Coke named top global brand and Unilever top advertiser in Warc ranking

Coca-Cola has been named the world's top brand by global marketing intelligence firm Warc, while Unilever has won the number-one spot in the organisation's ranking of global advertisers.

Coke: ranked the world's top brand by Warc
Coke: ranked the world's top brand by Warc

The rankings are based on the performance by brands, brand owners and agencies in various effectiveness and strategy competitions.

Automotive group Mercedes-Benz came third in the brand league, with Toyota and Audi coming fourth and fifth.

Car marques featured strongly in the top-five brands ranking, FMCG and food and drinks brand owners dominated the top-five league of advertisers, with Procter & Gamble in second place, Coca-Cola in third, PepsiCo in fourth and Cadbury owner Mondelez in fifth.

Expedia fared the strongest of UK brands In the ranking of top campaigns, with its ’Travel Yourself Interesting’ campaign earning third place in the top 100 campaigns.

Unilever in Hindustan’s ’Kan Khajura Tesan’ mobile marketing push topped Warc’s top 100 campaigns list. The work, created by Lowe Lintas and PHD in India, was targeted at India’s ‘media dark’ rural populations with music, humour and Bollywood mobile content interspersed with ads. The channel generated 12 million subscribers in under 10 months.

Unilever brand Dove won second place in the ranking for its ‘Real Beauty Sketches’ campaign in Brazil. Elsewhere in the top 10, Mercedes-Benz’s UK #YouDrive campaign won 8th place.

The US and UK led the list of country rankings, in first and second respectively,

WPP was the holding group ranked top in the holding company category, and BBDO Worldwide was the number-one agency network. London-based agency AMV BBDO achieved second place in the agency ranking.

Louise Ainsworth, Warc’s chief executive, said: "These rankings reflect an incredible body of work from across the globe – congratulations to the clients and the agencies who made it happen.

"Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn."

The rankings were compiled after Warc tracked more than 2,200 award-winning campaigns across 87 competitions.

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