Colenso is feeling very proud of its creative output. It has been ranked #3 most creative agency in the world in the second annual WARC 100, which ranks the world’s marketing campaigns according to results in effectiveness and strategy awards.
Last year, in the inaugural rankings, Colenso was #1 agency.
This year’s top ten creative agencies are:
“We work hard to deliver business changing creative solutions to all our clients consistently, and it’s great to see the effort the whole team puts in day after day being recognised on the world stage. Our goal is always to play among the best agencies in the world year in year out and you can only do that with great, passionate people and great clients,” Colenso head of planning, Andy McLeish, acknowledged.
Nick Garrett, Colenso BBDO chief executive officer added, “Our world rankings across a number of global awards have shown that our creative and strategic thinking delivers results for our clients year after year. But we couldn’t do it without an amazing group of clients, so thanks to them too.”
The star agency of this year’s WARC results is Lowe Lintas India.
The #1 marketing campaign in the world is Lowe Lintas and PHD India’s mobile-led initiative for Unilever, Kan Khajura Tesan. In the rural state of Bihar, India, print, TV and radio reach less than a fifth of the population. 85% of people there, though, have mobile phones. So the agencies created an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.
Lowe Lintas India was named #1 creative agency in the world, and another if its Unilever campaigns, Help A Child Reach 5 for Lifebuoy, is #4. PHD Mumbai was #2 media agency.
Australia entered the campaign rankings at the #10 position with Fair Go Bro for Virgin Mobile by Havas Worldwide Sydney/One Green Bean, Australia.
WPP is the #1 holding company, with Omnicom Group #2, and Publicis Groupe #3
BBDO Worldwide is the #1 agency network, Ogilvy & Mather is #2, and DDB #3
Coca-Cola is the #1 brand. McDonald’s is #2 and Mercedes-Benz #3.
Unilever is the #1 advertiser, with Procter & Gamble #2, and Coca-Cola #3
To compile this year’s rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigour and prestige globally. Warc has developed a proprietary methodology to weight competitions, based on its own adspend data and a global poll of senior planners and strategists.
The top 10 campaigns are:
- Kan Khajura Tesan Hindustan, for Unilever by Lowe Lintas/PHD, India
- Real Beauty Sketches, for Dove by Ogilvy & Mather São Paulo/PHD, global
- Travel Yourself Interesting, for Expedia by Ogilvy & Mather London, UK
- Help A Child Reach 5 for Lifebuoy by Lowe Lintas, India
- Beautiful Hair, Whatever the Weather for Pantene by Leo Burnett/Arc Worldwide & Starcom MediaVest Group, US
- Bentley Burial for Brazilian Association of Organ Transplants by Leo Burnett Tailor Made, Brazil
- SMART TXTBKS for SMART Communications by DDB DM9 JaymeSyfu, Philippines
- #YouDrive for Mercedes-Benz by AMV BBDO, UK
- The Hornbach Hammer for Hornbach by HEIMAT Berlin, Germany
- Fair Go Bro for Virgin Mobile by Havas Worldwide Sydney/One Green Bean, Australia
Subscribe to WARC or download the WARC Top 100 summaries here.
