Skinny NZ’s ‘Phone It In’ is most-awarded media campaign in WARC rankings | News

The 2024 WARC Media 100 rankings show that Asia-Pacific has made a notable impact in the past year.

‘Phone It In’ by PHD Auckland / Colenso BBDO Auckland for Skinny led the charge by clinching the number-one spot, followed by other significant entries such as ‘Thumbstopping Beauty Biases’ by Mindshare Mumbai for Dove and ‘The Missing Chapter’ by EssenceMediacom Mumbai for Whisper, which ranked fifth and eighth respectively.

‘Phone It In’ emerged as a groundbreaking campaign as it leveraged an out-of-home approach that doubled as a radio campaign, encouraging public participation in ad creation. This innovative strategy uniquely engaged audiences and significantly amplified the brand’s message, setting a new benchmark for media campaigns.

In the agency rankings, PHD New Zealand made an impressive debut in second place. Wavemaker Mumbai maintained its strong performance by holding onto the fourth position, while Mindshare Mumbai rose from eighth to fifth.

The network rankings saw PHD Worldwide ascend to the top, marking its first time as the highest-ranked network. Mindshare Worldwide and EssenceMediacom also made significant strides, securing the second and third spots.

WPP continued its dominance in the holding-company category, maintaining the top position for the seventh consecutive year.

Dove stood out as the best-performing brand, with its campaigns focused on challenging traditional beauty standards. Skinny by Spark New Zealand also made a notable entry in fourth place.

Unilever retained its title as the top advertiser, a position it has held for five consecutive years.

Globally, the USA remained the most awarded country for media, with the UK and India following closely behind.