Warc (World Advertising Research Centre as was, based in the UK) produces a purportedly results-based alternative to the Gunn Report, ranking agencies and advertisers according to results in strategy and effectiveness competitions.
So in 2016 the top campaigns were India’s ‘Share the Load’ for Ariel by BBDO Mumbai (below) followed by John Lewis Christmas advertising 2012-15 (presumably it’s allowed three years as some effectiveness awards delve into history). USA was the best performing country.
Not surprising then that adam&eveDDB was the best performing agency by a distance from AMV BBDO, BBDO Mumbai, Grey London and MullenLowe Mumbai.
A&E also topped the Gunn Report’s latest creative awards ranking.
Top three media agencies were Starcom New York, Mindshare New York and Atomic 212 in Australia.
Top three agency networks were BBDO, Ogilvy and McCann (roughly corresponding to size) and holding companies WPP, Omnicom and Interpublic (ditto).
Top brand was Vodafone followed by Ariel, John Lewis, IKEA and Dove (Vodafone’s advertising is clearly better in the rest of the world than it is in the UK) with Procter & Gamble, Unilever and Nestle leading the advertisers.
Assuming that the big players enter most or all of these awards (which they do although sometimes there’s an argument over who’s paying) then it’s not too difficult to anticipate the findings.
Are they any more revealing than conventional awards chosen by industry peers?
But they’ll be mercilessly marketed by the winners so they’re here to stay.