WARC Rankings 2022: Creative 100 revealed – the world’s most awarded campaigns and companies for creativity

WARC Rankings – Creative 100, the ultimate independent global benchmark for marketing celebrating creative excellence, is now released featuring the most awarded campaigns and companies in the world. 

Compiled by WARC, the international marketing insights company, the Creative 100 Ranking is produced by combining the results of the industry’s most important global and regional creative award shows tracked throughout 2021. The awards tracked are determined by a worldwide industry survey and in consultation with the WARC Rankings Advisory Board.

#1 Campaign: #wombstories for Bodyform/Libresse/Libra by AMV BBDO London

The most creatively celebrated campaign of 2021, #wombstories for feminine hygiene brand Bodyform/Libresse/Libra, used the power of storytelling to embrace the complexity and reality of womanhood. Whilst heartbreaking, the campaign by AMV BBDO London, is designed to tackle taboos and make women proud of their bodies.

Nicholas Hulley and Nadja Lossgott, Chief Creative Officers, AMV BBDO, said: “Wombstories has been our most profound and complex undertaking – both emotionally and technically. Daring to listen and dive into the darker side of people’s experiences with their wombs and wrestling an octopus of a campaign with so many arms that all had to live up to our ambition of creativity and empathy. But complexity is worth it, to leave millions of people feeling understood and, in many cases, reach out to each other to finally share their womb stories.” 

In second place is True Name for Mastercard by McCann New York. The campaign demonstrated its support for the LGBTQIA+ community in the USA by launching the first payment product where people could feature their chosen name on their card. Third, is Donation Dollar, a campaign for Royal Australian Mint by Saatchi & Saatchi Melbourne, whereby a donation coin was created to support charities.

 

#1 Creative Agency: Publicis Milan 

Up from third place last year, crowning agency Publicis Milan has four campaigns in the top 100: for Diesel (x2), Heineken and Barilla. AMV BBDO London follows closely behind with two campaigns, one for Macmillan Cancer support as well as the highest ranked #wombstories. Africa São Paulo is in third place with four campaigns for House of Lapland, SporTV, Folha de SP and Associação Brasileira de Psiquiatria.

Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide, said: “Being ranked number 1 Agency of the Year in the WARC Creative 100 Ranking is testament to hard work, a proven model of data and creativity and the bravery of our people and clients. We continue to push each other to go further and be better and it is paying off. Congratulations to everyone at Publicis Italy.”

#1 Creative Network: Ogilvy

Retaining its top spot for a second consecutive year is Ogilvy, with four agencies in the top 50 contributing points to its total, including DAVID Miami and DAVID Madrid both ranked in the top five. Publicis Worldwide and DDB Worldwide follow in second and third place respectively.

Liz Taylor, Global Chief Creative Officer, Ogilvy, said: “It’s thrilling to be named the most creative network in the world by WARC. Earning this designation for the second consecutive year speaks to the hard work and dedication of our teams across the globe who continuously deliver unforgettable ideas that have an impact for our clients. This accomplishment is also a testament to the borderless creativity that unites our network across geographies, capabilities, and cultures. I want to thank everyone at Ogilvy for their contributions, and our brave and valued clients for their partnership, collaboration, and trust.”

#1 Holding Company: Omnicom Group

Omnicom Group moves up one place to take pole position. WPP drops to second place and Interpublic Group remains in third.

#1 Brand: Burger King 

Fast-food chain Burger King is top creative brand for the fourth consecutive year, with six campaigns ranked in the top Creative 100 for four markets – Mexico, Spain, UK and USA. Bodyform/Libresse/Libra follows in second place, and Mastercard is in third, up from #25 last year.

#1 Advertiser: AB InBev

Brewing giant AB InBev, which has steadily climbed the Creative 100 Rankings over the past few years, takes top spot this year. Restaurant Brands International drops to second, and Unilever climbs to third place up from seventh last year.

Pedro Earp, Chief Marketing Officer, AB InBev, said: “We are humbled to be ranked number one in creativity. Our journey over the last five years has embedded creativity into our core resulting in significant business growth. This transformation has defined AB InBev by its creative excellence, strategic boldness and accelerated innovation. While our work is not over, today, we raise a glass to our people and our partners who have made it their mission to create a future of more cheers.”

#1 Country: USA

USA retains its place as the most creatively awarded market in the world by far. The UK remains second, and France moves up to claim third place.

The top ten most highly ranked campaigns and companies in the 2022 WARC Creative 100 are:

Top ten world’s most awarded campaigns for creativity

Rank

Campaign Title

Brand

Agencies

Points

#1

#wombstories

Bodyform/Libresse/Libra

AMV BBDO London

194.9

#2

True Name

Mastercard

McCann New York

147.1

#3

Donation Dollar

Royal Australian Mint

Saatchi & Saatchi Melbourne

130.7

#4

Courtside

Michelob Ultra

FCB New York

115.1

#5

#StillSpeakingUp DeepTruth

Propuesta Cívica

Publicis Riga / Publicis Mexico City

110.7

#6

You Love Me

Beats by Dr Dre

Translation New York

101.9

#7

Shutter Ads

Heineken

Publicis Milan

99.3

#8

Stay Home Miles Exchange

Thai Airways

Wunderman Thompson Bangkok

98.7

#9

Moldy Whopper

Burger King

INGO Stockholm / DAVID Miami / Publicis Bucharest

93.2

#10

The Bread Exam

Spinneys/Lebanese Breast Cancer Foundation/American University of Beirut Medical Center

McCann Paris / FP7 McCann Dubai / McCann Health London / FP7 McCann Beirut / McCann Frankfurt

89.6

Top ten world’s most awarded agencies for creativity

Rank

Agency

Points

#1

Publicis Milan

261.5

#2

AMV BBDO London

252.2

#3

Africa São Paulo

207.8

#4

DAVID Miami

168.7

#5

DAVID Madrid

160.5

#6

FCB New York

156.9

#7

McCann New York

147.1

#8

FCB Chicago

143.9

#9

R/GA San Francisco

136.4

#10

Saatchi & Saatchi Melbourne

133.6

Top ten world’s most awarded networks for creativity

Rank

Network

Points

#1

Ogilvy

745.2

#2

Publicis Worldwide

657.0

#3

DDB Worldwide

630.1

#4

BBDO Worldwide

585.0

#5

McCann Worldgroup

564.0

#6

FCB

484.2

#7

TBWA Worldwide

342.4

#8

Havas Creative Group

330.8

#9

Wunderman Thompson

315.0

#10

Saatchi & Saatchi

296.9

Top ten most awarded holding companies for creativity

Rank

Holding company

Points

#1

Omnicom Group

1625.6

#2

WPP

1462.0

#3

Interpublic Group

1418.8

#4

Publicis Group

1342.2

#5

Havas Group

357.5

#6

Accenture

241.0

#7

Dentsu

198.1

#8

Hakuhodo DY Group

130.9

#9

Stagwell

73.7

#10

Blue Focus

21.6

Top ten world’s most awarded brands for creativity

Rank

Brand

Points

#1

Burger King

408.0

#2

Bodyform/Libresse/Libra

194.9

#3

Mastercard

180.0

#4

Michelob Ultra

156.9

#5

Reddit

136.4

#6

Heineken

135.8

#7

Royal Australian Mint

130.7

#8

McDonald’s

124.4

#9

Nike

116.6

#10

Propuesta Cívica

110.7

Top ten world’s most awarded advertisers for creativity

Rank

Advertiser

Points

#1

AB InBev

555.0

#2

Restaurant Brands International

434.2

#3

Unilever

253.2

#4

Essity

198.5

#5

Mastercard

180.0

#6

Apple

178.2

#7

Government of Australia

154.3

#8

Heineken

140.0

#9

Reddit

136.4

#10

Nike

131.5

Top ten world’s most awarded countries for creativity

Rank

Country

Points

#1

USA

2451.1

#2

United Kingdom

812.2

#3

France

413.3

#4

Brazil

410.4

#5

Australia

370.4

#6

Spain

354.6

#7

Italy

301.5

#8

United Arab Emirates

285.9

#9

Mexico

264.7

#10

South Africa

253.5

Summing up, David Tiltman, SVP, Content, WARC, said: “The top campaigns from the Creative 100 Ranking show how marketers are increasingly trying to highlight untold stories. Many give a voice to sections of society that may not have been properly represented in the past – for example, #wombstories and The Bread Exam focus on women’s health and the conversations around it. We’ve also seen campaigns addressing the LGBTQIA+ community’s need for individual recognition, amplifying the voices of Black youth, and showing the danger that Mexican journalists face daily. All explored important issues that have historically been ignored.”

The WARC Creative 100 has been compiled by applying a rigorous, unbiased and transparent methodology.

The WARC Creative 100 Ranking can be viewed in full here. It includes the world’s top 100 awarded campaigns for creativity, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies. The campaigns, case studies, credits and subsequent insights reports are available to WARC Rankings subscribers.

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