WARC 100: The global effectiveness rankings 2018 – Summary of results

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.
  • Three purpose-driven campaigns appear in the top 10: Whirlpool's 'Care Counts', 'Imagine the Possibilities' for Barbie and 'Dads #ShareTheLoad' for Ariel, demonstrating the commercial success that can be driven when a brand's purpose is intrinsically linked to its product.
  • PR-led strategies have become commonplace in the WARC 100, with top 10 campaigns 'Meet Graham' by the Australian Transport Accident Commission, Burger King's 'McWhopper Proposal' and 'Van Gogh BnB' by the Art Institute of Chicago all using this strategy to drive brand awareness and increase sales.
  • Several of the highly effective initiatives in the WARC...

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