LONDON: adam&eveDDB is the top UK agency in a country analysis of the WARC 100 rankings, thanks in large part to its work for retailer John Lewis, which was the top UK advertiser.

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.

John Lewis's Christmas advertising was the runaway winner in the WARC 100 listing of the best UK marketing campaigns of 2017, but the sector most represented was not retail but government & non-profit.

John Lewis' Christmas campaigns by adam&eveDDB came out top for the UK, scoring more than twice as many points as the second-placed subscriptions campaign by Proximity London for The Economist magazine.

These two also highlighted a couple of trends that were evident across the entire WARC 100. A growing proportion of campaigns are leading with TV as part of a multichannel strategy and John Lewis is one example of this.

In fact, six of the top ten UK campaigns fitted this classification, including those from Sainsbury, another retailer, and Direct Line, the insurance business, which may be in part a reflection of recent research suggesting that marketers should use TV, as part of a wider strategy, to ensure maximum reach.

The other development identified is that data-driven campaigns are moving up the rankings – and The Economist is the best example of this.

Government & non-profit brands also performed strongly – four of the top ten UK campaigns in the WARC 100 were from brands in this sector – ranging from 23Red's work on getting people to stop smoking (Stoptober) to a fundraising drive by VCCP London for the Macmillan Cancer Support charity.

Fundraising, along with building a younger audience, was also key to a campaign by adam&eveDDB for the Save the Children. This involved promoting a Christmas Jumper event across the country as the charity sought to make embarrassing knitwear into something to be proud of.

Brand awareness was the focus of 101 London's work for Art Fund, a charity for the preservation of works of art; its emphasis on membership benefits helped boost new memberships $174 over five years.

Finally, while adam&eveDDB emerged as the top UK agency, DDB Worldwide was the leading agency network.

Data sourced from WARC