The WARC Creative 100, the definitive global benchmark recognizing the most awarded campaigns and companies for creativity, has been released. Compiled by WARC Creative, the annual ranking highlights the standout creative work from 2024, as determined by the most prestigious global and regional creative awards.
Key Themes of 2024’s Creative Success: Three major themes emerged from this year’s rankings
The Power of Sport to Connect: Five of the top ten campaigns focused on sports, including work for Orange, Coors Light, and Xbox. Sports campaigns proved to be a powerful tool for boosting brand awareness and engagement in a fragmented media landscape.
Solving Inclusivity Issues: Brands like Mastercard, Renault, and Michelob ULTRA tackled diversity, equity, and inclusion (DEI) through emotive storytelling and proactive problem-solving, moving beyond mere representation in advertising.
Harnessing Online Communities: Campaigns for brands such as the NHS, DoorDash, and Calvin Klein demonstrated the effectiveness of engaging specific online communities with targeted calls to action.
#1 Campaign: ‘WoMen’s Football’ by Marcel Paris for Orange
Topping the list is ‘WoMen’s Football,’ a campaign by Marcel Paris for French telecommunications giant Orange. The innovative use of video effects showcased the excitement of women’s football, drawing over 15 million views and earning shares from the French Minister of Sports and World Cup-winning athletes.
Pascal Nessim, Gaëtan Du Peloux, and Youri Guerassimov of Marcel Paris said: “Being ranked No. 1 by WARC is like winning the World Cup of advertising. It’s a testament to the energy, passion, and commitment of our team to deliver work of the highest standard.”
Other Top Campaigns:
Second Place: ‘Coors Lights Out’ by Rethink Toronto for Coors Light, featuring baseball star Shohei Ohtani.
Third Place: ‘Michael CeraVe’ by Ogilvy New York for skincare brand CeraVe, which garnered nine billion views ahead of Super Bowl LVIII.
Top Agencies and Networks:
#1 Agency: Publicis Conseil, Paris, climbed from 25th to 1st in three years, driven by work for Renault, Orange, and the Solar Impulse Foundation.
#1 Independent Agency: Rethink Toronto, ranked fifth overall, secured the top independent spot for the second consecutive year.
#1 Network: Ogilvy claimed the top network position for the fifth year in a row, with 12 campaigns in the top 100.
#1 Independent Network: Serviceplan led the independent networks category, with its Munich office ranking seventh overall.
WPP retained its position as the leading holding company for the third consecutive year, with Ogilvy and VML securing the top two network spots.
Top Brand and Advertiser:
#1 Brand: Apple rose to the top spot, with campaigns like ‘Fuzzy Feelings’ and ‘Shot on iPhone - Little Garlic’ ranking in the top 100.
#1 Advertiser: Anheuser-Busch InBev (AB InBev) maintained its lead for the fourth year, with four brands in the top 50.
Top Country:
The USA retained its position as the most awarded country for creativity, with 30 campaigns in the top 100. The UK and France followed in second and third place, respectively.
Methodology:
The WARC Creative 100 is compiled using a rigorous, unbiased methodology, tracking results from the most important global and regional creative awards.
The full WARC Creative 100 rankings, including case studies, are available to WARC Creative members. A podcast featuring Marcel Paris and Orange will be released on 11 March, and a live webinar, ‘The Winning Formula,’ will take place on 2 April.
The WARC Media 100 and WARC Effective 100 will be announced on 18 March and 25 March, respectively.
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