WARC today announces the 2017 results of the WARC 100, an annual ranking of the world’s best marketing campaigns and companies according to their business impact.
You can view the full report here.
Procter & Gamble, Vodafone, BBDO Worldwide, adam&eveDDB and WPP are among the organisations at the top of this year’s rankings, which are based on performance in effectiveness and strategy competitions around the world.
The top-ranked campaign was the highly awarded ‘Share the Load’, developed by BBDO Mumbai and Mediacom Mumbai for Procter & Gamble’s Ariel detergent brand in India. The campaign film, in which men were encouraged to share the weight of household chores, was supported by campaign-specific packaging, and was spread across online, cinema and TVCs. As 1.57 million men pledged to ‘share the load’, Ariel more than doubled value and volume sales, which grew 106 per cent and 105 per cent respectively.
Now in its fourth year, the WARC 100 is built on a rigorous methodology, developed in consultation with Douglas West, Professor of Marketing at Kings College, London. The full results are as follows:
Commenting on the WARC 100 Marc Pritchard, global brand officer, Procter & Gamble, said: “We believe that advertising is a powerful force for growth and good, and we want to be the very best at it. We’ve had a focused effort to raise the bar on our creative quality and work with the best agency partners to deliver growth for our brands. It’s great to see the positive results of our efforts in rankings such as the WARC 100.”
While WPP’s Sir Martin Sorrell, added: “At a time when questions are being raised about the effectiveness of certain marketing channels, it is more important than ever that we focus on the power of creativity and ideas to deliver tangible business results for our clients. The WARC 100 ranking shows we are doing exactly that. My thanks and congratulations to everyone in the Group who contributed to this success.”
