Compiled from the most awarded works in 2023, it indicated BETC Paris and Ogilvy as the best agency and best network, respectively
Warc released its annual ranking that highlights which companies and campaigns are the most creative and awarded, entitled Creative 100. The company’s compilation of marketing insights combined the results of global and regional awards in the advertising sector that took place in 2023.
Among the data presented this year, the USA continues to lead as the most creative country, while Brazil lost one position, going from fourth to fifth place and behind France, the United Kingdom and Canada, which rose four positions from last year to this year. .
“The WARC Creative 100 are league tables of the best of the best campaigns and the companies behind and for them. They provide the ideal opportunity for the industry to reflect and be inspired by the large body of work produced and how creativity is a driver, not just of differentiation, but of change”, pointed out Amy Rodgers, head of WARC Creative.
The “Morning After Island” campaign, created by Ogilvy Tegucigalpa for the PAR Strategic Group, an NGO from Honduras, was named the most awarded in 2023. The piece, made up of physical and social media activation, was created to overturn the ban national report on the use of emergency contraceptives in the country.
Seeing Morning After Island ranked as the most awarded creative campaign of the year is a testament to the resilience of our team in Honduras and proof that creativity has no limits. Creativity can drive business, shape culture and impact policy. In this case, it helped millions of Honduran women change the law so they can legally take the morning-after pill. an idea that continues to inspire us all, said Liz Taylor, global creative director at Ogilvy.
Second place went to “Missing Matoaka”, created by BBDO Toronto for the indigenous arts and culture magazine Muskrat and which reveals the true story of Pocahontas. In third place is “Where to Settle”, from McCann Warsaw for Mastercard, which launched a digital platform to help Ukrainians find places of refuge outside of big cities.
The creative use of digital technology predominates this year’s Creative 100, used in The First Digital Nation for the Government of Tuvalu, McEnroe vs McEnroe for Michelob Ultra, and Backup Ukraine for Polycam/UNESCO, among others. And women’s rights were a dominant purpose for many of the top-ranked campaigns, such as the #1-ranked campaign Morning After Island and #4-ranked Knock Knock Knock for the Korean National Police Agency, Amy explained.
In the agency category, first place went to BETC Paris, which has three campaigns in Warc’s top 100, created for Women in Games, Duoingo and Canal+.
Being number one in the WARC Creative 100 is an incredible feat that should not be taken for granted. Let’s reflect on this achievement and thank all our employees, customers and partners who helped us make this happen. It is a testament to the creative excellence we have maintained year after year, said Stphane Xiberras, President and Creative Director of BETC Paris.
Second place went to Rethink Toronto, an independent agency that occupied 17th place last year and which, this year, signs three campaigns classified in the Warc ranking, two for Heinz and one for Penguin Random House, while We Believers New York ranks third.
The first place in the network ranking is Ogilvy, which occupies the position for the fourth consecutive year, with 37 offices contributing to the result and 9 in the top 50, including five David offices. Furthermore, the network was also responsible for 12 of the top 100 campaigns this year.
Ranking as the most creative network in the Creative 100 for the fourth year reflects our deep belief that creativity is the ultimate differentiator and force multiplier. a result achieved only because of the hard work, brilliance and fearlessness of everyone at Ogilvy and our courageous customers around the world. We are full of gratitude and pride for the impact we were able to create together this year, said Liz.
DDB Worldwide maintained second position with six agencies in the top 50 and 7 campaigns in the top 100. VML enters the ranking in third place.
In the case of holding companies, WPP maintained its position at the top with three networks in the top 50, including networks in first and third place, Ogilvy and VML.
“Awards are the byproduct and never the motivation of doing the boldest and most effective work for our clients. Being recognized as the world’s most creative company for the second time in a row is due to the relationships our brilliant agencies have with our brave brand partners and our production co-conspirators,” said Rob Reilly, Global Creative Director at WPP.
For the sixth consecutive year, Burger King leads the ranking of most awarded brands. Despite having only one campaign in the top 100 (Burger Glitch), the chain had 26 campaigns throughout 2023, according to the Warc report.
We are extremely honored to be named the world’s most creative brand by WARC again this year. This recognition is driven by unforgettable creativity, always rooted in cultural and consumer tensions, which provide commercial results and continued strength for the brand. This place of prominence over the past six years is a testament to the work of our passionate franchisees, creative agencies and internal teams, who make up our global Burger King family, said Sabrina Ferretti, vice president of marketing for Burger King International and Pat OToole, director of Burger King marketing in the USA and Canada.
Next comes Corona with 11 campaigns and McDonald’s, which was last classified in 2022, with 25 campaigns in the complete list.
Finally, AB InBev leads the advertisers ranking for the third consecutive year. The owner of the alcoholic beverage brand had seven campaigns in the ranking of the 100 best creative campaigns and four brands in the ranking of the 50 best brands.
“At AB InBev we use creativity to find solutions to consumer problems and drive organic growth. It is an important part of our culture and we are honored to be ranked number one in the WARC Creative 100 for the third year in a row. We also couldn’t be more are proud to have Corona recognized as the beer brand with the best rating on the list”, highlighted Marcel Marcondes, Marketing Director at AB InBev.
Unilever maintains second place with two brands, Dove and Vaseline, ranked in the top 50. Apple, which occupied sixth place in 2023, rose to third place.