‘Share the load’, BBDO Mumbai and MediaCom Mumbai’s award-winning campaign for Procter & Gamble’s Ariel brand, has been named the top-ranked campaign in the 2017 Warc 100 results, announced today.
The Warc 100 is an annual list of the world’s best marketing campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions, according to the organisation.
‘Share the load’ took the top spot because it more than doubled Ariel’s value and volume sales. It was the only campaign from Asia in Warc’s top 10, although Australia was strongly represented with four campaigns making the shortlist.
In third place overall was ‘Lucy the Robot’ from Atomic 212° Group, an effort that also saw the Australian media agency take third spot in Warc’s top five media agencies list globally.
The other campaigns were ‘Diving into data with Narellan’ for Narellan Pools by Affinity, ‘#MyFamilyCan’ for SPC by Leo Burnett Melbourne, and ‘Infrequent flyers’ for Tigerair by McCann Melbourne.
P&G won top advertiser for the second year in a row, ahead of Unilever in second and Nestle in third.
Other plaudits for the Asia-Pacific region include:
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In the top creative agencies list, BBDO Mumbai and MullenLowe Lintas Group Mumbai took the No.3 and No.5 spots respectively.
- Australia’s Affinity achieved second spot, despite being a new entrant, in the list of global digital agencies.
Focusing specifically on Asia, the top campaigns were ‘Share the load’, followed by ‘Hungry slip ups’ for Snickers by BBDO Hong Kong and Proximity Hong Kong, and ‘#EndAcidSale’ for government initiative Make Love Not Scars by Ogilvy & Mather Mumbai.
“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,” said David Tiltman, WARC head of content.
“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.”
The full results are available at Warc's website.
Top 10 campaigns:
| Rank | Campaign | Location | Brand | Primary Agencies | Points |
| 1 | Share the Load | India | Ariel | BBDO Mumbai / MediaCom Mumbai | 164.2 |
| 2 | John Lewis Christmas advertising 2012-2015 | UK | John Lewis | adam&eveDDB / Manning Gottlieb OMD | 142.2 |
| 3 | Lucy the Robot | Australia | Double Robotics | Atomic 212° Group | 95.0 |
| 4 | Rabbit Race | Germany | Media Markt | Ogilvy & Mather Frankfurt / UM Frankfurt | 84.2 |
| 5 | Raising Eyebrows & Subscriptions | UK | The Economist | Proximity London | 68.3 |
| 6 | Diving into Data for Narellan | Australia | Narellan Pools | Affinity | 64.5 |
| 7 | World Gallery | USA | Apple | TBWA\Media Arts Lab Los Angeles / OMD Los Angeles | 64.2 |
| 8 | #LikeAGirl | Global | Always | Leo Burnett Toronto / Leo Burnett London | 52.2 |
| 9 | #MyFamilyCan | Australia | SPC | Leo Burnett Melbourne | 51.7 |
| 10 | Infrequent Flyers | Australia | Tigerair | McCann Melbourne | 49.6 |
Top 5 countries:
| Rank | Country | Points |
| 1 | USA | 3558.9 |
| 2 | UK | 2091.5 |
| 3 | Australia | 977.7 |
| 4 | India | 877.7 |
| 5 | China | 666.2 |
Top 5 creative agencies:
| Rank | Agency | Location | Points |
| 1 | adam&eveDDB | UK | 219.7 |
| 2 | AMV BBDO | UK | 152.4 |
| 3 | BBDO Mumbai | India | 142.2 |
| 4 | Grey London | UK | 140.1 |
| 5 | MullenLowe Lintas Group Mumbai | India | 123.3 |
Top 5 media agencies:
| Rank | Agency | Location | Points |
| 1 | Starcom New York | USA | 147.3 |
| 2 | Mindshare New York | USA | 100.6 |
| 3 | Atomic 212° Group | Australia | 95.0 |
| 4 | Mindshare Istanbul | Turkey | 71.8 |
| 5 | OMD Los Angeles | US | 61.0 |
Top 5 digital agencies:
| Rank | Agency | Location | Points |
| 1 | Proximity London | UK | 81.0 |
| 2 | Affinity | Australia | 70.9 |
| 3 | Ketchum New York | USA | 64.1 |
| 4 | Trisect | USA | 56.7 |
| 5 | R/GA New York | USA | 51.6 |
Top 5 agency networks:
| Rank | Agency Network | Points |
| 1 | BBDO Worldwide | 1412.4 |
| 2 | Ogilvy & Mather Advertising | 978.9 |
| 3 | McCann Erickson | 702.9 |
| 4 | Starcom | 573.9 |
| 5 | Leo Burnett | 572.8 |
Top 5 agency holding companies:
| Rank | Holding Company | Points |
| 1 | WPP | 4079.4 |
| 2 | Omnicom Group | 3598.4 |
| 3 | Interpublic Group | 2237.7 |
| 4 | Publicis Groupe | 2174.6 |
| 5 | Dentsu | 549.0 |
Top 5 brands:
| Rank | Brand | Product Category | Points |
| 1 | Vodafone | Telecoms | 195.8 |
| 2 | Ariel | Household & Domestic | 164.2 |
| 3 | John Lewis | Retail | 163.4 |
| 4 | IKEA | Retail | 151.8 |
| 5 | Dove | Toiletries & Cosmetics | 145.8 |
Top 5 advertisers:
| Rank | Advertiser Name | Location | Points |
| 1 | Procter & Gamble | USA | 503.3 |
| 2 | Unilever | Netherlands/UK | 478.2 |
| 3 | Nestle | Switzerland | 308.3 |
| 4 | PepsiCo | USA | 268.4 |
| 5 | Heineken | Netherlands | 248.9 |
Top 8 Asia campaigns:
| Rank | Campaign | Location | Brand | Primary Agencies |
| 1 | Share the Load | India | Ariel | BBDO Mumbai / MediaCom Mumbai |
| 2 | Hungry Slip Ups | Hong Kong | Snickers | BBDO Hong Kong / Proximity Hong Kong |
| 3 | #EndAcidSale | India | Make Love Not Scars | Ogilvy & Mather Mumbai |
| 4 | Future Child | India | Lifebuoy | MullenLowe Lintas Group Mumbai / MullenLowe Singapore |
| 5 | The Last Word | Hong Kong | WWF | Ogilvy & Mather Hong Kong / Geometry Global Hong Kong |
| 6 | Visa Rental Bike | China | Visa | OMD Shanghai |
| 7 | House of Little Moments | Taiwan | Uni Noodle | ADK Taipei |
| 8 | The Scoot Social Matrix | Singapore | Scoot | Publicis Singapore |
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