MullenLowe Lintas Group wins top honours at WARC 2016

'Kan Khajura Tesan', which was ranked No.1 last year was at No.9 this year.

The WARC 100, an annual ranking of the world's 100 best campaigns and companies, based on their performance in effectiveness and strategy competitions, has named MullenLowe Lintas Group, India, as the top creative agency in the world. The agency is the first to claim the No.1 position as the Top Creative Agency in the World for two consecutive years. Following at No.2 is Droga5, NYC, with Ogilvy, being ranked number three.

In the top creative agencies category, MullenLowe Lintas leads the table with 194.5 points followed by Ogilvy & Mather, Mumbai, India, at the 16th spot with 79.8 points. DDB Mudra is at the 23rd place with 58.4 points, and McCann Mumbai, is at the 27th position with 57 points. BBDO Mumbai at at the 47th position with 41.1 points.

In the top media agencies category, MediaCom Mumbai is at the 8th position with 48.1 points, along with PHD Mumbai at the 25th position with 26.6 points.

In the top digital agency category, OgilvyOne Mumbai is only agency from India which finds a place in the list, at the 8th position with 37.3 points.

BBDO Worldwide, Ogilvy & Mather, DDB Worldwide, MullenLowe Group and Leo Burnett group occupy the top five spots in the best agency network category.

In the top holding company category, WPP gains the top spot, followed by Omnicon Group, Publicis Groupe, Interpublic Group, Dentsu, Havas, MDC Partners, BlueFocus and Hakuhodo Percept in the next eight spots, respectively.

Coca Cola emerged as the world's best brand. Tata Group (automotive, retail, soft drinks), is the only company from India which has been a part of the best advertisers category, placed at the ninth spot with 177.5 points. Among the top advertising companies section, India lies at the third spot with 1013.4 points following USA and the UK.

The WARC 100 study focusses on marketing that makes a difference, driving business performance or changing consumer behaviour, and the rankings are compiled from over 2,200 winning campaigns from 87 different global competitions.

Commenting on the achievement, Joseph George, Group CEO, MullenLowe Lintas Group, says, "The year 2015 was a milestone year for the agency with over 60 awards for creative effectiveness alone. This year, too, began well for us, being declared the Agency of the Year at Effies India, this January. And now, the WARC 100 recognition, two years in a row, further demonstrates the primacy of delivering RoI for our clients as our singular pursuit, as indeed in our belief in the type of work we want to deliver for our clients."

Among the three campaigns that have been selected from India in the Top 20, two are from the MullenLowe Lintas Group. 'Kan Khajura Tesan', which was ranked No.1 last year, found a place in the rankings at No.9 this year, while Idea Cellular's campaign 'No Ullu Banaoing' was ranked No.17. Havells Appliances' 'Respect Women' also managed to find a place in the list at No.25.

The above recognition adds to MullenLowe Lintas Group's recent success which includes a number of awards including Agency of the Year 2015 by Effie India, the Most Effective Agency in APAC by Effie Effectiveness Index, The Agency of the Year - AMES 2015, The Agency of the Year - U&AP Awards 2015, and Runners-up International Agency of the Year by Ad Age. It had also put up India's best-ever performance at the Jay Chiat Awards twice in two years.

The WARC 100 is a ranking of advertising and marketing campaigns that have worked. WARC tracks advertising competitions around the world - all of which require entrants to show the business impact of a campaign, rather than solely recognising the campaign's creativity.