GLOBAL: An India campaign for Procter & Gamble's Ariel detergent brand has topped the WARC 100, an annual ranking of the world's best marketing campaigns and companies according to their business impact.

Now in its fourth year, the WARC 100 is built on a rigorous methodology, tracking 2,000 individual award winners across different effectiveness and strategy awards schemes held around the world.

Ariel's Share the Load, developed by BBDO Mumbai and Mediacom Mumbai, used online, cinema and TVCs as well as campaign-specific packaging to encourage men to share the weight of household chores. More than 1.5 million men pledged to do so and Ariel more than doubled value and volume sales, which grew 106% and 105% respectively.

Procter & Gamble was also the top advertiser for the second year running, with five campaigns in the WARC 100 versus rival Unilever's three. The success of campaigns for its Ariel, Always and Old Spice brands cemented P&G's position as No.1.

Vodafone, meanwhile, emerged as the top brand, with a consistent year in terms of award wins across campaigns and regions. With only two campaigns in the top 100, but multiple wins at fifteen separate awards competitions, the brand accrued enough points to push it into pole position.

BBDO Worldwide was the leading agency network, with adam&eveDDB the top creative agency while Starcom New York headed the media agency list.

"This year's WARC 100 reflects an industry in flux," said David Tiltman, Head of Content at WARC.

"It's clear from the rankings that TV-led, 'big idea' advertising, when executed well, is still highly effective. But we're seeing a range of alternative approaches also capable of generating business results – from data-driven 'moment marketing' to stunts or events designed to focus consumer attention.

"One of the big questions in the industry at the moment is whether these alternative approaches build brands and deliver results in the long term as well as at the time of the campaign."

Data sourced from WARC