WARC 100: The world's best marketing campaigns and companies 2016 - Summary of results

This article summarises the results of the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
  • The top ranked campaign is 'Penny the Pirate' from OPSM, the Australian optometrists chain, which used a children's story book to increase sales of eye tests.
  • Top creative, media and digital/specialist agencies are MullenLowe Lintas Group Mumbai, Starcom Mediavest Group Chicago and Arc Chicago, respectively.
  • Best agency network and holding company are BBDO Worldwide and WPP; best brand and advertiser are Coca-Cola and Procter & Gamble.
  • Lessons from the Warc 100 include brands focusing on useful products and services, rather than just above-the-line advertising; there is a trend towards addressing social issues in brands' communications; the range...

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