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Top 10 Creative Ranking for MSL

Fri, 03/09/2018

MSL ranked #9 in the category that includes digital firms, PR agencies, shopper agencies and marketing firms.

Global, 9 March, 2018: MSL was ranked among the top 10 Digital/Specialist agencies in the WARC 100, the annual global ranking of the world’s top campaigns, agencies and brands for effectiveness. The report is produced by the Gunn Report, now part of WARC.  The rankings are a benchmark for commercial creativity, allowing marketers to compare their performance with their peers.

MSL was ranked #9 in the category that included digital firms, PR agencies, shopper agencies and marketing firms.  Other Publicis agencies were also in the top 10 on the same list -- Digitas LBI was the top ranked agency and Leo Burnett/Arc Worldwide was ranked third.

WARC 100 tracks the performance of campaigns, brands and agencies in more than 70 of the most important global, regional and national marketing effectiveness and strategy competitions around the world.  Now in its fifth year, the WARC 100 is based on a rigorous methodology developed in consultation with Douglas West, professor of marketing at Kings College in  London.

According to WARC, three themes emerged from the world’s top effectiveness campaigns, all of which tie back to the growing role of PR in integrated campaigns.

  • Purpose is effective when brands have a credible role. Three purpose-driven campaigns appear in the top 10 most effective campaigns overall. ‘Dads #ShareTheLoad’ for Ariel, Whirlpool’s ‘Care Counts’ and ‘Imagine the Possibilities’ for Barbie are all examples of the commercial success that can be driven when a brand’s purpose is intrinsically linked to its product.  
  • Strategies with PR baked in are becoming the norm. Three campaigns in the top ten overall used a PR-led strategy to drive brand awareness and increase sales: ‘Meet Graham’ for Australia’s Transport Accident Commission, Burger King’s ‘The McWhopper Proposal’ and ‘Van Gogh BnB’ for the Art Institute of Chicago. 
  • New takes on long-term ideas. Several of the highly effective initiatives ranked, such as ‘Dads #ShareTheLoad’, ‘Hungerithm’ for Snickers, the John Lewis Christmas campaigns and Always’ ‘Girl Emojis’, show how blockbuster ideas can be intelligently followed up with brands investing in long-term strategies rather than quick wins for immediate gain. 

P&G’s campaign for Always #LikeAGirl Girl Emojis, for which MSL shared credits, was listed as the 22nd overall most effective campaign.

About WARC 100 & Methodology

The WARC 100 is an annual ranking of the world’s effective advertising and marketing campaigns – and the companies behind them. In 2018, the WARC 100 became one of Gunn Report's rankings, complementing the Gunn 100 ranking for creativity in advertising. 
To compile the WARC 100, WARC and Gunn Report track over 70 different advertising competitions around the world – all of them require entrants to show the impact of a campaign. Campaigns, (and the brands and agencies behind them, are awarded points based on the level of award they win and each competition is weighted based on how rigorous and prestigious it is.  
The WARC 100 methodology was developed in consultation with Douglas West, Professor of Marketing at Kings College, London. The awards shows tracked will remain confidential to avoid prejudicing entries to competitions.  
About WARC – The global authority on advertising and media effectiveness is an online service offering advertising best practice, benchmarks, data, insight, brand and category intelligence from the world’s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.  
WARC hosts four global and two regional case study competitions: WARC Awards, WARC Media Awards, The Admap Prize, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy. 
Founded in 1985, WARC is privately owned and has offices in the UK, US and Singapore.

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