Coca-Cola named the world’s smartest brand by Warc

Coca-Cola has come out as champion in the 2014 Warc 100 lists, being named as the world’s smartest brand as well as the third smartest advertiser.


Unilever has been named as the world’s smartest advertiser, followed by PepsiCo and The Coca-Cola Company.

The world’s top three smartest brands are Coca-Cola, McDonald’s and Vodafone respectively.

Warc assigned the rankings by tracking more than 1700 winners in 75 different competitions and assigning points based on the prestige of awards won.

Both the top brand and advertiser had campaigns in Warc’s inaugural list of the 100 smartest marketing campaigns in the world, released earlier this year.

Unilever’s ‘Real Beauty Sketches’ for Dove came in ninth, while Coca-Cola’s ‘Share a Coke’, by Ogilvy & Mather Sydney, was 20th.

Warc chief executive officer Louise Ainsworth said: “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.”


Top 10 smartest brands in the world

Visit Warc for the full list of 100. 

  1. Coca-Cola
  2. McDonald’s
  3. Vodafone
  4. Dove
  5. Pepsi
  6. Volkswagen
  7. Samsung Galaxy
  8. Gillette
  9. Oreo
  10. IBM


Top 10 smartest advertisers in the world

Visit Warc for the full list of 100. 

  1. Unilever
  2. PepsiCo
  3. The Coca-Cola Co.
  4. Mondelez International
  5. Procter & Gamble
  6. McDonald’s
  7. Vodafone
  8. Heineken
  9. Mars
  10. Telefonica


This week’s top stories: shamed Myer exec, brand vs sales, IBM’s Watson

The 10 most popular marketing news and opinion articles from for the work week ending Friday 27 June 2014.


1. You know that former Zara exec Myer poached? Zara’s never heard of him
– Peter Roper

2. Brand health versus sales volume – a delicate and misunderstood conundrum
– Nina Hendy

3. IBM Watson goes to work in the customer service department
– Peter Roper

4. Can a local operator succeed where Starbucks failed in Australia – by opening more stores?
– Michelle Herbison

5. Two firsts for Harley-Davidson: an electric motorcycle and a co-creation research project
– Michelle Herbison

6. Marketing magazine announces new editorial hire
– Peter Roper

7. How behavioural economics theory is being used to measure advertising effectiveness
– Peter Roper 

8. Brand chatter: the three principles of ‘always on’ communications
– Kathy Benson

9. What does Dove’s ‘Real Beauty’ really do? Shine a torch into the attic of Unilever
– Patrick D’Souza 

10. Could Detroit’s revival have branding lessons for Australia’s car cities?
– Barrie Seppings


MORE: See the most popular stories from last week: Ikea Hackers, return on experience, smart beacons »


The week’s top stories: Ikea Hackers, return on experience, smart beacons

The 10 most popular marketing news and opinion articles from for the work week ending Friday 20 June 2014.


1. Ikea Hackers legal action draws support for blogger but Ikea says it’s protecting customers, rights
– Michelle Herbison


2.  Measuring Return on Experience: it’s ROI for the age of storytelling
– John Cain, Todd Cherkasky and Rick Robinson


3. Smart beacons beckoning: why they’re a mobile marketer’s dream innovation
– Joe Barber


4. Double Trouble: Forget what you know about luxury marketing
– Kate Edwards and Dan Pankraz


5. Three brave marketing trend predictions for 2014 now that it’s half way through
– Karl Treacher


6. Marketing to marketers is the new business conundrum
– Rob Morrison


7. What fish can teach you about consumer behaviour
– Mark Razzell


8. Louis Vuitton ad placement fail shows that what’s in distress, ultimately, is media
– Patrick D’souza


9. Ikea Hackers gets call from Ikea following social media outcry, and the pair begin negotiations
– Michelle Herbison


10. McCann Australia scores top effectiveness award at Cannes for ‘Guilt Trip’ campaign
– Michelle Herbison



MORE: See the most popular stories from last week: World Cup marketing, CSR, opinion »


This week’s top stories: World Cup marketing, CSR, opinion

The 10 most popular marketing articles from for the work week ending Friday 13 June 2014.


1. Top10 marketing activations guaranteed to give you World Cup fever – by Katie Klonis

2. 2014 CSR Top 10 organisations revealed, lack of government leadership blamed for overall lag

3. Anyone can be a marketer – by Bri Williams

4. Becoming a digital lab: an agency playground and client heaven – by Grant Flannery

5. ‘Data science’ miss half the equation: an argument for ‘decision science’ – by Deepindra Dhingra

6. Interview: ‘Launching an airline from scratch was the most fun I’ve ever had’ – Melissa Madden career profile

7. Masters Home Improvement revamps ecommerce offering with ‘tablet-first’ website

8. Create killer case studies – tips for B2B marketers – by Lucy Poole

9. How ecommerce sites can differentiate through great content – by Dustin Dean

10. Illuminating Dark Social: understanding the hidden majority of social sharing – by Kerry McCabe


Google fast risers: iPad, Woolworths top search list

Today Google released its first ever brand zeitgeist, reporting the top brand-related searches over the last year.

iPad ad came up trumps as the fastest rising advertising campaign search term, proving it was again the year of Apple dominance. On the surface of it, you would assume KFC would be happy with coming in at second place, but the popular search for kfc ad returned a widely criticized cricket season commercial, which shows a white man sedating West Indian fans with fried chicken.

Woolworths proved their move in to online shopping was well timed, coming in at number one for fastest rising retailer.

The fastest rising Google Maps search results were a tad bizarre; parents couldnt decide whether they wanted to nurse their kids back to health, with Eastbrooke Family Clinic taking the top spot, or lock them up, with juvinile centre (spelt incorrectly) coming in second. Furniture retailer Nick Scali and pizza joint Little Caesers also made it in the top ten.

“Australians are online and they’re looking for your brand and your business, Google Australia’s sales industry lead Will Easton said. You need to be online to respond to their interest and convert these consumers into customers. The savviest Australian marketers are incorporating online advertising – whether it’s search, display, video, or even mobile – into their plans from the start and making sure that their online ads are engaging Australians in real dialogue.”

Fastest rising Google searches for advertising campaigns
1. ipad ad
2. kfc ad
3. libra invisible ad
4. mazda ad
5. old spice ad
6. brut ad
7. kia ad
8. aami ad
9. qantas ad
10. perfect italiano ad

Fastest rising Google searches for retailers

1. woolworths online shopping
2. urban outfitters
3. shopbop
4. saks fifth avenue
5. dfo south wharf
6. nordstrom
7. rubi shoes
8. graysonline
9. zara
10. walmart

Fastest rising searches on Google Maps

1. eastbrooke family clinic
2. juvinile center
3. little caesars
4. the bicycle entrepreneur
5. the electric discounter
6. mt everest
7. tour eiffel
8. hawthorn town hall
9. nick scali
10. sbs federation square

Fastest rising Google searches for Australian brands

1. abc3
3. bendigo bank
4. nrl
7. masterchef
8. graysonline
10. afl

Google reveals the internet eitgeist (German for he spirit of the times) through an exploration of the billions of search queries they receive each year.

Nutri-Grain, Emirates lead sports sponsor list

Nutri-Grain has reached top position, equal with Billabong, as the brand most Australians associate with being a sports sponsor, according to results from the Sweeney Sports Report covering the 2008-09 Summer.

Almost one third (30 percent) of Australians recognise the breakfast cereal producer as a sponsor of sport, a result of its long-term association with surf life saving.

Billabong attracts the same level of recall, despite its development into a lifestyle rather than a purely sportswear brand and its heritage being firmly rooted in surfing.

The latest ratings show that since the previous ratings two years ago, Nike has slipped to third place, ahead of Ford and Uncle Toby’s at equal fourth, with the main movers being KFC (73rd to 18th position), a result of its sponsorship in Australia of Twenty20 cricket, and Speedo (17th to 6th position).

Ford is in fourth place with more than a quarter (26 percent) of people still recognising it, a result of its sponsorship of motor racing and cricket.

Telecommunications companies 3/ and Telstra/Big Pond have slumped from the top 10. Telstra’s decline is surprising given its sponsorship of the Australian swimming team and the Australian Olympic Committee in an Olympic year.

The report’s assessment of the awareness resulting from associations between specific sponsorship properties and sponsors shows that Emirates is maintaining a clear lead.

More than a fifth of people (28 percent) recognised its connection with the Melbourne Cup, a six percentage point increase since last summer.

Marketing team and pitch list announced for Freeview

The marketing team for Freeview has been announced as well as the shortlist for the final agency pitch.

Freeview CEO, Robin Parkes, who was appointed in November 2008 recently named her marketing team. Until now, the marketing has been managed by a committee of members from the shareholder networks.

Chelsea Wymer has been appointed to the position of marketing director. Chelsea joins Freeview from Enfatico, WPPs global agency, where she was client service director on the Dell account. Prior to that, Chelsea spent five years with the Singleton Ogilvy & Mather Group. Chelsea was appointed by a panel of members from the Freeview board.

Liz Howarth joins the team as marketing manager in early January, having just returned from New York where she spent two years at Ogilvy servicing the Unilever business. Prior to that, Liz worked at Singleton Ogilvy & Mather.

The team is now managing the agency pitch which will be decided in late March.

The final agency pitch list was agreed by a committee of marketing representatives from each of the shareholder networks and is:

  • M&C Saatchi
  • McCann Worldgroup
  • Razor Group & US
  • 303