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Brand & Business: WARC Media 100 Revealed–Gillette Ranked as #1 Brand and Tops Media Excellence with “I Don’t Roll On Shabbos” Campaign

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WARC has today released the results of the WARC Media 100, an independent annual ranking of the world’s most awarded campaigns and companies for creativity and innovation in media. 

  • ‘I Don’t Roll On Shabbos’ for Gillette is top campaign for media excellence
  • MediaCom Connections Tel Aviv tops agency rankings
  • MediaCom leads network rankings
  • WPP is most awarded holding company
  • Gillette ranked #1 brand. Procter & Gamble is #1 advertiser

A benchmark for media excellence, the WARC Media 100 (successor to the Gunn Media 100) is compiled by tracking the performance of campaigns, brands and agencies at the most important advertising media competitions around the world.

Gillette deodorant campaign ‘I Don’t Roll On Shabbos‘ by MediaCom Connections Tel Aviv is the most awarded campaign of 2018. Using a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel, Gillette’s share in the Orthodox sector grew from 3% to 15% and brand awareness from 15% to 55%.

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Yaron Farizon, Managing Director, MediaCom Connections Tel Aviv, says: “Since founding MediaCom Connections Israel four years ago, we have been fortunate enough to work with brilliant clients, partners and iconic brands to create the kind of campaigns that have made a huge impact on our country’s cultural fabric. Of all the accolades we have won, this achievement will be a moment none of us forget. But it couldn’t have happened without the hard work and fantastic collaboration between P&G and MediaCom teams who deserve this recognition. I am deeply thankful to each and every one of them.”

Ranked second is ‘Data vs Car‘ by Touché! Montreal for VIA Rail, which saw the Canadian trains operator reach out to drivers about to travel by comparing the duration of their journey to its own quicker routes.

In third place, ‘The Awesome Is Here’ campaign by MediaCom Mexico City for Mexican beer brand Cerveza Victoria, celebrated the diverse culture of the country by demanding more inclusivity in the country’s advertising.

The success of Gillette’s top-ranked campaign contributed to MediaCom Connections Tel Aviv entering the top 50 agencies table for the first time. Straight in at #1, the agency was responsible for award-winning work on Gillette, Pantene, Always and Fairy in Israel, with wins at multiple shows.

In second place, up from #9 last year, is Touché! Montreal with two campaigns, for VIA Rail and Québec Milk Producers, ranked in the top ten. Mindshare Shanghai, is in third place up from #5 with four campaigns ranked in the top 50.

MediaCom retained its position at the top of the media networks ranking, with its agencies having a stronghold in the top ten. A total of 16 MediaCom campaigns ranked in the top 100, including three in the top ten.

Commenting on their global success, Stephen AllanWorldwide Chairman & CEOMediaCom says: “To be named the number one media network in the WARC Media 100 ranking for the second year running is incredible. And having the number one campaign from the number one agency in the same report is truly the icing on the cake. Key to our network’s success is our passionate and dedicated people working hand-in-hand with our courageous clients. With eight of our agencies recognised in the top 50, this passion really makes the difference; it means so much to all of our 8,000 MediaCommers across the globe.”

PHD Worldwide remains in second place, with the gap narrowing to just six points between the top two media networks. Ten of PHD’s campaigns are ranked in the top 100 and five agencies ranked in the top 50. Mindshare Worldwide move up one place to third. IPG Mediabrands enters the top networks table for the first time, as does the newly created VMLY&Y&R.

The top three positions in the holding company ranking remain unchanged on last year, with WPP taking the top spot, significantly ahead of Omnicom in second and Interpublic Group in third.

Mark Read, CEO of WPP, says: “We’re delighted to have topped both the WARC Effective 100 and now the WARC Media 100 rankings. As a creative transformation company our mission is to build better futures for our clients, by delivering tangible business results and preparing organisations for the future. These awards are a great endorsement of our ability to do that, and testament to our talented people worldwide.”

Gillette jumps from #9 to #1 in this year’s top brands for media excellence, with two campaigns in the top ten – alongside its #1 campaign, ‘Baby Face’ is in at #8. Gillette and McDonald’s are the only two brands to retain top-ten ranks this year.

Tourism Australia is in at #2 with two top 100 campaigns. McDonald’s ranks #3, also with two campaigns in the top 100 in addition to multiple campaigns in the wider ranking.

Last year’s first and second ranked advertisers have switched places this year with less than two points between them. Procter & Gamble tops the table with work for five brands in the top 100 and ten brands in total across the full ranking. Unilever follows in second place with work on four brands in the top 100 and smaller wins for 18 further brands in the full ranking.

There are three new entrants to the top ten advertisers list, 21st Century Fox at #4, Tourism Australia at #8 and AT&T at #9. Volkswagen group made the biggest climb up the ranking from 29th last year to 5th this year with work from Audi, Skoda and Volkswagen contributing points.

The top three countries remain unchanged on the previous two years with the USA topping the chart followed by UK and Australia. Three new entrants to the top 50 are New Zealand (#8), Israel (#9) and Mexico (#10).

The top campaigns and companies in the WARC Media 100 are:

 

The world’s top 10 campaigns for media excellence

Rank

Campaign title

Brand

Agency

Points

1

I Don’t Roll On Shabbos

Gillette

MediaCom Connections Tel Aviv

126.7

2

Data vs Car

VIA Rail

Touché! Montreal

91.3

3

The Awesome Is Here

Cerveza Victoria

MediaCom Mexico City

83.6

4

Oops

O2

Havas Media London

71.5

5

Beer Bottle Sand

DB Export

PHD Auckland

70.6

6

The Wentworth Rat

Foxtel

Mindshare Sydney

70.2

7

The App That Made Milk Cartons Sing!

Québec Milk Producers

Touché! Montreal

66.5

8

BabyFace

Gillette

MediaCom Connections Tel Aviv / Grey Tel Aviv

61.7

9

Dundee – The Son Of A Legend Returns Home

Tourism Australia

UM New York / UM Sydney

61.0

10

Aussie News Today

Tourism Australia

UM Sydney

59.2

 

The world’s top 10 agencies for media excellence

Rank

Agency

Location

Points

1

MediaCom Connections

Tel Aviv, Israel

201.7

2

Touché!

Montreal, Canada

194.0

3

Mindshare

Shanghai, China

186.0

4

UM

Sydney, Australia

182.7

5

MediaCom

London, UK

150.40

6

MediaCom

Mexico City, Mexico

140.8

7

Havas Media

London, UK

136.9

8

PHD

Auckland, New Zealand

112.4

9

Mindshare

Mumbai, India

104.4

10

UM

New York, USA

104.1

 

The world’s top 10 best networks for media excellence

Rank

Network

Points

1

MediaCom

905.6

2

PHD Worldwide

899.3

3

Mindshare Worldwide

705.8

4

IPG Mediabrands

685.1

5

OMD Worldwide

377.9

6

Havas Media Group

332.3

7

VMLY&R

210.6

8

BBDO Worldwide

180.6

9

Dentsu Aegis Network

174.9

10

Wavemaker

155.4

 

The world’s top 10 holding companies for media excellence

Rank

Holding company

Points

1

WPP

2472.5

2

Omnicom Group

1774.3

3

Interpublic Group

1018.6

4

Havas Group

408.4

5

Publicis Groupe

314.5

6

Dentsu

190.1

7

Hakuhodo DY Group

31.6

8

Accenture

10.0

9

Chime

7.4

10

The&Partnership

5.1

 

The world’s top 10 brands for media excellence

Rank

Brand

Product Category

Points

1

Gillette

Toiletries & Cosmetics

191.7

2

Tourism Australia

Transport & Tourism

120.3

3

McDonald’s

Retail

104.7

4

Cerveza Victoria

Alcoholic Drinks

91.6

5

VIA Rail

Transport & Tourism

91.3

6

Foxtel

Media & Publishing

88.8

7

KFC

Retail

87.4

8

Uniqlo

Retail

86.1

9

Québec Milk Producers

Soft Drinks

74.5

10

O2

Telecoms & Utilities

71.5

 

The world’s top 10 advertisers for media excellence

Rank

Advertiser

Location

Points

1

Procter & Gamble

USA

365.4

2

Unilever

Netherlands/UK

364.1

3

Anheuser-Busch InBev

Belgium

225.0

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