Lowe Lintas wins top honours at WARC 2015 for Kan Khajura Tesan innovation

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Last updated : February 26, 2015
The mobile innovation was developed for HUL by Lowe and PHD. WARC has named Lowe Lintas as the No.1 creative agency in the world.

Hindustan Unilever's mobile-led initiative 'Kan Khajura Tesan' has been named the world's best marketing campaign, according to new data from Warc, the global marketing intelligence service.

Warc 100 is an annual list of the world's best marketing campaigns, agencies and brands, based on their performances in effectiveness and strategy competitions. It is a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.

The Top 10 campaigns in the Warc 100 are
RankCampaignLocationBrandPrimary AgenciesPoints
1Kan Khajura TesanIndiaHindustan UnileverLowe Lintas/PHD120.7
2Real Beauty SketchesGlobalDoveOgilvy & Mather Sao Paulo/PHD88.6
3Travel Yourself InterestingUKExpediaOgilvy & Mather London78.1
4Help A Child Reach 5IndiaLifebuoyLowe Lintas74.2
5Beautiful Hair, Whatever the WeatherUSPanteneLeo Burnett/Arc, Starcom MediaVest Group71.5
6Bentley BurialBrazilBrazilian Association of Organ TransplantsLeo Burnett Tailor Made66.4
7SMART TXTBKSPhilippinesSMART CommunicationsDDB DM9 JaymeSyfu63
8#YouDriveUKMercedes-BenzAMV BBDO62.5
9The Hornbach HammerGermanyHornbachHEIMAT Berlin58.9
10Fair Go BroAustraliaVirgin MobileHavas Worldwide Sydney/One Green Bean57.3

On the list of the year's top 100 campaigns, 'Kan Khajura Tesan', a campaign for Hindustan Unilever developed by Lowe Lintas and PHD in India, bagged the top spot. The campaign reached 'media dark' rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million unique callers per month.

The Top 5 countries in the Warc 100

TheTop 5 media agencies in the Warc 100
1Starcom MediaVest Group ChicagoUS202.7
2PHD MumbaiIndia105.7
3Manning Gottlieb OMDUK92
5UM SydneyAustralia80.1

The Top 5 digital agencies in the Warc 100
1360i New YorkUS69.8
2R/GA New YorkUS58.4
3Proximity TorontoCanada55.7
4FRED & FARID ParisFrance47.7
5Razorfish New YorkUS45.2

Priya Nair, executive director, Homecare, at Hindustan Unilever, says, "Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two-way connection between brands and consumers. We are only at the beginning of our journey with building mobile as a marketing medium."

Lowe Lintas India was also named the top creative agency.

Joseph George, CEO, Lowe Lintas India, states, "Warc is an organisation we hold in very high regard. And so, this recognition is both extremely satisfying and spurring. We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in."

WPP was the top holding company, ahead of Omnicom Group. BBDO Worldwide was named the number one agency network.

The Top 5 agency networks in the Warc 100
RankAgency NetworkPoints
1BBDO Worldwide1236.3
2Ogilvy & Mather Advertising1027.2
3DDB Worldwide749.9
4Lowe & Partners645.4
5McCann Erickson628.9

The Top 5 agency holding companies in the Warc 100
RankHolding CompanyPoints
2Omnicom Group3942.5
3Publicis Groupe2552.4
4Interpublic Group2532.3

The Top 5 brands in the Warc 100
RankBrandProduct CategoryPoints
1Coca-ColaSoft Drinks387

TheTop 5 advertisers in the Warc 100
RankAdvertiser NameLocationPoints
2Procter & GambleUS576.1
3Coca-Cola Company, TheUS454.6
5Mondelēz InternationalUS258.3

Coca-Cola was the top brand in ranking, beating McDonald's (second) and Mercedes-Benz (third). Meanwhile, Unilever was ranked the top advertiser, ahead of Procter & Gamble. Across the database for 2015, US was the top-ranked nation, ahead of UK which came in second. Australia, India and China made up the rest of the top five.

Elsewhere, Starcom MediaVest Group Chicago was named top media agency, with PHD Mumbai in the second place. 360i New York was top digital agency, followed by R/GA New York.

Mike Cooper, CEO of PHD Worldwide, says, "It's an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever. Both 'Kan Khajura Tesan' for Hindustan Unilever from PHD in India and 'Real Beauty Sketches' for Dove from PHD International, are examples of how creativity and innovation are at the heart of effective and strategic communications planning."

Louise Ainsworth, CEO of Warc, notes, "These rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies which made it happen. Together, these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn."

To compile this year's rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighed those points based on the competition's rigour and prestige in the global industry. Warc has developed a proprietary methodology to weigh competitions, based on its own ad-spend data and a global poll of senior planners and strategists.

Warc.com is an online service offering advertising best practices, evidence and insights from the world's leading brands. Warc helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. Its clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

First Published : February 26, 2015

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