Staff Reporters
Mar 4, 2019

India crushes it in the Warc Effective 100

Work from India takes the top three spots in Warc's list of the most awarded campaigns and companies for effectiveness.

Carvaan made the client US$9.5 million in incremental revenue in six months.
Carvaan made the client US$9.5 million in incremental revenue in six months.

Work from India has taken the three top spots in The WARC Effective 100 (formally the WARC 100) for 2018, Warc announced today.  

The most awarded work of the year is Carvaan, a 'radio' with preloaded digital music developed by The Womb Mumbai for music company Saregama. It's followed immediately by 'Healthy hands chalk sticks', by Ogilvy Mumbai for Savlon, and 'India's newest status symbol', by McCann New Delhi for Harpic. Other APAC shops with work in the top 10 were Colenso BBDO Auckland / Starcom Auckland (5), McCann Melbourne (6), and CHE Proximity Sydney (10).

India's strong performance also extended to the list of most-awarded creative agencies, where McCann New Delhi and Ogilvy Mumbai took the top two spots. Colenso BBDO Auckland came in at No. 3, The Womb Mumbai at No. 8, CHE Proximity Sydney at No. 9 and McCann Melbourne at No. 10. 

APAC agencies on the list of most-awarded digital/specialist agencies are Medulla Communications Mumbai (4), Affinity Sydney (7), and Isobar Kuala Lumpur (9).

No APAC agenies landed on the list of the most-awarded media agencies.

The Effective 100 names the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, based on point totals in a series of global and regional effectiveness awards. The awards included in this year's rankings are:

  • Global: AME Awards, Cannes Lions, Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards.
  • Regional: Loeries (effectiveness categories), Tangrams (effectiveness categories), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy.

Tables of the top 10 in each category follow. See the Warc website for the full lists.

Top 10 campaigns for effectiveness

Rank Campaign title Brand Primary Agency Points
1 Let's make viral products instead! Carvaan The Womb, Mumbai 75.2
2 Healthy Hands Chalk Sticks Savlon Ogilvy Mumbai 72.8
3 India's Newest Status Symbol Harpic McCann New Delhi 63.3
4 How L'Oréal Paris True Match climbed to No.1 by making everyone feel 'Worth It' True Match McCann London / McCann Paris / McCann Melbourne 58.9
5 The Child Replacement Programme Pedigree Colenso BBDO Auckland / Starcom Auckland 56.6
6 Made Possible By Melbourne University of Melbourne McCann Melbourne 53.1
7 The Impact of Fearless Girl State Street Global Advisors McCann New York 50.1
8 Beauty and brains: How we supercharged the Audi premium 2015-2018 Audi BBH London / Salmon London / MediaCom London / PHD London 49.3
9 The Hearing Test In Disguise Cochlear CHE Proximity Sydney 45.9
10 Original is Never Finished adidas Originals Johannes Leonardo New York 44.0

 

Top 10 creative agencies for effectiveness

Rank Agency Location Points
1 McCann New Delhi, India 135.3
2 Ogilvy Mumbai, India 118.5
3 Colenso BBDO Auckland, New Zealand 103.3
4 BBH London, UK 98.6
5 Adam&eveDDB London, UK 92.2
6 McCann New York, USA 86.2
7 TBWA\RAAD Dubai, UAE 77.8
8 The Womb Mumbai, India 75.2
9 CHE Proximity Sydney, Australia 73.8
10 McCann Melbourne, Australia 72.5

 

Top 10 digital/specialist agencies for effectiveness

Rank Agency Location Points
1 Tribeca Antartyca Lima, Peru 48.8
2 Salmon London, UK 41.1
3 Ogilvy & SocialLab Brussels, Belgium 39.8
4 Medulla Communications Mumbai, India 38.0
5 Agenda21 London, UK 33.4
6 Geometry Bogotá, Colombia 32.6
7 AFFINITY Sydney, Australia 29.6
8 BRM Bogotá, Colombia 27.1
9 Isobar Kuala Lumpur, Malaysia 26.6
10 Interaction San Pedro, Costa Rica 25.2

 

Top 10 media agencies for effectiveness

Rank Agency Location Points
1 MediaCom London, UK 123.5
2 Carat London, UK 109.5
3 Mindshare Istanbul, Turkey 61.7
4 Manning Gottlieb OMD London, UK 59.3
5 Starcom Chicago, USA 53.7
6 PHD London, UK 53.2
7 Vizeum London, UK 43.0
8 Spark Foundry Lima, Peru 42.7
9 Starcom Amsterdam, Netherlands 41.5
10= Starcom London, UK 41.0
10= UM Manchester, UK 41.0

 

Top 10 agency networks for effectiveness

Rank Network Points
1 McCann Worldgroup 1138.0
2 BBDO Worldwide 864.9
3 Ogilvy 579.0
4 Wunderman Thompson 494.4
5 Dentsu Aegis Network 469.3
6 TBWA Worldwide 454.7
7 IPG Mediabrands 426.6
8 OMD Worldwide 402.3
9 DDB Worldwide 366.8
10 MediaCom 310.5

 

Top 10 holding companies for effectiveness

Rank Holding company Points
1 WPP 2329.8
2 Omnicom Group 2255.2
3 Interpublic Group 1723.5
4 Publicis Groupe 1022.0
5 Dentsu 473.4
6 Havas Group 243.7
7 Accenture 81.4
8 MDC Partners 70.8
9 BlueFocus 47.0
10 Chime 39.4

 

Top 10 brands for effectiveness

Rank Brand Product Category Points
1 Coca-Cola Soft Drinks 147.1
2 McDonald's Retail 115.4
3 Burger King Retail 96.6
4 IKEA Retail 78.0
5 Carvaan Media & Publishing 75.2
6 Pedigree Household & Domestic 72.9
7 Savlon Toiletries & Cosmetics 72.8
8 Nissan Automotive 70.7
9 Harpic Household & Domestic 70.2
10 Vodafone Telecoms & Utilities 67.2

 

Top 10 advertisers for effectiveness

Rank Advertiser Location Points
1 Unilever Netherlands/UK 230.7
2 Mars USA 218.0
3 The Coca-Cola Company USA 192.0
4 Heineken Netherlands 176.7
5 Nestlé Switzerland 163.2
6 Procter & Gamble USA 160.7
7 L'Oréal France 141.3
8 Reckitt Benckiser UK 132.4
9 McDonald's USA 115.4
10 Volkswagen Group Germany 114.3

 

Top 10 countries for effectiveness

Rank Country Points
1 USA 1083.8
2 United Kingdom 870.1
3 India 822.8
4 Australia 561.2
5 Colombia 379.5
6 Argentina 348.3
7 New Zealand 341.6
8 Brazil 328.5
9 Russia 310.3
10 Turkey 265.4

 

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