Despite the most creative agency 2022 comes from the UAE, USA retains its place as the most awarded market in the world for effectiveness, a position held since the introduction of the WARC Effective 100.
The ranking of most creatively effective markets then turns very Asian for the 3rd and 4th spot with China and India remain second and third respectively, the same positions held for the past two years.
Crazy Dreams for Nike by Wieden+Kennedy Portland / Publicis Sapient Seattle, most effective campaign for 2022
Sportswear brand Nike celebrated its 30th anniversary of the Just Do It campaign by refreshing its original sense of rebellious self-belief. Starting with a tweet from Colin Kaepernick, it showed how athletes today were using that same spirit to move sport forward, and the world with it.
In second place is A Dad’s Job by FP7 McCann Dubai and Initiative Cairo for Home Centre. The furniture retailer tackled the taboo topic of single mothers to create impact with its Father’s Day campaign in the United Arab Emirates.
In third place is Meddle in the New Zealand Election by Special Auckland for Every Kiwi Vote Counts. The campaign harnessed the power of social networks to mobilise overseas New Zealanders to vote in the country’s 2020 election.
Summing up, David Tiltman, SVP, Content, WARC, said: “A common theme in this year’s Effective 100 was a desire to go beyond educating or engaging consumers.
We see judges awarding effective campaigns that change behaviour and encourage participation, across both commercial and not-for-profit campaigns.
Nike encouraged young athletes to Dream Crazy; Every Kiwi Vote Counts got New Zealanders living abroad to vote; UCash / Shwapno convinced Bangladeshi farmers to convert fresh produce into money; and Donner Sang Compter reinvented bloodletting to enable donations.”
PF7 McCann Dubai retains 1st spot among agencies and McCann Worldgroup, again 1st among networks for the 3rd and 4th year in a row respectivelly
FP7 McCann Dubai retained the top spot for a third consecutive year with five campaigns ranked in the top 100 including three in the top ten, for Home Centre, Babyshop, Donner Sang Compter, Mastercard and Spinneys / Lebanese Breast Cancer Foundation / American University of Beirut Medical Center.
Tarek Miknas, CEO, FP7McCann MENAT, said: “Nothing pleases me more than FP7McCann winning for creative effectiveness. As a commercial art, by definition, we need to deliver on both Creativity and Effectiveness or we are not doing our job. There is no greater honor than to be recognized for both. I thank our brave partners and our incredible agency talents that together made this come to fruition.”
Ogilvy Sydney rises from 7th last year to claim second place, with five campaigns ranked for Whitelion, KFC (x3) and Huggies.
Wieden+Kennedy Portland in 15th place in North America in 2021, takes third place globally with its hugely acclaimed Crazy Dreams campaign.
For the fourth consecutive year, McCann Worldgroup retains its 1st spot in the ranking as the most effective network
Eight creative and digital/specialist agencies in the top 50 contributed to its total points, including FP7 McCann Dubai and McCann Manchester which ranked #1 and #8 in the creative agency list.
Suzanne Powers, Global President & Chief Strategy Officer, McCann Worldgroup, said: “It’s incredible to see, once again, our teams’ passion, smarts and ingenuity as they drive the most impactful work in the world in partnership with our clients. We are so proud of all of them and honored by this recognition”
Climbing up the network ranking is Ogilvy, up from 4th in 2021 to claim second place. BBDO Worldwide is in third place.
Most effective holding company 2022 goes for the 4th consecutive year to WPP
WPP is ranked 1st for a fourth consecutive year. Omnicom Group remains in second place, a position held by the US holding since 2019.
Interpublic Group is in third place for six years in a row.
Mark Read, CEO, WPP, said: “The real success of great ideas lies within the results they produce. Our strong agency representation across the three rankings – including MediaCom NY named top media agency, Ogilvy and Mindshare coming first creative and media networks respectively, and WPP topping the media and effectiveness holding company rankings – is testament to the hard work of our amazing teams who are delivering the tangible outcomes that our clients demand.”
Most effective media agency, Zenith Bogotá and the Digital/Specialist agency most effective in 2022 ranking is Publicis Sapient Seattle
Zenith Bogotá is up from the 36 place last year to claim pole position. PHD Auckland, last ranked 34th in 2019, is now in second place globally. PHD New York, goes up from its previous 43rd position in 2021 to claim third place.
Having worked on the top campaign Crazy Dreams, Publicis Sapient Seattle is in first place. Edelman New York takes second position having last been ranked 7th in 2020. Newcomer to the Rankings is InHype Dubai, straight in at the 3rd spot.
Image over the headline.- Nike “Dream Crazy”.© Nike/Wieden+Kennedy
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Cannes Lions 2022.- AB InBev, Creative Marketer of the Year
