WARC Media 100
The WARC Media 100 (successor to the Gunn Media 100) tracks the performance of campaigns, brands and agencies in advertising media competitions around the world.
The rankings are a benchmark for media excellence, allowing marketers to compare their performance with their peers'.
2019 top campaigns
Gillette: I Don’t Roll on Shabbos
Boosting sales of 48-hr deodorant by targeting the Orthodox Jewish Sabbath period.
Via Rail: Data vs Car
Using weather and traffic data to boost train bookings.
Cerveza Victoria: Awesome Is Here
A stunt that tackled discrimination in Mexico.
2019 top agencies
MediaCom Tel Aviv
2019 top brands
2019 top advertisers
Procter & Gamble
2019 top networks
2019 top holding companies
2019 top countries
The idea behind the WARC Media 100 (formerly the Gunn Media 100) is to combine the winners' lists from all the most important media strategy contests around the world. In 2019, the Gunn Media 100 became part of WARC Rankings, alongside the WARC Creative 100 and WARC Effective 100 (formerly the Gunn Report rankings).
For the 2019 report, WARC has surveyed senior media agency executives around the world to determine the most important global and regional awards shows. Further to feedback from the industry, the shows included in this year’s rankings have been made known to provide transparency and proof of impartiality. They are:
- Global: Adweek Media Plan of the Year, Cannes Lions (media categories), D&AD (media categories), Festival of Media (multiple shows), I-COM Data Creativity Awards, Internationalist Awards, M&M Awards, MMA Smarties (multiple shows), WARC Media Awards, World Media Awards.
- Regional: Dubai Lynx (media categories), El Ojo de Iberoamerica (media categories), El Sol (media categories), Eurobest (media categories), IAB Mixx Awards Europe, Loeries (media categories), Spikes Asia (media categories), Tangrams.
Each competition tracked for the Media 100 is weighted based on how rigorous and prestigious it is – this is based on the same survey.
Assigning Award Points
Most of the awards schemes under consideration have a single Best in Show (or Grand Prix) winner per category, as well as a broader group of Gold, Silver and Bronze winners. We assign Award Points on a range from 10-2 (see table at right).
For schemes that do not run a Gold/Silver/Bronze scheme, we have adapted this points scheme to reflect their structure.
Award schemes under consideration vary greatly in terms of size. In order not to over-reward campaigns that have won many awards at a single scheme over those winning awards in multiple schemes, we have capped the number of Award Points a single campaign can win at a single awards scheme at 20. Grand Prix wins are exempt from the cap.
Non-campaign awards in these competitions (for example, 'Agency of the Year') are not included.
Points are assigned to campaigns as follows:
Assigning the Competition Weighting
Each competition in the WARC Media 100 is assigned a score (the Competition Weighting) between 1 and 5 – this is an assessment of how 'hard' the competition is to win, and how prestigious the award is.
To produce this weighting, WARC Rankings has developed a calculation that takes into account a number of factors.
The exact calculation is proprietary to WARC Rankings and, to avoid prejudicing entries to future competitions, we cannot reveal the weightings assigned to competitions.
The calculation includes:
It is widely held within the industry that some competitions are harder or more prestigious than others.
To reflect this, WARC Rankings has conducted a survey of senior media agency networks. The results of this survey feed into the shows selected for inclusion in the rankings and into the Competition Weighting.
The level of 'potential' competition
In theory, competitions or categories that are open to a wider 'pool' of campaigns will be harder to win than competitions that limit the size of the pool. So, for example, a global competition will usually be harder to win than a single-market competition. Or a category that is open to all types of marketing activity will be harder to win than a category that is only open to, say, digital marketing campaigns.
To reflect this, WARC Rankings takes into account how much of the global advertising market each competition represents. It is able to do this using WARC's comprehensive adspend data resources, which include analysis by channel and by geography.
Verifying our methodology
The WARC Rankings methodology follows the approach of the WARC Effective 100 methodology (formerly the WARC 100), which was developed in consultation with an independent third party: Douglas West, professor of marketing and programme director at Kings College, London.
Building the scores
For each competition in which a campaign wins, its Award Points are multiplied by the Competition Weighting to produce a score.
For example, if a campaign wins a Silver in a competition with a weighting of 3, it will score 12 (4 Award Points x 3 weighting).
Many campaigns win awards in multiple competitions. So, a campaign's final score in WARC Media 100 is the sum of all the scores it has achieved in different competitions. Where the same campaign has been awarded at different competitions under different campaign titles, a generic campaign name has been used for all of these entries.
Ranking agencies and brands
Once the scores for campaigns have been calculated, it is possible to assign points to the organisations behind them – both on the client and agency side.
The scores that have been generated for every campaign in the database are assigned to both an agency and a brand. This information is based on publicly released data, such as the winners' lists published by awards organisers.
This allows WARC Rankings to build rankings of individual agencies, agency networks, agency holding companies, brands and advertisers.
These rankings reflect the points generated from all campaigns in the database, not just the top 100 campaigns in the WARC Media 100.
As with campaign scores (see above), there is a cap of 20 Award Points (equivalent to two Grand Prix) that a brand or agency can win from a single campaign in a single competition.
As with campaign scores, all Award Points are multiplied by the relevant Competition Weighting to produce the scores for agencies and brands.
There is a cap of 200 points that a brand or agency can win from a single campaign across all competitions.
The WARC Media 100 includes only those awards handed out during the previous calendar year. So, the 2019 rankings refer to campaigns awarded in the 2018 shows.
All awards information, including lists of winners and details of judging criteria, is based on data that is in the public domain, whether through public, free-to-access web pages, press releases or other information for the media.
The location assigned to individual campaigns is based on the location in which the campaign ran. If global, the location is where the campaign originated. The location of the primary agency is assumed to be the location of the original idea behind the campaign.
Wherever possible, English versions of each campaign name have been obtained, whether by contacting the original awards scheme directly to obtain a translated version of results, or by using a translation service. Where the same campaign has been awarded at different competitions in different languages, the English version of the campaign title has been used.