LONDON: Coca-Cola and Unilever have been named the world's best brand and advertiser respectively, according to new results from the Warc 100, which tracks annual performance in effectiveness and strategy competitions.
The US beverage brand was a clear winner on the brand rankings, scoring 387 points. McDonald's came in second place on 190 points, ahead of Mercedes-Benz on 173.
Meanwhile, on the advertiser rankings, Unilever finished in first place globally on 785 points. FMCG rival Procter & Gamble was second on 576 points, while the Coca-Cola Company was third on 455.
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 2,200 winning campaigns from 87 different competitions.
Elsewhere on the rankings, this year's number one was 'Kan Khajura Tesan', a campaign for Hindustan Unilever developed by Lowe Lintas and PHD in India. Lowe Lintas was also ranked the top creative agency in the world, scoring 213 points, with AMV BBDO second on 191 points.
Commenting on the rankings, Priya Nair, Executive Director, Homecare, at Hindustan Unilever, said: "Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers. We are only at the beginning of our journey with building mobile as a marketing medium."
BBDO Worldwide was the clear winner on the agency network rankings, with 1236 points versus second-placed Ogilvy & Mather's 1027 points. Among holding companies, WPP (4008 points) was ranked number one, ahead of Omnicom Group (3943).
You can read full 2015 results from the Warc 100 on our microsite. Warc subscribers can also read the full case studies for the winning campaigns, including 'Kan Khajura Tesan', which was ranked number one campaign of the year.
Data sourced from Warc