Effective 100 for 2020: The global effectiveness rankings – Summary of results

The WARC Effective 100 is an annual ranking of the world’s most awarded campaigns and companies for effectiveness.
  • While the top campaign, Procter & Gamble’s It’s a Tide Ad was a big TV idea during Super Bowl, CALM’s Project 84 was a real-world stunt to generate earned media, and Lifebuoy used data-driven services to save lives in rural India.
  • Other approaches in the top 10 include behavioural change ideas, new product development, and corporate repositioning.
  • Despite only having one campaign in the top 100, McDonald’s performed consistently across regions this year, to move into the 1st place for the first time after ranking 2nd in 2014, ‘15, ’16 and ‘19.
  • McCann Worldgroup is the top agency network for...

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