Which Canadians made the Warc 100?
Check out where our brands, campaigns and agencies landed on this year's list.
To the surprise of (probably) no one, Leo Burnett’s “#LikeAGirl” campaign for Procter & Gamble’s Always brand is among the top campaigns for the year on the Warc 100, but it was the only Canadian-made campaign to make the list, meaning our country didn’t fare that well – especially compared to last year when we grabbed eight campaign spots.
That global campaign, with media by Starcom MediaVest Group, actually took the number two spot after eyeglass retailer OPSM’s “Penny the Pirate” campaign by Saatchi & Saatchi Australia. “Project Architeuthis” for the U.S. Navy, by Campbell Ewald, took the number three spot.
OPSM was also the number three brand globally, after Coca-Cola and McDonald’s, while P&G, Unilever and the Coca-Cola Company were the top three advertisers. No Canadian-specific brands or advertisers made the top lists this year.
On the creative agency side, Leo Burnett Toronto took the number six spot this year, the only Canadian shop on the top 10 list. The top three agencies globally were MullenLowe Lintas Group Mumbai, Droga5 New York and Ogilvy & Mather New York.
For digital and specialist agencies, Calgary’s Critical Mass was ranked number three (the only Canadian agency on that list), after Arc Chicago and The Marketing Store.
Among media agencies, Touché! was the only Canadian shop to make the list, at number 20 (the top three included Starcom MediaVest Group Chicago, Starcom MediaVest Group New York and OMD Sydney).
BBDO Worldwide, Ogilvy & Mather Advertising and DDB Worldwide were the top three agency networks, with WPP, Omnicom Group and Publicis Groupe the top three holding companies.
Overall, this year Canada ranked number 13 on the list. The U.S., U.K. and India were the top three countries for marketing work overall.
Warc bases its top 100 lists on various global advertising awards, particularly those tracking effectiveness.