McDonald’s ranks first as most effective among brands and AB InBev, who will be presented this year with the Creative Advertiser of the year award at Cannes Lions next June takes the 1st spot as most effective among advertisers in 2022 rankings.
McDonald’s retains first but Burger King goes up from 6th to 2nd, very hot on the leader’s heels
Fast-food chain McDonald’s is the most effective brand for the third consecutive year, with two campaigns ranked in the top Effective 100 for two markets – US and New Zealand. Burger King, up from 6th last year, now takes second place, leapfrogging KFC, in the third place in 2022, down from 2nd last year.
Morgan Flatley, Global Chief Marketing Officer, McDonald’s, said: “We are beyond excited to be ranked as 1st most effective brand in the world by WARC.
Receiving this recognition for the third year in a row is especially meaningful, as it underscores our relentless effort to deliver effective marketing, powered by brave creative choices and underpinned with genuine human insight.
At McDonald’s, our marketing community is focused on delivering ‘Feel-Good Moments’ to our fans in a way that builds both our Brand and our business.
I’m proud to work alongside a team of world-class marketers and agency partners that show creative courage, every day and are focused on building deeper and more meaningful connections with our customers. This is an important recognition of all of their hard work.”
AB InBev climbs from 7th to 1st, adding the most effective tag to the most creative this year
Following its success as 1st advertiser in WARK Creative 100, the brewing giant AB InBev takes also the top position as the most effective advertiser, rising up from seventh position last year. Unilever is ranked #2, and Restaurant Brands International climbs to third, up from 17th last year.
Pedro Earp, Chief Marketing Officer, AB InBev, said: “We are honored to be recognized as number one in both creativity and effectiveness. Anyone can have ambition but systemizing it throughout an organization on a global scale requires more than just ambition. It requires a change in culture, supported by a system of processes, tools and capabilities, along with an ecosystem of strong creative partners, in order to pull it off. I’m proud of what our team has accomplished by addressing real consumer and customer needs and delivering strong business results.”
