NEW YORK: Procter & Gamble was named as the top US advertiser in the WARC 100, an annual ranking of the best marketing campaigns and companies according to their business impact, while Starcom New York claimed the title of top agency.

Now in its fourth year, the WARC 100 is built on a rigorous methodology that tracks 2,000 individual award winners across different effectiveness and strategy awards programs held around the world.

The US results showed that P&G, the FMCG giant, led the way among brand owners. It was aided by "The Scent of Success" for male-grooming line Old Spice, which took second place in the campaign-specific rankings behind Apple's "World Galley".

Unilever occupied the runner up spot in the brand owner contest. And the strong performance of its Dove personal care brand in numerous awards programs was a major contributor to this outcome.

"Though Dove didn't place a campaign in the US top ten, it was consistently recognised in competitions, accumulating a points total making it the number one brand in the US," the WARC report on the leading US performers said.

"Conversely, although Apple and Old Spice created the top two US campaigns, these points alone were only enough to rank them as fifth and eighth brands respectively."

Starcom New York was honored as the top agency, and credited for a "very consistent performance across a wide range of brands and campaigns".

Ogilvy & Mather New York claimed second place on the agency rankings. The top five was completed by Mindshare New York, 72andSunny Los Angeles and BBDO New York.

Starcom was also named as the top US agency network in the analysis, coming in ahead of BBDO Worldwide, Ogilvy & Mather, FCB and Mindshare Worldwide.

Data sourced from WARC