Burger King is ranked the number one brand and Unilever is the number one advertiser in the 2018 WARC 100, an annual global index of the world’s top marketing campaigns and companies based on their business impact.
Burger King improved its ranking by 30 places to reach the top brand for effectiveness, with the “McWhopper Proposal” campaign in the top 10 and “Backyard Burger King” in the top 100. Unilever was the most effective advertiser for the third time, having previously held this top position in 2015 and 2014. Unilever has four campaigns in the top 100.
The top-ranked campaign globally, “Dads #ShareTheLoad” by BBDO India for Ariel Matic, Procter & Gamble’s premium laundry detergent brand, built on its previous “Share the Load” campaign by persuading dads to do more laundry in order to promote gender equality. Ariel Matic generated a 42% increase in unaided brand awareness, $12.3 million in earned media coverage, and conversations on social media and sales growth in excess of previous campaigns.
BBDO Worldwide remains the most awarded network for the fifth year in a row, having retained this rank since WARC 100 began in 2014. Its agencies contributed to four of the top 10 campaigns and 19 of the top 100. For the second time, Omnicom Group is the most awarded holding company, having previously held top position in 2014. Omnicom Group owns four of the top 10 agency networks.