Two campaigns from PHD for Unilever have taken the #1 and #2 positions in the ranking chart of the best marketing campaigns in the world.
The WARC 100 is an annual list of the world’s best marketing campaigns and companies, based on performance in effectiveness and strategy competitions. According to the global marketing intelligence service WARC, it is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.
‘Kan Khajura Tesan’, which took the #1 position was developed by PHD India for Hindustan Unilever alongside ad agency Lowe Lintas. The campaign reached 'media dark' rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.
In second place on the rankings was ‘Real Beauty Sketches’, developed by PHD’s Global Strategy Unit for Dove alongside Ogilvy & Mather São Paulo. PHD is also the media agency for the campaigns in 3rd and 4th place – ‘Travel Yourself Interesting’ for Expedia alongside Ogilvy & Mather London and ‘Help A Child Reach 5’ for Unilever’s Lifebuoy.
PHD Mumbai, the office that created the ‘Kan Khajura Tesan’ campaign for Unilever, was ranked #2 media agency in the world.
The results come just a week after the Gunn Report for Media that named two of PHD’s campaigns amongst the four most awarded creative media campaigns in the world in 2014: ‘Kan Khajura Tesan’ from PHD India and ‘All Lego Ad Break’ from PHD UK for Warner Bros. PHD also made the top 3 for the first time, jumping two places to 3rd in the global 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. Both ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD’s Global Strategy Unit are examples of how creativity and innovation are at the heart of effective and strategic communications planning. For the PHD Mumbai office to be ranked #2 media agency office in the world and the PHD network to climb five places in the report in one year is testament to the talent at PHD and to our approach of being focused on communications planning.”
“It’s also great to see that our work is at the top of both the effectiveness rankings with WARC and the creative rankings with the Gunn Report. A brilliant result as PHD celebrates its 25th Anniversary this year,” Cooper continued.
Commenting on the accolades, Jyoti Bansal, MD, PHD India said, “We are obviously feeling on top of the world ! Just reaffirms the power of creativity & innovation and all that the PHD network stands for. It’s a great feeling that the news comes for PHD’s newest office, just at the time as PHD globally kicks off its 25th year celebrations."
Susana Tsui, CEO, APAC, PHD commented,"I am tremendously proud of PHD's performance at the WARC 100 report. Having 3 campaigns in the Top 5 is such an exceptional achievement especially with PHD India at the top. It is a clear indication that Asian work is world class."
Other PHD campaigns that made the list included:
• #25 - PHD Shanghai – “Express Love in 8 Seconds” for Cornetto
• #32 PHD UK / AMV BBDO – “Christmas in a Day” for Sainsbury’s
Louise Ainsworth, CEO of WARC said, “These rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies who made it happen. Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn.”
To compile this year’s rankings, WARC tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigor and prestige in the global industry. WARC has developed a proprietary methodology to weight competitions, based on its own ad spend data and a global poll of senior planners and strategists.