Warc 100 Names Best Marketing Campaign

‘Kan Khajura Tesan’, developed by Lowe Lintas and PHD for Hindustan Unilever, has been named the top marketing campaign in the world by the Warc 100, while the US, UK and Australia have been ranked as the top marketing countries.

The number one-ranked campaign reached ‘media dark’ rural Indian populations with an always-on mobile media channel. It scored 121 points to become the clear winner of the Warc 100 campaign rankings this year.

Priya Nair, Executive Director, Homecare, at Hindustan Unilever, said: “Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two-way connection between brands and consumers.”

In second place was ‘Real Beauty Sketches’, by Ogilvy & Mather Sao Paulo and PHD for Dove, on 89 points, while Ogilvy & Mather London was third, on 78 points, for the Expedia campaign ‘Travel Yourself Interesting’.

The Warc 100 is an annual list of the world’s best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions in the previous calendar year. To compile this year’s rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions.

On the country rankings, the US came out ahead, scoring 3076 points across the year to the second-placed UK’s 1646 points. Asia-Pacific nations rounded out the top five, with Australia third (1201), India fourth (791) and China fifth (778).

Michael Wall, Global CEO, Lowe and Partners, added: “It’s especially rewarding that our creative effectiveness recognition for our key client Unilever is for work where we have used the power of our creativity to effect positive change.”

Commenting on the campaign rankings, Mike Cooper, CEO of PHD Worldwide, said: “It’s an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever.”

Louise Ainsworth, CEO of Warc, added: “These rankings reflect an incredible body of work from across the globe – congratulations to the clients and the agencies who made it happen.”


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