NEW YORK: The US was the most successful nation on this year's Warc 100 rankings, with Droga5 New York the top independent agency in the world and Starcom Mediavest Chicago and Arc Chicago also topping the media and digital/specialist agency lists.
In all, four US campaigns were ranked in the top ten of the campaigns ranking, three of which were from Droga5. The US counted 24 campaigns in the top 100, more than any other country, and also comfortably won the overall national rankings. It scored 3,078 points, ahead of the UK in second place on 1,670 points.
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.
Top US campaign overall was Project Architeuthis, an initiative from Campbell Ewald for America's Navy, which finished third on the global rankings.
For the campaign, the Navy recruited cryptologists via an alternate-reality puzzle-solving game that was promoted via social media. Characters, cryptologic clues, tips and updates were revealed via Facebook, Twitter, Instagram and Tumblr. Analysis subsequently showed that playing the game increased the likelihood of enlistment.
On the creative agencies ranking, there was a strong showing for Droga5 New York, which scored 179 points to become top US agency and top independent agency. Ogilvy & Mather New York came just behind on 131 points, with Leo Burnett Chicago scoring 116 points.
Top-ranked agency in Central and South America was Sancho BBDO, 20th in the world on 72.7 points. Dew Bottle Tool, which the agency produced for Mountain Dew, was also the region's best-scoring campaign, in 23rd.
The campaign, which ultimately reached 60% of the Brazilian population thanks to social media support from celebrities, came 32nd on the Warc 100 rankings.
Elsewhere, top brand in the Americas region was Coca-Cola, on 116 points, ahead of toiletries brand Always on 115 points. Coke also topped 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