Staff Reporters
Mar 17, 2020

APAC campaigns win 6 of top 10 spots in Warc Effective 100

I&S BBDO / BBDO J West Hiroshima, Ogilvy Mumbai, Grey Kuala Lumpur, Mindshare Mumbai and McCann Shanghai / MRM McCann Shanghai earn top-10 spots on the ranking of 2019's most effective campaigns.

'Oyster Kanji Dictation' for Hiroshima Tourism, is the world's second most-awarded campaign for effectiveness in 2019.
'Oyster Kanji Dictation' for Hiroshima Tourism, is the world's second most-awarded campaign for effectiveness in 2019.

Work from Japan, India, Malaysia and China accounts for six of the 10 most-awarded campaigns for effectiveness in 2019, according to the just released Warc Effective 100 rankings. In addition, multiple APAC agencies appear across the lists of the most effective agencies for effectiveness, and India surpassed the UK for second place on the country table—a first since the ranking began in 2014. 

The Effective 100 ranking is based on results in the industry's most important global and regional award shows for effectiveness throughout 2019. The announcement of the winners follows the recent release of the Creative 100 and Media 100.

The APAC agencies whose campaigns made the top-10 campaign ranking are:

  • I&S BBDO / BBDO J West Hiroshima
  • Ogilvy Mumbai
  • Grey Kuala Lumpur
  • Mindshare Mumbai
  • McCann Shanghai / MRM McCann Shanghai.

The Effective 100 has three rankings for agencies: creative, media and digital/specialist. APAC shops making a mark across these rankings include CHE Proximity, which rose from ninth to third on the creative list; Mindshare Mumbai, which placed second on the media list; and MRM McCann, which reached second on the digital/specialist list.

The top 10 lists for each category follow. See Warc for the full rankings.

Top 10 world's most awarded campaigns for effectiveness

Rank Campaign title Brand Agency Points
1 It's a Tide Ad Tide Saatchi & Saatchi New York / Hearts & Science New York / MKTG New York 75
2 Oyster Kanji Dictation Hiroshima Tourism I&S BBDO Tokyo / BBDO J West Hiroshima 69.1
3 Prescribed to Death National Safety Council Energy BBDO Chicago / PHD Chicago 65.9
4 Vodafone Sakhi Vodafone Ogilvy Mumbai 62.6
5 Unforgettable Bag Tesco Grey Kuala Lumpur 55.2
6 The Adaptive Data Lighthouse Lifebuoy Mindshare Mumbai 52.8
7 Project 84 CALM adam&eveDDB London 51.1
8 Black Supermarket Carrefour Marcel Paris 50
9 Everyone is an Amazing Book Amazon Prime McCann Shanghai / MRM//McCann Shanghai 41.1
10 Faces of the City Coca-Cola McCann Shanghai 40.2

Top 10 world's most awarded creative agencies for effectiveness

Rank Agency Location Points
1 FP7 McCann Dubai, United Arab Emirates 138.7
2 AMV BBDO London, UK 98.8
3 CHE Proximity Melbourne, Australia 91.5
4 DDB Auckland, New Zealand 80.3
5 Ogilvy Mumbai, India 80
6 adam&eveDDB London, UK 78
7 Saatchi & Saatchi New York, USA 77.2
8 McCann New York, USA 75.3
9 Energy BBDO Chicago, USA 74.4
10 I&S BBDO Tokyo, Japan 69.1

Top 10 world's most awarded media agencies for effectiveness

Rank Agency Location Points
1 Hearts & Science New York, USA 70.3
2 Mindshare Mumbai, India 70.1
3 PHD Chicago, USA 62.5
4 Mindshare Istanbul, Turkey 62.3
5 OMD New York, USA 47.7
6 Starcom Chicago, USA 44.7
7 Starcom Warsaw, Poland 40
8 UM Toronto, Canada 39.7
9 Reprise Petaling Jaya, Malaysia 39
10 Wavemaker Warsaw, Poland 34.7

Top 10 world's most awarded digital/specialist agencies for effectiveness

Rank Agency Location Points
1 MKTG New York, USA 57.8
2 MRM//McCann Shanghai, China 41.1
3 Ayzenberg Los Angeles, USA 40
4 R/GA New York, USA 25.9
5 Arc Worldwide Chicago, USA 25
6 Fullsix Lisbon, Portugal 24
7 Edelman New York, USA 23.5
8 Plan.Net Munich, Germany 23.3
9 Digitas Chicago, USA 21.3
10 Ogilvy & SocialLab Brussels, Belgium 21.2

Top 10 world's most awarded networks for effectiveness

Rank Network Points
1 McCann Worldgroup 1188.6
2 BBDO Worldwide 886.6
3 Ogilvy 759.5
4 DDB Worldwide 531.6
5 Dentsu Aegis Network 482.3
6 IPG Mediabrands 479
7 Mindshare Worldwide 433.8
8 TBWA Worldwide 425.9
9 OMD Worldwide 410.9
10 Wunderman Thompson 380.5

Top 10 world's most awarded holding companies for effectiveness

Rank Holding company Points
1 WPP 2496.7
2 Omnicom Group 2230.4
3 Interpublic Group 1980.8
4 Publicis Groupe 1169
5 Dentsu 505.3
6 Havas Group 307.1
7 Accenture 144.2
8 MDC Partners 119.9
9 BlueFocus 38.4
10 Hakuhodo DY Group 18

Top 10 world's most awarded brands for effectiveness

Rank Brand Product Category Points
1 McDonald's Retail 174.9
2 Coca-Cola Soft Drinks 169.9
3 IKEA Retail 145.5
4 KFC Retail 144.2
5 Vodafone Telecoms & Utilities 118.6
6 Burger King Retail 87.3
7 Tide Household & Domestic 75
8 Xbox Technology & Electronics 74.7
9 Hiroshima Tourism Transport & Tourism 69.1
10 National Safety Council Non-profit, public sector & education 65.9

Top 10 world's most awarded advertisers for effectiveness

Rank Advertiser Location Points
1 Unilever Netherlands/UK 325.2
2 The Coca-Cola Company USA 241.6
3 Nestlé Switzerland 219.4
4 Anheuser-Busch InBev Belgium 207.9
5 Procter & Gamble USA 191.2
6 McDonald's USA 174.9
7 Yum! Brands USA 165.5
8 Vodafone UK 146.2
9 IKEA Sweden 145.5
10 PepsiCo USA 123.4

Top 10 world's most awarded countries for effectiveness

Rank Country Points
1 USA 1185.3
2 India 691
3 UK 521.8
4 China 446.4
5 United Arab Emirates 407.7
6 Argentina 371
7 Russia 361.3
8 Australia 351.1
9 Peru 298.3
10 France 289.2

The award shows tracked for the WARC Effective 100 are as follows:

Global:

  • Effies
  • Cannes Lions (creative effectiveness & creative strategy categories)
  • IPA Effectiveness Awards
  • WARC Awards
  • Jay Chiat Awards
  • APG Creative Strategy Awards
  • AME Awards
  • ARF David Ogilvy Awards. 

Regional:

  • APAC: Effie APAC (plus local market Effies), Tangrams (effectiveness categories), WARC Prize for Asian Strategy
  • Europe: EACA Euro Effies (plus local market Effies), Premios Eficacia (Portugal & Spain)
  • Middle East & Africa: Effie MENA (plus local market Effies), WARC Prize for MENA Strategy, Loeries (effectiveness categories)
  • Latam: Effie LATAM (plus local market Effies)
  • North America: Effie North America (plus local market Effies)

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