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WARC Rankings 2022: Creative 100 revealed
Creativity & effectiveness
Publicis Milan was the most creative agency and Ogilvy the most creative network during 2021, according to the Creative 100 Ranking from WARC; Burger King topped the creative brand ranking while AB InBev was top advertiser.
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. The campaign by AMV BBDO London, is designed to tackle taboos and make women proud of their bodies.
#1 Creative Agency: Publicis Milan
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.
#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.
#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: Anheuser-Busch 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.
#1 Country: USA
The 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 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.
The WARC Media 100 will be announced on 16 March and the WARC Effective 100 on 17 March.