Aussie Agency Tops The Warc 100 List With Best Global Ad Campaign

Aussie Agency Tops The Warc 100 List With Best Global Ad Campaign
SHARE
THIS



Warc has lifted the lid on the 2016 results of the Warc 100, an annual ranking of the world’s best marketing campaigns and companies according to their business impact.

The Warc 100 rankings are based on performance in effectiveness and strategy awards around the world, and has also pinned down some of the key themes to emerge from the year’s top 100.

And who was ranked number one? Well, it was our very own ‘Penny the Pirate’, developed by Saatchi & Saatchi and OMD for Aussie optical chain OPSM and combining traditional and digital media to craft a printed book and app to highlight vision problems in children.

More than 126,000 parents bought the reading book, the number of eye tests conducted by OPSM increased by 22.6 per cent year-on-year, and its sales also grew by more than 22 per cent.

Warc 100: Top 10 global advertising campaigns 2016

Rank Campaign Location Brand Primary Agency Points
1 Penny the Pirate Australia OPSM Saatchi & Saatchi/OMD 138.6
2 #LikeAGirl Global Always Leo Burnett/Starcom MediaVest 126.3
3 Project Architeuthis USA America’s Navy Campbell Ewald 81.2
4 Inglorious Fruits and Vegetables France Intermarché Marcel 69.9
5 Live Test Series Sweden Volvo Forsman & Bodenfors 68.3
6 If We Made It USA Newcastle Brown Ale Droga5 66.4
7 This is Wholesome USA Honey Maid Droga5 59.9
8 Share a Coke Global Coca Cola Various 59.5
9 Kan Khajura Tesan India Hindustan Unilever MullenLowe Lintas Group/PHD 58.2
10 I Will What I Want USA Under Armour Droga5 53.5

There were a number of breakthrough brands cracking the top 10, including IKEA and Heineken, moving up the ladder to fourth place and sixth place, respectively.

Australia did us all proud when it scooped the world’s most effective campaign in ‘Penny the Pirate’. Two other Aussie campaigns made it into the top 20 ranking: ‘#SPCSunday’ for SPC by Leo Burnett, and ‘How to Drink Properly’ for DrinkWise by Clemenger BBDO and GALKAL.

https://youtu.be/QykqNuxPEFI?list=PLYCeFenz0u2JUCgMzJ24PxgeB2P3s8jxR

Saatchi & Saatchi Sydney, Leo Burnett Melbourne and Clemenger BBDO Melbourne all made the top 10 creative agencies globally, and OMD Sydney was the third ranked media agency globally.

Looking at this year’s top 100 campaigns, there are a number of themes that emerge:

1. Digital-led campaign are delivering business results

Many of the winning campaigns use digital elements to deliver scale: in all, 11 of the 20 top-ranked campaigns led with digital channels. Notable uses of digital include the ‘Live Test Series’ (ranked 5th) by Volvo Trucks – its YouTube video views of over 100 million reached far beyond the brand’s niche target audience of truck drivers and resulted in a 23 percent growth in sales in the fourth quarter of 2013.

2. More brands are using social activism extremely effectively to drive business

Pioneered by Unilever-owned brand Dove over the past decade (and sometimes dubbed “The Dove Effect”), marketers around the world have learnt that taking a socially progressive stance can help drive business impact.

This need for brands to be seen as good corporate citizens has informed many top-performing marketing strategies, as is reflected in several top 20-ranked campaigns including ‘#LikeAGirl’ (2nd), ‘Inglorious Fruits and Vegetables’ (4th), ‘I Will What I Want’ (10th), ‘Touch the Pickle’ (12th) and ‘This Girl Can’ (20th).

3. Procter & Gamble moves to No 1 advertiser globally

Procter & Gamble has improved its points total and ranking for each of the last three years and had nine campaigns in this year’s top 100, versus Unilever’s three.

According to the report, Procter & Gamble’s strong performance in the current Warc 100 reflects the company’s continuing ability to develop powerful advertising that gets people talking. While Unilever remains a very effective advertiser, the latest results raise questions about the potential impact of cost cuts on the development of breakthrough marketing ideas.

 

Please login with linkedin to comment

Adam Ferrier Advertising Standards Bureau albania barnes catmur & friends Blue September experian marketing services Google driverless car Kontented Swithced on Media Today Network Twitter Uniformdating.com YouTube

Latest News

LED Display - Job Openings
  • Technology

Australian Tech Jobs Stunt COVID Slump

New data has revealed that Australia’s technology workforce managed to grow in 2020, despite the widespread financial downturn caused by the COVID-19 pandemic. ACS has released its annual Australia’s Digital Pulse report, prepared by Deloitte Access Economics, which looked at how the technology sector performed during the pandemic. And with 2020 seeing the continued rise of eCommerce, […]

by B&T Magazine

B&T Magazine
US Attorneys General Urge Facebook To Abandon Plans For Kids Instagram
  • Media
  • Technology

US Attorneys General Urge Facebook To Abandon Plans For Kids Instagram

Attorneys General of more than 40 US states have called for Mark Zuckerberg to reverse plans for a version of Instagram aimed at children. In March, Buzzfeed published an internal company post stating that the company was looking to build a version of Instagram for children under 13 – the current age minimum of the app. […]

by B&T Magazine

B&T Magazine
Women Leading Tech: Outfit’s Ash Ivory On The Power Of Trust
  • Technology

Women Leading Tech: Outfit’s Ash Ivory On The Power Of Trust

While the 2021 Women Leading Tech awards have been and gone, at B&T we are always looking to celebrate the brilliant women leading the tech industry. Ash Ivory is Outfit’s head of product and spoke to B&T about getting women into product design, leading the next generation of tech, and the joys of motorbikes. B&T: How has […]

Australian Companies 2 Design And Voice Adelaide See Success In Typography Awards
  • Marketing

Australian Companies 2 Design And Voice Adelaide See Success In Typography Awards

Two winners each from Australia and New Zealand were among those revealed by the Type Directors Club. The Types Directors Club is the world’s leading typography organization and part of The One Club for Creativity, with the companies awarded at two premiere global awards programs: TDC67 Communication Design and 24TDC Typeface Design competitions. In Australia, […]

Nature Appoints New Leadership Team
  • Technology

Nature Appoints New Leadership Team

Nature announces new leadership team. Still a little remiss giving the hedgerow out the front a trim and shaping.

Cresta Awards Announce dentsu mcgarrybowen’s Merlee Jayme As Chair
  • Media

Cresta Awards Announce dentsu mcgarrybowen’s Merlee Jayme As Chair

Merlee Jayme, Global President of Dentsu McGarrybowen, is confirmed as this year’s Chair of the prestigious Cresta Awards. The much-awarded ‘Chairmom’ and Chief Creative Officer of Philippines agency Dentsu, Jayme Syfu, says she cannot wait to see what gets entered in this year’s competition. Her role includes vision-setting for the jury of 120+ leading creatives […]

The Wired Agency Wins Leading Digital Learning Business
  • Marketing

The Wired Agency Wins Leading Digital Learning Business

Following a pitch process, The Wired Agency [Wired] has won the creative, digital and social remit for the digital education business, CoWorks. Specialising in providing digital based coaching to HSC students, CoWorks is growing its offering across New South Wales following the profound impact Covid had and continues to have, on students and how they […]

Seven’s Jack McLintock Joins Media Monitoring Company Streem
  • Media

Seven’s Jack McLintock Joins Media Monitoring Company Streem

Realtime media monitoring company Streem has appointed Jack McLintock to the new role of Media Relations Manager. McLintock was previously Corporate and Government Affairs Manager at Seven West Media, and also has several years’ experience working in federal politics. Streem CEO Elgar Welch said McLintock’s strong media industry and corporate affairs experience was a key […]

Think HQ Moves Research Practice In House With Appointment Of Dr Pauline Ho
  • Marketing

Think HQ Moves Research Practice In House With Appointment Of Dr Pauline Ho

In a move that strengthens its research offering, purpose-driven integrated communications agency Think HQ has brought its research function in-house and appointed Dr Pauline Ho (pictured right) to lead development of its growing research operation. Dr Pauline Ho has joined Think HQ as Strategy and Insights Manager. She is an experienced research and evaluation specialist […]