Compiled also pointed out AlmapBBDO as the third most effective agency in the ranking
Warc presented its ranking of companies and campaigns most awarded for efficiency, the Effective 100. The compilation reflects the works that were awarded in global and regional advertising sector awards that took place in 2023.
Data from the report presented this year showed that Brazil rose three positions and now occupies third place on the list, behind only the USA, which remains in first place, and India, in second.
“The WARC Effective 100 league tables act as a benchmark for excellence in effectiveness. They showcase the most successful work and highlight companies that have made an impact,” said Amy Rodgers, head of WARC Creative.
The “Shah Rukh Khan-My-Ad” campaign, created by Ogilvy Mumbai and Wavemaker Mumbai for Cadbury, was chosen as the most effective campaign of 2023. The piece helped the confectionery company increase sales of the “Celebrations” product by 35% during the Hindu religious festival, also known as the festival of lights, Diwali.
We are happy that ‘SRK My Ad’ by Cadbury Celebrations has been recognized as the most effective campaign in the WARC Effective 100. This idea has brought so much joy and happiness to millions of small shop owners across India, making India’s biggest star , Shah Rukh Khan, the brand ambassador in times of need, said Sukesh Nayak, creative director, Ogilvy India.
Second place went to “Keep Girls in School”, written by Leo Burnett Mumbai, EssenceMediacom Mumbai, Leo Burnett Gurgaon and EssenceMediacom London for feminine care brand Whisper, which launched an initiative to reduce the rate of girls dropping out of school due to menstruation . In third place was the piece “Famous Orders”, by Wieden + Kennedy New York, Narrative Los Angeles, Alma Miami and Burrell Chicago for McDonald’s.
In the agency category, first place went to Leo Burnett Dubai, which has one piece in the Top 10 and another four spread across the list of 100 most effective campaigns.
We consistently create buzzworthy work that works for our brand partners across the region. This has allowed us to create world-class, world-leading work that has been entered into all the top-tier awards and allowed us to win those awards. Coming in first place globally to represent the region and our brands is a privilege and a testament to our strategic leadership, creative effectiveness and incredible talent, said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey.
Second place went to Ogilvy Mumbai and AlmapBBDO So Paulo occupies third place. The Brazilian agency occupied 49th position last year. Another national that occupies the Top 10 of the ranking is Africa Creative, which is in 9th place.
The most effective media agency in 2023 was Mindshare New York, which jumped from second to first position between one year and the next.
True effectiveness isn’t just about clicks or short-term growth. It’s about helping brands create long-term, sustainable business growth and the kind of work our teams are dedicated to doing with our clients every day. We are thrilled to be recognized by WARC as a leading media agency, said Nancy Hall, CEO of Mindshare North America.
The Top 3 also consists of Wavemaker Mumbai, in second place, and Starcom Chicago in third.
The first place in the network ranking is Ogilvy, which maintained the same position as last year and has 11 campaigns among the top 100, including the one that occupies first place. In addition, the network also has eight agencies in the creative agency ranking.
Being recognized as the world’s most effective network for the second year in a row is a testament to Ogilvy’s vibrant culture of thinking that is alive and well in all of our offices around the world and in our creative problem solvers, bringing ambition, precision and imagination strategic response to our clients’ challenges. This award celebrates our people, the Ogilvy spirit and our incredible client partnerships, highlighted Mick McCabe, Global Director of Strategy at Ogilvy.
Second place went to DDB Worldwide, which has 19 campaigns in the Top 100 and seven agencies in the ranking, followed by Leo Burnett who is in third place with 13 campaigns and 5 agencies classified.
In the case of holding companies, Omnicon Group moved up one position and leads the ranking with 13 creative agencies and 15 media agencies in the top 50.
Omnicom’s performance in this ranking demonstrates the power of our ideas and our strong partnership with customers. WARC’s recognition is a testament to our incredible teams around the world and their ability to consistently deliver the most creative and effective work that drives results for our clients,” said John Wren, President and CEO of Omnicom.
WPP came second with 10 creative agencies and 10 media agencies ranked. Publicis Groupe came in third place, one position higher than last year, with 7 creative agencies and 11 media agencies.
The most efficient brand title went to McDonald’s, for the fifth consecutive year. The brand has three campaigns in the Top 100, including “Famous Orders” which is in third place on the list for the second year in a row.
McDonald’s culture of creative bravery transcends marketing and has become a global touchpoint that fuels transformative ideas. This honor is a testament to how our incredible talent around the world continues to make great creative leaps with insight-driven work that shapes culture, transforms business and drives growth. From our most senior leaders to our newest team members, we are fostering a culture where bold ideas thrive and we redefine what is possible, said Morgan Flatley, global chief marketing officer and head of new business ventures.
Next comes Cadbury and KFC, in second and third place.
Finally, AB InBev leads the most effective advertiser ranking for the third consecutive year
It’s an honor to be recognized as the most effective advertiser again. In marketing, creativity means nothing unless it is used to solve real problems and drive the growth of our business. Therefore, I am especially proud of this recognition of our team’s work, making a real impact to create a happier future, said Marcel Marcondes, Marketing Director at AB InBev.
Unilever rose to 2nd place with 3 brands classified, namely Dove, Vaseline and Hellmann’s. McDonald’s occupies third place.
