New Rankings: The Americas' Top Marketing Campaigns and Companies

LONDON, Sept. 15, 2014 /PRNewswire/ -- New data from Warc has named Ogilvy & Mather New York the top creative agency in the Americas. Starcom MediaVest Group Chicago is the Americas' number one media agency, and Digitas New York the top digital agency. PepsiCo is the region's top advertiser, and Samsung Galaxy the number one brand.

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The rankings are based on the Warc 100 database, an index of the world's top marketing campaigns and companies, based on their performance in effectiveness and strategy competitions from around the world. To compile the rankings, Warc tracked more than 1,700 winners in 75 different competitions, assigning points based on the awards won (for example, Gold, Silver or Bronze), then weighting those points based on the competition's rigor and prestige in the global industry.

David Tiltman, Head of Content at Warc, said, "These rankings show which companies are really using marketing communications to build their businesses. The Warc 100 allows client-side marketers to benchmark the performance of their marketing activity, and to see which companies are able to link creativity with business performance."

When filtering results to campaigns from the Americas region, Ogilvy & Mather New York came out on top, scoring 95.1 points. BBDO New York was second with 86.2 and 72andSunny third with 80.7 points. Ogilvy & Mather Sao Paulo was top creative agency in Latin America, appearing 6th in the overall Americas rankings.

While Unilever was the top-ranked advertiser globally, in the Americas it was the US-headquartered PepsiCo that finished in first place, scoring 188.1 points to second-placed Mondelez International's 169.

Samsung Galaxy was number one in the brand rankings in the Americas, beating Oreo into second place by 89.4 points to 76.7.

The top media agency in the Americas, as well as worldwide, was Starcom MediaVest Group Chicago with 118.7 points, while the digital agency rankings were topped by Digitas New York with 86.7 points.

WPP topped the holding companies list in the Americas (1182.6 points to Omnicom's 1137.7), and Ogilvy & Mather the agency networks (363.5 points, narrowly ahead of BBDO Worldwide with 361.4). 

Further discussion and analysis of the regional rankings are available here.

Turning to the global rankings, BBDO Worldwide and Omnicom were top agency network and holding company respectively. Meanwhile, the global brand and advertiser rankings were topped by Coca-Cola and Unilever.

In July, Warc released the Warc 100, a ranking of the world's 100 smartest marketing campaigns.

About the Warc 100:
The Warc 100 is a ranking of the world's top marketing campaigns and companies, based on their performance in effectiveness and strategy competitions.

Warc tracked more than 1,700 winners in 75 different competitions to compile the rankings. It assigned points to each winner, based on the award it won (Grand Prix/Gold/Silver/Bronze, or equivalents). It then weighted the points, based on the rigor and prestige of the competition. Each competition has a weighting between 1 and 5 – Warc has assigned these weightings based on a number of factors, including a survey of senior planners around the world. The methodology was developed in consultation with Professor Douglas West, Professor of Marketing at King's College London.

More details of the methodology are available on the Warc 100 website.

Warc will release further data from the Warc 100 in the coming months.

About Warc:
Warc.com is an online service offering advertising best practice, evidence and insights from the world's leading brands. Warc helps clients grow their businesses by using proven approaches to maximize advertising effectiveness.

Warc's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

Warc also publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of the Market Research Society.

In addition to its own content, Warc features advertising case studies and best practices from more than 50 respected industry sources, including: ARF, Effies, Cannes Lions, ESOMAR and IPA. Warc hosts three annual case study competitions: Warc Prize for Innovation, Warc Prize for Social Strategy and Warc Prize for Asian Strategy.

Founded in 1985, Warc is privately owned and has offices in the UK, U.S. and Singapore.

For Media Enquiries, Contact:
David Tiltman
Head of Content, Warc
e [email protected]
t +44 (0) 754 0000 373

Meredith Olson
Marketing Director, Warc Americas
e [email protected]
t +1 202 316 0717

SOURCE Warc