A benchmark for media excellence, the WARC Media 100 (successor to the Gunn Media 100) is compiled by tracking the performance of campaigns, brands and agencies at the most important advertising media competitions around the world.
Gillette deodorant campaign I Don’t Roll On Shabbos by MediaCom Connections Tel Aviv was the most awarded campaign of 2018. Using a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel, Gillette’s share in the Orthodox sector grew from 3% to 15% and brand awareness from 15% to 55%. (Read Gilad Kat’s inside story of the campaign here.)
- Top campaigns for media excellence: I Don’t Roll On Shabbos, for Gillette by MediaCom Connections Tel Aviv; Data vs Car, for VIA Rail by Touché! Montreal; The Awesome Is Here, for Cerveza Victoria by MediaCom Mexico City.
- Top agencies for media excellence: MediaCom Connections, Tel Aviv; Touché!, Montreal; Mindshare, Shanghai.
- Top brands for media excellence: Gillette; Tourism Australia; McDonald’s.
- Top advertisers for media excellence: Procter & Gamble; Unilever; AB InBev.
MediaCom retained its position at the top of the media networks ranking, with its agencies having a stronghold in the top ten. A total of 16 MediaCom campaigns ranked in the top 100, including three of the top ten. Worldwide chairman and CEO Stephen Allan attributed this success to “passionate and dedicated people working hand-in-hand with our courageous clients”.
WPP was the top holding company, adding to its #1 position in the Effective 100. “As a creative transformation company our mission is to build better futures for our clients, by delivering tangible business results and preparing organisations for the future,” said CEO Mark Read. “These awards are a great endorsement of our ability to do that, and testament to our talented people worldwide.”
Summing up this year’s Media 100, David Tiltman, head of content, WARC, said: “Creativity and innovation in media placement is becoming increasingly important to brands looking to reach consumers in the ‘attention economy’.
“There are multiple examples in the WARC Media 100 of brands and their agencies finding unusual and unconventional channels that help them to cut through, to surprise, and to grab attention.”
Sourced from WARC