Compilation of the most awarded works in 2022 pointed Publicis Milan and Ogilvy as the best agency and best chain, respectively
Warc released its annual ranking of the most creative and awarded companies and campaigns, entitled Creative 100. The company’s compilation of marketing insights combined the results of the global and regional advertising industry awards that took place in 2022.
According to the report, the USA continues to lead the list of most creative countries, followed by the United Kingdom, France, Brazil and Australia, resulting in the same ranking for 2021. The novelty in this category was India, which rose from 23rd to seventh position .
Across the top 10 campaigns, there is a strong theme of advancing social concerns through creativity. From women’s issues such as Data Tienda, which focused attention on women’s access to credit and financial services, and The Bread Exam, which supports women’s health, while Beyond the Surface and Reverse Selfie focused on body image. Other social issues addressed include The Lost Class on gun violence in the US, Piatex on environmentalism and The Elections Edition on political corruption,” said Amy Rodgers, head of WARC Creative.
The Lost Class campaign, signed by Leo Burnett Chicago for Change The Ref, was named the most awarded campaign. The piece, made to address the mass shootings in the US, shows a ceremony performed for the more than 3,000 high school students who lost their lives due to US gun violence.
The Lost Class was an incredibly brave idea and I am so 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 just hope this recognition inspires someone to do something even better and even more effective,” said Britt Nolan, president and creative director of Leo Burnett Chicago.
Second place went to “The Unfiltered History Tour”, signed by Dentsu Creative Bangalore for VICE, followed by “Piatex”, signed by L&C New York for Dole Sunshine Company/Ananas Anam. See the list of others placed:
In the agency category, the top of the ranking went to Publicis Milan, which occupies the position for the second consecutive year, which signed four pieces for Heineken and one for Bottega Veneta, which are on the list of the 100 main campaigns of 2022.
What makes me most proud and deeply honored to be ranked the world’s most creative agency for the second consecutive year is having a great team delivering work for multiple clients, in multiple forms and platforms, striving to put brands at the center of conversations culturally. relevant and leave a mark. Reaching the top of the WARC Creative 100 represents recognition speaking for creativity without borders that attests to how Publicis Milan’s commitment and constant effort expands in terms of relevance”, said Bruno Bertelli, Global Chief Creative Officer of Publicis Worldwide.
The second place went to Area 23, which occupied the 32nd position in the ranking referring to 2021 and, in the current one, signs four campaigns in the Top 100. The third place went to BETC Paris, with three campaigns in the Top 50. See the list of others placed:
The top spot in WARC’s network plus creativity category went to Ogilvy, which holds the position for the third consecutive year, with 40 different agencies contributing to the result, including five of them in the Top 50. In addition, the network was responsible for ten of the top 100 campaigns.
It fills us with pride to see Ogilvy named the most creative network in the world by WARC for the third consecutive year. Our teams earned this recognition for carrying out work that impacted our clients’ brands and businesses, but also for impacting policies that helped create a more equitable and just world. Our sincerest thanks to all the people who work at Ogilvy for their passion and ingenuity, and to our courageous customers for their partnership, trust and shared belief that creativity is the greatest differentiator,” said Liz Taylor, Global Creative Director at Ogilvy .
Second place went to DDB Worldwide, with four agencies in the Top 50 and seven campaigns in the Top 100, followed by FCB with four agencies and nine campaigns ranked. See the list of others placed:
WPP took first place in the Holding ranking, with seven networks in the Top 50 and two in the Top 10, namely Ogilvy and VMLY&R.
I believe that creativity is the most valuable asset in the world, and when we apply it to a big problem or opportunity, it can drive business forward and change culture. This ranking reflects the brilliant work our agencies have produced this year with our brave clients and talented production partners, said Rob Reilly, WPP Creative Director.
The most awarded brand for creativity, according to the WARC report, was Burger King, which occupied the top of the podium for the fifth consecutive year, which has four campaigns in the Top 100, made by three different agencies.
Followed by Burger King is Heineken, also with four campaigns among the Top 100, and Google, which was in 31st position in the ranking for 2021.
J in the advertisers category, AB InBev leads the table. The brewery has three brands in the Top 50, namely Corona, Michelob Ultra and Budweiser, and four campaigns in the Top 100.
We are very excited to see ABI ranked No. 1 for the second consecutive year. We use creativity and innovation to solve the consumer problems that drive our company’s organic growth, said Marcel Marcondes, global director of marketing for AB InBev.
Unilever and Restaurant Brands International switch places this year, with the consumer goods multinational rising to second place and the fast food company falling to third place.
