Work from India has taken the three top spots in The WARC Effective 100 (formally the WARC 100) for 2018, Warc announced today.
The most awarded work of the year is Carvaan, a 'radio' with preloaded digital music developed by The Womb Mumbai for music company Saregama. It's followed immediately by 'Healthy hands chalk sticks', by Ogilvy Mumbai for Savlon, and 'India's newest status symbol', by McCann New Delhi for Harpic. Other APAC shops with work in the top 10 were Colenso BBDO Auckland / Starcom Auckland (5), McCann Melbourne (6), and CHE Proximity Sydney (10).
India's strong performance also extended to the list of most-awarded creative agencies, where McCann New Delhi and Ogilvy Mumbai took the top two spots. Colenso BBDO Auckland came in at No. 3, The Womb Mumbai at No. 8, CHE Proximity Sydney at No. 9 and McCann Melbourne at No. 10.
APAC agencies on the list of most-awarded digital/specialist agencies are Medulla Communications Mumbai (4), Affinity Sydney (7), and Isobar Kuala Lumpur (9).
No APAC agenies landed on the list of the most-awarded media agencies.
The Effective 100 names the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, based on point totals in a series of global and regional effectiveness awards. The awards included in this year's rankings are:
- Global: AME Awards, Cannes Lions, Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards.
- Regional: Loeries (effectiveness categories), Tangrams (effectiveness categories), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy.
Tables of the top 10 in each category follow. See the Warc website for the full lists.
Top 10 campaigns for effectiveness
| Rank | Campaign title | Brand | Primary Agency | Points |
|---|---|---|---|---|
| 1 | Let's make viral products instead! | Carvaan | The Womb, Mumbai | 75.2 |
| 2 | Healthy Hands Chalk Sticks | Savlon | Ogilvy Mumbai | 72.8 |
| 3 | India's Newest Status Symbol | Harpic | McCann New Delhi | 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 | 58.9 |
| 5 | The Child Replacement Programme | Pedigree | Colenso BBDO Auckland / Starcom Auckland | 56.6 |
| 6 | Made Possible By Melbourne | University of Melbourne | McCann Melbourne | 53.1 |
| 7 | The Impact of Fearless Girl | State Street Global Advisors | McCann New York | 50.1 |
| 8 | Beauty and brains: How we supercharged the Audi premium 2015-2018 | Audi | BBH London / Salmon London / MediaCom London / PHD London | 49.3 |
| 9 | The Hearing Test In Disguise | Cochlear | CHE Proximity Sydney | 45.9 |
| 10 | Original is Never Finished | adidas Originals | Johannes Leonardo New York | 44.0 |
Top 10 creative agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | McCann | New Delhi, India | 135.3 |
| 2 | Ogilvy | Mumbai, India | 118.5 |
| 3 | Colenso BBDO | Auckland, New Zealand | 103.3 |
| 4 | BBH | London, UK | 98.6 |
| 5 | Adam&eveDDB | London, UK | 92.2 |
| 6 | McCann | New York, USA | 86.2 |
| 7 | TBWA\RAAD | Dubai, UAE | 77.8 |
| 8 | The Womb | Mumbai, India | 75.2 |
| 9 | CHE Proximity | Sydney, Australia | 73.8 |
| 10 | McCann | Melbourne, Australia | 72.5 |
Top 10 digital/specialist agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | Tribeca Antartyca | Lima, Peru | 48.8 |
| 2 | Salmon | London, UK | 41.1 |
| 3 | Ogilvy & SocialLab | Brussels, Belgium | 39.8 |
| 4 | Medulla Communications | Mumbai, India | 38.0 |
| 5 | Agenda21 | London, UK | 33.4 |
| 6 | Geometry | Bogotá, Colombia | 32.6 |
| 7 | AFFINITY | Sydney, Australia | 29.6 |
| 8 | BRM | Bogotá, Colombia | 27.1 |
| 9 | Isobar | Kuala Lumpur, Malaysia | 26.6 |
| 10 | Interaction | San Pedro, Costa Rica | 25.2 |
Top 10 media agencies for effectiveness
| Rank | Agency | Location | Points |
| 1 | MediaCom | London, UK | 123.5 |
| 2 | Carat | London, UK | 109.5 |
| 3 | Mindshare | Istanbul, Turkey | 61.7 |
| 4 | Manning Gottlieb OMD | London, UK | 59.3 |
| 5 | Starcom | Chicago, USA | 53.7 |
| 6 | PHD | London, UK | 53.2 |
| 7 | Vizeum | London, UK | 43.0 |
| 8 | Spark Foundry | Lima, Peru | 42.7 |
| 9 | Starcom | Amsterdam, Netherlands | 41.5 |
| 10= | Starcom | London, UK | 41.0 |
| 10= | UM | Manchester, UK | 41.0 |
Top 10 agency networks for effectiveness
| Rank | Network | Points |
| 1 | McCann Worldgroup | 1138.0 |
| 2 | BBDO Worldwide | 864.9 |
| 3 | Ogilvy | 579.0 |
| 4 | Wunderman Thompson | 494.4 |
| 5 | Dentsu Aegis Network | 469.3 |
| 6 | TBWA Worldwide | 454.7 |
| 7 | IPG Mediabrands | 426.6 |
| 8 | OMD Worldwide | 402.3 |
| 9 | DDB Worldwide | 366.8 |
| 10 | MediaCom | 310.5 |
Top 10 holding companies for effectiveness
| Rank | Holding company | Points |
| 1 | WPP | 2329.8 |
| 2 | Omnicom Group | 2255.2 |
| 3 | Interpublic Group | 1723.5 |
| 4 | Publicis Groupe | 1022.0 |
| 5 | Dentsu | 473.4 |
| 6 | Havas Group | 243.7 |
| 7 | Accenture | 81.4 |
| 8 | MDC Partners | 70.8 |
| 9 | BlueFocus | 47.0 |
| 10 | Chime | 39.4 |
Top 10 brands for effectiveness
| Rank | Brand | Product Category | Points |
| 1 | Coca-Cola | Soft Drinks | 147.1 |
| 2 | McDonald's | Retail | 115.4 |
| 3 | Burger King | Retail | 96.6 |
| 4 | IKEA | Retail | 78.0 |
| 5 | Carvaan | Media & Publishing | 75.2 |
| 6 | Pedigree | Household & Domestic | 72.9 |
| 7 | Savlon | Toiletries & Cosmetics | 72.8 |
| 8 | Nissan | Automotive | 70.7 |
| 9 | Harpic | Household & Domestic | 70.2 |
| 10 | Vodafone | Telecoms & Utilities | 67.2 |
Top 10 advertisers for effectiveness
| Rank | Advertiser | Location | Points |
| 1 | Unilever | Netherlands/UK | 230.7 |
| 2 | Mars | USA | 218.0 |
| 3 | The Coca-Cola Company | USA | 192.0 |
| 4 | Heineken | Netherlands | 176.7 |
| 5 | Nestlé | Switzerland | 163.2 |
| 6 | Procter & Gamble | USA | 160.7 |
| 7 | L'Oréal | France | 141.3 |
| 8 | Reckitt Benckiser | UK | 132.4 |
| 9 | McDonald's | USA | 115.4 |
| 10 | Volkswagen Group | Germany | 114.3 |
Top 10 countries for effectiveness
| Rank | Country | Points |
| 1 | USA | 1083.8 |
| 2 | United Kingdom | 870.1 |
| 3 | India | 822.8 |
| 4 | Australia | 561.2 |
| 5 | Colombia | 379.5 |
| 6 | Argentina | 348.3 |
| 7 | New Zealand | 341.6 |
| 8 | Brazil | 328.5 |
| 9 | Russia | 310.3 |
| 10 | Turkey | 265.4 |
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