Burger King’s The Whopper Detour, by FCB New York, is the most creatively celebrated campaign of 2019, according to the WARC Creative 100, announced today, while McCann New York tops the the creative agencies ranking.
The Creative 100 Ranking is produced by combining the results of the industry’s most important global and regional creative award shows tracked throughout 2019. The awards tracked are determined by the WARC Rankings Advisory Board and a worldwide industry survey.
Burger King’s The Whopper Detour, by FCB New York, set out to increase Burger King app users by geofencing rival McDonald’s restaurants; customers had to be in the vicinity of a McDonald’s store to unlock a Whopper-for-one-cent promotion. Mobile sales tripled during the promotion and the chain saw the highest number of store visits in four years. Burger King estimated the campaign earned it a 37-1 return on investment.
“The Whopper Detour was a unique idea because it not only broke through from a creative standpoint, it also drove significant business results, solving a real business problem through creativity,” said Gabriel Schmitt, Co-Chief Creative Officer, FCB New York.
“The most successful campaigns should grow brands and their bottom line, and we are happy to see ‘The Whopper Detour’ being recognized for doing just that.”
In second place is lip-sync music video Viva La Vulva, a campaign for feminine hygiene brand Bodyform/Libresse by AMV BBDO London. In third, Nike’s Dream Crazy, a provocative campaign by Wieden+Kennedy Portland, featuring NFL player Colin Kaepernick.
Top 10 world’s most awarded campaigns for creativity
McCann New York climbs from fifth place last year in the creative agency rankings to top spot this year, with five campaigns in the Creative 100: for Verizon, Xbox, Donate Life California and two for March For Our Lives. Droga5 New York follows closely behind, with two campaigns in the top 20, and in third place is Wieden+Kennedy Portland with three campaigns in the top 100.
Sean Bryan and Thomas Murphy, co-Chief Creative Officers, McCann New York, said: “Results like this are not possible without the passion and hard work from everyone across the agency. And our creative effectiveness comes directly from brave clients who have entrusted us to represent their brands and businesses in a meaningful and impactful way in the world.”
Top 10 world’s most awarded agencies for creativity
BBDO Worldwide retains its top position as the most awarded Network for an impressive 14th consecutive year, with eight different agencies ranked in the top 50, all contributing points to their total. McCann Worldgroup is in second place and DDB Worldwide third.
Omnicom Group continues to lead the Holding Companies ranking with BBDO Worldwide, DDB Worldwide, TBWA Worldwide, Grupo ABC, DAS Group and Tribal Worldwide contributing to their points. Interpublic Group moves up one place into second position, and WPP drops down to third.
Top 10 world’s most awarded networks for creativity
Top 10 world’s most awarded holding companies for creativity
Global fast-food chain Burger King is top creative brand for a second year, with four campaigns ranked in the top 100 for three different markets – Brazil, Spain and USA. Sportswear brand Nike remains in second position and global gaming brand Xbox has jumped to third, up from 11th last year.
Restaurant Brands International, parent company of Burger King, Popeyes and Tim Hortons, which held second place last year, has moved up to claim pole position as #1 creative advertiser. Nike climbs from fourth to second, and Anheuser-Busch InBev leaps from 17th to third.
Fernando Machado – Global Chief Marketing Officer, Restaurant Brands International, said: “It’s amazing to see how all our teams believe that creativity can be a source of competitive advantage. The way we collaborate is the key to our success. We have great ideas coming from everywhere: US, UK, Sweden, France, Spain, Brazil, Mexico, India – really everywhere. And that is a testament to the quality of our people and the mindset we have as a company. It’s also incredibly rewarding to see Restaurant Brands International raise to the top. The teams on Popeyes and Tim Horton’s are also contributing for RBI to be a creative powerhouse.”
USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Brazil follow.
Top 10 world’s most awarded brands for creativity
Top 10 world’s most awarded advertisers for creativity
Top 10 world’s most awarded countries for creativity
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Sourced from WARC