Dove, Mediaplus Munich and WPP They are, respectively, the brand, the agency and the advertising holding that they have made best of the media in 2024, according to the ranking WARC Average 100 that the consultant elaborates. As every year, the list includes the best media campaigns, seeking to be an inspiration on how their use can impact both the success of the brand and society.
Like the Creative 100 ranking, shared a few days ago, the classification is made by combining the results of the most important regional and global creative creative awards in the industry, in this case held throughout the last year. The analyzed awards are established through a survey of the global industry and the consultation of the WARC Rankings Advisory Board.
WARC highlights the distinctive brand resources as campaign success
In addition to sharing the rankings, WARC has identified three key factors in the use of media from the selected campaigns. Thus, he points to Distinctive resources of the brandsuch as colors, memes or ambassadors, as a way to overcome fragmentation and generate a recognizable presence on the various platforms.
He also points out The power that traditional formats still hold, as the written press, to capture attention; and the Value that technology contributes to solve real world problems.
The best campaigns in the world in media
According to WARC, last year’s best campaign for its media use was “Welcomome to the Group”by pHD Costa Rica for us Women Connecting. The campaign sought the approval of a bill on menstrual justice through the use of public relations strategies, social networks and a WhatsApp group.
Regarding the campaign. Alan Vainrub, executive director of PHD for Central America, says it is “a testimony of the power of the media to promote significant change.”
- “The Hidden Story”by Havas Play Paris for L’Enfant Bleu
- “Handshake Hunt”by Gut São Paulo for Mercado Libre
- “Barbie Breaks Out The Box (Office)”of Hearts & Science Burban (California) for Warner Bros
- “Twiggy Full Circle”from Essencemediacom New York and London for Ebay
- “1982”from Essencemediacom Shanghai for Sprite
- “Pink Sky Thinking”by phd London for Warner Bros
- “Animal Alerts”from Midopus Munich / Serviceplan Munich / L & C New York ParapetPace
- “Michael Cerave”from BCL New York / Ogilvy New York / Optimum Sports New York for Cerave
- “Crown x LinkedIn: #blackhairisprofessional”from Mindshare New York for Dove
The best agencies in the world in media
Midopus Munich He has achieved the first position of the ranking, to classification after occupying third place in the previous edition of the report and the fourteenth in 2023. He has achieved it thanks to having seven campaigns in the top 100.
- Midopus Munich
- Mindshare New York
- Essencemediacom New York
- Mindshare Shanghai
- Havas Play Paris
- Mindshare Mumbai
- Phd London
- Essencemediacom Shanghai
- Essencemediacom London
- Gut São Paulo
Best Networks in Media
Mindshare Wolrdwide It has become the best classified network, after occupying second place in 2024 and the fourth the previous year. It has had five of its agencies among the 50 best: New York offices, Shanghai, Bombay, City Ho Chi Minh and Bangalore.
- Mindshare
- Essencemediacom
- PHD
- IPG Mediabrands
- OMD
- Serviceplan
- Havas Media Group
- Wavemaker
- VML WPP
- Leo Burnett
The best media holdings
For its part, WPP Repeat in the first position in the list of advertising holdings regarding the use of media. To occupy this position since 2018, and has achieved it with four networks among the top ten: Mindshare Worldwide, Essencemediacom, Wavemaker and VML. WPP has also taken the first position in the Creative 100 list.
- WPP
- Omnicom Group
- Publicis Groupe
- Interpublic Group
- Havas Group
- Dentsu
- Accenture
- Bluefocus
- Stagwell
- Hakuhodo Dy Group
The best brands in media
The brand with better media performance is Dove, that repeats leading the classification. It has several campaigns in the Top 100, including, “Crown X LinkedIn: Black Hair is Professional”, “Turn Your Back”, “Cost of Beauty”, or “Keep Her Confident”.
“Dove continues to lead the way, not only in the creation of attractive campaigns and content, but also in our ability to integrate into the culture in a timeless manner”, Pointed out Marcela Melero, Growth Director of Personal Care North America.This magic formula drives large -scale conversations, which helps us to become the point of sale”
- Dove
- Warner Bros
- Sprite
- McDonald’s
- Airing
- Free market
- We Women Connecting
- eBay
- Coca-cola
- L’Enfant Bleu
The best advertisers in media
For sixth consecutive year, Unilever Heads the list of advertisers regarding the use of media. Dove, Lifebuoy, Vim and Sunlight They are some of the brands that have contributed to their score.
“Our tireless desire to innovate in the changing media panorama guarantees that our messages reach the people we serve and connect with them”;
- Unilever
- The Coca-Cola Company
- Pepsic
- Mondelēz
- Warner Bros
- McDonald’s
- Volkswagen
- Anheuser-Busch Inbev
- Free market
- Stories factory
The best media countries
As also happens in the creativity ranking, USA It maintains its dominant position in the media ranking. According to the consultant, 19 of the 100 best campaigns in the use of media are made in the country.
- USA
- United Kingdom
- India
- Germany
- Vietnam
- Canada
- China
- Brazil
- France
- Türkiye
