McCann Worldgroup-Delhi, Saregama Carvaan top WARC Effective 100 Rankings

McCann Worldgroup-Delhi has topped creative agency ranking while Saregama Carvaan adjudged the most effective marketing campaign

by exchange4media Staff
Published - Mar 4, 2019 8:51 AM Updated: Mar 4, 2019 8:51 AM
WARC

McCann Worldgroup, New Delhi, has topped the creative agency rankings in the WARC Effective 100 list, a global index of effective marketing campaigns. 

While Saregama Carvaan, a radio pre-loaded with nostalgic music, was adjudged the most effective marketing campaign, Unilever emerged as the top-ranked advertiser, Coca-Cola the top-ranked brand, McCann Worldgroup the leading Network Agency, and WPP the number one Holding Company in the list announced on March 4. 

McCann Worldgroup, New Delhi, earned the top slot in the creative agency ranking with three highly-ranked campaigns - ‘India’s Newest Status Symbol’ ranked #3, ‘The Door Blouse’ for Narayana Health at #20 and ‘Helping India cope with the death of cash’ for Paytm at #23. Prasoon Joshi, chairman, McCann Worldgroup Apac, CEO and CCO, McCann Worldgroup India, said: "It's a great honour for McCann New Delhi to be recognised as the most-effective agency in the WARC Effective 100 Rankings. We not only build our clients' brands but also help make a positive social impact. We create content to keep pace with the constantly changing lives and behaviors of our consumers. The effectiveness awards are a testimony to the collaborative vision at McCann and the confluence of local expertise and global learnings." 

McCann was followed by Ogilvy, India, at the second spot. The Womb has been ranked eighth in the same list. McCann Worldgroup, Mumbai, was ranked 25 in the top 50 creative agencies list. Medulla Communication bagged the fourth spot in the list of effective Digital/Specialist agencies ranking. 

Talking about the achievement, Navin Talreja and Kawal Shoor, Co- Founding Partners, The Womb, said, “We took on an almost terminal business challenge in the first year of starting our agency. We helped the client meet it, and beat it with a product innovation, that too for an innovation-phobic elderly audience! This has been such a once-in-a-lifetime experience. What more can we ask for after this recognition, except that we must now move on…to the next big thing!”

However, no Indian media agency featured in the list ranking the best media agencies globally. 

It is worth noting that the top three marketing campaigns in the effectiveness ranking are from India. ‘Let’s make viral products instead’, for Carvaan by The Womb Mumbai; ‘Healthy hands chalk sticks’, for Savlon by Ogilvy Mumbai, ‘India’s newest status symbol’, for Harpic by McCann New Delhi are the leading campaigns on the list. 

David Tiltman, Head of Content, WARC said, “The WARC Effective 100 reflects the best of commercial creativity. This year, the top two campaigns involve product innovation that drove breakthrough results.”

“They reflect the potential for marketing strategy to move upstream, tackling big business problems as well as communications challenges.”
The WARC Effective 100 is an independent global index of effective marketing campaigns. The rankings, which include the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, are based on WARC’s analysis of the 2018 results of the most important marketing effectiveness and strategy competitions around the world, as determined by the industry.

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