Faaez Samadi
Apr 4, 2017

Ariel ‘Share the load’ tops 2017 Warc 100

P&G named top advertiser, while Vodafona takes pole as top brand.

Ariel 'Share the load' was named best campaign in this year's Warc 100
Ariel 'Share the load' was named best campaign in this year's Warc 100

‘Share the load’, BBDO Mumbai and MediaCom Mumbai’s award-winning campaign for Procter & Gamble’s Ariel brand, has been named the top-ranked campaign in the 2017 Warc 100 results, announced today.

The Warc 100 is an annual list of the world’s best marketing campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions, according to the organisation.

‘Share the load’ took the top spot because it more than doubled Ariel’s value and volume sales. It was the only campaign from Asia in Warc’s top 10, although Australia was strongly represented with four campaigns making the shortlist.

In third place overall was ‘Lucy the Robot’ from Atomic 212° Group, an effort that also saw the Australian media agency take third spot in Warc’s top five media agencies list globally.

The other campaigns were ‘Diving into data with Narellan’ for Narellan Pools by Affinity, ‘#MyFamilyCan’ for SPC by Leo Burnett Melbourne, and ‘Infrequent flyers’ for Tigerair by McCann Melbourne.

P&G won top advertiser for the second year in a row, ahead of Unilever in second and Nestle in third.

Other plaudits for the Asia-Pacific region include:

  • In the top creative agencies list, BBDO Mumbai and MullenLowe Lintas Group Mumbai took the No.3 and No.5 spots respectively.
  • Australia’s Affinity achieved second spot, despite being a new entrant, in the list of global digital agencies.

Focusing specifically on Asia, the top campaigns were ‘Share the load’, followed by ‘Hungry slip ups’ for Snickers by BBDO Hong Kong and Proximity Hong Kong, and ‘#EndAcidSale’ for government initiative Make Love Not Scars by Ogilvy & Mather Mumbai.

“This year’s Warc 100 reflects an industry in flux. It’s clear from the rankings that TV-led, ‘big idea’ advertising, when executed well, is still highly effective,” said David Tiltman, WARC head of content.

“But we’re seeing a range of alternative approaches also capable of generating business results – from data-driven ‘moment marketing’ to stunts or events designed to focus consumer attention.”

The full results are available at Warc's website.

Top 10 campaigns:

Rank Campaign Location Brand Primary Agencies Points
1 Share the Load India Ariel BBDO Mumbai / MediaCom Mumbai 164.2
2 John Lewis Christmas advertising 2012-2015 UK John Lewis adam&eveDDB / Manning Gottlieb OMD 142.2
3 Lucy the Robot Australia Double Robotics Atomic 212° Group 95.0
4 Rabbit Race Germany Media Markt Ogilvy & Mather Frankfurt / UM Frankfurt 84.2
5 Raising Eyebrows & Subscriptions UK The Economist Proximity London 68.3
6 Diving into Data for Narellan Australia Narellan Pools Affinity 64.5
7 World Gallery USA Apple TBWA\Media Arts Lab Los Angeles / OMD Los Angeles 64.2
8 #LikeAGirl Global Always Leo Burnett Toronto / Leo Burnett London 52.2
9 #MyFamilyCan Australia SPC Leo Burnett Melbourne 51.7
10 Infrequent Flyers Australia Tigerair McCann Melbourne 49.6

Top 5 countries:

Rank Country Points
1 USA 3558.9
2 UK 2091.5
3 Australia 977.7
4 India 877.7
5 China 666.2

Top 5 creative agencies:

Rank Agency Location Points
1 adam&eveDDB UK 219.7
2 AMV BBDO UK 152.4
3 BBDO Mumbai India 142.2
4 Grey London UK 140.1
5 MullenLowe Lintas Group Mumbai India 123.3

Top 5 media agencies:

Rank Agency Location Points
1 Starcom New York USA 147.3
2 Mindshare New York USA 100.6
3 Atomic 212° Group Australia 95.0
4 Mindshare Istanbul Turkey 71.8
5 OMD Los Angeles US 61.0

Top 5 digital agencies:

Rank Agency Location Points
1 Proximity London UK 81.0
2 Affinity Australia 70.9
3 Ketchum New York USA 64.1
4 Trisect USA 56.7
5 R/GA New York USA 51.6

Top 5 agency networks:

Rank Agency Network Points
1 BBDO Worldwide 1412.4
2 Ogilvy & Mather Advertising 978.9
3 McCann Erickson 702.9
4 Starcom 573.9
5 Leo Burnett 572.8

Top 5 agency holding companies:

Rank Holding Company Points
1 WPP 4079.4
2 Omnicom Group 3598.4
3 Interpublic Group 2237.7
4 Publicis Groupe 2174.6
5 Dentsu 549.0

Top 5 brands:

Rank Brand Product Category Points
1 Vodafone Telecoms 195.8
2 Ariel Household & Domestic 164.2
3 John Lewis Retail 163.4
4 IKEA Retail 151.8
5 Dove Toiletries & Cosmetics 145.8

Top 5 advertisers:

Rank Advertiser Name Location Points
1 Procter & Gamble USA 503.3
2 Unilever Netherlands/UK 478.2
3 Nestle Switzerland 308.3
4 PepsiCo USA 268.4
5 Heineken Netherlands 248.9

Top 8 Asia campaigns:

Rank Campaign Location Brand Primary Agencies
1 Share the Load India Ariel BBDO Mumbai / MediaCom Mumbai
2 Hungry Slip Ups Hong Kong Snickers BBDO Hong Kong / Proximity Hong Kong
3 #EndAcidSale India Make Love Not Scars Ogilvy & Mather Mumbai
4 Future Child India Lifebuoy MullenLowe Lintas Group Mumbai / MullenLowe Singapore
5 The Last Word Hong Kong WWF Ogilvy & Mather Hong Kong / Geometry Global Hong Kong
6 Visa Rental Bike China Visa OMD Shanghai
7 House of Little Moments Taiwan Uni Noodle ADK Taipei
8 The Scoot Social Matrix Singapore Scoot Publicis Singapore


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