WARC ranks Dove as top brand in the world

Mindshare New York was the top agency and WPP the top holding company

The WARC Media 100, the independent global benchmark of the world’s most awarded campaigns and companies for media, has awarded Dove as the top brand for 2024.

Up from 8th place last year, Dove continues to create campaigns focused on challenging traditional beauty standards. Five of its campaigns are ranked in the top 100, and three are in the top 10. 

Firdaous El Honsali, VP of Dove Masterbrand Global & North America, said, ‘Coinciding with 20 years of Campaign for Real Beauty, this award is a testament to the role of powerful creativity to build emotional connections, drive change and deliver business impact. It’s incredible to be recognised for our continued commitment to redefining beauty standards for every woman, this accolade is dedicated to the entire Dove team and our partners who share our vision daily.’

Cadbury dropped to second place with three campaigns in the top 100, and McDonald’s, the most improved brand, moved from 10th to 3rd place.

Compiled by WARC Creative, the annual Media 100 Ranking reflects the work awarded by the most important global and regional media shows in 2023. The awards tracked are determined by a yearly global panel survey conducted in consultation with the WARC Rankings Advisory Board.

Amy Rodgers, Head of Content, WARC Creative, said: ‘The WARC Media 100, league tables of the best of the best campaigns and companies for media, are an inspiration on how a campaign’s use of media can impact brand success and society.’

Rodgers pointed out that a number of this year’s top campaigns ‘leveraged partnerships to engage and amplify its impact with audiences.’  Dove’s ‘#TurnYourBack’ campaign partnered with 68 influencers, including Gabrielle Union, to drive its message of body positivity further.

Other winners

Securing the winning campaign with a nearly 70-point lead is ‘Phone It In’ by PHD Auckland / Colenso BBDO Auckland for Skinny, a telecommunications provider in New Zealand. Skinny open-sourced 34 tailored radio scripts as OOH placements so anyone could record them on their mobile – for free. These then ran as radio ads for the brand.

Mindshare New York rose 31 places to top the agency ranking. 11 campaigns for a range of brands including Foundation to Combat Antisemitism, Vaseline, Tyson and Castrol, contributed to its points total, six of which ranked in the top 100.  PHD Worldwide rose one place to become the highest ranked network for the first time. The network had 20 agencies contribute to its points total, seven ranking in the top 50. WPP has maintained its position at the top of the holding company ranking for seven consecutive years. Unilever remains in first place in advertisers for the fifth year, widening the gap between it and the other advertisers. The USA remains in 1st place for the seventh year in a row as the most awarded country for media.

Featured image: Akshay Bandre / Pexels