FCB Canada’s work with Canadian Down Syndrome Society and BMO helped it become the top-ranked Canadian agency on this year’s WARC Effective 100.
Like its other lists, WARC comes to its rankings based on a proprietary methodology that looks at top global and regional award shows. For the Effective 100, the organization looks exclusively at programs and award categories that recognize creative effectiveness.
FCB Canada’s long-term strategy with the Canadian Down Syndrome Society was ranked eighth on the list of most effective campaigns, while the “Project Understood” campaign was 26th. The agency’s “Gear Up” campaign with BMO, created in partnership with media agency UM, ranked 57th.
This led to FCB Canada being ranked seventh on the list of most-effective agencies, with CDSS ranked 10th on the list of most-effective brands and 18th most-effective advertisers. FCB’s offices in New York and Chicago were also ranked first and fourth, respectively.
Other Canadian agencies on the list included Zulu Alpha Kilo at 13th, with its “Tough Turban” campaign for Pfaff Harley-Davidson ranking 65th and “Feeding Imagination” for Goldfish at 82nd. Ogilvy Canada ranked 45th, with “Courage is Beautiful” for Dove tied for 14th on the list of most effective campaigns. This also helped Ogilvy land a spot as the most effective global agency network.
Among media agencies, UM Toronto was ranked fifth most-effective, with Carat at 18th, UM Montreal at 38th and Spark Foundry at 48th. Toronto’s Salt XC was also ranked 13th on the list of global specialist agencies.
Other Canadian representation on the list of most effective campaigns included Rethink’s “Draw Ketchup” for Kraft Heinz tied for 51st; Gut Toronto’s “Timbiebs” for Tim Hortons tied for 72nd; and Cossette’s work with SickKids tied for 88th.
These campaigns also helped the brands being advertised landing on their own list. Dove was sixth on the list of most effective brands, with Heinz at 23rd.
