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The global effectiveness rankings
Welcome to the WARC Effective 100
Welcome to the WARC Effective 100 2
Themes from the top effectiveness campaigns 3Top campaigns for effectiveness 4
About the top campaigns 5Top agencies for effectiveness 9Top media agencies for effectiveness 10Top digital / specialist agencies for effectiveness 11Top agency networks for effectiveness 12Top agency holding companies for effectiveness 13Top brands for effectiveness 14Top advertisers for effectiveness 15Top countries for effectiveness 16
About the WARC Effective 100 17
The WARC Effective 100 (formerly the WARC 100) is an annual ranking of the world’s top campaigns and companies for effectiveness. It forms part of WARC Rankings, successor to the Gunn Report, and sits alongside two further rankings, for creativity and media.
To ensure the continued independent status of our rankings, for the first time this year we are releasing the list of shows we include in each ranking. Selected through a global survey of senior planners and strategists within the industry, these shows are considered the most rigorous and prestigious.
Shows included in the 2019 WARC Effective 100:
Global: AME Awards, Cannes International Festival of Creativity (effectiveness category), Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards.
Regional: Loeries (effectiveness category), Tangrams (effectiveness category), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.3
Themes from the top effectiveness campaigns
Product innovation drives breakthrough results Product innovation was a recurring theme at the top of the Effective 100. The top campaign, for Carvaan in India, focused on the over 50s, with a radio product designed to promote Saregama's library of old songs to the audience that matched them best. A tangible, tech-free product was also used by Savlon, in its campaign to encourage soap use in India.
Coca-Cola is effective across regions Despite only having two campaigns in the top 100, Coca-Cola performed consistently across regions this year, after a below-average performance in the 2018 rankings. The soft drinks brand accumulated points from almost 20 individual campaigns to reach the top spot. This performance drove its parent, The Coca-Cola Company, to 3rd place in the advertiser ranking.
McCann Worldgroup tops the network ranking for the first time This year saw BBDO Worldwide knocked off the most effective network spot for the first time since the rankings began. McCann Worldgroup replaces it, with a significant margin of points attributable to strong performances from its global McCann and FP7 agencies. A total of fifty individual McCann Worldgroup agency offices were credited in the wider rankings.
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WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.4
Top campaigns for effectiveness
Top 10 campaigns in the WARC Effective 100Campaign title Brand Primary agency Location Campaign total
1 Let's make viral products instead! Carvaan The Womb Mumbai India 75.2
2 Healthy Hands Chalk Sticks Savlon Ogilvy Mumbai India 72.8
3 India's Newest Status Symbol Harpic McCann New Delhi India 63.3
4 How L'Oréal Paris True Match climbed to No.1 by making everyone feel ‘Worth It’
True Match McCann London / McCann Paris / McCann Melbourne
UK 58.9
5 The Child Replacement Programme Pedigree Colenso BBDO Auckland / Starcom Auckland New Zealand 56.6
6 Made Possible By Melbourne University of Melbourne McCann Melbourne Australia 53.1
7 The Impact of Fearless Girl State Street Global Advisors McCann New York USA 50.1
8 Beauty and brains: How we supercharged the Audi premium 2015-2018
Audi BBH London / Salmon London / PHD London / MediaCom London
UK 49.3
9 The Hearing Test In Disguise Cochlear CHE Proximity Sydney Australia 45.9
10 Original is Never Finished adidas Originals Johannes Leonardo New York USA 44.0
View full rankings on WARC Rankings
Want the inside scoop on the winning cases? Get in touch with us at warc.com/demo
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Saregama, an Indian music company, reaped the rewards of targeting over 50s by launching a new radio product to help rediscover treasured hits and increase revenue from its back catalogue of music.
Without investment in new content Saregama’s growth had flattened. To rectify this it decided to turn away from the crowded youth market and focus on the 50+ audience through Carvaan, a radio that appealed to their love for the physical form and nostalgic music. This innovative thinking meant that in the first 11 months, Saregama sold 389,000 units of Carvaan, at an approximate price of $100, reaching a total incremental revenue of $38.9 million. By effectively tapping into this market Saregama now has a robust and growing consumer-marketing channel which has been received with international acclaim.
VIEW CREATIVE
Savlon, a hygiene brand, focused on tackling the inaction of people choosing not to use soap by creating an innovative chalk product that allowed children to enjoy the process and thus change their behaviour.
In order to reach the towns and cities in India where sales were not penetrating, it formed a behaviour changing campaign by incorporating soap in chalk, a product which is heavily used by primary school children in Tier II and III cities. This meant that for families, soap changed from being an extra chore to an everyday necessity. More than one million children have been reached with the initiative, with the program being picked up by national and international media, who helped Savlon spread the word. The campaign has achieved earned media worth $524,631 to date.
VIEW CREATIVE
1. LET’S MAKE VIRAL PRODUCTS INSTEAD!
Brand: CarvaanAgency: The Womb MumbaiCountry: India
2. HEALTHY HANDS CHALK STICKS
Brand: SavlonAgency: Ogilvy MumbaiCountry: India
About the top campaigns
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.6
India's leading toilet cleaner brand Harpic tackled the startling fact that 70% of Indian homes did not have a toilet by creating a matrimonial advertisement that made toilets a social necessity.
In India, marriages are seen to be a relationship between two families where social status is highly regarded so Harpic formed a print campaign where toilets had to be a condition within matrimonial ads in newspapers across India. By raising the social status of the toilet, Harpic were able to publicly declare that toilets are a need and thus could not be refused. This meant that people could feel safe going to the toilet and not expose themselves to diseases.The ad contributed to the building of new toilets in an estimated 5,090,000 households previously without one, unlocking demand for Harpic.
VIEW CREATIVE
L'Oréal Paris, a beauty brand, increased its True Match foundations to 23 shades to promote a more diverse and inclusive approach to beauty showing that we are all worth it.
Before the campaign, True Match struggled in fifth place for the past three years and also faced criticism about the lack of diversity in their range of foundations.So L'Oréal added a foundation for every shade, age, and gender, and reflected each one with an influencer who had their own story to tell. This allowed a personalisation that focused on those who had previously felt disenfranchised. As a result, L'Oréal achieved 7.6% value market share, taking it from fifth to first place in 2016, and in 2017 it continued achieving with a 9.7% market share – pulling it even further away from the competition.
VIEW CREATIVE
3. INDIA’S NEWEST STATUS SYMBOL
Brand: HarpicAgency: McCann New DelhiCountry: India
4. HOW L'ORÉAL PARIS TRUE MATCH CLIMBED TO NO.1 BY MAKING EVERYONE FEEL ‘WORTH IT’
Brand: True MatchAgency: McCann London / McCann Paris / McCann MelbourneCountry: UK
About the top campaigns
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.7
About the top campaigns
Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.
Research showed that 78% of households with children aged 9-17 already had a dog. However, when it came to people over the age of 50, the number dropped to just over half, the lowest dog ownership rate of any age group. This presented an opportunity for Pedigree to open their hearts to man’s best friend. Using comedy in a multimedia campaign that incorporated print, OOH and cinema, Pedigree managed to increase their sales by 10.8%, oversee an 824% increase in dog adoption enquiries and generate an ROI of 2.7:1.
VIEW CREATIVE
University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.
By using research content that would be attractive to their audience of Melbourne business leaders and investors, the University of Melbourne turned small format outdoor poster sites into interactive 3D exhibits of branded content within glass cabinets. It then generated a digital buzz that tailored content geographically and demographically towards the Esteem audience with posts dedicated to each of the 14 exhibits.The Made Possible exhibition was a huge success. The digital element of the campaign reached over 1.9 million people, drove a 56.94% increase in web traffic and created 78% awareness among the Esteem audience.
VIEW CREATIVE
5. THE CHILD REPLACEMENT PROGRAMME
Brand: PedigreeAgency: Colenso BBDO Auckland / Starcom AucklandCountry: New Zealand
6. MADE POSSIBLE BY MELBOURNE
Brand: University of MelbourneAgency: McCann MelbourneCountry: Australia
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.8
About the top campaigns
7. THE IMPACT OF FEARLESS GIRL
Brand: State Street Global AdvisorsAgency: McCann New YorkCountry: USA
State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.
VIEW FULL CASE STUDY
8. BEAUTY AND BRAINS: HOW WE SUPERCHARGED THE AUDI PREMIUM 2015-2018
Brand: AudiAgency: BBH London / Salmon London / PHD London / MediaCom London Country: UK
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
VIEW FULL CASE STUDY
9. THE HEARING TEST IN DISGUISE
Brand: CochlearAgency: CHE Proximity Sydney Country: Australia
Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.
VIEW FULL CASE STUDY
10. ORIGINAL IS NEVER FINISHED
Brand: adidas OriginalsAgency: Johannes Leonardo New York Country: USA
adidas, a sportswear brand, improved sales of the sub-brand adidas Originals by launching a global campaign focused on the concept of originality.
VIEW FULL CASE STUDY
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.9
Top 10 creative agencies in the WARC Effective 100Rank Last year Agency Location Points
1 New* McCann New Delhi, India 135.3
2 20 Ogilvy Mumbai, India 118.5
3 2 Colenso BBDO Auckland, New Zealand 103.3
4 New* BBH London, UK 98.6
5 9 adam&eveDDB London, UK 92.2
6 7 McCann New York, USA 86.2
7 New* TBWA\RAAD Dubai, United Arab Emirates 77.8
8 New* The Womb Mumbai, India 75.2
9 New* CHE Proximity Sydney, Australia 73.8
10 45 McCann Melbourne, Australia 72.5
View full rankings on WARC Rankings New* = outside the top 50
Top creative agencies for effectiveness
Commentary
McCann New Delhi tops the table for the first time this year with work on the 3rd placed campaign for Harpic and six other brands including Paytm and Reebok. A second Indian agency follows; Ogilvy Mumbai worked on top 100 campaigns for Savlon, Amazon and Vodafone.
Three McCann Wordgroup agencies made the top 10, across three continents, in India, the US and Australia. These performances helped drive McCann Worldgroup to the top agency network position.
Five new agencies made up the top 10 this year, with BBH London the highest new entry driven by work on Audi's Beauty and Brains campaign.
The strongest showing from a single country in the top 10 was India, with independent agency, The Womb, featuring in the rankings for the first time in 8th place.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.10
Top 10 media agencies in the WARC Effective 100Rank Last year Agency Country Points
1 17 MediaCom London, UK 123.5
2 41 Carat London, UK 109.5
3 2 Mindshare Istanbul, Turkey 61.7
4 5 Manning Gottlieb OMD London, UK 59.3
5 1 Starcom Chicago, USA 53.7
6 19 PHD London, UK 53.2
7 New* Vizeum London, UK 43.0
8 New* Spark Foundry Lima, Peru 42.7
9 New* Starcom Amsterdam, Netherlands 41.5
=10 7 Starcom London, UK 41.0
=10 New* UM Manchester, UK 41.0
View full rankings on WARC Rankings New* = outside the top 50
Top media agencies for effectiveness
Commentary
MediaCom London contributed to award-winning campaigns for a variety of brands including Audi, Skittles and DFS.
UK-based agencies dominate the media agency ranking, with 6 of the 11 top agencies based in London, and joint 10th placed UM based in Manchester.
Four new agencies entered the top 10 this year, all appearing on the ranking for the first time since it began in 2014.
The biggest mover was Carat London, which jumped from 41st to 2nd place through work on brands including The AA, Baileys and Guinness.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.11
Top digital / specialist agencies for effectiveness
Commentary
The top five digital or specialist agencies this year are all new to the top 50. Tribeca Antartyca's work on a number of different campaigns in Peru sent it to the top of the table, while work on the top 10 campaign for Audi drove Salmon's ranking at number two.
Latin American agencies had a strong year, with agencies from Peru, Colombia and Costa Rica in the top 10. Asia-Pacific agencies performed equally well; agencies from India, Malaysia and Australia also made the top 10.
Top 10 digital / specialist agencies in the WARC Effective 100
Rank Last year Agency Country Points
1 New* Tribeca Antartyca Lima, Peru 48.8
2 New* Salmon London, UK 41.1
3 New* Ogilvy & SocialLab Brussels, Belgium 39.8
4 New* Medulla Communications Mumbai, India 38.0
5 New* Agenda21 London, UK 33.4
6 33 Geometry Bogotá, Colombia 32.6
7 18 AFFINITY Sydney, Australia 29.6
8 46 BRM Bogotá, Colombia 27.1
9 37 Isobar Kuala Lumpur, Malaysia 26.6
10 19 Interaction San Pedro, Costa Rica 25.2
View full rankings on WARC Rankings New* = outside the top 50
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Top 10 agency networks in the WARC Effective 100Rank Last year Network Holding company Points
1 3 McCann Worldgroup Interpublic Group 1138.0
2 1 BBDO Worldwide Omnicom Group 864.9
3 2 Ogilvy WPP 579.0
4 New* Wunderman Thompson WPP 494.4
5 26 Dentsu Aegis Network Dentsu 469.3
6 7 TBWA Worldwide Omnicom Group 454.7
7 18 IPG Mediabrands Interpublic Group 426.6
8 5 OMD Worldwide Omnicom Group 402.3
9 4 DDB Worldwide Omnicom Group 366.8
10 14 MediaCom WPP 310.5
View full rankings on WARC Rankings New* = outside the top 50
Top agency networks for effectiveness
Commentary
McCann Worldgroup moved up from 3rd to 1st place this year, significantly ahead on points from 2nd-placed BBDO Worldwide. McCann Worldgroup agencies contributed to work on 17 of the top 100 campaigns, including four of the top 10.
Recently rebranded Wunderman Thompson entered the ranking at 4th, while sister WPP network Ogilvy dropped one place to 3rd, and MediaCom rose from 14th to 10th.
Dentsu Aegis Network was the most improved network in the top 10, moving from 26th last year to 5th this year through strong performances by its agencies in Asia.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.13
Top 10 holding companies in the WARC Effective 100Rank Last year Holding company Points
1 2 WPP 2329.8
2 1 Omnicom Group 2255.2
3 3 Interpublic Group 1723.5
4 4 Publicis Groupe 1022.0
5 5 Dentsu 473.4
6 6 Havas Group 243.7
7 New* Accenture 81.4
8 7 MDC Partners 70.8
9 9 BlueFocus 47.0
10 New* Chime 39.4
View full rankings on WARC Rankings New* = outside the top 50
Top agency holding companies for effectiveness
Commentary
WPP regained the number one holding company ranking this year after losing out to Omnicom Group last year. The next four places remain unchanged, with Interpublic Group retaining their 3rd place as Publicis Groupe continues to feel the effects of their block on award entries.
Accenture entered the ranking for holding company effectiveness for the first time, as the consultancy continues to build capabilities across digital and creative.
Chime is a second new entrant to the table; it owns SNAP LDN and VCCP, two agencies with winning campaigns in the prestigious IPA Effectiveness Awards.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.14
Top 10 brands in the WARC Effective 100Rank Last year Brand Sector Points
1 New* Coca-Cola Soft drinks 147.1
2 10 McDonald's Retail 115.4
3 1 Burger King Retail 96.6
4 41 IKEA Retail 78.0
5 New* Carvaan Media & publishing 75.2
6 26 Pedigree Household & domestic 72.9
7 New* Savlon Toiletries & cosmetics 72.8
8 44 Nissan Automotive 70.7
9 New* Harpic Household & domestic 70.2
10 5 Vodafone Telecoms & utilities 67.2
View full rankings on WARC Rankings New* = outside the top 50
Top brands for effectiveness
Commentary
Coca-Cola dropped out of the top 50 brands for the first time last year, but re-entered this year, straight into 1st place. The soft drinks brand accumulated points from numerous competitions and campaigns globally, including two campaigns in the top 100.
Two fast food retailers follow: McDonald's, which has moved up from 10th place, and last year's number one, Burger King, in third. This is a second top 10 placement for Burger King, having been ranked as the most creative brand in the WARC Creative 100.
Carvaan, Savlon and Harpic were all new entrants to the top 50 this year, having produced top 10 campaigns for effectiveness.
Nissan was the biggest mover, jumping from 44th to 8th, driven by strong work in the MENA region.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.15
Top 10 advertisers in the WARC Effective 100Rank Last year Advertiser Location Points
1 1 Unilever Netherlands/UK 230.7
2 3 Mars USA 218.0
3 19 Coca-Cola Company, The USA 192.0
4 5 Heineken Netherlands 176.7
5 7 Nestlé Switzerland 163.2
6 4 Procter & Gamble USA 160.7
7 10 L'Oréal France 141.3
8 New* Reckitt Benckiser UK 132.4
9 15 McDonald's USA 115.4
10 9 Volkswagen Group Germany 114.3
View full rankings on WARC Rankings New* = outside the top 50
Top advertisers for effectiveness
Commentary
Unilever continues to be the most effective advertiser this year, with campaigns from three brands in the top 100 and a further 20 across the wider list.
Eight brands contributed to Coca-Cola's jump up the advertiser ranking, but the majority of its points came from the Coca-Cola brand itself.
Reckitt Benckiser was the only new entrant to the top 10, driven by work on brands including Harpic, Durex and Dettol.
Owner of the second-placed brand, McDonald's, was the ninth-placed advertiser through McDonald's performance alone. It moves up from 14th place in last year's ranking.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.16
Top 10 countries in the WARC Effective 100Rank Last year Country Points
1 1 USA 1083.8
2 2 UK 870.1
3 4 India 822.8
4 3 Australia 561.2
5 6 Colombia 379.5
6 10 Argentina 348.3
7 5 New Zealand 341.6
8 9 Brazil 328.5
9 11 Russia 310.3
10 8 Turkey 265.4
View full rankings on WARC Rankings
Top countries for effectiveness
Commentary
The top two countries remain unchanged since the rankings began in 2014. The USA tops the table, more than 200 points clear of second-placed UK.
The only country to fall out of the top 10 since last year is Canada, which falls to 21st this year. Argentina was the biggest climber within the top 10, moving from 10th to 6th, its highest ever placing.
53 different countries registered points.
16 of the top 100 campaigns were from the UK, followed by 14 from the USA and 10 from Australia.
WARC Effective 100 2019: The global effectiveness rankings © Copyright WARC 2019. All rights reserved.17
How we built the rankingsThe WARC Rankings are built on a rigorous methodology, which is applied consistently across all competitions we track. For the first time this year, we are releasing the list of competitions that are included in each ranking to provide transparency and proof of impartiality. Based on a survey of planners and strategists around the world, the following shows have been selected to be included in the WARC Effective 100 for 2019:
Global: AME Awards, Cannes Lions International Festival of Creativity (effectiveness category), Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards
Regional: Loeries (effectiveness category), Tangrams (effectiveness category), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy
Campaigns that won awards in these competitions were awarded points based on the level of award they won (Grand Prix, Gold, Silver, etc.). Those points are then weighted according to the standing of
each competition in the global marketing industry. The calculation includes data from:
Planner Poll: WARC has conducted a survey of senior agency planners and strategists to gauge which of the competitions we track are viewed as the most prestigious or rigourous. Winners at the most-cited awards schemes are given extra weighting in the final rankings.
Size of market: WARC takes into account how much of the global advertising marketing each competition, and the category in which the campaign won, represents. It is able to do this using WARC’s comprehensive adspend data resources, which include analysis by channel and by geography.
A campaign’s ‘score’ reflects the sum of all the weighted points attributed to it from different competitions. Using the same methodology, we also rank the creative agencies behind the campaigns (including, where they have been listed, contributing agencies), and the brands and advertisers that the campaigns belong to.
About the WARC Effective 100
WARC Rankings tracks the winners’ lists from all the most important creative, effectiveness and media award contests, everywhere in the world. The results of effectiveness and strategy awards are used to compile the WARC Effective 100 – a list of the 100 most effective ideas in advertising, along with the best-performing agencies, networks, holding companies, brands, advertisers and countries.
Learn more at the WARC Rankings website.
More from WARC Rankings
Contact WARC Rankings
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WARC Rankings are the global index of excellence in creativity, effectiveness and media. They identify the most awarded and applauded ideas in the world and their creators. They consist of:
WARC Creative 100 – the world’s most creative advertising ideas (formerly the Gunn Report, which has run every year since 1999).
WARC Effective 100 – the world’s best advertising based on performance in strategy and effectiveness awards (formerly the WARC 100, which has run every year since 2014).
WARC Media 100 – the world’s best advertising based on performance in media and planning awards (formerly part of the Gunn Report, and published as a separate ranking for the first time in 2018).
As well as the full rankings, subscription to the WARC Rankings site includes access to a searchable library of more than 5,000 creative campaigns (both from WARC Rankings and its predecessor Gunn Report).
