Campaign India Team
Mar 04, 2019

WARC Effective 100: The Womb's Carvaan campaign is most effective, McCann New Delhi tops agency list

India ranked third among countries

WARC Effective 100: The Womb's Carvaan campaign is most effective, McCann New Delhi tops agency list
The Womb's 'Let's make viral products instead' for Saregama Carvaan tops the list of the most effective campaigns for 2018 according to WARC.
 
Ogilvy's 'Healthy hands chalk sticks' for Savlon and McCann's 'India's newest status symbol' for Harpic complete the global top three.
 
Navin Talreja and Kawal Shoor, founding partners, The Womb, said, "To take on a daunting business challenge for an organisation, within the first three years of starting our own agency, and then help the client meet it and beat it with a product innovation - targeted at the innovation-phobic elderly audiences, has been a once-in-a-lifetime experience. Its success was reward itself, and now this recognition - wow!"
 
The WARC Effective 100 (formally the WARC 100) includes rankings of the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, providing an unbiased benchmark of commercial creativity for agencies and brands.
 
The top rankings in the 'top 10 creative agencies for effectiveness' are also taken by Indian agencies. 
 
McCann New Delhi tops the list, while Ogilvy Mumbai is in second. The Womb also features in the top 10 list, at number eight. 
 
Prasoon Joshi, chairman, McCann Worldgroup Apac, CEO and CCO, McCann Worldgroup India, said, "It's a great honour for McCann New Delhi to be recognised as the most-effective agency in the WARC Effective 100 Rankings. We not only build our clients' brands but also help make a positive social impact. We create content to keep pace with the constantly changing lives and behaviors of our consumers. The effectiveness awards are a testimony to the collaborative vision at McCann and the confluence of local expertise and global learnings."
 
In the 'top 10 digital/specialist agencies for effectiveness', India is represented by Medulla Communications at number four. 
 
McCann Worldgroup tops the 'top 10 agency networks for effectiveness', while WPP leads the 'top 10 holding companies for effectiveness'. 
 
Suzanne Powers, global chief strategy officer, McCann Worldgroup, said, "We work relentlessly to help our clients' brands play a meaningful role in people's lives, by hunting for those powerful truths that can spark the most impactful ideas. Seeing our agencies across the globe, from New Delhi to New York; Melbourne to Cairo; Paris to Dubai; Buenos Aires to Mumbai; and, Manchester to Lima and Sydney; all recognised for their effectiveness, is testament to the strength of our teams to crack it, no matter the category, geography or marketing opportunity."
 
In the 'top 10 countries for effectiveness', India finishes at number three behind USA and UK.
 
Unilever bagged the most effective advertiser for the year.
 
Keith Weed, chief marketing and communications officer, Unilever, said,  "Winning WARC's Most Effective Advertiser awards for the fourth time is a recognition that I'm very proud of, on behalf of all our marketers and advertising agencies. This award is a testament to our teams' brilliance and hard work over many years, and is proof that putting purpose at the core of our brand communications can have a real impact."
 
Top 10 campaigns for effectiveness
 
Rank Campaign title Brand Primary Agency Points
1 Let's make viral products instead! Carvaan The Womb, Mumbai 75.2
2 Healthy Hands Chalk Sticks Savlon Ogilvy Mumbai 72.8
3 India's Newest Status Symbol Harpic McCann New Delhi 63.3
4 How L'Oréal Paris True Match climbed to No.1 by making everyone feel 'Worth It' True Match McCann London / McCann Paris / McCann Melbourne 58.9
5 The Child Replacement Programme Pedigree Colenso BBDO Auckland / Starcom Auckland 56.6
6 Made Possible By Melbourne University of Melbourne McCann Melbourne 53.1
7 The Impact of Fearless Girl State Street Global Advisors McCann New York 50.1
8 Beauty and brains: How we supercharged the Audi premium 2015-2018 Audi BBH London / Salmon London / MediaCom London / PHD London 49.3
9 The Hearing Test In Disguise Cochlear CHE Proximity Sydney 45.9
10 Original is Never Finished adidas Originals Johannes Leonardo New York 44.0
 
 
Top 10 creative agencies for effectiveness
 
Rank
Agency
Location
Points
1
McCann
New Delhi, India
135.3
2
Ogilvy
Mumbai, India
118.5
3
Colenso BBDO
Auckland, New Zealand
103.3
4
BBH
London, UK
98.6
5
Adam&eveDDB
London, UK
92.2
6
McCann
New York, USA
86.2
7
TBWA\RAAD
Dubai, UAE
77.8
8
The Womb
Mumbai, India
75.2
9
CHE Proximity
Sydney, Australia
73.8
10
McCann
Melbourne, Australia
72.5
 
 
Top 10 digital/specialist agencies for effectiveness
 
Rank
Agency
Location
Points
1
Tribeca Antartyca
Lima, Peru
48.8
2
Salmon
London, UK
41.1
3
Ogilvy & SocialLab
Brussels, Belgium
39.8
4
Medulla Communications
Mumbai, India
38.0
5
Agenda21
London, UK
33.4
6
Geometry
Bogotá, Colombia
32.6
7
AFFINITY
Sydney, Australia
29.6
8
BRM
Bogotá, Colombia
27.1
9
Isobar
Kuala Lumpur, Malaysia
26.6
10
Interaction
San Pedro, Costa Rica
25.2
 
T
op 10 media agencies for effectiveness
 
Rank
Agency
Location
Points
1
MediaCom
London, UK
123.5
2
Carat
London, UK
109.5
3
Mindshare
Istanbul, Turkey
61.7
4
Manning Gottlieb OMD
London, UK
59.3
5
Starcom
Chicago, USA
53.7
6
PHD
London, UK
53.2
7
Vizeum
London, UK
43.0
8
Spark Foundry
Lima, Peru
42.7
9
Starcom
Amsterdam, Netherlands
41.5
10=
Starcom
London, UK
41.0
10=
UM
Manchester, UK
41.0
 
 
Top 10 agency networks for effectiveness
 
Rank
Network
Points
1
McCann Worldgroup
1138.0
2
BBDO Worldwide
864.9
3
Ogilvy
579.0
4
Wunderman Thompson
494.4
5
Dentsu Aegis Network
469.3
6
TBWA Worldwide
454.7
7
IPG Mediabrands
426.6
8
OMD Worldwide
402.3
9
DDB Worldwide
366.8
10
MediaCom
310.5
 
 
Top 10 holding companies for effectiveness
 
Rank
Holding company
Points
1
WPP
2329.8
2
Omnicom Group
2255.2
3
Interpublic Group
1723.5
4
Publicis Groupe
1022.0
5
Dentsu
473.4
6
Havas Group
243.7
7
Accenture
81.4
8
MDC Partners
70.8
9
BlueFocus
47.0
10
Chime
39.4
 
 
Top 10 brands for effectiveness
 
Rank
Brand
Product Category
Points
1
Coca-Cola
Soft Drinks
147.1
2
McDonald's
Retail
115.4
3
Burger King
Retail
96.6
4
IKEA
Retail
78.0
5
Carvaan
Media & Publishing
75.2
6
Pedigree
Household & Domestic
72.9
7
Savlon
Toiletries & Cosmetics
72.8
8
Nissan
Automotive
70.7
9
Harpic
Household & Domestic
70.2
10
Vodafone
Telecoms & Utilities
67.2
 
 
Top 10 advertisers for effectiveness
 
Rank
Advertiser
Location
Points
1
Unilever
Netherlands/UK
230.7
2
Mars
USA
218.0
3
The Coca-Cola Company
USA
192.0
4
Heineken
Netherlands
176.7
5
Nestlé
Switzerland
163.2
6
Procter & Gamble
USA
160.7
7
L'Oréal
France
141.3
8
Reckitt Benckiser
UK
132.4
9
McDonald's
USA
115.4
10
Volkswagen Group
Germany
114.3
 
 
Top 10 countries for effectiveness
 
Rank
Country
Points
1
USA
1083.8
2
United Kingdom
870.1
3
India
822.8
4
Australia
561.2
5
Colombia
379.5
6
Argentina
348.3
7
New Zealand
341.6
8
Brazil
328.5
9
Russia
310.3
10
Turkey
265.4

 

Source:
Campaign India

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