Warc reveals Media 100 winners

Following the Creative 100 two weeks ago and the Effective 100 last week, Warc today released the results of the WARC Media 100 (formerly the Gunn Media 100).

While APAC work ('Palau pledge' and the Carvaan digital-audio device, respectively) topped the prior lists, the top campaign in the Media 100 is 'I Don't Roll On Shabbos', by MediaCom Connections Tel Aviv for Gillette. The work used a multimedia approach, biblical texts and a battle of synagogues to raise profile of Gillette deodorant among the Orthodox Jewish community in Israel. 

As for APAC efforts, the list of top 10 campaigns includes three from Australia and one from New Zealand:

• 'Beer Bottle Sand' for DB Export by PHD Auckland (5)
• 'The Wentworth Rat' for Foxtel by Mindshare Sydney (6)
• 'Dundee - The Son Of A Legend Returns Home' for Tourism Australia by UM New York and UM Sydney (9)
• 'Aussie News Today' for Tourism Australia by UM Sydney (10)

Four APAC shops made the list of the top 10 agencies:

• Mindshare Shanghai (3)
• UM Sydney (4)
• PHD Auckland (8)
• Mindshare Mumbai (9). 

Tourism Australia landed in second place on the list of top brands for media excellence, and at eighth on the list of the top advertisers for media excellence.

The top three countries remained unchanged on the previous two years, with Australia coming behind the US and UK. China, India and New Zealand landed at sixth, seventh and eighth.

Tables of the top 10 campaigns, agencies, networks, holding companies, brands, advertisers and countries follow. For the full lists of the top 100 campaigns and the top 50 agencies, networks, brands, advertisers, countries and holding companies, see www.warc.com/rankings/media-100.

The world's top 10 campaigns for media excellence

Rank	Campaign title	Brand	Agency	Points
1	I Don't Roll On Shabbos	Gillette	MediaCom Connections Tel Aviv	126.7
2	Data vs Car	VIA Rail	Touché! Montreal	91.3
3	The Awesome Is Here	Cerveza Victoria	MediaCom Mexico City	83.6
4	Oops	O2	Havas Media London	71.5
5	Beer Bottle Sand	DB Export	PHD Auckland	70.6
6	The Wentworth Rat	Foxtel	Mindshare Sydney	70.2
7	The App That Made Milk Cartons Sing!	Québec Milk Producers	Touché! Montreal	66.5
8	BabyFace	Gillette	MediaCom Connections Tel Aviv / Grey Tel Aviv	61.7
9	Dundee - The Son Of A Legend Returns Home	Tourism Australia	UM New York / UM Sydney	61.0
10	Aussie News Today	Tourism Australia	UM Sydney	59.2

The world's top 10 agencies for media excellence

Rank	Agency	Location	Points
1	MediaCom Connections	Tel Aviv, Israel	201.7
2	Touché!	Montreal, Canada	194.0
3	Mindshare	Shanghai, China	186.0
4	UM	Sydney, Australia	182.7
5	MediaCom	London, UK	150.40
6	MediaCom	Mexico City, Mexico	140.8
7	Havas Media	London, UK	136.9
8	PHD	Auckland, New Zealand	112.4
9	Mindshare	Mumbai, India	104.4
10	UM	New York, USA	104.1

The world's top 10 best networks for media excellence

Rank	Network	Points
1	MediaCom	905.6
2	PHD Worldwide	899.3
3	Mindshare Worldwide	705.8
4	IPG Mediabrands	685.1
5	OMD Worldwide	377.9
6	Havas Media Group	332.3
7	VMLY&R	210.6
8	BBDO Worldwide	180.6
9	Dentsu Aegis Network	174.9
10	Wavemaker	155.4

The world's top 10 holding companies for media excellence

Rank	Holding company	Points
1	WPP	2472.5
2	Omnicom Group	1774.3
3	Interpublic Group	1018.6
4	Havas Group	408.4
5	Publicis Groupe	314.5
6	Dentsu	190.1
7	Hakuhodo DY Group	31.6
8	Accenture	10.0
9	Chime	7.4
10	The&Partnership	5.1

The world's top 10 brands for media excellence

Rank	Brand	Product Category	Points
1	Gillette	Toiletries & Cosmetics	191.7
2	Tourism Australia	Transport & Tourism	120.3
3	McDonald's	Retail	104.7
4	Cerveza Victoria	Alcoholic Drinks	91.6
5	VIA Rail	Transport & Tourism	91.3
6	Foxtel	Media & Publishing	88.8
7	KFC	Retail	87.4
8	Uniqlo	Retail	86.1
9	Québec Milk Producers	Soft Drinks	74.5
10	O2	Telecoms & Utilities	71.5

The world's top 10 advertisers for media excellence

Rank	Advertiser	Location	Points
1	Procter & Gamble	USA	365.4
2	Unilever	Netherlands/UK	364.1
3	Anheuser-Busch InBev	Belgium	225.0
4	21st Century Fox	USA	150.6
5	Volkswagen Group	Germany	142.2
6	Mars	USA	136.8
7	GlaxoSmithKline	UK	132.2
8	Tourism Australia	Australia	120.3
9	AT&T	USA	119.5
10	PepsiCo	USA	116.0

The world's top 10 countries for media excellence

Rank	Country	Points
1	USA	1288.6
2	UK	816.8
3	Australia	518.1
4	Brazil	403.9
5	Canada	386.9
6	China	349.4
7	India	338.4
8	New Zealand	257.4
9	Israel	237.1
10	Mexico	231.0

"Creativity and innovation in media placement is becoming increasingly important to brands looking to reach consumers in the 'attention economy'," David Tiltman, Head of Content at Warc, said in a release. "There are multiple examples in the War Media 100 of brands and their agencies finding unusual and unconventional channels that help them to cut through, to surprise, and to grab attention."

The WARC Media 100, is based on point totals from the following awards shows: 

• Global: Adweek Media Plan of the Year, Cannes Lions (media categories), D&AD (media categories), Festival of Media (multiple shows), I-COM Data Creativity Awards, Internationalist Awards, M&M Awards, MMA Smarties (multiple shows), Warc Media Awards, World Media Awards. 
• Regional: Dubai Lynx (media categories), El Ojo de Iberoamerica (media categories), El Sol (media categories), Eurobest (media categories), IAB Mixx Awards Europe, Loeries (media categories), Spikes Asia (media categories), Tangrams.