LONDON: Snack brand Oreo, along with Mondelez International, have topped a new ranking of food brands and advertisers based on the Warc 100 database.
Oreo scored 91 points overall, beating second-ranked Wrigley's Extra by 50 points. M&M's, Lay's and Doritos rounded out the top five on 39, 36 and 35 points respectively.
Meanwhile, Mondelez International was the number one food advertiser – here defined as a company that owns one or more individual brands – by almost 100 points, beating Unilever in second place with 261 points to 154. Mars was the third place finisher on 123 points.
The Warc 100 is an annual ranking of the world's 100 best marketing campaigns and companies, based on their performance in effectiveness and strategy competitions. Over the past year, Warc has tracked more than 1700 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.
These rankings have been generated by the Warc 100 table builder. Available exclusively to Warc subscribers, this tool allows users to put together their own bespoke datasets, filtering the Warc 100 database by company type – agency, network, brand and so on – product category and location.
On the agency side, FCB New York was the top creative shop for food campaigns, with 49 points. AMV BBDO in London was second on 42, with BBDO China third on 38. BBDO Worldwide beat Ogilvy & Mather as top agency network for food campaigns, on 264 points to 104, while Omnicom Group and Interpublic were number one and two holding companies respectively (438 points to 324).
When these rankings are extended across all product categories, Colenso BBDO in New Zealand was the number one creative agency, with BBDO Worldwide and Omnicom finishing first on the agency network and holding companies rankings respectively. The brands and advertisers rankings, across all product categories, were won by Coca-Cola and Unilever.
Earlier in the year, Warc announced its inaugural Warc 100, ranking the 100 smartest marketing campaigns of the past year. This ranking was led by 'Vodafone Fakka', a campaign from JWT Cairo for telecoms firm Vodafone.
Data sourced from Warc