Warc Effective 100

A consultoria de inteligência de marketing Warc apresenta os rankings Effective 100, que reúne campanhas, agências e empresas mais premiadas do mundo em termos de eficácia de marketing.

As listas são produzidas pela combinação dos resultados dos mais importantes festivais globais e regionais do setor, focados em eficácia, ao longo de 2021.

A campanha mais eficaz é "Crazy Dreams", criada pela Wieden+Kennedy Portland e Publicis Sapient Seattle para Nike.

A marca de artigos esportivos comemorou o 30º aniversário da campanha "Just Do It" começando com um tuíte de Colin Kaepernick, jogador de futebol americano que se ajoelhava durante a execução do hino nacional dos EUA antes dos jogos, em uma manifestação contra o racismo.

O esforço concentra-se em uma coleção de histórias de atletas que, segundo a Nike, "aproveitam o poder do esporte para fazer o mundo avançar".

Na quarta posição ficou o case "Moldy Whopper" (leia e veja aqui), criado pela Ingo, David Miami e Publicis Espanha para Burger King e que traz na ficha técnica os brasileiros Fernando Pellizzaro e Jean Zamprogno (group creative directors), Sergio Takahata (senior art director), Stefane Rosa (group account director), da David Miami, e Eduardo Marques (chief creative officer) e Ivan Montebello (art director), da Publicis Espanha.

Espie abaixo os rankings:

Top ten world’s most awarded campaigns for effectiveness

Rank Campaign Title Brand Agencies Points

#1 Crazy Dreams Nike Wieden+Kennedy Portland / Publicis Sapient Seattle 100.0

#2 A Dad's Job Home Centre FP7 McCann Dubai / Initiative Cairo 94.6

#3 Meddle in the New Zealand Election Every Kiwi Vote Counts Special Auckland 57.6

#4 Moldy Whopper Burger King INGO Stockholm / DAVID Miami / Publicis Bucharest 51.4

#5 Project AgroBanking UCash / Shwapno Grey Dhaka 50.6

#6 Rephrasing Parenthood Babyshop FP7McCann Dubai / InHype Dubai 44.9

#7 Blood Unity Donner Sang Compter (DSC) FP7McCann Dubai / McCann Health Dubai / FP7McCann Beirut 44.3

#8 TheTravis Scott Meal McDonald's Wieden+Kennedy New York / Narrative Los Angeles / OMD Chicago / Burell Chicago / The Marketing Store Chicago 44.2

#9 Rooftops Farms Knorr FP7McCann Cairo / Magna Cairo 43.6

#10 #ChickenWars Popeyes GSD&M Austin 43.3

Top ten world’s most awarded creative agencies for effectiveness

Rank Agency Points

#1 FP7McCann Dubai 234.6

#2 Ogilvy Sydney 115.5

#3 Wieden+Kennedy Portland 113.0

#4 Special Auckland 99.4

#5 Ogilvy Mumbai 94.2

#6 Colenso BBDO Auckland 89.5

#7 FCB New York 85.8

#8 McCann Manchester 79.0

#9 Publicis Bucharest 71.5

#10 BBDO New York 71.3

Top ten world's most awarded media agencies for effectiveness

Rank Agency Points

#1 Zenith Bogotá 68.5

#2 PHD Auckland 63.1

#3 PHD New York 58.3

#4 MediaCom Sydney 58.2

#5 Wavemaker Mumbai 44.8

#6 Havas Media Lisbon 40.2

#7 Mindshare Shanghai 37.1

#7 Wavemaker Chicago 37.1

#9 Carat New York 36.8

#10 Mindshare Moscow 36.4

Top ten world's most awarded digital/specialist agencies for effectiveness

Rank Agency Points

#1 Publicis Sapient Seattle 100.0

#2 Edelman New York 52.1

#3 InHype Dubai 34.6

#4 Arc Worldwide Chicago 33.7

#5 Digitas Chicago 32.7

#6 Havas Sports & Entertainment Paris 30.0

#7 Twiga Digital Kyiv 28.7

#8 BlueFocus Digital Beijing 28.6

#9 Symmetry Digital Karachi 28.0

#10 Digital Moscow 26.7

Top ten world’s most awarded networks for effectiveness

Rank Network Points

#1 McCann Worldgroup 863.6

#2 Ogilvy 777.6

#3 BBDO Worldwide 702.7

#4 Dentsu International 510.5

#5 DDB Worldwide 471.6

#6 IPG Mediabrands 419.7

#7 OMD Worldwide 419.0

#8 TBWA Worldwide 368.4

#9 Leo Burnett 341.2

#10 VMLY&R 318.9

Top ten most awarded holding companies for effectiveness

Rank Holding company Points

#1 WPP 2162.8

#2 Omnicom Group 2018.8

#3 Interpublic Group 1700.9

#4 Publicis Groupe 1377.2

#5 Dentsu 531.3

#6 Havas Group 382.6

#7 Stagwell 153.6

#8 BlueFocus 108.9

#9 Accenture 96.2

#10 ADK 7.1

Top ten world's most awarded brands for effectiveness

Rank Brand Points

#1 McDonald's 313.1

#2 Burger King 271.2

#3 KFC 212.5

#4 Nike 117.5

#5 Aldi 102.7

#6 Home Centre 94.6

#7 Dove 79.9

#8 Mastercard 79.6

#9 IKEA 69.8

#10 Pepsi 69.2

Top ten world's most awarded advertisers for effectiveness

Rank Advertiser Points

#1 AB InBev 436.2

#2 Unilever 409.1

#3 Restaurant Brands International 316.8

#4 McDonald's 313.1

#5 Procter & Gamble 272.7

#6 Yum! Brands 239.6

#7 PepsiCo 236.7

#8 Mondelēz International 192.6

#9 Landmark Group 141.7

#10 Nestlé 131.1

Top ten world's most awarded countries for effectiveness

Rank Country Points

#1 USA 1649.3

#2 China (Mainland) 997.2

#3 India 607.1

#4 Colombia 491.6

#5 New Zealand 460.2

#6 Russia 454.7

#7 United Kingdom 440.2

#8 Australia 403.5

#9 United Arab Emirates 389.5

#10 Canada 377.2

Leia anteriores, com os rankings Warc Creative 100 aqui e Warc Media 100 aqui.