WARC Effective 100: The Womb's Carvaan campaign is most effective, McCann New Delhi tops agency list

The Womb's 'Let's make viral products instead' for Saregama Carvaan tops the list of the most effective campaigns for 2018 according to WARC.

 

Ogilvy's 'Healthy hands chalk sticks' for Savlon and McCann's 'India's newest status symbol' for Harpic complete the global top three.

 

Navin Talreja and Kawal Shoor, founding partners, The Womb, said, "To take on a daunting business challenge for an organisation, within the first three years of starting our own agency, and then help the client meet it and beat it with a product innovation - targeted at the innovation-phobic elderly audiences, has been a once-in-a-lifetime experience. Its success was reward itself, and now this recognition - wow!"

 

The WARC Effective 100 (formally the WARC 100) includes rankings of the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, providing an unbiased benchmark of commercial creativity for agencies and brands.

 

The top rankings in the 'top 10 creative agencies for effectiveness' are also taken by Indian agencies. 

 

McCann New Delhi tops the list, while Ogilvy Mumbai is in second. The Womb also features in the top 10 list, at number eight. 

 

Prasoon Joshi, chairman, McCann Worldgroup Apac, CEO and CCO, McCann Worldgroup India, said, "It's a great honour for McCann New Delhi to be recognised as the most-effective agency in the WARC Effective 100 Rankings. We not only build our clients' brands but also help make a positive social impact. We create content to keep pace with the constantly changing lives and behaviors of our consumers. The effectiveness awards are a testimony to the collaborative vision at McCann and the confluence of local expertise and global learnings."

 

In the 'top 10 digital/specialist agencies for effectiveness', India is represented by Medulla Communications at number four. 

 

McCann Worldgroup tops the 'top 10 agency networks for effectiveness', while WPP leads the 'top 10 holding companies for effectiveness'. 

 

Suzanne Powers, global chief strategy officer, McCann Worldgroup, said, "We work relentlessly to help our clients' brands play a meaningful role in people's lives, by hunting for those powerful truths that can spark the most impactful ideas. Seeing our agencies across the globe, from New Delhi to New York; Melbourne to Cairo; Paris to Dubai; Buenos Aires to Mumbai; and, Manchester to Lima and Sydney; all recognised for their effectiveness, is testament to the strength of our teams to crack it, no matter the category, geography or marketing opportunity."

 

In the 'top 10 countries for effectiveness', India finishes at number three behind USA and UK.

 

Unilever bagged the most effective advertiser for the year.

 

Keith Weed, chief marketing and communications officer, Unilever, said,  "Winning WARC's Most Effective Advertiser awards for the fourth time is a recognition that I'm very proud of, on behalf of all our marketers and advertising agencies. This award is a testament to our teams' brilliance and hard work over many years, and is proof that putting purpose at the core of our brand communications can have a real impact."

 

Rank	Campaign title	Brand	Primary Agency	Points
1	Let's make viral products instead!	Carvaan	The Womb, Mumbai	75.2
2	Healthy Hands Chalk Sticks	Savlon	Ogilvy Mumbai	72.8
3	India's Newest Status Symbol	Harpic	McCann New Delhi	63.3
4	How L'Oréal Paris True Match climbed to No.1 by making everyone feel 'Worth It'	True Match	McCann London / McCann Paris / McCann Melbourne	58.9
5	The Child Replacement Programme	Pedigree	Colenso BBDO Auckland / Starcom Auckland	56.6
6	Made Possible By Melbourne	University of Melbourne	McCann Melbourne	53.1
7	The Impact of Fearless Girl	State Street Global Advisors	McCann New York	50.1
8	Beauty and brains: How we supercharged the Audi premium 2015-2018	Audi	BBH London / Salmon London / MediaCom London / PHD London	49.3
9	The Hearing Test In Disguise	Cochlear	CHE Proximity Sydney	45.9
10	Original is Never Finished	adidas Originals	Johannes Leonardo New York	44.0

Rank	Agency	Location	Points
1	McCann	New Delhi, India	135.3
2	Ogilvy	Mumbai, India	118.5
3	Colenso BBDO	Auckland, New Zealand	103.3
4	BBH	London, UK	98.6
5	Adam&eveDDB	London, UK	92.2
6	McCann	New York, USA	86.2
7	TBWA\RAAD	Dubai, UAE	77.8
8	The Womb	Mumbai, India	75.2
9	CHE Proximity	Sydney, Australia	73.8
10	McCann	Melbourne, Australia	72.5

Rank	Agency	Location	Points
1	Tribeca Antartyca	Lima, Peru	48.8
2	Salmon	London, UK	41.1
3	Ogilvy & SocialLab	Brussels, Belgium	39.8
4	Medulla Communications	Mumbai, India	38.0
5	Agenda21	London, UK	33.4
6	Geometry	Bogotá, Colombia	32.6
7	AFFINITY	Sydney, Australia	29.6
8	BRM	Bogotá, Colombia	27.1
9	Isobar	Kuala Lumpur, Malaysia	26.6
10	Interaction	San Pedro, Costa Rica	25.2

Rank	Agency	Location	Points
1	MediaCom	London, UK	123.5
2	Carat	London, UK	109.5
3	Mindshare	Istanbul, Turkey	61.7
4	Manning Gottlieb OMD	London, UK	59.3
5	Starcom	Chicago, USA	53.7
6	PHD	London, UK	53.2
7	Vizeum	London, UK	43.0
8	Spark Foundry	Lima, Peru	42.7
9	Starcom	Amsterdam, Netherlands	41.5
10=	Starcom	London, UK	41.0
10=	UM	Manchester, UK	41.0

Rank	Network	Points
1	McCann Worldgroup	1138.0
2	BBDO Worldwide	864.9
3	Ogilvy	579.0
4	Wunderman Thompson	494.4
5	Dentsu Aegis Network	469.3
6	TBWA Worldwide	454.7
7	IPG Mediabrands	426.6
8	OMD Worldwide	402.3
9	DDB Worldwide	366.8
10	MediaCom	310.5

Rank	Holding company	Points
1	WPP	2329.8
2	Omnicom Group	2255.2
3	Interpublic Group	1723.5
4	Publicis Groupe	1022.0
5	Dentsu	473.4
6	Havas Group	243.7
7	Accenture	81.4
8	MDC Partners	70.8
9	BlueFocus	47.0
10	Chime	39.4

Rank	Brand	Product Category	Points
1	Coca-Cola	Soft Drinks	147.1
2	McDonald's	Retail	115.4
3	Burger King	Retail	96.6
4	IKEA	Retail	78.0
5	Carvaan	Media & Publishing	75.2
6	Pedigree	Household & Domestic	72.9
7	Savlon	Toiletries & Cosmetics	72.8
8	Nissan	Automotive	70.7
9	Harpic	Household & Domestic	70.2
10	Vodafone	Telecoms & Utilities	67.2

Rank	Advertiser	Location	Points
1	Unilever	Netherlands/UK	230.7
2	Mars	USA	218.0
3	The Coca-Cola Company	USA	192.0
4	Heineken	Netherlands	176.7
5	Nestlé	Switzerland	163.2
6	Procter & Gamble	USA	160.7
7	L'Oréal	France	141.3
8	Reckitt Benckiser	UK	132.4
9	McDonald's	USA	115.4
10	Volkswagen Group	Germany	114.3

Rank	Country	Points
1	USA	1083.8
2	United Kingdom	870.1
3	India	822.8
4	Australia	561.2
5	Colombia	379.5
6	Argentina	348.3
7	New Zealand	341.6
8	Brazil	328.5
9	Russia	310.3
10	Turkey	265.4