WARC Effective 100: Summary of results 2021

The WARC Effective 100 is an annual ranking of the world’s most awarded campaigns and companies for effectiveness.
  • The top three campaigns all use humour to convey their messages and connect on a human level.
  • McDonald’s, for the second year in a row, is the highest ranked brand for effectiveness, despite having only two campaigns in the top 100: Friends Wanted in Canada and Méqui in Brazil.
  • What sets McDonald’s apart is the brand’s ability to win consistently across regions, with a wide variety of campaigns; this year it scored points for 34 different campaigns across 15 countries.
  • McCann Worldgroup is the top network for effectiveness for the third consecutive year, FP7 McCann Dubai is the top creative...

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