than 21 million people watched the races, prompting the electronics retailer to make the stunt an annual event, with consumers spending on average €8.60 more than the previous Easter. The number-three campaign in the 2017 rankings was ‘Lucy the Robot’, a news-grabbing stunt in which Double Robotics, an American technology company, created a telepresence robot called Lucy to be first in line to buy a new iPhone 6s outside a Sydney Apple store. The stunt aimed to launch the company into the Australian market, and was covered in 4,000 news stories globally, resulting in more than 12,000 sales enquiries worth more than $44 million.

     

    However, beating these two campaigns into the top two positions were Share the Load and John Lewis’ Christmas campaigns – both big-budget, big-idea,TV-led campaigns. There were plenty of other examples in the top 20 showing the power of TV-led work, including campaigns for Old Spice, Snickers, IKEA and Sainsbury’s.

     

    3. Procter & Gamble retains its lead as No. 1 advertiser over Unilever
    Procter & Gamble is for the second year in a row the top advertiser for 2017, though its lead over Unilever has decreased since last year. With five campaigns in the top 100 versus Unilever’s three, the success of campaigns for its Ariel, Always and Old Spice brands have cemented P&G’s position as No.1.

     

    4. Vodafone wins top brand as Coca-Cola and McDonalds drop from 1st and 2nd place for the first time
    Vodafone has had an extremely consistent year in terms of award wins across campaigns and regions. With only two campaigns in the top 100, but multiple wins at fifteen separate awards competitions, the brand accrued enough points to take it into the lead.

    For the first year since 2014, Coca-Cola and McDonalds do not occupy positions one and two in the brands ranking. Both have dropped down the rankings in a year when neither had a campaign in the top 100.

    New entries to the top 10 include UK department store John Lewis at No. 3, as a result of its series of highly effective Christmas campaigns; Dove, with its continued socially progressive stance; and Snickers, through campaigns including their big-budget TV campaign ‘You’re not you when you’re hungry’.

    Said David Tiltman, Head of Content at WARC, says: “This year’s WARC 100 reflects an industry in flux. It’s clear from the rankings that TV-led, ‘big idea’ advertising, when executed well, is still highly effective. But we’re seeing a range of alternative approaches also capable of generating business results – from data-driven ‘moment marketing’ to stunts or events designed to focus consumer attention. One of the big questions in the industry at the moment is whether these alternative approaches build brands and deliver results in the long term as well as at the time of the campaign.”

     

    WARC 100: Top 10 global advertising campaigns 2017

    Rank Campaign Brand Primary Agency Brand Location

    Points
    1 Share The Load Ariel BBDO Mumbai / MediaCom Mumbai India

    164.2
    2 John Lewis Christmas advertising, 2012-2015 John Lewis adam&eveDDB / Manning Gottlieb OMD UK

    142.2
    3 Lucy the Robot Double Robotics Atomic 212° Group Australia

    95.0
    4 Rabbit Race Media Markt Ogilvy & Mather Frankfurt / UM Frankfurt Germany

    84.2
    5 Raising Eyebrows and Subscriptions Economist, The Proximity London UK

    68.3
    6 Diving into Data for Narellan Narellan Pools Affinity Australia

    64.5
    7 World Gallery Apple TBWA\Media Arts Lab Los Angeles / OMD Los Angeles USA

    64.2
    8 #LikeAGirl Always Leo Burnett Toronto / Leo Burnett London Global

    52.2
    9 #MyFamilyCan SPC Leo Burnett Melbourne Australia

    51.7
    10 Infrequent Flyers Tigerair McCann Melbourne Australia

    49.

     

    Rank 2017 Rank 2016 Top 5 countries 2017 Points
    1 1 USA 3558.9
    2 2 UK 2091.5
    3 3 India 977.7
    4 4 Australia 877.7
    5 5 China 666.2

     

    Rank 2017 Rank 2016 Top 5 creative agencies 2017 Location Points
    1 41 adam&eveDDB UK 219.7
    2 5 AMV BBDO UK 152.4
    3 47 BBDO Mumbai India 142.2
    4 31 Grey London UK 140.1
    5 new MullenLoweLintas Group Mumbai India 123.3

     

    Rank 2017 Rank 2016 Top 5 media agencies 2017 Location Points
    1 2 Starcom New York USA 147.3
    2 16 Mindshare New York USA 100.6
    3 new Atomic 212 Group Australia 95
    4 14 Mindshare Istanbul Turkey 71.8
    5 new OMD Los Angeles USA 61.0

     

    Rank 2017 Rank 2016 Top 5 digital specialist 2017 Location Points
    1 36 Proximity London UK 81
    2 new Affinity Australia 70.9
    3 new Ketchum New York USA 64.1
    4 new Trisect USA 56.7
    5 13 R/GA New York USA 51.6

     

    Rank 2017 Rank 2016 Top 5 agency networks 2017 Points
    1 1 BBDO Worldwide 1412.4
    2 2 Ogilvy & Mather Advertising 978.9
    3 9 McCann Erickson 702.9
    4 7 Starcom 573.9
    5 5 Leo Burnett 572.8

     

    Rank 2017 Rank 2016 Top 5 agency holding companies 2017 Points
    1 1 WPP 4079.4
    2 2 Omnicom Group 3598.4
    3 4 Interpublic Group 2237.7
    4 3 PublicisGroupe 2174.6
    5 6 Dentsu 549