© Copyright WARC 2025. All rights reserved.

Creative 100: Summary report

The shows 3

Themes from the Creative 100 4

The WARC Creative 100 is an annual ranking of
the world’s most awarded campaigns and Top campaigns for creativity 5

companies for creativity. It forms part of the About the top campaigns 6
WARC Rankings, and sits alongside two further Top creative agencies 9
rankings, for effectiveness and media.
Top agency networks for creativity 11

Reflecting the work that was awarded in creative shows Top independent networks for creativity 13

in 2024, this report summarises the key themes across Top agency holding companies 14
the 100 most awarded campaigns, with summaries of the Top brands for creativity 15
top five campaigns.
Top advertisers for creativity 17

Top countries for creativity 19

It also provides the top 10 most awarded campaigns,
brands, advertisers, agencies, networks and holding Methodology 20
companies, with insight into what led to their top ranks. Contact WARC 22

Information Classification: General

© Copyright WARC 2025. All rights reserved. 2
Creative 100: Summary report

Each year, the rankings are Global:

based on the results of award • Cannes Lions
shows that took place in the • D&AD
previous calendar year. • The One Show
• Clio Awards
• London International Awards
Select award shows are tracked for
each of our rankings. These shows are
reviewed ahead of the rankings
Regional:
publication, through a global industry APAC
survey and consultation with our • Spikes Asia
• Adfest
rankings advisory board.
Europe
Following the annual review, the list of • Eurobest
shows remains the same for the 2025 • Golden Drum
rankings. The show list for 2026 is
under review. Middle East & Africa
• Dubai Lynx
• Loeries
You can read an outline of the
methodology for the rankings on page
LATAM
19, and an in-depth explanation of the
• El Ojo de Iberoamérica
Creative 100 methodology is available
here.

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Creative 100: Summary report

The world’s most creative campaigns

Using sport to Solving inclusivity The power of online

connect issues community

The top 10 campaigns include five Tackling inclusivity problems was a strong Meeting people in their own online spaces
campaigns focused on sport. Orange theme this year. Mastercard helped with calls to action indicates the power of
promoted WoMen’s Football, Coors Light Ukrainians displaced by war. Renault specific communities for brands. For
made light of the fact that their stadium worked to ensure jobless rural residents example, the NHS used real life stories on
sign broke, and Xbox found ‘everyday could obtain a car to get to interviews. social media to promote blood and organ
tacticians’ among the e-sports And Michelob ULTRA used technology to donations. DoorDash gamified its Super
community. Sports can be a very powerful help a blind broadcaster present a sports Bowl ad, creating a viral moment in real
way of increasing both brand awareness event. The use of emotive stories and time to boost uptake with NFL fans.
and brand participation through large proactive problem-solving by brands Likewise, targeted use of Facebook and
audience events, especially in a underlines a compelling direction for DEI, gaming communities provided ready-
fragmented media market where mass beyond simply representation in made audiences for Calvin Klein and Xbox.
reach is more difficult. advertising.

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 Creative 100: Summary report

Top 10 campaigns in the 2025 WARC Creative 100

Rank Campaign title Brand Agencies Product category Location Points

1 WoMen’s Football Orange Marcel Paris Telecoms & Utilities France 678.1

2 Coors Lights Out Coors Light Rethink Canada Alcoholic Drinks US 364.9

3 Michael CeraVe CeraVe Ogilvy New York Toiletries & Cosmetics US 325.7

4 Play It Safe Sydney Opera House The Monkeys Sydney Leisure & Entertainment Australia 280.8

5 DoorDash-All-The-Ads DoorDash Wieden+Kennedy Portland Retail US 280.3

McCann Warsaw/New
6 Where To Settle Mastercard Financial Services Poland 252.4
York/London/Bucharest

7 We Are Ayenda WhatsApp Modern Arts Los Angeles Media & Publishing US 244.3

Non-profit; public sector &

8 Waiting to Live NHS Blood and Transplant VML London UK 244
education

=9 Cars to Work Renault Publicis Conseil Paris Automotive France 233.6

=9 The Everyday Tactician Xbox McCann London Technology & Electronics UK 233.6
View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report | Top five campaigns

#1 campaign Creative 100

View the creative

Agency: Orange France used video effects in an innovative Takeaways

Marcel Paris Results
and striking way to show that women’s football is • According to the agency, the • Taking negative attitudes and
Advertiser: just as exciting as men’s football. flipping the script can be very
Orange ad was viewed over 15
million times, generated 50 powerful, as is tapping into
Market: The aim of the campaign was to challenge the two- national pride.
France articles and was mentioned
thirds of male football fans who held negative attitudes during prime-time TV news. • Using large-scale sporting events
towards women's football by highlighting the technical
as a cultural moment can help
prowess of female players. Marcel Paris went through • It was also shared on social achieve maximum reach.
hundreds of hours of game footage to get perfect media by the French Minister
content and then used deepfake digital mastery to of Sports and World Cup- • AI isn’t always the answer. Human
completely transform the footage, creating talkability winning athletes. insight and creativity was required
and renewed interest in the women’s game. to get the best out of the video
effects technology.
© Copyright WARC 2025. All rights reserved. 6
Creative 100: Summary report | Top five campaigns

#2 #3

Baseball superstar Shohei Ohtani CeraVe, the skincare brand,

broke a Coors Light ad with a foul developed a humour-led
ball, leaving a black square of campaign ahead of Super Bowl
dead pixels on the stadium ad. LVIII, earning nine billion views
Rather than fix the screen, fans before the game’s actual airing.
were given the chance to The prank saw actor Michael Cera
View the creative View the creative
remember the moment with a pretend to have started CeraVe,
special edition can celebrating the Agency: including signing bottles of Agency:
broken ad. The black square was Rethink Canada product and staging fake Ogilvy New York

also added to other Coors Light Advertiser: paparazzi pics. The second part Advertiser:
Molson Coors L'Oréal
placements, including during a live saw dermatologists dispel the
game. Market: “rumours”, culminating in a Super Market:
Canada US
Bowl ad.
Results
All Coors Light was sold online within 24 Results
hours of the campaign going live. The 450 influencers helped to turn the
broken ad panel was sold online for over campaign viral, with over 14.5 billion
$7,000. earned impressions online.

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Creative 100: Summary report | Top five campaigns

#4 #5

This tongue in cheek ad featured

iconic Australian Tim Minchin DoorDash wanted to show that
celebrating the 50-year they can now deliver anything, not
anniversary of Sydney Opera just restaurant delivery. They took
House. Tim sings about playing it all the products advertised during
safe, and sitting inside a box, whilst the Super Bowl and sent them all
View the creative View the creative
simultaneously presenting the to one lucky winner! Everything
diversity of views, people, and from 4 cars to 60lbs of Mayo.
creativity. Sydney Opera House,
Agency: Agency:
standing out for 50 years. The Monkeys Sydney Results Wieden+Kennedy
11.9 billion earned impressions, 8 Portland
Advertiser:
Sydney Opera House Trust million+ competition entries, Advertiser:
Results DoorDash
Market: nearly 300 million earned social
The music video reached 1.8 billion Australia impressions, and 117 million Market:
US
people and received 662 unique viewers.
pieces of media coverage.

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Creative 100: Summary report

Top agencies for creativity

Top 10 agencies in the 2025 WARC Creative 100
2025 2024 Rank
Agency Location Points
Rank if in top 50
1 4 Publicis Conseil Paris, France 1006.1

2 6 Le Pub Milan, Italy 759.7

Over the last three years, Publicis Conseil
Paris has gradually increased their ranking, 3 22 VML New York, US 710.8

from 25th to 1st place this year. Their work 4 9 DAVID Madrid, Spain 693.1
with Renault, Orange, and Solar Impulse
5 2 Rethink Toronto, Canada 670.3
Foundation helped to steer them to the top
position this year. 6 13 McCann New York, US 581.3

7 10 Serviceplan Munich, Germany 580.7

Seven of the top ten have all consistently
improved their ranking over the last few 8 43 McCann Warsaw, Poland 471.8
years, to reach this top 10 list. 9 *New TBWA\Media Arts Lab Los Angeles, US 436.2

10 5 Ogilvy London, UK 427.9

TBWA\Media Arts Lab Los Angeles is a new
entry to the top 10. View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Publicis Conseil Paris, ranking over time

2021 – 2025

1
4
Publicis Conseil Paris has increased their
rank over the last few years. In 2023, they
15
were in 25th place; in 2024, they moved into
4th place, and this year, they have topped the
25
rankings.

Their work with Renault on the Cars to Work

and Plug-Inn campaigns has helped them to
achieve their top position ranking this year.

64
WARC Creative subscribers can view
and download charts for agencies, 2021 2022 2023 2024 2025
networks, brands and advertisers via our
Interactive Rankings dashboard here.
Source: WARC Interactive Rankings, WARC Creative

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Creative 100: Summary report

Top networks for creativity

Top 10 networks in the 2025 WARC Creative 100
2025 2024 Rank
Network Holdco Points
Rank if in top 50
1 1 Ogilvy WPP 3872

2 3 VML WPP 2800.5

Ogilvy was the most awarded network for the
fifth year in a row. The network had twelve 3 7 Publicis Worldwide Publicis Groupe 2496.8

campaigns in the top 100 campaigns. 4 4 McCann Worldgroup Interpublic Group 2278.5

5 2 DDB Worldwide Omnicom Group 2191.9

VML achieved eight campaigns in the top
100 this year. 6 5 BBDO Worldwide Omnicom Group 1920

7 8 FCB Interpublic Group 1624.2

The rest of the top 10 networks all retained
top 10 spots this year. 8 6 Havas Creative Group Havas Group 1160.7

9 10 TBWA Worldwide Omnicom Group 1154.1

10 9 Leo Burnett Publicis Groupe 1096

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Ogilvy, ranking over time

2018 – 2025

1 1 1 1 1
This chart shows the rank of the Ogilvy
network in the Creative 100 over time from
2018 – 2025.

After a low of 5th in 2020, the network 3

climbed to 1st in 2021 and has retained that
rank ever since.
4

WARC Creative subscribers can view

and download charts for agencies, 2018 2019 2020 2021 2022 2023 2024 2025
networks, brands and advertisers via our
Interactive Rankings dashboard here.
Source: WARC Interactive Rankings, WARC Creative

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Creative 100: Summary report

Top independent networks for creativity

Top 10 independent networks in the 2025 WARC Creative 100
2025 2024 Rank
Network Points
Rank if in top 50
The independent networks category is now in
1 4 Serviceplan 693.1
its second year.
2 3 GUT 655.4
This year, Serviceplan tops the ranking with 3 5 DJE Holdings 476
three campaigns in the Top 100 campaigns.
4 2 Cheil Worldwide 475.3

by The Network appears in the top 10 5 1 Wieden+Kennedy 438.1

independent networks for the first time.
6 10 Klick 338.3

Jung von Matt has gone from 27th place to 7 27 Jung von Matt 328.5
7th place in one year.
8 8 Innocean Worldwide 243.9

9 *New by The Network 231.9

10 17 Monks 209.6

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Top holding companies for creativity

Top 10 networks in the 2025 WARC Creative 100
2025
2024 Rank Holdco Points
Rank
1 1 WPP 7440.6

2 2 Omnicom Group 5340.3

WPP maintained its position at the top of the
holding company ranking with three networks 3 3 Interpublic Group 5091.3
in the top 50, including 1st and 2nd ranked 4 4 Publicis Groupe 4004.4
networks Ogilvy and VML.
5 5 Havas Group 1286.8

Ranks 1 to 5 all remain the same as the 2024 6 7 Dentsu 1135.9

and 2023 rankings, with nothing significantly
7 6 Accenture 654.4
changing.
8 8 Hakuhodo DY Group 488.4
Dentsu has taken a significant step forward 9 9 Stagwell 226.7
this year, overtaking Accenture and coming
up quickly on Havas Group. 10 *New BlueFocus 24.6

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Top brands for creativity

Top 10 brands in the 2025 WARC Creative 100
Apple has gradually climbed the rankings 2025 2024 Rank
Brand Advertiser Points
over the last few years, going from 18th in Rank if in top 50
2022 to 1st place this year. Apple campaigns
1 6 Apple Apple 798.6
from across the world featured in many of
the major award shows, showing how strong 2 5 Heineken Heineken 765.5

the Apple brand is internationally. 3 4 Heinz Kraft Heinz Company 667.5

4 3 McDonald’s McDonald’s 551.7

Renault, Mastercard, and Netflix have
significantly improved their brand position 5 15 Renault Renault 515.5
versus last year.
6 *New Coca-Cola The Coca-Cola Company 478.5

Coca-Cola entered the top 10 brands for the 7 12 Mastercard Mastercard 467.6
first time. 8 7 Dove Unilever 386.8

9 35 Netflix Netflix 372.6

10 10 Michelob ULTRA Anheuser-Busch InBev 358.9

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Apple, brand ranking over time

2019 – 2025

1
Apple entered the rankings in 2019 and has
been a consistent top performer. This is their
first time in the top position, with a steady 6
increase over the last four years. 7
9
Apple campaigns from around the world
contributed to the overall ranking position,
including various Shot on iPhone campaigns,
and Fuzzy Feelings.
17
18 18

WARC Creative subscribers can view

and download charts for agencies, 2019 2020 2021 2022 2023 2024 2025
networks, brands and advertisers via our
Interactive Rankings dashboard here.
Source: WARC Interactive Rankings, WARC Creative

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Creative 100: Summary report

Top advertisers for creativity

Top 10 advertisers in the 2025 WARC Creative 100
2025 2024 Rank
Advertiser Points
Rank if in top 50
1 1 Anheuser-Busch InBev 1583

2 2 Unilever 1367
For the fourth year running, AB InBev tops
the advertiser ranking. 3 5 Kraft Heinz Company 886

4 3 Apple 816.6
However, Unilever is the closest it has ever
5 7 Heineken 787.9
been to AB InBev.
6 8 Samsung 562.3
The Coca-Cola Company has entered the
7 6 McDonald’s 556.9
advertiser rankings this year, and Renault and
Microsoft have moved into the top 10. 8 *New The Coca-Cola Company 541.2

9 16 Renault 515.5

10 46 Microsoft 478.3

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

Top two brand ranking over time

2021 – 2025

Points Ratio (AB InBev / Unilever)

2.77

The chart shows the ratio of points awarded to

2.19
AB InBev compared to Unilever over time.
While AB InBev has consistently outperformed
1.69 1.77
Unilever, the ratio has steadily decreased in
recent years.
1.16
However, in the last year the gap has
significantly reduced. Could 2026 be the year
where these advertisers switch places?

WARC Creative subscribers can view

and download charts for agencies, 2021 2022 2023 2024 2025
networks, brands and advertisers via our
Interactive Rankings dashboard here. Source: WARC Interactive Rankings, WARC Creative

© Copyright WARC 2025. All rights reserved. 18

Creative 100: Summary report

Top countries for creativity

Top 10 countries in the 2025 WARC Creative 100
2025 2024 Rank
Country Points
Rank if in top 50
1 1 US 9146

2 3 UK 2737.5
The USA retains its 1st place – a rank it has
held since 2006 (when the Creative 100 was 3 2 France 2271.4

the Gunn Report). Last year France overtook 4 5 Brazil 2205.2

UK; this year the UK is back into 2nd place.
5 7 Germany 1430.1

30 of the top 100 campaigns came from the 6 6 Australia 1063.5

USA, up from 21 campaigns last year. The UK
7 10 Argentina 1045
generated 11 of the top 100 campaigns.
8 11 Spain 1032
Argentina has consistently improved over the 9 8 India 959.4
last few years, rising from 18th in 2021 to 7th
this year. 10 4 Canada 860.6

View the full rankings on WARC

View the full rankings on WARC

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Creative 100: Summary report

The three-step methodology we use to 2. Assign the points

compile the WARC Rankings for creativity, Points are assigned to the campaigns and
media and effectiveness is: companies behind them, determined by the
level of the award: Grand Prix (10), Gold (6),
1. Select the right shows and weight them Silver (4), Bronze (2).
WARC Rankings are the ultimate benchmark To determine the most prestigious and
for marketing. They celebrate excellence in rigorous shows, we annually survey industry 3. Calculate the scores
creativity, media and effectiveness. executives and consult with the C-suite Campaigns, agencies and brands, which are
across advertising and media agencies, and credited in the published winners lists,
In an industry that sometimes struggles to brands. accumulate points using: award points x
defend its place in the C-suite, the Rankings weighting. For example, a Grand Prix winner in
offer an opportunity for marketers to reflect on Shows are then weighted between 1 and 5 an integrated category at a show rated 5 will
the best campaigns in the business and to based on a number of factors, including: score 50 points.
review the impact their own work has on their a) The relative standing of the show from
brands. the results of our research. Caps apply to the accumulation of these

b) The level of competition. For example, a points in order to level the playing field across
The benchmarks and insights garnered from the different-sized shows. Please see the
global show will tend to be weighted
the WARC Rankings are at the core of our individual ranking methodologies for details of
higher than a regional show, and an
brand promise: to bring confidence to these caps.
‘integrated’ category will be weighted
marketing decisions through evidence-based
higher than a niche category.
insight and inspiration.

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Creative 100: Summary report

Creativity with impact series WARC research 2024 WARC Rankings

▪ Creativity with impact: Use of ▪ The Health of Creativity: How often is ▪ WARC Creative 100: Summary of
partnerships in the WARC Rankings creativity also effective? results 2024
2024
▪ Creative Effectiveness Lions: Insights ▪ WARC Media 100: Summary of results
▪ Creativity with impact: Sustainability from the 2024 winners 2024
and supply chains in the WARC
Rankings 2024 ▪ Building belief: What it takes to instill a ▪ WARC Effective 100: Summary of
culture of creative effectiveness results 2024
▪ Creativity with impact: Putting
product at the heart of campaigns ▪ The Multiplier Effect: A CMO's guide to ▪ The Effective 100 2024: The data
brand building in the performance era behind the winning campaigns
▪ Creativity with impact: Long-term
thinking for sustained success

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Creative 100: Summary report

Anna Hamill Tomi Adenuga

Senior Editor, WARC Content Executive
Creative (acting) WARC Creative

London Singapore New York

2nd Floor 230 Victoria Street 605 3rd Avenue
81-87 High Holborn #04-6, Bugis Junction 22nd Floor
London WC1V 6DF Towers New York, NY 10158
enquiries@warc.com Singapore, 188024 United States
asiapacific@warc.com americas@warc.com

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