An independent global benchmark for media excellence the WARC Rankings 2022: Media 100 is curated based on the most awarded campaigns on the planet.
The rankings are compiled by combining the winners’ lists of the industry’s most important global and regional awards shows, which include Festival of Media’s awards winners across its portfolio of awards.
Taking top spot is Undercover Avatar for L’Enfant Bleu by Havas Sports & Entertainment Paris, which won gold at Festival of Media Global, while in second place is MediaCom Croatia’s Dogvertising campaign for Pedigree, which won the coveted Grand Prix, Campaign of the Year in the same programme and completing the top three is Media That Eats Pollution from PHD London, which won gold at the M&M Global Awards in 2021.
In terms of media agencies it was a great year for with the top three who, in order, are MediaCom New York, Mindshare Shanghai and PHD London, while the three most awarded networks are Mindshare, MediaCom and PHD London.
As for advertisers this list is dominated by Unilever, AB inBev and the Government of New Zealand, who have all created some fantastic campaigns around the globe.
The last significant list looks at the countries who have produced the best work on the planet over the last 12 months and the top three, in order, is USA, UK and China.
David Tiltman, SVP, Content, WARC, said: “The WARC Media 100 shows the growing influence of gaming on the media landscape. More clients are showing an understanding of the nuances of gaming beyond simple product placement or ads in games. Top campaign L’Enfant Bleu created an avatar within video game Fortnite that allowed children at risk of abuse to talk in confidence without their parents’ knowledge, and Ally Bank created a virtual island within the Animal Crossing game and created its own ‘turnip exchange’ to demonstrate its ‘smarter way to bank’ credentials to Millennials.”