The Warc 100 list was unveiled yesterday, where Saatchi & Saatchi’s ‘Penny the Pirate’ for OPSM took out the global crown for best marketing campaign.
But there were a few other winners as well, including 2015 B&T Employer of The Year, OMD Sydney, who was ranked third in the world’s best media agencies for 2016.
Starcom Mediavest Group came out swinging, with agencies in Chicago and New York taking out first and second spot, respectively, while PHD London and OMD New York rounded out the top five.
Peter Horgan, CEO OMD Australia said, “This is testament to the talent that we have in this market, and it is great to see Australian media agencies rubbing shoulders with the world’s best.”
From Poland and India to Germany and the UK, plenty of countries cracked the top 10, with Australia making a few other appearances in the best 50 media agencies.
UM Sydney hit number 17, M2M Sydney nabbed 29th position and Starcom Mediavest Group Sydney closed at 38.
When it comes to the world’s best creative agencies, Australia hit spots seven, eight and nine with Saatchi & Saatchi Sydney, Leo Burnett Melbourne and Clemenger BBDO Melbourne, respectively.
Where our fair country lagged was in the world’s best digital/specialist agencies, with no agencies cracking the top 50.
In the overall Warc 100 chart toppers, the best brands were listed as Coca-Cola, Mcdonalds and OPSM, while the top advertisers were Procter & Gamble, Unilever and The Coca-Cola Company.
In the overall ranking of countries, unsurprisingly the States took the gold medal, followed by the UK, India, China and Australia in fifth place.
The Warc 100 is an annual ranking of the world’s 100 best marketing campaigns and companies, based on their performance in effectiveness and strategy competitions.