‘Kan Khajura Tesan’ developed by Lowe Lintas and PHD India has been named the world’s best marketing campaign by Warc.
Lowe Lintas India was named the top creative agency and PHD Mumbai were named second on the list of media agencies globally.
These rankings were observed in the WARC 100 for 2015. The Warc 100 is an annual list of the world’s best marketing campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions. It is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.
Priya Nair, executive director, homecare, Hindustan Unilever, said, “Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers. We are only at the beginning of our journey with building mobile as a marketing medium.”
Joseph George, CEO, Lowe Lintas India, added, "Warc is an organisation we hold in very high regard. And so this recognition is both extremely satisfying and spurring. We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in.”
Mike Cooper, CEO, PHD Worldwide, said, “It’s an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever. Both ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning.”
Across the database for 2015, the US was the top-ranked nation, ahead of the UK. India finished in fourth, one spot behind Australia. WPP was the top holding company, ahead of Omnicom Group. BBDO Worldwide was named the number one agency network. Coca-Cola was the top brand in the ranking, beating McDonald’s and Mercedes-Benz. Meanwhile, Unilever was ranked the top advertiser, ahead of Procter & Gamble.
Louise Ainsworth, CEO, Warc, noted, “These rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies who made it happen. Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn.”
To compile this year’s rankings, Warc tracked more than 2,200 winning campagins from 87 different competitions. It assigned points based on the awards won (like Gold, Silver or Bronze), then weighted those points based on the competition’s 'rigour and prestige in the global industry'.
The weights are based on a proprietary methodology that factors its adspend data and a global poll of senior planners and strategists, informed a Warc statement.