Anna Hamill, Senior Editor, WARC Creative, says, "The WARC Creative 100 are annual worldwide league tables of the most creatively awarded campaigns and companies. They are a global benchmark for the industry to reflect on and a showcase to be inspired by the best of the best work produced, who's leading the industry, and how creativity is a driver of differentiation and change."

Three themes stand out from this year's Creative 100:

  • 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. 

#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 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, WARC says.

Pascal Nessim, CEO, Gaëtan Du Peloux, CEO and Chief Creative Officer, and Youri Guerassimov, CEO and Chief Creative Officer, of Marcel Paris, say, "Having a campaign ranked number one 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: we did it."

“Then, you reflect on everything it took to get here: the energy, the passion, the laughter, the late nights, the blood, the sweat, the tears and the setbacks. But most of all, the unwavering commitment to crafting every piece of work to the highest standard," the trio says.

In second place is 'Coors Lights Out' by Rethink Toronto for beer brand Coors Light, featuring baseball superstar Shohei Ohtani who broke a stadium sign during play whilst an ad was being screened for the brand. In third, 'Michael CeraVe' by Ogilvy New York for skincare brand CeraVe, developed a humour-led campaign ahead of Super Bowl LVIII, earning nine billion views before the game's actual airing, WARC says.

#1 Agency for Creativity: Publicis Conseil, Paris

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, WARC says.

Marco Venturelli, Global Chief Creative Officer / CEO Leo and Chief Creative Officer, Publicis Conseil, says, "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. This is a testament to our creative ambition with legacy clients and our commitment to progressive work. Congrats to all our talents and clients."

Le Pub, Milan, rises to second place, up from fourth last year. VML New York is in third, after climbing 19 places from 22nd in 2024, WARC says.

#1 Network for Creativity: Ogilvy

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, WARC says.

Liz Taylor, Global Chief Creative Officer, Ogilvy, says, "Five years, half a decade, on top of the Creative 100. What a powerful testament to the extraordinary talent we have around the world. And to our brave clients who believe in creativity as a force multiplier for their businesses - its power to disrupt, to connect, and propel their brands to new heights." 

VML moves up to claim second position with five agencies in the top 50. Publicis Worldwide moves up from seventh to third place, also with five agencies ranked. Serviceplan tops the independent networks category and its Munich agency claims seventh position overall, WARC adds.

#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, says, "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."

Heineken is in second place, up from fifth, and Heinz is in third. Renault, Mastercard, and Netflix have significantly improved their brand position versus last year. Coca-Cola, absent since 2022 enters the top 10 brands for the first time. 

The WARC Creative 100 Ranking can be viewed in full with the campaigns here. 

The WARC Media 100 will be announced on Tuesday, 18 March and the WARC Effective 100 on Tuesday, 25 March WARC concludes. 

For more information, visit www.warc.com. You can also follow WARC on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor