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AMV BBDO, Coke top EMEA marketers

News, 03 March 2016

LONDON: AMV BBDO in London was ranked top creative agency in EMEA in this year's Warc 100, one of four agencies from the region from the top 20, while Coca-Cola was the top EMEA brand.

The agency was fifth in the world on the rankings, scoring 115 points. AMV BBDO also had work in the top 100 campaigns ranking, with Made of Black (for Guinness) in 33rd and Christmas is for sharing (for Sainsbury's) in 75th.

FP7/DXB was the top regional agency, in 13th place on 86 points. It had three ranked campaigns, with Project Akshar for SmartLife in 21st, Creating more play in MENA (Fanta) in 30th and Hey Future Me (Emirates NBD) in 92nd.

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.

Top EMEA campaign overall was Inglorious Fruits and Vegetables, from Marcel for Intermarché, which came fourth in the world. This campaign focused on the issue of food waste, and achieved a huge media response through tongue-in-cheek in-store creative.

The UK's highest-ranked campaign (13th globally) was Holiday Spam, from Wieden + Kennedy for Three. The campaign encouraged social bragging, which centred around apologising for the "#HolidaySpam crisis" on behalf of Three's customers, ultimately pushing the network to an all-time high in market share.

Second in the UK, and 20th in the world, was This Girl Can, a Sport England campaign from FCB Inferno. The UK government agency for grassroots sport reshaped the way women think about exercise with an online video and social media-led campaign, which garnered 31.4m views.

On the brand rankings for EMEA, Coca-Cola was a narrow winner, scoring 100 points, ahead of Vodafone (98 points) and IKEA (90 points). Coca-Cola also topped the global brand rankings.

Speaking to Marketing Week, Bobby Brittain, marketing director for Coca-Cola Great Britain, gave an insight into the brand's future marketing strategy. "Spotting a 'cultural tension' can lead to advertising that gets noticed and aligns a brand with certain groups in society," he said. "It is particularly powerful when brands are targeting younger demographics."

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, ranked number one this year.

Data sourced from Warc