13 July 2014

APAC well-represented in Warc's top 100 marketing campaigns

Marketing intelligence service Warc has launched the inaugural list of Warc 100, a global ranking of marketing campaigns based on performance in effectiveness and strategy competitions.

More than 30 entries were from the Asia Pacific region, and one from the UAE. Australia was the second most-represented country in the Warc 100 after the US with 11 entries.

Campaigns from the Asia Pacific region in the top 10 (Title / Brand / Agency / Market) include:

Source: It's more fun in the Philippines website.

3. 'It's More Fun in the Philippines' / Philippines Department of Tourism / BBDO Guerrero / Philippines

5. 'Overstay Checkout' / Art Series Hotels / Naked Communications / Australia

7. 'Smoking Kid' / Thai Health Promotion Foundation / Ogilvy & Mather / Thailand

8. 'Old Parts for New' / ORBIS International / Ogilvy & Mather / Hong Kong

10. 'Car Creation' / NRMA Insurance / Whybin\TBWA / Australia 

'Fakka', an Egyptian campaign for Vodafone by JWT Cairo, topped the benchmark for commercial creativity that drives business performance or changes consumer behaviour. Vodafone introduced Micro Credit Recharge Cards for low-income Egyptians, and developed a new distribution channel by turning the cards into a form of low-denomination currency that could be used by shopkeepers in place of small change.

"The growing number of effectiveness and strategy awards around the world shows how important it is to prove marketing can make a difference," said Louise Ainsworth, CEO of Warc. "The Warc 100 will rank the best of the best. It will help brands and agencies keep up to date with strategies that have a commercial impact, and to benchmark their own performance against their peers."

Speaking about 'It's More Fun in the Philippines', the top-ranked campaign from Asia-Pacific, Tony Harris, CEO, BBDO Guerrero, commented: "Tourism has been called 'the people's business' and the success of 'It's More Fun In The Philippines' has come about because it used the connectivity of Filipinos to spotlight the country on a global stage. We are hugely proud that this has been recognised as the 'smartest' campaign in Asia - for us, our client and of course, the nation".

*The Warc 100 has been developed to reflect the growing importance of strategic thinking and measurement rigour in marketing. It will showcase the best work, and will help raise awareness of the leading cases. To compile the rankings, Warc tracked more than 1,700 winners in 75 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 rigour and prestige in the global industry. Warc has developed a proprietary methodology to weight competitions in consultation with Professor Douglas West, Professor of Marketing at King's College London. More details of the methodology are available on the Prize website.