The innovative Penny The Pirate campaign for OPSM by Saatchi & Saatchi has taken the title of most effective campaign in the world in the Warc 100 rankings of the world’s best marketing campaigns.
The campaign for OPSM, created with the help of OMD, saw the spectacle chain create a storybook designed specifically to test children’s eyes while they read it, which resulted in hundreds of thousands of children having their eyes checked.
The printed book and app were so successful that the number of eye tests conducted by OPSM rose 22.6% year-on-year, and the book is now being used by not-for-profit organisation OneSight to help test children’s eyes in remote and rural Australia.
The Saatchi & Saatchi campaign was the only Australian campaign to make the top 10; however, Droga5 in New York, founded by Australian David Droga, dominated the rankings with three campaigns: Newcastle Brown Ale; Honey Maid, and Under Armour – in the top 10.
Two other Australian campaigns made it to the top 20, with Leo Burnett’s #SPCSunday and Clemenger BBDO’s How to Drink Properly for Drinkwise both making the top 100 list.
Overall, three Australian agencies made to top 10 agencies globally, with Saatchi & Saatchi, Leo Burnett Melbourne and Clemenger BBDO Melbourne on the list.
OMD was ranked third best media agency in the world, just behind Starcom MediaVest Chicago and Starcom MediaVest New York.
In terms of brands, Procter & Gamble leapfrogged Unilever as the world’s number one advertiser, globally.
“Both companies have initiated an efficiency drive over the past few years, cutting spend on ‘non-working media’ a strategic change that has sparked debate about whether this limits the creation of impactful breakthrough advertising,” the Warc report said.
“Procter & Gamble’s strong performance in the current Warc 100 reflects the company’s continuing ability to develop powerful advertising that gets people talking.
“While Unilever remains a very effective advertiser, the latest results raise questions about the potential impact of cost cuts on the development of breakthrough marketing ideas.”
Overall Australia ranked fifth behind the US, UK, India and China, while the top five brands were Cocal-Cola, McDonald’s, OPSM, Ikea and toiletries and cosmetics company Always.
Along with Procter & Gamble and Unilever, the top five advertisers included Coca-Cola, Heineken (which went from ninth to fourth), and PepsiCo (which dropped from fourth to fifth).
Both Ikea and Heineken were listed as “breakthrough brands” with Ikea helped along by creative work in 11 countries, while Heineken’s overall rating was lifted on the back of brands including Dos Equis in Mexico, Tiger in Singapore and Newcastle Brown Ale in the US.