Unilever crowned top global advertiser and Coca-Cola top individual global brand in WARC League Table 2014


Unilever is the smartest advertiser on the planet according to research carried out by global marketing intelligence agency WARC.

The top five global advertisers on the WARC advertiser rankings:

Warc global brand rankingsThe advertiser scores are derived from the brand owners’ performance in effectiveness and strategy in the previous 12 months.

Coke campaign

However, the world’s leading individual brand is Coca-Cola, according to the rankings for individual brands:

Warc top global brandsIn compiling the individual brand league table, WARC tracked more than 1700 winners in 75 different competitions. It assigned points based on the awards won and then weighted these points based on the competition’s rigour and prestige in the global industry according to its own analysis.

Louise Ainsworth, CEO, WARC explains: “These rankings show which companies are really using marketing communications to build their businesses. The WARC 100 allows client-side marketers to benchmark the performance of their marketing activity and to see which companies are able to link creativity with business performance.”

Earlier in the year, WARC announced its inaugural WARC 100, ranking the 100 smartest marketing campaigns of the past 12-months. This ranking was topped byVodafone Fakka, a campaign from JWT Cairo for telecoms firm Vodafone.

Both the number one brand and advertiser were well represented on the WARC 100 campaigns list. For Unilever, the star performer was ranked #9 for its Real Beauty Sketches, developed by Ogilvy & Mather São Paulo for Dove, its personal care brand and Coca-Cola’s Share a Coke campaign developed by Ogilvy & Mather Sydney was ranked #20 in WARC’s 100 top campaigns in 2013.


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