On the list of the year’s top 100 campaigns, this time number one was ‘Kan Khajura Tesan‘, a campaign for Hindustan Unilever developed by Lowe Lintas and PHD in India. The campaign reached ‘media dark‘ rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from the launch, including one million unique callers per month.
In second place on the rankings was ‘Real Beauty Sketches’, developed by Ogilvy & Mather São Paulo and PHD International for Dove.
Lowe Lintas India was named the top creative agency, with AMV BBDO in London in second place and Colenso BBDO in New Zealand in third.
WPP narrowly beat out Omnicom Group on the holding companies rankings. Meanwhile, BBDO Worldwide was named the number one agency network, ahead of Ogilvy & Mather Advertising in second place.
Coca-Cola was the top brand in the ranking, beating McDonald’s (2nd) and Mercedes-Benz (3rd). Meanwhile, Unilever was ranked the top advertiser, ahead of Procter & Gamble.
The Warc 100 is an annual list of the world’s best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions. It is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.
Elsewhere, Starcom MediaVest Group Chicago was named top media agency, with PHD Mumbai in second place. 360i New York was top digital agency, with R/GA New York in second.
Priya Nair, Executive Director, Homecare, at Hindustan Unilever, said, "Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers. We are only at the beginning of our journey with building mobile as a marketing medium."
Mike Cooper, CEO of PHD Worldwide, said, "It’s an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever. Both ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning."
Michael Wall, Global CEO, Lowe and Partners said, "At Lowe and Partners we focus on creating powerful ideas to drive value for our clients’ businesses. It’s especially rewarding that our creative effectiveness recognition for our key client Unilever is for work where we have used the power of our creativity to effect positive change and solve real problems for real people."
To compile this year’s rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigor and prestige in the global industry. Warc has developed a proprietary methodology to weight competitions, based on its own adspend data and a global poll of senior planners and strategists.