Warc 100
The world’s best marketing campaigns and companies

The Warc 100 is a ranking of the world’s best marketing campaigns and companies, based on performance in effectiveness and strategy competitions


Warc 100 - Lessons

Lessons from the Warc 100

Comparing Warc 100-ranked case studies to all others that we published. The data analysis highlights the shared characteristics of successful campaigns.

Warc 100 - Long-term rankings

Long-term rankings

Combined results for the years 2014–16. This report highlights the top performers across the last three years of Warc 100 data, covering over 6,000 individual award wins.

Warc 100 summary

Summary of results

2016's top marketing campaigns and companies, according to the Warc 100. This report also includes short case summaries for this year's top 10 campaigns.

About the Warc 100

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.

  • It focuses on marketing that makes a difference, driving business performance or changing consumer behaviour.
  • It is a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.
  • It is a showcase for the world's smartest strategies, and the people and organisations behind them.

The rankings are based on the winners of effectiveness and strategy awards from around the world.


The Warc 100 aims to track and rank the world's smartest campaigns, and the companies behind them.

We tracked over 2,000 individual award winners in 79 different effectiveness and strategy awards schemes held around the world. All competitions we track are based on case studies.

The Warc 100 methodology was developed in consultation with Douglas West, Professor of Marketing at Kings College, London.

To avoid prejudicing future entries to competitions, the list of awards shows we track will remain confidential.

Table Builder

Using the table builder tool, Warc subscribers can create bespoke company rankings from the Warc 100 database.

Rankings can be filtered by company type, product category and location, and the Warc 100's annual datasets from 2014 to 2016 can be compared, revealing year-on-year changes in the rankings.

The Table Builder allows for sophisticated company-by-company comparisons, allowing brands and agencies focusing on different categories, and based in different locations, to benchmark themselves against their peers.