Work from Japan, India, Malaysia and China accounts for six of the 10 most-awarded campaigns for effectiveness in 2019, according to the just released Warc Effective 100 rankings. In addition, multiple APAC agencies appear across the lists of the most effective agencies for effectiveness, and India surpassed the UK for second place on the country table—a first since the ranking began in 2014.
The Effective 100 ranking is based on results in the industry's most important global and regional award shows for effectiveness throughout 2019. The announcement of the winners follows the recent release of the Creative 100 and Media 100.
The APAC agencies whose campaigns made the top-10 campaign ranking are:
- I&S BBDO / BBDO J West Hiroshima
- Ogilvy Mumbai
- Grey Kuala Lumpur
- Mindshare Mumbai
- McCann Shanghai / MRM McCann Shanghai.
The Effective 100 has three rankings for agencies: creative, media and digital/specialist. APAC shops making a mark across these rankings include CHE Proximity, which rose from ninth to third on the creative list; Mindshare Mumbai, which placed second on the media list; and MRM McCann, which reached second on the digital/specialist list.
The top 10 lists for each category follow. See Warc for the full rankings.
Top 10 world's most awarded campaigns for effectiveness
| Rank | Campaign title | Brand | Agency | Points |
| 1 | It's a Tide Ad | Tide | Saatchi & Saatchi New York / Hearts & Science New York / MKTG New York | 75 |
| 2 | Oyster Kanji Dictation | Hiroshima Tourism | I&S BBDO Tokyo / BBDO J West Hiroshima | 69.1 |
| 3 | Prescribed to Death | National Safety Council | Energy BBDO Chicago / PHD Chicago | 65.9 |
| 4 | Vodafone Sakhi | Vodafone | Ogilvy Mumbai | 62.6 |
| 5 | Unforgettable Bag | Tesco | Grey Kuala Lumpur | 55.2 |
| 6 | The Adaptive Data Lighthouse | Lifebuoy | Mindshare Mumbai | 52.8 |
| 7 | Project 84 | CALM | adam&eveDDB London | 51.1 |
| 8 | Black Supermarket | Carrefour | Marcel Paris | 50 |
| 9 | Everyone is an Amazing Book | Amazon Prime | McCann Shanghai / MRM//McCann Shanghai | 41.1 |
| 10 | Faces of the City | Coca-Cola | McCann Shanghai | 40.2 |
Top 10 world's most awarded creative agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | FP7 McCann | Dubai, United Arab Emirates | 138.7 |
| 2 | AMV BBDO | London, UK | 98.8 |
| 3 | CHE Proximity | Melbourne, Australia | 91.5 |
| 4 | DDB | Auckland, New Zealand | 80.3 |
| 5 | Ogilvy | Mumbai, India | 80 |
| 6 | adam&eveDDB | London, UK | 78 |
| 7 | Saatchi & Saatchi | New York, USA | 77.2 |
| 8 | McCann | New York, USA | 75.3 |
| 9 | Energy BBDO | Chicago, USA | 74.4 |
| 10 | I&S BBDO | Tokyo, Japan | 69.1 |
Top 10 world's most awarded media agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | Hearts & Science | New York, USA | 70.3 |
| 2 | Mindshare | Mumbai, India | 70.1 |
| 3 | PHD | Chicago, USA | 62.5 |
| 4 | Mindshare | Istanbul, Turkey | 62.3 |
| 5 | OMD | New York, USA | 47.7 |
| 6 | Starcom | Chicago, USA | 44.7 |
| 7 | Starcom | Warsaw, Poland | 40 |
| 8 | UM | Toronto, Canada | 39.7 |
| 9 | Reprise | Petaling Jaya, Malaysia | 39 |
| 10 | Wavemaker | Warsaw, Poland | 34.7 |
Top 10 world's most awarded digital/specialist agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | MKTG | New York, USA | 57.8 |
| 2 | MRM//McCann | Shanghai, China | 41.1 |
| 3 | Ayzenberg | Los Angeles, USA | 40 |
| 4 | R/GA | New York, USA | 25.9 |
| 5 | Arc Worldwide | Chicago, USA | 25 |
| 6 | Fullsix | Lisbon, Portugal | 24 |
| 7 | Edelman | New York, USA | 23.5 |
| 8 | Plan.Net | Munich, Germany | 23.3 |
| 9 | Digitas | Chicago, USA | 21.3 |
| 10 | Ogilvy & SocialLab | Brussels, Belgium | 21.2 |
Top 10 world's most awarded networks for effectiveness
| Rank | Network | Points |
| 1 | McCann Worldgroup | 1188.6 |
| 2 | BBDO Worldwide | 886.6 |
| 3 | Ogilvy | 759.5 |
| 4 | DDB Worldwide | 531.6 |
| 5 | Dentsu Aegis Network | 482.3 |
| 6 | IPG Mediabrands | 479 |
| 7 | Mindshare Worldwide | 433.8 |
| 8 | TBWA Worldwide | 425.9 |
| 9 | OMD Worldwide | 410.9 |
| 10 | Wunderman Thompson | 380.5 |
Top 10 world's most awarded holding companies for effectiveness
| Rank | Holding company | Points |
| 1 | WPP | 2496.7 |
| 2 | Omnicom Group | 2230.4 |
| 3 | Interpublic Group | 1980.8 |
| 4 | Publicis Groupe | 1169 |
| 5 | Dentsu | 505.3 |
| 6 | Havas Group | 307.1 |
| 7 | Accenture | 144.2 |
| 8 | MDC Partners | 119.9 |
| 9 | BlueFocus | 38.4 |
| 10 | Hakuhodo DY Group | 18 |
Top 10 world's most awarded brands for effectiveness
| Rank | Brand | Product Category | Points |
| 1 | McDonald's | Retail | 174.9 |
| 2 | Coca-Cola | Soft Drinks | 169.9 |
| 3 | IKEA | Retail | 145.5 |
| 4 | KFC | Retail | 144.2 |
| 5 | Vodafone | Telecoms & Utilities | 118.6 |
| 6 | Burger King | Retail | 87.3 |
| 7 | Tide | Household & Domestic | 75 |
| 8 | Xbox | Technology & Electronics | 74.7 |
| 9 | Hiroshima Tourism | Transport & Tourism | 69.1 |
| 10 | National Safety Council | Non-profit, public sector & education | 65.9 |
Top 10 world's most awarded advertisers for effectiveness
| Rank | Advertiser | Location | Points |
| 1 | Unilever | Netherlands/UK | 325.2 |
| 2 | The Coca-Cola Company | USA | 241.6 |
| 3 | Nestlé | Switzerland | 219.4 |
| 4 | Anheuser-Busch InBev | Belgium | 207.9 |
| 5 | Procter & Gamble | USA | 191.2 |
| 6 | McDonald's | USA | 174.9 |
| 7 | Yum! Brands | USA | 165.5 |
| 8 | Vodafone | UK | 146.2 |
| 9 | IKEA | Sweden | 145.5 |
| 10 | PepsiCo | USA | 123.4 |
Top 10 world's most awarded countries for effectiveness
| Rank | Country | Points |
| 1 | USA | 1185.3 |
| 2 | India | 691 |
| 3 | UK | 521.8 |
| 4 | China | 446.4 |
| 5 | United Arab Emirates | 407.7 |
| 6 | Argentina | 371 |
| 7 | Russia | 361.3 |
| 8 | Australia | 351.1 |
| 9 | Peru | 298.3 |
| 10 | France | 289.2 |
The award shows tracked for the WARC Effective 100 are as follows:
Global:
- Effies
- Cannes Lions (creative effectiveness & creative strategy categories)
- IPA Effectiveness Awards
- WARC Awards
- Jay Chiat Awards
- APG Creative Strategy Awards
- AME Awards
- ARF David Ogilvy Awards.
Regional:
- APAC: Effie APAC (plus local market Effies), Tangrams (effectiveness categories), WARC Prize for Asian Strategy
- Europe: EACA Euro Effies (plus local market Effies), Premios Eficacia (Portugal & Spain)
- Middle East & Africa: Effie MENA (plus local market Effies), WARC Prize for MENA Strategy, Loeries (effectiveness categories)
- Latam: Effie LATAM (plus local market Effies)
- North America: Effie North America (plus local market Effies)
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