Two campaigns from PHD Media for Unilever have taken the first and second positions on The Warc 100 annual list of the world’s best marketing campaigns and companies.
According to the global marketing intelligence service, Warc, the list is based on performance in effectiveness and strategy competitions.
It is also a benchmark for commercial creativity, allowing organisations to compare their performance with their peers.
‘Kan Khajura Tesan’, which took the number one position was developed by PHD India alongside ad agency Lowe Lintas for Hindustan Unilever.
The campaign reached 'media dark' rural Indian populations with an always-on mobile media channel offering music, jokes and Bollywood content, interspersed with ads. The channel gained 12 million subscribers in less than 10 months from launch, including one million new callers per month.
In second place on the rankings was ‘Real Beauty Sketches’, developed by PHD’s Global Strategy Unit for Dove alongside Ogilvy & Mather São Paulo.
PHD is also the media agency for the campaigns in 3rd and 4th place – ‘Travel Yourself Interesting’ for Expedia alongside Ogilvy & Mather London and ‘Help A Child Reach 5’ for Unilever’s Lifebuoy.
PHD Mumbai, the office that created the ‘Kan Khajura Tesan’ campaign for Unilever, was ranked as second in listing for the top media agency in the world by WARC for 2014.
PHD also made the top three for the first time, jumping two places to 3rd in the global rankings.
The CEO of PHD Worldwide, Mr Mike Cooper, 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.
For the PHD Mumbai office to be ranked the second 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. “
The CEO of Warc, Louise Ainsworth, said: “these rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies who made it happen. Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn.”
Commenting on the latest accolades, the CEO of PHD Ghana, Mr Bright Ladzekpo, said: “PHD Ghana is immensely inspired by the recognition and results obtained for clients by the network’s offices and will continue providing world class communications planning services to support the marketing efforts of our clientele in Ghana and across West Africa.He added that PHD Ghana was poised to lead the way in the use of metrics-led and technology-enabled approaches to communications strategy development in the market. GB