WARC has released the results of the WARC Media 100, an independent annual ranking of the world’s most awarded campaigns and companies for creativity and innovation in media.
The report which is successor to the Gunn Media 100 is compiled by tracking the performance of campaigns, brands and agencies at the most important advertising media competitions around the world.
Gillette deodorant campaign ‘I Don’t Roll On Shabbos’ by MediaCom Connections Tel Aviv is the most awarded campaign of 2018. Using a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel, Gillette’s share in the Orthodox sector grew from 3% to 15% and brand awareness from 15% to 55%.
The success of Gillette’s top-ranked campaign contributed to MediaCom Connections Tel Aviv entering the top 50 agencies table for the first time. Straight in at #1, the agency was responsible for award-winning work on Gillette, Pantene, Always and Fairy in Israel, with wins at multiple shows.
MediaCom retained its position at the top of the media networks ranking, with its agencies having a stronghold in the top ten. A total of 16 MediaCom campaigns ranked in the top 100, including three in the top ten.
The top three positions in the holding company ranking remain unchanged on last year, with WPP taking the top spot, significantly ahead of Omnicom in second and Interpublic Group in third.
Gillette jumped from #9 to #1 in this year’s top brands for media excellence, with two campaigns in the top ten.
Last year’s first and second ranked advertisers have switched places this year with less than two points between them. Procter & Gamble tops the table with work for five brands in the top 100 and ten brands in total across the full ranking. Unilever follows in second place with work on four brands in the top 100 and smaller wins for 18 further brands in the full ranking.
The top three countries remain unchanged on the previous two years with the USA topping the chart followed by UK and Australia.
The full rankings for media creativity and innovation – which include the top 100 campaigns, top 50 agencies, networks, brands, advertisers, countries and top holding companies – are available to view here. A sample report of the WARC Media 100 is available here.
The top campaigns and companies in the WARC Media 100 are:
The world’s top 10 campaigns for media excellence
The world’s top 10 agencies 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 countries for media excellence
