WARC Rankings 2022: Effective 100 revealed

WARC’s final ranking, the Effective 100, finds the world’s most awarded campaigns and companies for effectiveness.

The Effective 100 Ranking is produced by combining the results of the industry’s most important effectiveness award shows around the world throughout 2021, and acts as a benchmark for excellence in effectiveness, allowing marketers to compare their performance with that of their peers.

The awards tracked are determined by a worldwide industry survey and in consultation with the WARC Rankings Advisory Board.

#1 Campaign: Crazy Dreams for Nike by Wieden+Kennedy Portland / Publicis.Sapient Seattle

Sportswear brand Nike celebrated its 30th anniversary of the Just Do It campaign by refreshing its original sense of rebellious self-belief. Starting with a tweet from Colin Kaepernick, it showed how athletes today were using that same spirit to move sport forward, and the world with it.

#1 Creative agency: FP7 McCann Dubai

FP7 McCann Dubai retained its top place for a third consecutive year with five campaigns ranked in the top 100 including three in the top ten, for Home Centre, Babyshop, Donner Sang Compter, Mastercard and Spinneys / Lebanese Breast Cancer Foundation / American University of Beirut Medical Center.

“As a commercial art, by definition, we need to deliver on both creativity and effectiveness or we are not doing our job. There is no greater honor than to be recognized for both,” said Tarek Miknas, CEO, FP7McCann MENAT in a statement.

#1 Media agency: Zenith Bogotá

Zenith Bogotá is up from #36 last year to claim pole position. PHD Auckland, last ranked #34 in 2019, is now in second place globally. PHD New York, is up from its previous position of #43 in 2021 to claim third place.

#1 Digital/Specialist agency: Publicis.Sapient Seattle

Having worked on the top campaign Crazy Dreams, Publicis.Sapient Seattle is in first place. Edelman New York takes second position having last been ranked #7 in 2020. Newcomer to the Rankings is InHype Dubai, straight in at #3.

#1 Network: McCann Worldgroup

For the fourth consecutive year, McCann Worldgroup retains its #1 ranking as the most effective network.

“It’s incredible to see, once again, our teams’ passion, smarts and ingenuity as they drive the most impactful work in the world in partnership with our clients. We are so proud of all of them”, said Suzanne Powers, global president & chief strategy officer, McCann Worldgroup.

Eight creative and digital/specialist agencies in the top 50 contributed to its total points, including FP7 McCann Dubai and McCann Manchester which ranked #1 and #8 in the creative agency list. 

#1 Holding company: WPP

WPP is ranked #1 for a fourth consecutive year. Omnicom Group remains in second place, a position held since 2019. Interpublic Group is in third place for six years in a row.

Mark Read, CEO, WPP, said: “The real success of great ideas lies within the results they produce. Our strong agency representation across the three rankings – including MediaCom NY named top media agency, Ogilvy and Mindshare coming first creative and media networks respectively, and WPP topping the media and effectiveness holding company rankings – is testament to the hard work of our amazing teams who are delivering the tangible outcomes that our clients demand.”

#1 Brand: McDonald’s

Fast-food chain McDonald’s is the most effective brand for the third consecutive year, with two campaigns ranked in the top Effective 100 for two markets – US and New Zealand. Burger King, up from #6 last year, now takes second place. KFC is third place, down from #2 last year.

“Receiving this recognition for the third year in a row is especially meaningful, as it underscores our relentless effort to deliver effective marketing, powered by brave creative choices and underpinned with genuine human insight,” Morgan Flatley, global chief marketing officer, McDonald’s. “I’m proud to work alongside a team of world-class marketers and agency partners that show creative courage, every day and are focused on building deeper and more meaningful connections with our customers.”

#1 Advertiser: AB InBev

Following its success as #1 advertiser in the Creative 100, the brewing giant AB InBev, also now takes top position as the most effective advertiser, rising up from seventh position last year. Unilever is ranked #2, and Restaurant Brands International climbs to third, up from #17 last year.

“I’m proud of what our team has accomplished by addressing real consumer and customer needs and delivering strong business results,” says Pedro Earp, CMO AB InBev.

#1 Country: USA

USA retains its place as the most awarded market in the world for effectiveness, a position held since the introduction of the WARC Effective 100. China and India remain second and third respectively, the same positions held for the past two years.

Key quote

“A common theme in this year’s Effective 100 was a desire to go beyond educating or engaging consumers. We see judges awarding effective campaigns that change behaviour and encourage participation, across both commercial and not-for-profit campaigns.

“Nike encouraged young athletes to Dream Crazy; Every Kiwi Vote Counts got New Zealanders living abroad to vote; UCash / Shwapno convinced Bangladeshi farmers to convert fresh produce into money; and Donner Sang Compter reinvented bloodletting to enable donations” - David Tiltman, SVP Content, WARC.