O&M, PepsiCo top Americas rankings

15 September 2014

LONDON: Ogilvy & Mather New York has been named the top creative agency in the Americas, while PepsiCo is the top advertiser and Samsung Galaxy the number one brand, according to new data from Warc.

The rankings are based on the Warc 100 database, which tracks winners of effectiveness and strategy awards from around the world each year.

When filtering results to campaigns from the Americas region, Ogilvy & Mather New York came out on top, scoring 95.1 points. BBDO New York was second on 86.2 and 72andSunny third on 80.7 points. Ogilvy & Mather São Paulo was top creative agency in Latin America, appearing 6th in the overall Americas rankings.

To compile the rankings, Warc tracked more than 1,700 winners in 75 different competitions, assigning points based on the awards won (for example, Gold, Silver or Bronze), then weighting those points based on the competition's rigour and prestige in the global industry.

Samsung Galaxy was number one in the brand rankings in the Americas, beating Oreo into second place by 89.4 points to 76.7. While Unilever was the top-ranked advertiser globally, in the Americas it was the US-headquartered PepsiCo that finished in first place, scoring 188.1 points to second-placed Mondelez International's 169.

The top media agency in the Americas, as well as worldwide, was Starcom MediaVest Group Chicago, while the digital agency rankings were topped by Digitas New York.

WPP topped the holding companies list in the Americas (1182.6 points to Omnicom's 1137.7), and Ogilvy & Mather the agency networks (363.5 points, narrowly ahead of BBDO Worldwide on 361.4).

Further discussion and analysis of the regional rankings are available here.

Turning to the global rankings, BBDO Worldwide and Omnicom were top agency network and holding company respectively. Meanwhile, the global brand and advertiser rankings were topped by Coca-Cola and Unilever.

In July, Warc released the Warc 100, a ranking of the world's 100 smartest marketing campaigns, which was topped by 'Vodafone Fakka', a campaign for Vodafone by JWT Cairo.

Data sourced from Warc