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The WARC Creative 100, the independent global benchmark of the world’s most awarded campaigns and companies for creative excellence, is now released.
Amy Rodgers, Head of Content, WARC Creative, said, "The WARC Creative 100 are league tables of the best of the best campaigns and the companies behind and for them. They provide the ideal opportunity for the industry to reflect and be inspired by the great body of work produced and how creativity is a driver, not only for differentiation but for change. The creative use of digital technology is prevalent in this year’s Creative 100, used in ‘The First Digital Nation’ for Government Of Tuvalu, ‘McEnroe vs McEnroe’ for Michelob Ultra, and ‘Backup Ukraine’ for Polycam / UNESCO among others. Women’s rights were a dominant purpose for many of the campaigns at the top of the Ranking, such as the #1 ranked campaign ‘Morning After Island’ and ‘Knock Knock Knock’, ranked 4th, for the Korean National Police Agency”.
#1 Campaign for creativity: Morning After Island by Ogilvy Tegucigalpa for Grupo Estratégico PAE
The most creatively celebrated campaign of 2023 was ‘Morning After Island’ for the Honduran non-governmental organization Grupo Estratégico PAE. Ogilvy Tegucigalpa created a physical activation and social media campaign to overturn a national ban on emergency contraception.
Liz Taylor, Global Chief Creative Officer, Ogilvy, said, “Seeing ‘Morning After Island’ rank as the most awarded creative campaign of the year, is a testament to the resilience of our team in Honduras and proof that creativity has no bounds. Creativity can drive business, shape culture, and impact policy – in this case it helped millions of Honduran women change the law so they can legally take the morning-after pill. It is an idea that continues to inspire us all.”
#1 Agency for creativity: BETC Paris
After gradually climbing the Creative agencies ranking since 2019, BETC Paris has secured the top place for the first time. With three campaigns in the top 100, for Women in Games, Duolingo, and Canal+, the Havas Creative Group agency accrued a winning margin of more than 100 points.
Stéphane Xiberras, President & Chief Creative Officer, BETC Paris, said, “Being number one on The WARC Creative 100 is an incredible feat not to be taken for granted. Let’s take the time to reflect on that accomplishment and thank all our collaborators, clients, and partners who helped us make it happen. It’s a testament to the creative excellence that we’ve kept year after year.”
Representing the Middle East, Impact BBDO Dubai has been ranked 7 in the world, moving up two spots from its 2023 ranking of being 9th globally, and is the only creative agency from the region to feature in the Top 50 global list. This is also the first time an agency from the Middle East is listed amongst the Top 10 Global list, twice in two years.
Commenting on the win, Dani Richa, Chairman BBDO Europe, Middle East, and Africa, said, “Seeing our agency in the Middle East rank in the top ten global agencies, for the second year in a row is very much in line with our vision of turning our regional agency into a global player. It is also very rewarding to see three of our campaigns in the top five campaigns in the MEA region. Needless to say, that credit goes to our talented people and amazing partners”
#1 Network for creativity: Ogilvy
Ogilvy was the most awarded network for the fourth year in a row, with 37 offices contributing to its total and 9 in the top 50, including five DAVID offices. The network was also responsible for 12 of the top 100 campaigns this year. DDB Worldwide retained its 2nd position with 6 agencies in the top 50 and 7 campaigns in the top 100. Having rebranded from VMLY&R and merged with Wunderman Thompson, the newly created VML enters the ranking in 3rd place.
#1 Holding Company for creativity: WPP
WPP maintained its position at the top of the holding company ranking with three networks in the top 50, including 1st and 3rd ranked networks, Ogilvy and VML.
Commenting on the win, Rob Reilly, Global Chief Creative Officer, WPP, said, "Awards are the by-product, never the motivation, of doing the boldest and most effective work for our clients. To be recognised as the most creative company in the world for the second year in a row, is down to the relationships our brilliant agencies have with our brave brand partners and our production co-conspirators."
#1 Brand for creativity: Burger King
For the sixth year in a row, Burger King tops the brand ranking for creativity. Despite only having one campaign in the top 100 (Burger Glitch), the quick-service restaurant had 26 awarded campaigns in the full data set.
Sabrina Ferretti, Marketing VP, Burger King International and Pat O’Toole, Chief Marketing Officer Burger King US & Canada, said, “We’re incredibly humbled to be named the most creative brand in the world by WARC again this year – wow! This recognition is driven by unforgettable creativity always rooted in consumer and cultural tensions that deliver business results and continued brand strength. This top spot for the past six years is a testament to the work of our passionate Franchisees, creative agencies and internal teams, all of whom make up our global Burger King family.”
#1 Advertiser for creativity: Anheuser-Busch InBev
For the third year running, AB InBev tops the advertiser ranking. The alcoholic drinks brand owner had seven campaigns in the top 100 creative campaigns, and four brands in the top 50 brands ranking.
Marcel Marcondes, Chief Marketing Officer, AB InBev, said, "At AB InBev we use creativity to find solutions to consumer problems and drive organic growth. It’s an important part of our culture and we’re humbled to be ranked number one in the WARC Creative 100 for the third year in a row. We also couldn’t be prouder to have Corona recognized as the highest-ranking beer brand on the list."
Unilever retains its 2nd place for the 2nd year running with two brands - Dove and Vaseline - ranked in the top 50. Apple moves up to 3rd position, up from 6th the previous year.
#1 Country for creativity: USA
The USA retains its 1st place as the most awarded country for creativity – a rank it has held since 2006 (when the Creative 100 was the Gunn Report). However, for the first time in 10 years, the UK has dropped out of 2nd place, beaten by France by a small margin of points.
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