Adam & Eve/DDB and Vodafone top Warc 100 global rankings

Adam & Eve/DDB has been named the world's highest-ranked creative shop and Vodafone the top brand in the 2017 Warc 100 results, announced today.

John Lewis' 'Buster the boxer' Christmas ad, created by Adam & Eve/DDB
John Lewis' 'Buster the boxer' Christmas ad, created by Adam & Eve/DDB

The agency was closely followed by Omnicom stablemate Abbott Mead Vickers BBDO in the list of world’s best creative shops, announced by Warc this morning, with WPP’s Grey London ranked fourth.

Meanwhile Vodafone was named as the top global brand, followed by Procter & Gamble’s Ariel and British retailer John Lewis.

Warc said Vodafone had a "consistent year in terms of award wins across campaigns and regions". Despite only having two campaigns ranked in Warc's top 100, the brand had achieved multiple wins at 15 separate awards competitions, which meant it had accrued enough points to top the brands list, the organisers explained.

P&G finished top of the rankings for the world’s best advertisers for the second year in a row, ahead of FMCG rival Unilever and Nestlé. 

Proximity London was ranked as the top global "digital" agency, ahead of Australia’s Affinity and Ketchum New York.

BBDO was ranked as the leading agency network, ahead of Ogilvy & Mather in second and McCann Erickson in third. 

"Share the load", BBDO Mumbai and MediaCom Mumbai’s award-winning campaign for Ariel, was named as the world's best campaign, followed by John Lewis' Christmas advertising (created by A&E/DDB).

US agencies dominated the top five for media, with Starcom New York and Mindshare New York ranked first and second respectively.

The Warc 100 is an annual list of the world’s best marketing campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions, according to the organisation. 

"This year’s Warc 100 reflects an industry in flux. It’s clear from the rankings that TV-led, ‘big idea’ advertising, when executed well, is still highly effective," said David Tiltman, Warc head of content. "But we’re seeing a range of alternative approaches also capable of generating business results – from data-driven ‘moment marketing’ to stunts or events designed to focus consumer attention." 

Top ten campaigns:

Rank Campaign Location Brand Primary Agencies Points
1 Share the Load India Ariel BBDO Mumbai / MediaCom Mumbai 164.2
2 John Lewis Christmas advertising 2012-2015 UK John Lewis Adam & Eve/DDB / Manning Gottlieb OMD 142.2
3 Lucy the Robot Australia Double Robotics Atomic 212° Group 95.0
4 Rabbit Race Germany Media Markt Ogilvy & Mather Frankfurt / UM Frankfurt 84.2
5 Raising Eyebrows & Subscriptions UK The Economist Proximity London 68.3
6 Diving into Data for Narellan Australia Narellan Pools Affinity 64.5
7 World Gallery USA Apple TBWA\Media Arts Lab Los Angeles / OMD Los Angeles 64.2
8 #LikeAGirl Global Always Leo Burnett Toronto / Leo Burnett London 52.2
9 #MyFamilyCan Australia SPC Leo Burnett Melbourne 51.7
10 Infrequent Flyers Australia Tigerair McCann Melbourne 49.6

Top five countries:

Rank Country Points
1 USA 3558.9
2 UK 2091.5
3 Australia 977.7
4 India 877.7
5 China 666.2

Top five creative agencies:

Rank Agency Location Points
1 Adam & Eve/DDB UK 219.7
2 AMV BBDO UK 152.4
3 BBDO Mumbai India 142.2
4 Grey London UK 140.1
5 MullenLowe Lintas Group Mumbai India 123.3

Top five media agencies:

Rank Agency Location Points
1 Starcom New York USA 147.3
2 Mindshare New York USA 100.6
3 Atomic 212° Group Australia 95.0
4 Manning Gottlieb OMD UK 80.7
5 Mindshare Istanbul Turkey 71.8

Top five digital agencies:

Rank Agency Location Points
1 Proximity London UK 81.0
2 Affinity Australia 70.9
3 Ketchum New York USA 64.1
4 Trisect USA 56.7
5 R/GA New York USA 51.6


Top five agency networks:

Rank Agency Network Points
1 BBDO Worldwide 1412.4
2 Ogilvy & Mather Advertising 978.9
3 McCann Erickson 702.9
4 Starcom 573.9
5 Leo Burnett 572.8

Top five agency holding companies:

Rank Holding Company Points
1 WPP 4079.4
2 Omnicom Group 3598.4
3 Interpublic Group 2237.7
4 Publicis Groupe 2174.6
5 Dentsu 549.0

Top five brands:

Rank Brand Product Category Points
1 Vodafone Telecoms 195.8
2 Ariel Household & Domestic 164.2
3 John Lewis Retail 163.4
4 IKEA Retail 151.8
5 Dove Toiletries & Cosmetics 145.8

Top five advertisers:

Rank Advertiser Name Location Points
1 Procter & Gamble USA 503.3
2 Unilever Netherlands/UK 478.2
3 Nestle Switzerland 308.3
4 PepsiCo USA 268.4
5 Heineken Netherlands 248.9


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