The World Advertising Research Center (WARC) has released the results of its Creative 100 featuring the most awarded campaigns and companies in the world.
WARC Creative 100 stands as the ultimate independent global benchmark celebrating marketing’s creative excellence, and is produced by combining the results of the industry’s most important global and regional creative award shows of 2022.
Here below the top positions for every creative excellence category:
#1 Campaign for creativity
The Lost Class for Change The Ref by Leo Burnett Chicago — The most creatively celebrated campaign of 2022 is ‘The Lost Class’ for Change The Ref created by Leo Burnett Chicago to raise awareness about mass shootings. A ceremony was held for the 3,044 high school students in the US who didn’t graduate in 2021 due to tragically losing their lives to gun violence.
#1 Agency for creativity
Publicis Milan — Publicis Milan tops the table for the second year in a row with four campaigns for Heineken and one for Bottega Veneta placed in the top 100 campaigns.
#1 Network for creativity
Ogilvy — Ogilvy was the most awarded network for the third year in a row, with 40 different agencies contributing to its total including five agencies in the top 50. Furthermore, it was responsible for ten of the top 100 campaigns.
#1 Holding Company for creativity
WPP — Up from second position last year, WPP returned to the top of the holding company table with seven networks in the top 50 and two networks in the top 10: Ogilvy and VMLY&R.
#1 Brand for creativity
Burger King — For the fifth year in a row, Burger King tops the brand table. It has four campaigns ranked in the top 100 by three different agencies; the joint highest of any brand alongside Heineken, in second place, which also had four campaigns ranked.
#1 Advertiser for creativity
AB InBev — After topping the advertiser table for the first time last year, Anheuser-Busch InBev remains in 1st position. The brewing giant has three brands in the top 50: Corona, Michelob Ultra and Budweiser and four campaigns in the top 100.
#1 Country for creativity
USA — The top five ranking countries remain the same as last year, with the US and UK maintaining their positions for the past nine years. India is the most improved country, climbing from 23rd to seventh.
Across the top 10 campaigns there is a strong theme of promoting societal concerns through creativity. From women’s issues such as Data Tienda which drew attention to women gaining access to credit and financial services, and The Bread Exam supporting women’s health, while Beyond the Surface and Reverse Selfie both centred on body image. Other societal issues covered included The Lost Class on U.S. gun violence, Piñatex on environmentalism and The Elections Edition on political corruption.
Amy Rodgers, Head of WARC Creative
The WARC Creative 100 Ranking can be viewed in full here.
Featured image: Warc Creative 100
