WARC Creative 100 is the most important independent global benchmark of the most awarded campaigns and companies in the world of creativity.
WARC Creative helps companies implement effective creative marketing. The annual Creative 100 ranking includes the results of the most significant global and regional creative awards from 2024. The festivals whose awards are tracked were selected in consultation with the WARC Rankings Advisory Board and an annual global survey panel.
At the very top of the Creative 100 are:
- Campaign: WoMen’s Football – Marcel Paris for Orange
- Agency: Publicis Conseil Paris | Independent Agency: Rethink Toronto
- Network: Ogilvy | Independent Network: Serviceplan
- Holding Company: WPP
- Brand: Apple
- Advertiser: Anheuser-Busch InBev
- Country: United States
Using sports for connection, addressing inclusivity challenges, and leveraging the power of online communities are key themes driving the creative success of many campaigns.
Anna Hamill, Senior Editor of WARC Creative, stated:
“WARC Creative 100 is the annual global ranking of the most creative, award-winning campaigns and companies. It serves as a global benchmark for the industry, an opportunity to reflect on and be inspired by the best work, gain insights into industry leaders, and understand how creativity drives differentiation and change.”
Three key themes emerging from this year’s Creative 100:
- Using sports for connection: Among the top ten campaigns, five focused on sports, including campaigns for Orange, Coors Light, and Xbox. Sports can be a powerful tool for increasing brand awareness and engagement through events with a broad audience, especially in a fragmented media market where mass reach is increasingly difficult.
- Addressing inclusivity challenges: Emotional storytelling and proactive solutions from brands like Mastercard, Renault, and Michelob ULTRA highlight a strong direction for DEI (Diversity, Equity, and Inclusion), going beyond mere representation in advertising.
The power of online communities: Engaging people in their digital spaces with clear calls to action demonstrates the strength of specific communities for brands such as NHS, DoorDash, and Calvin Klein.
