WARC today announces the 2017 results of the WARC 100, an annual ranking of the world's best marketing campaigns and companies according to their business impact.
Procter & Gamble, Vodafone, BBDO Worldwide, adam&eveDDB and WPP are among the organisations at the top of this year's rankings, which are based on performance in effectiveness and strategy competitions around the world.
The top-ranked campaign was the highly awarded 'Share the Load,' developed by BBDO Mumbai and Mediacom Mumbai for Procter & Gamble's Ariel detergent brand in India. The campaign film, in which men were encouraged to share the weight of household chores, was supported by campaign-specific packaging, and was spread across online, cinema and TVCs. As 1.57 million men pledged to 'share the load,' Ariel more than doubled value and volume sales, which grew 106% and 105% respectively.
"This year's WARC 100 reflects an industry in flux," commented David Tiltman, Head of Content at WARC. "It's clear from the rankings that TV-led, 'big idea' advertising, when executed well, is still highly effective. But we're seeing a range of alternative approaches also capable of generating business results - from data-driven 'moment marketing' to stunts or events designed to focus consumer attention. One of the big questions in the industry at the moment is whether these alternative approaches build brands and deliver results in the long term as well as at the time of the campaign."