'Palau Pledge' wins global honours on Warc Creative 100 list

In the list formerly known as the Gunn Report, three APAC campaigns are among the 10 most-awarded pieces of work in 2018, and three ANZ shops rank among the top 10 agencies.

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'Palau Pledge' wins global honours on Warc Creative 100 list

'Palau Pledge' is the world's most celebrated creative campaign of 2018 by a significant margin, according to the just-released Warc Creative 100, formerly known as the Gunn Report.

'Project Revoice', by BWM Sydney for The ALS Association, landed at No. 3 among the most-awarded campaigns, and 'No Conditions Apply - Sindoor Khela', for The Times of India by FCB Ulka Mumbai, appears at No. 9.

'Palau Pledge' propelled Host/Havas Sydney to No. 6 on the list of 'best creative agencies'. Also representing Asia Pacific on that list are Colenso BBDO Auckland (8) and BWM Dentsu Sydney (9).

Nine BBDO shops appear among the top 100 agencies, and three of those are in the top 10, contributing to BBDO Worldwide's 13th straight capture of the 'best creative agency network' crown.

Burger King is the top brand for the first time, pushing Nike to second. Pedigree placed third, but parent company Mars was named the most creative advertiser on the back of campaigns for Pedigree, Skittles and Snickers.

Australia landed at No. 3 on the country table, with India (7) and Japan (10) also ranking in the top 10.

Tables of the top 10 for each category follow:

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

Warc made the following observations about the results:

Driving behavioural change through participation: This year's top 100 sees purpose-driven campaigns still playing a leading role. However, by introducing an element of participation, Palau Pledge was able to do more than just raise awareness - it changed behaviour. The ALS Association, Burger King and Marmite also used a 'participation' approach.

Burger King's pop culture focus pays dividends: Three highly ranked campaigns for this year's top creative brand Burger King—'Scary Clown Night' (#6), 'Google Home of the Whopper' (#24), 'Loving "It"' (#34)—meet Burger King's stated strategy to become part of pop culture.

"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," David Tiltman, head of content at Warc, said in a release. "We congratulate all those who have made it into these rankings."

The Warc Creative 100 is compiled by analysing the results of the most important global and regional creative awards shows, as determined by the industry following a worldwide survey and consultation. The creative awards taken into account are:

Global: Cannes Lions, Clio Awards, D&AD, London International Awards (LIA), The One Show.
Regional: Adfest, Dubai Lynx, El Ojo de Iberoamérica, El Sol, Eurobest, Golden Drum, Loeries, Spikes Asia.

The full rankings, which include the world's top 100 creatively awarded campaigns, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies, are available to view on www.warc.com/rankings/creative-100. A sample report is available.

Warc will announce The Warc Effectiveness 100 rankings on 4 March and the Warc Media 100 on 11 March.

Source:

Campaign Asia