Staff Reporters
Mar 11, 2019

Warc reveals Media 100 winners

DB Export's 'Beer Bottle Sand' is the top-placed work from Asia Pacific.

Warc reveals Media 100 winners

Following the Creative 100 two weeks ago and the Effective 100 last week, Warc today released the results of the WARC Media 100 (formerly the Gunn Media 100).

While APAC work ('Palau pledge' and the Carvaan digital-audio device, respectively) topped the prior lists, the top campaign in the Media 100 is 'I Don't Roll On Shabbos', by MediaCom Connections Tel Aviv for Gillette. The work used a multimedia approach, biblical texts and a battle of synagogues to raise profile of Gillette deodorant among the Orthodox Jewish community in Israel. 

As for APAC efforts, the list of top 10 campaigns includes three from Australia and one from New Zealand:

  • 'Beer Bottle Sand' for DB Export by PHD Auckland (5)
  • 'The Wentworth Rat' for Foxtel by Mindshare Sydney (6)
  • 'Dundee - The Son Of A Legend Returns Home' for Tourism Australia by UM New York and UM Sydney (9)
  • 'Aussie News Today' for Tourism Australia by UM Sydney (10)

Four APAC shops made the list of the top 10 agencies:

  • Mindshare Shanghai (3)
  • UM Sydney (4)
  • PHD Auckland (8)
  • Mindshare Mumbai (9). 

Tourism Australia landed in second place on the list of top brands for media excellence, and at eighth on the list of the top advertisers for media excellence.

The top three countries remained unchanged on the previous two years, with Australia coming behind the US and UK. China, India and New Zealand landed at sixth, seventh and eighth.

Tables of the top 10 campaigns, agencies, networks, holding companies, brands, advertisers and countries follow. For the full lists of the top 100 campaigns and the top 50 agencies, networks, brands, advertisers, countries and holding companies, see www.warc.com/rankings/media-100.

The world's top 10 campaigns for media excellence

Rank
Campaign title
Brand
Agency
Points
1 I Don't Roll On Shabbos Gillette MediaCom Connections Tel Aviv 126.7
2 Data vs Car VIA Rail Touché! Montreal 91.3
3 The Awesome Is Here Cerveza Victoria MediaCom Mexico City 83.6
4 Oops O2 Havas Media London 71.5
5 Beer Bottle Sand DB Export PHD Auckland 70.6
6 The Wentworth Rat Foxtel Mindshare Sydney 70.2
7 The App That Made Milk Cartons Sing! Québec Milk Producers Touché! Montreal 66.5
8 BabyFace Gillette MediaCom Connections Tel Aviv / Grey Tel Aviv 61.7
9 Dundee - The Son Of A Legend Returns Home Tourism Australia UM New York / UM Sydney 61.0
10 Aussie News Today Tourism Australia UM Sydney 59.2


The world's top 10 agencies for media excellence

Rank
Agency
Location
Points
1
MediaCom Connections
Tel Aviv, Israel
201.7
2
Touché!
Montreal, Canada
194.0
3
Mindshare
Shanghai, China
186.0
4
UM
Sydney, Australia
182.7
5
MediaCom
London, UK
150.40
6
MediaCom
Mexico City, Mexico
140.8
7
Havas Media
London, UK
136.9
8
PHD
Auckland, New Zealand
112.4
9
Mindshare
Mumbai, India
104.4
10
UM
New York, USA
104.1


The world's top 10 best networks for media excellence

Rank
Network
Points
1
MediaCom
905.6
2
PHD Worldwide
899.3
3
Mindshare Worldwide
705.8
4
IPG Mediabrands
685.1
5
OMD Worldwide
377.9
6
Havas Media Group
332.3
7
VMLY&R
210.6
8
BBDO Worldwide
180.6
9
Dentsu Aegis Network
174.9
10
Wavemaker
155.4


The world's top 10 holding companies for media excellence

Rank
Holding company
Points
1
WPP
2472.5
2
Omnicom Group
1774.3
3
Interpublic Group
1018.6
4
Havas Group
408.4
5
Publicis Groupe
314.5
6
Dentsu
190.1
7
Hakuhodo DY Group
31.6
8
Accenture
10.0
9
Chime
7.4
10
The&Partnership
5.1


The world's top 10 brands for media excellence

Rank
Brand
Product Category
Points
1
Gillette
Toiletries & Cosmetics
191.7
2
Tourism Australia
Transport & Tourism
120.3
3
McDonald's
Retail
104.7
4
Cerveza Victoria
Alcoholic Drinks
91.6
5
VIA Rail
Transport & Tourism
91.3
6
Foxtel
Media & Publishing
88.8
7
KFC
Retail
87.4
8
Uniqlo
Retail
86.1
9
Québec Milk Producers
Soft Drinks
74.5
10
O2
Telecoms & Utilities
71.5


The world's top 10 advertisers for media excellence

Rank
Advertiser
Location
Points
1
Procter & Gamble
USA
365.4
2
Unilever
Netherlands/UK
364.1
3
Anheuser-Busch InBev
Belgium
225.0
4
21st Century Fox
USA
150.6
5
Volkswagen Group
Germany
142.2
6
Mars
USA
136.8
7
GlaxoSmithKline
UK
132.2
8
Tourism Australia
Australia
120.3
9
AT&T
USA
119.5
10
PepsiCo
USA
116.0


The world's top 10 countries for media excellence

Rank
Country
Points
1
USA
1288.6
2
UK
816.8
3
Australia
518.1
4
Brazil
403.9
5
Canada
386.9
6
China
349.4
7
India
338.4
8
New Zealand
257.4
9
Israel
237.1
10
Mexico
231.0

"Creativity and innovation in media placement is becoming increasingly important to brands looking to reach consumers in the 'attention economy'," David Tiltman, Head of Content at Warc, said in a release. "There are multiple examples in the War Media 100 of brands and their agencies finding unusual and unconventional channels that help them to cut through, to surprise, and to grab attention."

The WARC Media 100, is based on point totals from the following awards shows: 

  • Global: Adweek Media Plan of the Year, Cannes Lions (media categories), D&AD (media categories), Festival of Media (multiple shows), I-COM Data Creativity Awards, Internationalist Awards, M&M Awards, MMA Smarties (multiple shows), Warc Media Awards, World Media Awards. 
  • Regional: Dubai Lynx (media categories), El Ojo de Iberoamerica (media categories), El Sol (media categories), Eurobest (media categories), IAB Mixx Awards Europe, Loeries (media categories), Spikes Asia (media categories), Tangrams.

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