On March 11, 2025, the World Advertising Research Center (WARC) unveiled its highly anticipated Creative 100 Rankings, celebrating the most innovative campaigns and agencies from the past year. The ranking is determined by the impact of campaigns and agencies through various prestigious global and regional creative awards achieved during 2024.
Anna Hamill, Senior Editor of WARC Creative, emphasized the significance of this annual list which recognizes creativity across the advertising spectrum. "The WARC Creative 100 rankings are not only a global benchmark for evaluating the quality of campaigns within the industry, but they also serve as inspiration for brands and marketing professionals to aspire toward excellence and innovative storytelling."
This year’s rankings revealed several interesting trends shaping the advertising industry. First, sports have emerged as key engagement triggers between brands and consumers. Of the top ten campaigns, five focused on sports themes, including notable efforts from Orange, Coors Light, and Xbox. These campaigns demonstrate how sports not only build brand identity but also significantly increase consumer interaction and participation, especially as media markets continue to fragment.
Another highlight was the focus on inclusivity, with brands addressing social issues through emotional narratives and proactive problem-solving. Campaigns by Mastercard, Renault, and Michelob ULTRA illustrated impressive diversity, equity, and inclusion (DEI) strategies, transcending mere representation to genuinely reflect contemporary societal values.
Finally, the power of online communities has become increasingly important, with brands like NHS, DoorDash, and Calvin Klein effectively leveraging online engagement strategies. These campaigns showcased the brands’ ability to translate community connection and action calls, exemplifying the strength of niche digital communities.
The most acclaimed creative campaign of 2024 was the 'WoMen’s Football' initiative, executed by Marcel Paris for the French telecommunications giant Orange. This groundbreaking campaign utilized innovative visual effects to convey the excitement of women’s football, effectively bringing attention to the sport. The advertisement garnered over 15 million views and received widespread circulation online, including endorsements from the French Minister of Sports and World Cup champion players.
Following closely was the 'Coors Lights Out' campaign by Rethink Toronto for Coors Light, starring baseball superstar Shohei Ohtani, and the 'Michael CeraVe' campaign from Ogilvy New York for CeraVe skincare, which reached 9 billion views before the Super Bowl LVIII.
Publicis Conseil Paris was named the most creative agency of the year, marking their ascent from 25th position just three years ago. This remarkable achievement is credited to their successful campaigns for iconic brands such as Renault, Orange, and the Solar Impulse Foundation. Marco Venturelli, Global Creative Director/CEO of Leo and Creative Director at Publicis Conseil, expressed pride stating, "After being named Agency of the Year at the Cannes Lions last June, we are incredibly proud to maintain first place on the WARC Creative 100, precisely when we are preparing to celebrate our 100th anniversary. This reflects our creative ambition with longstanding clients as well as our commitment to pursuing groundbreaking ideas."
Le Pub from Milan climbed to the second place, reflecting its growth by two positions from the previous year, whereas VML New York soared to third place, jumping from 22nd to 3rd spot within just one year. Among independent agencies, Rethink Toronto led the way, securing the top ranking and 5th overall, largely due to having three campaigns feature within the Top 100.
Ogilvy has solidified its status as the top creative agency network for the fifth consecutive year, supported by contributions from offices around the globe: Ogilvy London, New York, Mumbai, and Toronto, among others. Liz Taylor, Global Creative Director of Ogilvy, remarked, "Five years running at the top of Creative 100 is strong evidence of our commitment to creativity worldwide. We extend our gratitude to bold clients who trust the power of creativity to drive, connect, and raise their brands to new heights."
VML surged to second place, boasting five agencies within the Top 50, and Publicis Worldwide nudged up to third, with five agencies also represented within the rankings.
For independent agency networks, Serviceplan held its number one position, with its Munich office securing the seventh overall spot. Alex Schill, Global Creative Director and Partner at Serviceplan Group, conveyed pride stating, "Being recognized as the top independent agency system within the WARC Creative 100 highlights ÜberCreativity. This achievement substantiates the idea of innovation thriving when collaborative efforts meet independence, and we are proud to be among the industry’s leading creative forces."
WPP has once again held its ground as the leading creative group, for the third consecutive year, with three of its networks—including Ogilvy (#1), VML (#2), and AKQA (#11)—being included within the Top 50. Rob Reilly, Global Creative Director of WPP, said, "Leading the WARC Creative 100 for three years reflects persistent creativity and dedication among teams across the globe. Ogilvy remaining at the helm as Agency of the Year along with VML's strong performance affirms our superior creative strength."
Apple secured its position as the most creative brand of 2025, rising dramatically from the 18th position noted since 2022. Apple’s successful global campaigns, especially the standout initiatives 'Fuzzy Feelings' and 'Shot on iPhone – Little Garlic', significantly contributed to this rise within the ranks. Tor Myhren, Apple's Vice President of Marketing Communications, stated, "It is truly honored to have Apple recognized at the top of the WARC Creative 100 rankings. Apple has always believed in the power of creativity. We position our products at the core of marketing campaigns and tell compelling stories surrounding them."
Heineken took the second spot, climbing from fifth last year, followed by Heinz securing third place. Brands such as Renault, Mastercard, and Netflix also noted significant improvements within their rankings this year. Notably, Coca-Cola, absent from the top tier since 2022, made its return to the Top 10 this year.
On the national level, the United States continues to assert its dominance as the most creative country in the world, retaining the title since 2006. This year, thirty campaigns from the U.S. featured within the Top 100—a sharp increase from the 21 campaigns recognized the year prior. The UK ranks second, with France following as the third most creative country. Argentina continues its steady upward trend, rising from 18th position two years ago to 7th this year.
For detailed rankings, viewers can check the complete WARC Creative 100 List published by WARC.
Reported by Phuong Quyen / Brands Vietnam