Boasting nine marketing campaigns on the Warc 100, Procter & Gamble has pipped Unilever to the post of number one global advertiser.

Unilever only managed to have three campaigns featured on the annual ranking, which lists the world’s best marketing campaigns and their impact. In order to compile the list, Warc monitored over 2,000 award winners around the world and tracked their strategy award schemes.

The 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.”

Indeed, the latest success for P&G follows a continued push on its efficiency drive over the few years. The company has shifted its focus over to digital marketing campaigns and cut the on ‘non-working media’. And it seems to be a shrewd move, with 11 of the top 20 companies all being placed due to digital-led campaigns.

The top ranking campaign was Penny the Pirate for Australian optical chain OPSM.