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The World's Best Marketing Campaigns and Companies 2016

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The World's Best Marketing Campaigns and Companies 2016 warc100 The world’s best marketing campaigns and companies 2016 Welcome to the Warc 100 warc100 Each year, we track effectiveness and HOW WE BUILT THE RANKINGS strategy competitions from around the world to rank the 100 best market- The Warc 100 rankings are built on are viewed as most prestigious or ing campaigns and companies. a rigorous methodology, developed rigorous. Winners at the most-cited We also use our database of in consultation with Douglas West, awards schemes are given extra awards wins to rank the world’s lead- Professor of Marketing at King’s weighting in the final rankings. ing marketing organisations – both College London. The methodology on the agency and client side. is applied consistently across all • Size of market: Warc takes into This document is a summary of the competitions we track. account how much of the global top-ranked campaigns and compa- advertising market the eligibility nies from the 2016 rankings. To learn First, a list of relevant competitions for each competition represents. more, visit the site for this year’s was compiled. Campaigns that won It is able to do this using Warc’s rankings. awards in those competitions were comprehensive adspend data awarded points based on the level of resources, which includes analysis award they won (Gold, Silver, Bronze, by channel and by geography. etc). Those points are then weighted according to the standing of each A campaign’s ‘score’ reflects the competition in the global marketing sum of all the weighted points attrib- industry. The calculation includes uted to it from different competitions. data from: We have also collated information on the agencies behind the campaigns • Planner Poll: Warc has conducted (including, where they have been a survey of over 100 senior agency listed, contributing agencies), and, planners and strategists to gauge where possible, the authors of the which of the competitions we track campaign case studies. 1 Warc 100: The world’s best marketing campaigns and companies 2016 © Copyright Warc 2016. All rights reserved. Themes from the world’s best campaigns warc100 1 2 3 BUILDING PRODUCTS SOCIAL ISSUES DIVERSITY OF FORMATS A focus on useful products and This year’s results indicate a trend There was a striking range of services was a shared component towards brands directly address- lead media used among the top of many top-ranked Warc 100 ing social issues in their communi- campaigns. Innovative use of point- campaigns. For example, ‘Penny the cations. Campaigns built around of-sale ads, personalised packaging, Pirate’, a campaign for opticians female empowerment, food waste, online video, mobile apps and OPSM, was based around a book and the need to recognise and value traditional TV are all represented in and app that allowed parents to test non-traditional families were all the top 10 campaigns. This suggests their children’s eyesight in a new way. ranked in the top 10. that there is now no single media model for campaign success. 2 Warc 100: The world’s best marketing campaigns and companies 2016 © Copyright Warc 2016. All rights reserved. The world’s best marketing campaigns 2016 warc100 Campaign title Brand Primary agency Product category Location Points 1 Penny the Pirate OPSM Saatchi & Saatchi / OMD Retail Australia 138.6 2 #LikeAGirl Always Leo Burnett / Starcom MV Group Toiletries & cosmetics Global 126.3 3 Project Architeuthis America’s Navy Campbell Ewald Government & non-profit US 81.2 4 Inglorious Fruits and Vegetables Intermarché Marcel Retail France 69.9 5 Live Test Series Volvo Forsman & Bodenfors Automotive Sweden 68.3 6 If We Made It Newcastle Brown Ale Droga5 Alcoholic drinks US 66.4 7 This is Wholesome Honey Maid Droga5 Food US 59.9 8 Share a Coke Coca-Cola Various Soft drinks Global 59.5 9 Kan Khajura Tesan Hindustan Unilever MullenLowe Lintas Group / PHD Household & domestic India 58.2 10 I Will What I Want Under Armour Droga5 Clothing & accessories US 53.5 View full rankings on Warc 3 Warc 100: The world’s best marketing campaigns and companies 2016 © Copyright Warc 2016. All rights reserved. Case studies warc100 1. PENNY THE PIRATE 2. #LIKEAGIRL 3. PROJECT ARCHITEUTHIS Brand: OPSM Brand: Always Brand: America’s Navy Agencies: Saatchi & Saatchi / OMD Agencies: Leo Burnett / Starcom MV Group Agencies: Campbell Ewald Country: Australia Country: Global Country: US OPSM, an Australian optometrist, used a Always, the feminine hygiene brand, The US Navy recruited cryptologists via an story book to promote children’s eye tests. changed a negative stereotype with this alternate-reality puzzle-solving game on A cheaper competitor meant OPSM campaign. social media. needed to persuade people that its better- With a trusted, yet functional image, The Navy needed to maintain its goal for quality services were worth a higher price. Always was losing relevance with young recruiting cryptologists with a decreased It decided to target children, as they should women. Its response was to champion self- budget and more challenging market cir- have regular eye tests but many do not – and confidence, a core brand value. cumstances. many parents are not aware of the need. It filmed a social experiment that asked Exploration of the extremely small and elu- OPSM created a children’s story book people to do things ‘like a girl’, and found sive target audience revealed an intriguing incorporating vision testing methods to allow that adults took this to mean ‘silly’ or ‘not insight – that the brightest cryptology minds parents to screen their children’s sight and good enough’, while prepubescent girls did cannot resist a nearly impossible puzzle. determine whether they needed an eye test. them the best they could. This led to ‘Project Architeuthis’, an alter- An above-the-line campaign was aimed at The video was distributed online – sup- nate-reality game where characters, crypto- key influencers to drive word of mouth, and ported by an influencer network, social logic clues, tips and updates were revealed TV ads featured a celebrity ambassador. media and website hub – before airing as a via Facebook, Twitter, Instagram and Tumblr. The approach was a success. Over 120,000 60-second ad during the 2015 Super Bowl. With no paid media, this game was an copies of Penny the Pirate were distributed Within the first month the video had been incredible engagement success, and analy- and, in turn, OPSM increased volume sales shared 1 million times and purchase intent sis showed that participation increased the of children’s eye tests and eyewear. also increased. likelihood of enlistment. View full case study View full case study View full case study 4 Warc 100: The world’s best marketing campaigns and companies 2016 © Copyright Warc 2016. All rights reserved. Case studies warc100 4. INGLORIOUS FRUIT & VEGETABLES 5. LIVE TEST SERIES 6. If We Made It Newcastle Brown Ale | Droga5 | US Brand: Intermarché Brand: Volvo A blatantly honest, no-frills beer brand in Agencies: Marcel Agencies: Forsman & Bodenfors the US got attention by parodying Super Country: France Country: Sweden Bowl ads. 7. This is Wholesome Honey Maid | Droga5 | US A snack brand recognised changing family structures with an inclusive ad campaign. 8. Share a Coke Coca-Cola | Various | Global French food retailer Intermarché set out to Volvo, the automotive group, maximised Coca-Cola’s campaign of personalising combat food waste. awareness of its new range of trucks with a cans and bottles expanded to new Prior research showed that 40% of food global, YouTube-led campaign. territories. was being thrown away by retailers because Wanting to attract a wider audience than it looked less than perfect, so Intermarché just the purchaser of the trucks, Volvo tar- 9. Kan Khajura Tesan instigated a campaign to show that this food geted those who may be consulted about the Hindustan Unilever | MullenLowe Lintas | did not need to be wasted. purchase, such as drivers, colleagues and India Starting locally, an aisle was dedicated to former customers. The FMCG company reached media-dark ‘ugly’ fruit and vegetables sold at a 30% dis- So Volvo devised and filmed a series of areas of India with an all-new mobile count. The reaction was measured by KPIs of stunts to illustrate aspects of the vehicles and entertainment channel. store traffic and consumer feedback, which emphasised safety and environmental con- proved positive. cerns. The videos were aired solely on Volvo 10. I Will What I Want Following press and TV ads the trial was Trucks’ YouTube channel and followed up Under Armour | Droga5 | US rolled out to all its 1,800 stores and had a through social channels and extensive PR. A sportswear brand turned around its marked effect on consumer behaviour. It gar- With over 100 million YouTube views, the masculine perception to become a symbol nered 740 articles in the media, a significant campaign delivered a significant increase in of female athletic aspiration. Facebook response and a knock-on effect brand recall and awareness and, ultimately, with other French and international stores a growth in sales that made it Volvo Trucks’ copying the tactic. best year ever. View full case study View full case study 5 Warc 100: The world’s best marketing campaigns and companies 2016 © Copyright Warc 2016. All rights reserved. The world’s best creative agencies 2016 warc100 Rank LY Agency Location Points COMMENTARY 1 1 MullenLowe Lintas Group India 194.5 • MullenLowe Lintas Group retained its position on top of the creative agencies rankings, buoyed by five 2 36 Droga5 New York US 178.8 separate campaigns being ranked on the top 100 – more than any other 3 4 Ogilvy & Mather New York US 131.0 agency. • Droga5 was the top independent shop 4 new Leo Burnett Chicago US 116.0 on the list, finishing 2nd.
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