MUMBAI: India has dominated this year's WARC 100 rankings for the Asia region, obtaining top campaign in the region and top campaign globally, as well as dominating Asia's top 10 creative agency rankings.
This year's number 1 ranked campaign globally, Share The Load for P&G detergent brand Ariel, also came from India - a win which sets the tone for this year's regional rankings.
Created by BBDO Mumbai, the campaign for Ariel was a big-budget, TV-led campaign that drove a social conversation to promote change within households in the region. The campaign also won the Grand Prix in the 2016 WARC Prize for Asian Strategy, and scored three times as many points as the second place winner in the Asia rankings.
Whilst Ariel was, overall, the most successful brand in Asia by a significant margin, Unilever nevertheless bested rival Procter and Gamble as the top advertiser in the region by just five points. Both were significantly ahead of Nestlé and Mars, in third and fourth place respectively.
BBDO Mumbai was boosted into the number one agency position as a result of its 'Share The Load' campaign, but the agency's outstanding performance could not ensure the number 1 spot for BBDO Worldwide as top network in Asia. Instead, this went to Ogilvy & Mather Advertising, with strong ranking performances from Ogilvy & Mather's Mumbai, Hong Kong and Taipei offices.
WPP was the top holding company in Asia, followed by Omnicom Group and Interpublic Group.
Download the full Asia rankings here: Asia's best marketing campaigns and companies 2017
Data sourced from WARC