The Drum Awards for Marketing - Extended Deadline

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By Minda Smiley | Reporter

February 25, 2015 | 3 min read

Unilever’s ‘Kan Khajura Tesan’ campaign developed by Lowe Lintas and PHD India was named the world’s best marketing campaign by global marketing intelligence service Warc.

The campaign reached “media dark” rural Indian populations with a mobile channel featuring music, jokes, Bollywood content, and ads. The channel gained 12 million followers in less than 10 months with one million unique callers per month.

Second place went to “Real Beauty Sketches,” a campaign for Dove developed by Ogilvy & Mather São Paulo and PHD International.

Priya Nair, executive director, homecare, at Hindustan Unilever, said that the company is only at the beginning of their journey when it comes to building mobile as a marketing medium.

“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,” she said.

Mike Cooper, CEO of PHD Worldwide, said: “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. For the PHD Mumbai office to be ranked number two media agency office in the world and the PHD network to climb five places in the report in one year is testament to the talent at PHD and to our approach of being focused on communications planning.

“It’s also great to see that our work is at the top of both the effectiveness rankings with Warc and the creative rankings with the Gunn Report. A brilliant result as PHD celebrates its 25th Anniversary this year” Cooper continued.

Lowes Lintas India was named top creative agency, and AMV BBDO in London took second place.

The US was named the top-ranked nation, with 23 of the top 100 campaigns originating from there, more than any other market. The UK came in second and Australia in third.

WPP beat Omnicom Group in the holding companies rankings, and BBDO Worldwide was named the number one agency network.

Andrew Robertson, president and CEO of BBDO Worldwide, said: “The best proxy we have for measuring our performance against other agencies in effectiveness and the quality of our thinking is award schemes like those that are tracked by Warc. For us, it’s very very important. We aim to win it every year.”

Coca-Cola was the top brand in the ranking, with McDonald’s in second place and Mercedes-Benz in third.

Starcom MediaVest Group Chicago was named top media agency. 360i New York was named top digital agency.

The Warc 100 is an annual list of the world’s best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions. Warc tracked more than 2,200 winning campaigns from 87 different competitions this year.

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