Marketing insight company WARC has released its ‘Ranking 2023: Creative 100’, a list that spotlights the industry’s most awarded campaigns and companies in the world.
The Creative 100 Ranking is compiled by combining the results of the industry’s most important global and regional creative award shows of 2022. The awards tracked are determined by a global industry panel survey and a consultation with the WARC Rankings ‘Advisory Board’.
“In an industry that sometimes struggles to defend its place in the C-suite, the rankings offer an opportunity for marketers to reflect on the best campaigns in the business and to review the impact their own work has on their brands,” WARC Creative head Amy Rodgers said.
Best campaign for creativity: The Lost Class for Change The Ref by Leo Burnett Chicago
According to WARC, the most creatively celebrated campaign of 2022 is ‘The Lost Class’, a campaign for Change The Ref by Leo Burnett Chicago which aimed to raise awareness of mass shootings. The campaign documented a ceremony that was held for the 3,044 high school students in the US who didn’t graduate in 2021 due to tragically losing their lives to gun violence.
Leo Burnett Chicago president and chief creative officer, Britt Nolan, added: “The Lost Class was an incredibly brave idea and I’m very proud of Leo Burnett for having the courage to produce it. But we have a long way to go to change the way America thinks about gun laws. I can only hope this recognition inspires someone else to do something even better and even more effective.”
Best agency for creativity: Publicis Milan
For the second year in a row Publicis Milan has topped the table for the best agency for creativity with four campaigns for Heineken and one for Bottega Veneta placed in the top 100 campaigns by WARC.
Publicis Worldwide global chief creative officer, Bruno Bertelli, said: “What makes me, and all of us, most proud and deeply honoured to be ranked #1 most creative agency in the world for the second year in a row is one great team delivering work for multiple clients across many forms and platforms, striving to put brands at the centre of culturally relevant conversations and leave a mark.
“Topping the WARC Creative 100 represents a recognition speaking to the borderless creativity that testifies how Publicis Milan’s commitment and constant endeavour expand in terms of relevance.”
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Best network for creativity: Ogilvy
WPP-owned Ogilvy was the most awarded creative network for the third year in a row, with 40 different agencies contributing to its total including five agencies in WARC’s top 50. The company was also responsible for ten of the WARC’s top 100 campaigns.
Ogilvy global chief creative officer, Liz Taylor, added: : “It fills us with immense pride to see Ogilvy named the most creative network in the world by WARC for the third consecutive year. Our teams earned this recognition by doing work that had an impact on our clients’ brands and businesses, but also for impacting policies that have helped create a more equitable and just world.”
Best holding company for creativity: WPP
Improving on second position last year, ‘big six’ agency WPP has returned to bag the ‘best holding company for creativity’ title, with seven networks in the top 50 and two networks in the top 10: Ogilvy and VMLY&R.
WPP chief creative officer Rob Reilly said: “I believe that creativity is the world’s most valuable asset and when we apply it to a massive problem or opportunity, it can drive business and change culture. This ranking reflects the brilliant work our agencies have produced this year with our brave clients and talented production partners.”
Best brand for creativity: Burger King
Burger Kind has topped the brand table for the fifth year in a row. The fast-food chain has four campaigns ranked in the WARC top 100 by three different agencies – the joint highest of any brand alongside Heineken, in second place, which also had four campaigns ranked.
Best advertiser for creativity: AB InBev
Anheuser-Busch InBev has remained in WARC’s first position for the second year in a row after topping the advertiser table for the first time last year. The brewing giant has three brands inside WARC’s top 50, including Corona, Michelob Ultra and Budweiser. The company also had four campaigns in the top 100.
AB InBev global chief marketing officer, Marcel Marcondes, added: “We are very excited to see ABI ranked number one for the second year in a row. We use creativity and innovation to solve consumer problems that drive organic growth for our company.”
Best country for creativity: USA
According to WARC rankings, the top five ranking countries remain the same as last year, with the US and UK maintaining their positions for the past nine years. Separately, India is the most improved country, climbing from 23rd to seventh.
View the full WARC Creative 100 here.
