The WARC 100 tracks results from over 80 effectiveness and strategy competitions from around the world and ranks the 100 best marketing campaigns, agencies and brands.
In a new series of reports, WARC examines six categories – food, drinks, FMCG, automotive, retail and financial services – and highlights those brands and agencies that performed best in each during 2015-16.
BBDO Hong Kong was awarded the most points for food campaigns in the WARC 100 (including two highly effective campaigns for chocolate bar Snickers: 'Hungry Slip Ups' and 'You're Not You When You're Hungry'), with AMV BBDO in second and Energy BBDO in fourth place.
Colenso BBDO garnered the most points for drinks campaigns, including the top two ('Brewtroleum' for DB Export Beer and 'Must Be Milk' for Anchor's soft drink), with AMV BBDO again in second and Impact BBDO Cairo in fourth place.
In FMCG, meanwhile, the runaway success of the award-winning 'Share the Load' campaign in India for Procter & Gamble's Ariel detergent, ensured that its originator BBDO Mumbai was far ahead of the pack.
Grey London was awarded the most points in the automotive category for its 'Lifepaint' campaign for Volvo. This was recently put under the spotlight by the Advertising Standards Authority in the UK, which found a YouTube version of the ad to be misleading because of the implication that the paint would work equally well on both textiles and metal bicycle frames.
adam&eveDDB was awarded the most points for retail campaigns, with the majority coming from its Christmas advertising work for John Lewis – the second placed campaign in the WARC 100. And McCann XBC topped the financial services category, with its #OneMoreDay campaign for MasterCard.
Data sourced from WARC