P&G was number one on the advertiser rankings for the first time, scoring 594 points, ahead of FMCG rival Unilever on 478 points and The Coca-Cola Company on 455 points. Unilever had been the number one advertiser on the Warc 100 in both 2014 and 2015, while P&G placed second last year.
Coca-Cola scored 310 points to top the brands ranking, well ahead of second-placed McDonald's on 208 points. The soft drinks giant has topped the Warc 100 brands ranking every year since launch in 2014.
The Warc 100 is an annual list of the world's best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions in the previous calendar year. To compile this year's rankings, Warc tracked more than 2,000 winning campaigns from 79 different competitions.
Both the top brand and the top advertiser were ranked multiple times on this year's Warc 100 top campaigns list. Coca-Cola's highest-ranked campaign this year was 'Share a Coke', its global packaging initiative, which was named the 8th best campaign of the year. Meanwhile, '#LikeAGirl', a global campaign for Always, a P&G brand, came in second place.
Other companies made a marked improvement from their Warc 100 performance last year.
Heineken was 2016's top-ranked alcoholic drinks company, rising from ninth to fourth on the advertiser rankings. Heineken's brand strategy of high-impact sponsorship of sporting events – from the UEFA Champions League to the Rugby World Cup – was the driver behind several campaigns that contributed to its points total.
David Lette, Heineken Brand Director, said: “We want people to enjoy Heineken at every touchpoint. This might be buying a limited edition bottle at their local supermarket or enjoying a cold pint, served Extra Cold in their favourite pub, or perhaps engaging with the brand by tweeting with a Heineken football legend, whilst watching a gripping Champions League match. 2015 was a great year for the brand, with our sponsorship of the Rugby World Cup as a centre piece of the activities.”
Elsewhere, Tata Group, the Indian conglomerate, had its best-ever performance, finishing ninth on the advertiser rankings. A broad variety of categories contributed to the Indian conglomerate ranking ninth on the global advertiser rankings, up from 32nd place last year: Tata-owned auto, soft drinks, clothing and accessories, media and publishing, business and industrial and retail brands all played their part.
You can read full results from the Warc 100 on warc.com/warc100, and also view a summary of results. Warc subscribers can also read the full case studies for the winning campaigns, including 'Penny the Pirate', this year's number one-ranked campaign.
Data sourced from Warc