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:
|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:
Top five creative agencies:
|1||Adam & Eve/DDB||UK||219.7|
|5||MullenLowe Lintas Group Mumbai||India||123.3|
Top five media agencies:
|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|
Top five digital agencies:
|3||Ketchum New York||USA||64.1|
|5||R/GA New York||USA||51.6|
Top five agency networks:
|2||Ogilvy & Mather Advertising||978.9|
Top five agency holding companies:
Top five brands:
|2||Ariel||Household & Domestic||164.2|
|5||Dove||Toiletries & Cosmetics||145.8|
Top five advertisers:
|1||Procter & Gamble||USA||503.3|