Get the full results
- Find the full WARC Creative 100 Rankings here.
- WARC Creative members can read the summary report here.
- The WARC Media 100 will be announced on 18 March and the WARC Effective 100 on 25 March.
Go deeper
Compiled by WARC Creative, helping companies deliver creative marketing that works, the annual Creative 100 Ranking brings together the results of the most important global and regional creative awards of 2024. The shows tracked are determined in consultation with the WARC Rankings Advisory Board and by a yearly global panel survey.
A WARC podcast with Marcel Paris and Orange, creators of the #1 campaign, ‘WoMen’s Football’, will be available from 11 March and a live webinar, ‘The Winning Formula’, decoding the bold moves behind the winning work, will be on Wednesday 2 April 10am EST | 3pm BST.
Three themes from the Creative rankings
- The use of sport to connect: Of the top ten campaigns, five focused on sport, including campaigns for Orange, Coors Light and Xbox. Sports can be a very powerful way of increasing both brand awareness and brand participation through large audience events, especially in a fragmented media market where mass reach is more difficult.
- Solving inclusivity issues: The use of emotive stories and proactive problem-solving by brands including Mastercard, Renault and Michelob ULTRA, underlines a compelling direction for DEI, beyond simply representation in advertising.
- The power of online community: Meeting people in their own online spaces with calls to action indicates the power of specific communities for brands including the NHS, DoorDash and Calvin Klein.
Who topped the rankings?
#1 Campaign for creativity: ‘WoMen’s Football’ by Marcel Paris for Orange
The most creatively celebrated campaign of 2024 was ‘WoMen’s Football’ by Marcel Paris for French multinational telecommunications company, Orange. The campaign used video effects in an innovative and striking way to show that women’s football is just as exciting as men’s football. The ad was viewed over 15 million times and was shared on social media by the French Minister of Sports and World-Cup-winning athletes.
Pascal Nessim, CEO, Gaëtan Du Peloux, CEO and Chief Creative Officer, and Youri Guerassimov, CEO and Chief Creative Officer, of Marcel Paris, said:
“Having a campaign ranked No. 1 in 2024 by WARC is something you can never truly prepare for, even as competitors, we've always secretly dreamed of it. And when you realize your campaign has just won the World Cup of advertising, one thought comes to mind: Damn, we did it!”
#1 Agency for creativity: Publicis Conseil, Paris
#1 Independent Agency for creativity: Rethink, Toronto
Over the last three years, Publicis Conseil, Paris, has gradually increased their ranking, from 25th to fourth, and to first place this year. Their work with Renault, Orange, and Solar Impulse Foundation helped to steer them to the top position this year.
“After being named Agency of the Year at Cannes Lions in June, we are proud to be the #1 agency in the WARC Creative 100 as we approach our 100th anniversary,”
said Marco Venturelli, Global Chief Creative Officer/CEO Leo and Chief Creative Officer, Publicis Conseil. “This is a testament to our creative ambition with legacy clients and our commitment to progressive work. Congrats to all our talents and clients!”
Rethink Toronto takes the top spot of the independent agencies, and is ranked fifth overall, with three campaigns in the top 100.
#1 Network for creativity: Ogilvy
#1 Independent network for creativity: Serviceplan
Ogilvy was the most awarded network for the fifth year in a row, with six offices from around the world contributing to its ranking: Ogilvy London, New York, Mumbai and Toronto and DAVID Madrid and Bogota. The network has 12 of the top 100 campaigns this year.
Serviceplan tops the independent networks category with three campaigns in the top 100 and its Munich agency claiming seventh position overall.
#1 Holding Company for creativity: WPP
WPP has maintained its position at the top of the holding company ranking for a third consecutive year with three networks in the top 50: Ogilvy and VML ranked first and second respectively, and AKQA in 11th.
#1 Brand for creativity: Apple
Apple has gradually climbed the rankings over the last few years, going from 18th in 2022 to first place this year. Apple campaigns from across the world featured in many of the major award shows. Two of its campaigns, ‘Fuzzy Feelings’ and ‘Shot on iPhone - Little Garlic’, are ranked in the top 100.
Tor Myhren, VP Marketing Communications, Apple, said: “It’s an honor to be at the top of the WARC Creative 100 because Apple is a company that has always believed in the power of creativity. We put the product at the center of our marketing and try to tell compelling stories around it.”
#1 Advertiser for creativity: Anheuser-Busch InBev
For the fourth year running, AB InBev tops the advertiser ranking. The alcoholic drinks brand owner has three multi-awarded campaigns for creativity in the top 100, and four brands –Michelob ULTRA, Cerveza Poker, Corona, Stella Artois – in the top 50 ranking.
Marcel Marcondes, Chief Marketing Officer, AB InBev, said: “It’s an honor for AB InBev to again be ranked the #1 Advertiser in the WARC Creative 100. This recognition reflects how we use creativity to solve business and consumer problems to drive growth. Our purpose as a company is to create a future with more cheers so we will continue using creativity as a way to connect our brands to moments of celebration around the world.”
#1 Country for creativity: USA
The USA retains its first place as the most awarded country for creativity – a rank it has held since 2006 (when the Creative 100 was the Gunn Report). Thirty of the top 100 campaigns are from the USA, up from 21 campaigns last year. The UK climbs back up to second place, with France coming in third.
Source: warc.com