Warc has rated Coca-Cola and Unilever as the smartest brands and advertisers of the year in their new Warc 100 database.
FMCG giant Unilever scored 550.7 points on the advertiser rankings, followed by PepsiCo with a score of 431.3 with The Coca-Cola Company coming in third with 407.5 points. Scores are given on the basis of companies’ past year’s performance and effectiveness.
The companies that managed to hike the top five on the advertisers list also include Mondelez International with 284.7 points and Procter & Gamble with 271.9 points.
Coming back to the rankings for individual brands; Coca-Cola was the strong winner with 274.0 points, with McDonald‘s and Vodafone standing on second and third positions with 233.8 and 220.6 points respectively.
Warc has also declared its rankings of the top agencies, networks and holding companies. Colenso BBDO in New Zealand was the best creative agency, BBDO Worldwide was declared the first on the agency network and Omnicom was acknowledged as the best holding company.
At the start of the year, Warc publicized its Warc 100, ranking the 100 smartest marketing campaigns of the past year. This ranking was capped by ‘Vodafone Fakka’, a campaign by JWT Cairo for telecoms firm Vodafone.
Meanwhile, Coca-Cola’s flagship international ‘Share a Coke’ initiative, developed by Ogilvy & Mather Sydney, was labeled as the brand’s top Warc 100 campaign, ranking at the 20th position.
