Unilever and Coca Cola lead WARC digital marketing awards


Coca-Cola has been named the world's top brand by trade body WARC, while Unilever has won the number-one spot in the organisation's ranking of global advertisers.


The rankings are based on the performance by brands, brand owners and agencies in various effectiveness and strategy competitions.

The Unilever campaign Kan Khajura Tesan was crowned best digital marketing campaign in 2014, which aimed to light up “media dark” rural Indian populations via mobile.

The campaign, developed by Lowe Lintas and PHD India, served media starved rural regions with a mobile channel, interwoven with advertising, music, jokes and Bollywood content.

The channel reached the mobile strong, TV weak region, gaining 12m followers in less than 10 months – at a cost per contact of less than four cents.

“Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers,” said Priya Nair, executive director, homecare, at Hindustan Unilever.

Elsewhere, the annual survey awarded second place to the “Real Beauty Sketches,” Dove campaign. The US was the top-ranked nation, with 23 of the top 100 campaigns coming from its shores. The UK featured second, followed by Australia.

The annual list of the world’s best campaigns, agencies and brands, named Coca-Cola the world’s top brand, with McDonald’s in second place and Mercedes-Benz in third. Toyota and Audi came in fourth and fifth.

Car marques featured strongly in the top-five brands ranking, FMCG and food and drinks brand owners dominated the top-five league of advertisers, with Procter & Gamble in second place, Coca-Cola in third, PepsiCo in fourth and Cadbury owner Mondelez in fifth.

WPP was the holding group ranked top in the holding company category, and BBDO Worldwide was the number-one agency network. London-based agency AMV BBDO achieved second place in the agency ranking.

Louise Ainsworth, Warc’s chief executive, 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."

View all of the rankings here

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