Coke is world's top brand but Unilever is the smartest advertiser

Rosie Baker
By Rosie Baker | 12 September 2014
Aussie ideas go global.

Coca-Cola and Unilever have topped a global list of the world's top brands and smartest advertisers. The study by Warc reckons Coca-Cola is the smartest brand, while Unilever is the number one advertiser.

Warc says it has developed the new brand ranking survey to reflect the “growing importance of strategic thinking and measurement rigour” in marketing. It aims to reflect performance in effectiveness and strategy based on campaigns, agencies and brands that have been recognised in more than 75 global competitions and awards.

Louise Ainsworth, CEO of 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.”

To compile the list, Warc tracked more than 1,700 brands and campaigns assigning points based on the awards won and then weighted the points based on the competition’s “rigour and prestige” in the global industry.

It sounds like a slightly bigger version of the AdNews Agency Rankings. The next agency rankings are due in November.

According to Warc's version, New Zealand's Colenso BBDO was named as the the world’s smartest creative agency earlier this week and BBDO topped the rankings for agency networks.

Warc announced the top 100 campaigns back in July, four of which were Coca-Cola campaigns. Ogilvy & Mather Sydney's Share a Coke campaign was the top ranked at number 20.

Dove's Real Beauty Sketches campaign, created by Ogilvy & Mather São Paulo was the top ranked Unilever campaign – ninth in the list.

The top 5 brands in the Warc 100 are:
1. Coca-Cola Soft Drinks 
2. McDonald's Retail
3. Vodafone Telecoms 
4. Dove Toiletries & Cosmetics 
5. Pepsi Soft Drinks

The top 5 advertisers in the Warc 100 are:
1. Unilever Food, Household & Domestic 
2. PepsiCo Soft Drinks, Food 
3. The Coca-Cola Co. Soft Drinks 
4. Mondelez Food
5. Procter & Gamble Food, Household & Domestic

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