FCB Ulka’s ‘Sindoor Khela’ is #9 in WARC’s Most Creatively Awarded list

26 Feb,2019

By A Correspondent


WARC has released the results of the WARC Creative 100, an independent global index of creative excellence in advertising, and successor of the Gunn Report. The rankings feature the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, based on an analysis of the results of the most important global and regional creative awards shows in the world in 2018, as determined by the advertising industry.


‘Palau Pledge’ by Host/Havas Sydney, is the most creatively celebrated campaign of 2018. In order to tackle mass tourism, the Palau Legacy Project, a sustainable tourism body, created a visa policy for the island of Palau to protect the nation from environmental damage.


Ranked second is ‘#Bloodnormal’ by AMV BBDO London for feminine hygiene brand Bodyform/Libresse. The campaign centred around an online video to break taboos by showing period blood in a positive light.


In third place, ‘Project Revoice’ by BWM Dentsu, Sydney, for The ALS Association, a non-profit organisation tackling motor neurone disease, developed innovative technology which enabled ALS patients to speak again.


BBDO agencies have had an impressive performance around the world with nine agencies ranked in the top 100, three of which are in the top 10. BBDO New York moves up from their second position last year in the Gunn Report, to be crowned best creative agency in the world. AMV BBDO London climb to second place having been ranked #20 last year and adam&eve DDB London follow closely in third position up from fourth.


BBDO Worldwide heads the networks table for an impressive 13th consecutive year – 12 under Gunn Report and now under WARC Creative 100 – with 22 different offices contributing to their total. DDB Worldwide is in second place and McCann Worldgroup third.


No changes to the top half of the Holding Companies league table compared to last year as Omnicom takes pole position followed by WPP in second and Interpublic Group in third.


Global fast-food chain Burger King, having dropped to 7th position last year, has bounced back to take top place in the brands table for the very first time. Nike is down from first place to second, with Pedigree in third.


Mars, the global manufacturer of confectionery, pet food, and other food products, is the most creative advertiser with campaigns for Pedigree, Skittles and Snickers ranked high.


USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.


The most highly ranked campaigns and companies in the WARC Creative 100 are:


Top 10 world’s most creatively awarded campaigns 

Rank Campaign title Brand Agency Points
1 Palau Pledge Palau Legacy Project Host/Havas Sydney 250.3
2 #Bloodnormal Bodyform/Libresse AMV BBDO London 199.5
3 Project Revoice The ALS Association BWM Dentsu Sydney 189.5
4 Exclusive the Rainbow case study Skittles DDB Chicago 175.6
5 It’s a Tide Ad Tide Saatchi & Saatchi New York 154.8
6 Scary Clown Night Burger King LOLA MullenLowe Madrid 154.4
7 The Gene Project Marmite adam&eveDDB London 139.1
8 The Talk Procter & Gamble BBDO New York 133.1
9 No Conditions Apply – Sindoor Khela The Times of India FCB Ulka Mumbai 128.9
10 Go With The Fake Diesel Publicis New York / Publicis Milan 125.9


Top 10 world’s best creative agencies

Rank Agency Location Points
1 BBDO New York 403.2
2 AMV BBDO London 295.9
3 adam&eveDDB London 291.0
4 LOLA MullenLowe Madrid 280.3
5 McCann New York 258.6
6 Host/Havas Sydney 204.9
7 McCann London 193.6
8 Colenso BBDO Auckland 190.9
9 BWM Dentsu Sydney 189.5
10 Saatchi & Saatchi New York 185.5


Top 10 world’s best creative agency networks

Rank Network Points
1 BBDO Worldwide 1700.5
2 DDB Worldwide 1028.7
3 McCann Worldgroup 1027.9
4 Ogilvy 991.0
5 TBWA Worldwide 590.8
6 MullenLowe Group 452.5
7 Dentsu Aegis Network 392.0
8 VMLY&R 365.5
9 FCB 337.2
10 Grey Group 336.0


Top 10 world’s best creative holding companies

Rank Holding company Points
1 Omnicom Group 3494.1
2 WPP 2206.1
3 Interpublic Group 2009.7
4 Publicis Groupe 832.9
5 Dentsu 468.6
6 Havas Group 314.4
7 Hakuhodo DY Group 214.9
8 Accenture 126.6
9 MDC Partners 83.5
10 BlueFocus 82.2


Top 10 world’s best creative brands

Rank Brand Product Category Points
1 Burger King Retail 391.6
2 Nike Clothing & Accessories 208.2
3 Pedigree Household & Domestic 200.1
4 Palau Legacy Project Non-profit, public sector & education 200.0
5 Bodyform/Libresse Toiletries & Cosmetics 199.5
6 IKEA Retail 198.7
7 The ALS Association Non-profit, public sector & education 189.5
8 Diesel Clothing & Accessories 177.7
9 Skittles Food 177.6
10 McDonald’s Retail 170.9


Top 10 world’s best creative advertisers

Rank Advertiser Location Points
1 Mars USA 478.2
2 Restaurant Brands International USA 391.6
3 Procter & Gamble USA 306.9
4 Nike USA 232.3
5 Samsung South Korea 218.4
6 Volkswagen Group Germany 218.2
7 Unilever Netherlands 213.0
8 Essity Sweden 204.0
9 Palau Legacy Project Australia 200.0
10 IKEA Sweden 198.7


Top 10 world’s most creative countries


Rank Country Points
1 USA 2988.6
2 United Kingdom 1241.8
3 Australia 971.7
4 Brazil 698.4
5 Spain 687.6
6 Germany 633.5
7 India 405.3
8 France 380.8
9 South Africa 336.9
10 Japan 320.1


Said David Tiltman, Head of Content, WARC: “The WARC Creative 100 delivers an unbiased and transparent global benchmark for the industry, shining a light on the best creative and inspirational ideas from around the world and the companies behind them. We congratulate all those who have made it into these rankings.”


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