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

The world's top 10 agencies for media excellence

The world's top 10 best networks for media excellence

The world's top 10 holding companies for media excellence

The world's top 10 brands for media excellence

The world's top 10 advertisers for media excellence

The world's top 10 countries for media excellence

"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.