According to the recently released WARC Rankings 2023, Wavemaker India has climbed up from fifth to first place, becoming the best media agency for effectiveness.
The agency’s ‘Not Just a Cadbury Ad 2.0’ campaign, created in association with Ogilvy Mumbai for the brand Cadbury, has been ranked as the second top campaign in the WARC Effective 100, which features the most awarded campaigns and companies in the world.
The rankings also revealed that India retained its 3rd position with a total of 624.3 points.
Commenting on the themes of the most effective campaigns in the world, Amy Rodgers, Head of WARC Creative, said, “In our final Ranking, the Effective 100, we see that three of the top five campaigns involved celebrity endorsements to reach target audiences and deliver brand growth. Cadbury used Indian actor and film producer Shah Rukh Khan to promote and endorse small local stores. McDonald’s asked multiple celebrities, including Travis Scott and BTS, to share their favourite McDonald’s order and released these orders as meals. Meanwhile, Jif partnered with Ludacris to help improve their brand perception.”
“The collection of work that is the Effective 100 will provide inspiration to help the industry embed a culture of effectiveness going forward,” she added.