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HUL, Coca-Cola show long-term impact

News, 08 March 2016

LONDON: Hindustan Unilever, BBDO and Coca-Cola are among the companies showing a high degree of long-term marketing impact, according to a new analysis that tracks data from the past three years of the Warc 100.

The Warc 100 Long-term rankings report, released today, combine results for the years 2014–16, highlighting the top performers across all these years of data.

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. Across the rankings covered by this new report, Warc tracked over 6,000 individual award wins, ranking over 4,500 agencies and 2,500 brands to produce this new set of long-term rankings.

Overall, the top-performing campaign over the three-year period is Kan Khajura Tesan, a campaign from MullenLowe Lintas Group for Hindustan Unilever, gaining 179.1 points. The mobile-based campaign, which introduced a new branded entertainment channel for media-dark areas in India, was the number one campaign on the 2015 Warc 100, and came ninth in the 2016 results released last week.

In second spot was Penny the Pirate, from Saatchi & Saatchi and OMD for optical chain OPSM, which scored 147.6 points across the three years of Warc 100 data, having topped the rankings in 2016. Share a Coke, a global campaign from Coca-Cola, scored third, and was a consistent performer across all three years of data, finishing 20th on the campaign rankings in 2014, 17th in 2015 and 8th in 2016.


Across the top campaigns, there were some prevailing trends. For example, the top 10 campaigns on the longterm rankings showed a strong tendency towards using mobile platforms, or for using online video as a lead channel.

Elsewhere, the top creative agency across the three years of rankings was MullenLowe Lintas Group, while Starcom Mediavest Group Chicago was the number one media agency, having been number one on the Warc 100 every year since 2014. Arc Chicago finished first on the long-term digital/specialist agency rankings.

BBDO Worldwide was the runaway winner of the agency network rankings, having finished in first place every year since 2014, while WPP was top holding company.

On the brand side, Coca-Cola was another clear winner, again having topped each one of the annual Warc 100 rankings so far. Top long-term advertiser was Unilever, which was number one on the list in 2014 and 2015, but lost the top spot to Procter & Gamble in 2016.

As befitting its status as the world's largest advertising market, the US was the top country over the three years of Warc 100 rankings, gaining more than twice the overall points total of the UK in second place.


The advertiser results in particular demonstrated that established marketing categories are still dominant in demonstrating the business impact of marketing. Each of the top five advertisers on the Warc 100 long-term rankings are in the toiletries, household goods, food and drink categories.

As well as the long-term rankings report, you can read full results from this year's Warc 100 rankings on warc.com/warc100, or view a summary of results.

Data sourced from Warc