Warc 100 2016: Mullen Lowe Lintas Group remains top creative agency

Over the past year, the Warc 100 has tracked over 2,000 effectiveness and strategy competition winners from around the world, and has now unveiled the 100 best marketing campaigns of the year – as well as the agencies and brands behind them. 

The world’s best creative agencies 2016

India’s Mullen Lowe Lintas Group retained its position on top of the creative agencies rankings, buoyed by five separate campaigns being ranked on the top 100 – more than any other agency. The agency’s much awarded campaign – Kan Khajura Tesan – done for Hindustan Unilever is ranked ninth in the Warc 100 world’s best marketing campaigns 2016. Mullen Lowe Lintas Group has secured 194.5 points, much ahead of Droga5 New York which is placed second.

The world’s best media agencies 2016

MediaCom Mumbai made it to the top 10 media agencies’ list. The agency is ranked ninth this year, up from a rank of 32 last year. The agency has secured 48.1 points.

Country rankings 2016

The US and UK retained their positions as the top two advertising nations this year. The US also had more campaigns ranked on the Warc 100 than any other country. India climbed up a notch to No. 3, garnering 1013.4 points. China followed at No. 4. Australia, despite its first place campaign (‘Penny the Pirate’), dropped down the rankings, from third to fifth, due to the greater consistency across competitions shown by India and China.

The world’s best digital/specialist agencies 2016

OgilvyOne Mumbai jumped to the eighth rank from 26 last year. The Digital/ Specialist Agency category as a whole ranges from pureplay digital shops, to PR, direct and shopper marketing agencies.

The world’s top agencies and advertisers

The US dominated the world’s top performing creative, media and digital/ specialist agencies lists. Elsewhere, the gap between BBDO Worldwide and Ogilvy & Mather widened at the top of the agency networks rankings, whilst the “big four” holding companies maintained their positions from the past two years. Coca Cola was the top ranked brand with retail, toiletries & cosmetics and automotive all well represented in the top 10. Procter & Gamble and Unilever also continued their annual battle to be the world’s best advertiser, with P&G pushing past Unilever to be ranked No. 1 this year.

Tata Group made the top 10 for the first time, and was the top Asian advertiser.