by MarkLives (@marklives) Our weekly wrap of the latest market and consumer research:
- Global best of the best
- SA in 2030
Best of all across WARC Rankings
The world’s top companies measured across creativity, effectiveness and media were released this week by WARC in its first-ever “Best of the Best” global index of excellence, and South Africa has clocked in at no.9 in the countries list. The WARC Rankings, successor to the Gunn Report and WARC 100, are annual rankings providing a global benchmark for campaign, agency, network, holding company, brand and advertisers’ success. [Cheryl Hunter]
The results are an aggregation of three recently released WARC rankings — Creative 100, Effective 100 and Media 100 — and place BBDO New York as #1 agency, BBDO Worldwide #1 agency network. Omnicom Group as #1 holding company, Burger King as the world’s top brand and Procter & Gamble the world’s top advertiser.
Says David Tiltman, WARC head of content, “BBDO New York performed strongly in both creativity and effectiveness and its parent network, BBDO Worldwide, had a total of 59 offices contribute to its winning network total.”
Burger King tops the Best of the Best brands, with 23 award-winning campaigns across all three rankings.
“Procter & Gamble topped the advertiser ranking by less than a point, as the two leading FMCG players continue to produce highly successful work, particularly in effectiveness and media. However, neither had a brand in the top 10. Instead, both had multiple successful brands throughout the depth of the rankings.”
Top 10 countries
Rank |
Country |
Points |
| 1 | US | 2988.6 |
| 2 | UK | 1241.8 |
| 3 | Australia | 971.7 |
| 4 | Brazil | 698.4 |
| 5 | Spain | 687.6 |
| 6 | Germany | 633.5 |
| 7 | India | 405.3 |
| 8 | France | 380.8 |
| 9 | South Africa | 336.9 |
| 10 | Japan | 320.1 |
Top 10 agencies
Rank |
Agency |
Location |
Points |
| 1 | BBDO | New York, USA | 489.8 |
| 2 | adam&eveDDB | London, UK | 466.7 |
| 3 | McCann | New York, USA | 413.1 |
| 4 | AMV BBDO | London, UK | 410.8 |
| 5 | MediaCom | London, UK | 390.8 |
| 6 | Colenso BBDO | Auckland, New Zealand | 351.8 |
| 7 | LOLA MullenLowe | Madrid, Spain | 343.1 |
| 8 | McCann | London, UK | 316.6 |
| 9 | Host/Havas | Sydney, Australia | 288.3 |
| 10 | AlmapBBDO | São Paulo, Brazil | 281.0 |
Top 10 agency networks
Rank |
Network |
Points |
| 1 | BBDO Worldwide | 3207.1 |
| 2 | McCann Worldgroup | 2912.0 |
| 3 | Ogilvy | 2006.7 |
| 4 | DDB Worldwide | 1746.7 |
| 5 | MediaCom | 1511.2 |
| 6 | IPG Mediabrands | 1430.9 |
| 7 | PHD Worldwide | 1395.2 |
| 8 | TBWA Worldwide | 1315.0 |
| 9 | Dentsu Aegis Network | 1298.2 |
| 10 | Mindshare Worldwide | 1174.2 |
Top 10 agency holding companies
Rank |
Network |
Points |
| 1 | Omnicom Group | 8926.6 |
| 2 | WPP | 8556.4 |
| 3 | Interpublic Group | 5772.1 |
| 4 | Publicis Groupe | 2714.6 |
| 5 | Dentsu | 1398.5 |
| 6 | Havas Group | 1151.5 |
| 7 | Accenture | 260.3 |
| 8 | Hakuhodo DY Group | 259.3 |
| 9 | MDC Partners | 189.8 |
| 10 | BlueFocus | 152.7 |
Top 10 brands
Rank |
Network |
Points |
| 1 | Burger King | 593.2 |
| 2 | McDonald’s | 465.0 |
| 3 | IKEA | 339.0 |
| 4 | Coca-Cola | 327.9 |
| 5 | Pedigree | 321.0 |
| 6 | KFC | 299.6 |
| 7 | Greenpeace | 260.4 |
| 8 | Skittles | 260.3 |
| 9 | Palau Legacy Project | 258.0 |
| 10 | Nike | 257.8 |
Top 10 advertisers
Rank |
Network |
Points |
| 1 | Procter & Gamble | 969.8 |
| 2 | Unilever | 969.1 |
| 3 | Mars | 963.3 |
| 4 | Restaurant Brands International | 593.2 |
| 5 | Anheuser-Busch InBev | 567.6 |
| 6 | Volkswagen Group | 553.8 |
| 7 | McDonald’s | 573.5 |
| 8 | The Coca-Cola Company | 469.5 |
| 9 | Heineken | 382.3 |
| 10 | PepsiCo | 347.3 |
- Download the full report by registering at WARC.
*Updated on 22 March 2019.
SA in ten years
A new report just released by Euromonitor, “South Africa in 2030: The Future Demographic”, provides a snapshot of SA in ten years, analyses our changing population structures and places SA among global population trends. [Cheryl Hunter]
Despite rapid rises in older age groups and falling birth rates, SA will remain an overwhelmingly young country, with children still accounting for over a quarter of the population by 2030. Urban population will continue to swell, with Johannesburg expanding at the strongest rate out of the major cities; however, smaller urban areas should see even faster growth, taking into account moderate net migration.
- Buy the full report at Euromonitor.
This weekly “Market Research Wrap” column offers an overview and critique of the latest market and industry research.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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