Last year 2018 India has received lots of recognitions, not for the e-skills of its population, not for yoga or ayurveda, but by the commercial creativity of the local agencies from this Asian country.
Brothers Pandei were presented the Lion of St. Mark at Cannes Lions. In Jannuary 2019 Piyush Pandey took on as Ogilvy’s Worldwide Chief Creative Officer. The agency announced the promotion on December last year.
Also at Cannes Lions 2018, Blink to speak by TBWA\India won the Grand Health for Good Award. And just some days ago the Let’s make viral products instead! campaign by the indian agency The Womb was unveiled as top creative at the WARC Effective 100. In fact, India moves up one place to 3rd in the Creative Effective Countries ranking.
USA and United Kingdom retain their 1st and 2nd respective places in the effectiveness ranking by country, unchanged since the rankings began in 2014. Argentina is the biggest climber, up from the 10th spot last year to the 6th. A total of 53 countries registered points.
David Tiltman, Head of Content, WARC, summing up the outcomes of the mentioned rankings, said: “The WARC Effective 100 reflects the best of commercial creativity. This year, the top two campaigns involve product innovation that drove breakthrough results.
They reflect the potential for marketing strategy to move upstream, tackling big business problems as well as communications challenges.”
1st, 2nd and 3rd spots for Inidan campaigns
India leads the top campaigns for effectiveness ranking, taking first, second and third places. Ranked 1st campaign is Let’s make viral products instead! by The Womb, Mumbai, for Carvaan, a new radio with digital music pre-loaded. The product for Indian music company Saregama, targeted the over 50s to increase revenue from their back catalogue of music. Against a target of $1.5million, the radio generated incremental revenue of $9.5million in six months.
Healthy Hands Chalk Sticks by Ogilvy Mumbai for hygiene brand Savlon ranked 2nd. This campaign changed the behaviour of Indian primary school children by introducing and promoting a new chalk, whose powder turns into soap when it is brought in contact with water.
In 3rd place, ‘India’s Newest Status Symbol’ by McCann New Delhi for the country’s leading toilet cleaner brand Harpic, launched a print-based campaign to tackle the lack of toilets in Indian homes and grow demand for the product.
Navin Talreja and Kawal Shoor, Founding Partners of The Womb, Mumbai, the agency that conceived the Let’s make viral products instead! commented: “To take on a daunting business challenge for an organisation, within the first three years of starting our own agency, and then help the client meet it and beat it with a product innovation targeted at the innovation-phobic elderly audiences, has been a once-in-alifetime experience. Its success was reward itself, and now this recognition – wow!”
McCann New Delhi heads the creative agencies ranking
McCann New Delhi tops the creative table by having produced three highly-ranked campaigns. As well as India’s Newest Status Symbol ranked 3rd, TheDoor Blouse for Narayana Health reached the 20th spot and Helping India cope with the death of cash for Paytm grabbed the 23rd place. Ogilvy Mumbai, at 2nd, follow McCann New Delhi in the ranking and Colenso BBDO Auckland come in at the 3rd spot.
Prasoon Joshi, Chairman, McCann Worldgroup APAC and CEO & CCO of McCann Worldgroup India, explained: “It’s a great honour for McCann New Delhi to be recognised as the most-effective agency in the WARC Effective 100 Rankings. We not only build our clients’ brands but also help make a positive social impact. We create content to keep pace with the constantly changing lives and behaviors of our consumers. The effectiveness awards are a testimony to the collaborative vision at McCann and the confluence of local expertise and global learnings.”
India also showed its power last year in the top digital/specialist agencies for effective with Medulla Communications, Mumbai ranked 4rth among the top five in the list.
The top five digital/specialist agencies for effectiveness this year are all new among the top 50, with Tribeca Antartyca’s work on a number of different campaigns in Peru sent it to the top of the table; Salmon, London, in2nd place, Ogilvy & SocialLab in Brussels 3rd, and Agenda21, London, in 5th.
There are three agency rankings in the WARC Effective 100: creative, digital/specialist and media
UK media agencies dominate, McCann premieres as most effective network and WPP regains top holding place
UK-based agencies dominate the media agency leaderboard, with seven placed in the top eleven. MediaCom London takes the lead at 1st winning campaigns for a variety of brands including Audi, Skittles and DFS. Carat London follow at 2nd and Mindshare Istanbul 3rd.
WPP regained the number one holding company ranking this year, up from second place last year; Omnicom Group drop to #2 and Interpublic Group retain their third place.
For the first time, McCann Worldgroup takes the lead in the most effective network table moving up from third place last year, with 17 campaigns in the top 100, including four of the top ten.
Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup, comments on this achievement: “We work relentlessly to help our clients’ brands play a meaningful role in people’s lives, by hunting for those powerful truths that can spark the most impactful ideas. Seeing our agencies across the globe, from New Delhi to New York; Melbourne to Cairo; Paris to Dubai; Buenos Aires to Mumbai; and, Manchester to Lima and Sydney; all recognized for their effectiveness, is testament to the strength of our teams to crack it, no matter the category, geography or marketing opportunity.”
Unilever heads effective advertisers list and Coca-Cola returns
Coca-Cola, having dropped out of the top 50 brands for the first time last year, reentered this year, straight into first place. The soft drinks brand accumulated points from numerous competitions and campaigns globally, including two campaigns in the top 100.
Unilever is the most effective advertiser for the fourth time, having also taken first place in 2018, 2015 and 2014. It has three brand campaigns in the top 100 (Clear’s ‘Making Shampoos an Office Supply’, OMO’s ‘Not another Tide ad’, and Surf Excel’s ‘Giving The Fight Against Dirt A Karmic Perspective’). Mars follows in second place and The Coca-Cola Company in third. Reckitt Benckiser is a new entrant to the top 10.
Keith Weed, Chief Marketing and Communications Officer, Unilever, says: “Winning WARC’s Most Effective Advertiser award for the fourth time is a recognition that I’m very proud of, on behalf of all our marketers and advertising agencies. This award is a testament to our teams’ brilliance and hard work over many years, and is proof that putting purpose at the core of our brand communications can have a real impact.”
The WARC Effective 100 is compiled by analysing the results of the most important global and regional effectiveness competitions determined following a worldwide survey with senior planners and strategists as well as feedback from the industry. The shows included in this year’s rankings have been made known to provide transparency and
proof of impartiality.
Among the globalt they are: Global: AME Awards, Cannes Lions, Effies (multiple shows), IPA Effectiveness Awards, Jay Chiat Awards, WARC Awards, ARF David Ogilvy Awards.
Among the regional they are considered: Loeries (effectiveness categories), Tangrams (effectiveness categories), WARC Prize for Asian Strategy, WARC Prize for MENA Strategy.
Image over the headline.- Snapshot of the Let’s make viral products instead! campaign by The Womb, Mumbai, for Carvaan. © WARC
The top 10 of each WARC Effective 100 rankings:
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