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India, Australia outperform peers

News, 03 March 2016

MUMBAI: India and Australia punch well above their weight in delivering effective marketing, according to results from this year's Warc 100.

Overall, India placed ten campaigns in this year's ranking of the top 100 campaigns in the world, while Australia had six. The nations account for just 3.5% and 1.5% of global adspend respectively, meaning they both significantly outperform the norm in delivering effective campaigns.

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.

Australia took top honours on the global ranking, with Penny the Pirate, from Saatchi & Saatchi and OMD for optical chain OPSM, named the world's number one campaign. This initiative was based around a children's storybook and app that allowed parents to track their child's vision, and book an eye test if needed.

Michael Rebelo, CEO Saatchi & Saatchi Australia, said: “To be recognised for creating the most effective marketing campaign in the world by WARC is a magnificent honour. It's only surpassed by the knowledge that our idea has helped young children in Australia take the first step in achieving better eye health.”

Elsewhere in this year's results, Mumbai-based creative agency MullenLowe Lintas Group once again took the top honours as the world's best creative agency. This was its second 'top creative agency' win in two years as it beat Droga5 New York and Ogilvy and Mather New York to the top spot in 2016.

Three Indian campaigns also made the top 20 in the Warc 100 list of the world's best campaigns.

Kan Khajura Tesan by MullenLowe Lintas Group was ranked 9th, and saw Hindustan Unilever reach "media dark" rural Indians with a mobile phone-centric, free-to-use entertainment channel which offered comedy, Bollywood and music interspersed with advertising.

The agency also scored big for No Ullu Banaoing, for Indian telecommunications provider IDEA Cellular. This increased mobile data uptake in India by creative that tapped into the everyday consumer's desire to avoid being scammed. The rate of uptake for IDEA was almost twice that of the market leader Airtel, and the campaign came 17th on the global rankings.

Touch the Pickle, a campaign for Whisper by BBDO and Mediacom India, ranked twelfth among the world's top campaigns.

While MullenLowe Lintas Group was the only Indian agency ranked in the top ten global creative agencies, Ogilvy and Mather Mumbai also made the top 20, coming in at 16th place globally.

Across the region, the future is bright for creative agencies, with Australia and New Zealand putting into a particularly strong showing in this year's Warc 100.

Three Australian creative agencies made the top ten globally: Saatchi and Saatchi Sydney, Leo Burnett Melbourne and Clemenger BBDO Melbourne ranked at 7th, 8th and 9th respectively. Three New Zealand agencies also made the top 25 globally with DDB Auckland, Colenso BBDO Auckland and Clemenger BBDO Wellington ranked 12th, 19th and 25th respectively.

Separately, OPSM was also top brand in the Asia-Pacific region, scoring 139 points. Coca-Cola was second on 95 points, though the soft drinks giant was first on the global brand rankings.

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