LONDON/WASHINGTON: The US is the leading market when it comes to developing smart marketing strategy, according to this year's Warc 100, which tracks annual performance in effectiveness and strategy competitions.

On the country rankings, the US scored 3,076 points across the year to the second-placed UK's 1,646 points. Asia-Pacific nations rounded out the top five, with Australia third (1,201), India fourth (791) and China fifth (778). 

Canada was sixth on the global rankings, with 626 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 2,200 winning campagins from 87 different competitions.

The ranking of the best 100 campaigns of the year was topped by 'Kan Khajura Tesan', developed by Lowe Lintas and PHD for Hindustan Unilever. The campaign reached 'media dark' rural Indian populations with an always-on mobile media channel, and scored 121 points. 

In second place was 'Real Beauty Sketches', by Ogilvy & Mather Sao Paulo and PHD for Dove, on 89 points, while Ogilvy & Mather London was third, on 78 points, for the Expedia campaign 'Travel Yourself Interesting'.

The top-ranked US campaign was 'Beautiful Hair, Whatever the Weather', from Leo Burnett/Arc for Pantene.

Louise Ainsworth, CEO of Warc, said: "These rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies who made it happen. Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn."

You can read full 2015 results from the Warc 100 on our microsite. Warc subscribers can also read the full case studies for the winning campaigns, including 'Kan Khajura Tesan'.

Data sourced from Warc