WARC releases its Creative 100 Rankings for 2025

By Amos Oladele

WARC, the global authority on marketing effectiveness has released its Creative 100 Rankings for 2025. The rankings detail the most awarded campaigns; agencies; networks; brands; companies; advertisers; and countries for creativity.

According to the organisation, which prides itself as “The ultimate independent global benchmark for marketing celebrating creative excellence”, the Rankings were compiled by combining the results of the most important global and regional awards shows as determined by the industry.

Occupying the top position in the WARC Rankings for creative excellence are: #1 campaign: WoMen’s Football by Marcel Paris for Orange; #1 Agency: Publicis Conseil Paris; #1 Independent agency: Rethink Toronto; #1 Network: Ogilvy; #1 Independent network: Serviceplan;

#1 Holding Company: WPP; #1 Brand: Apple; #1 Advertiser: Anheuser-Busch InBev; and #1 Country: United States.

Compiled by WARC Creative, helping companies deliver creative marketing that works, the annual Creative 100 Ranking brings together the results of the most important global and regional creative awards of 2024. The shows tracked are determined in consultation with the WARC Rankings Advisory Board and by a yearly global panel survey.

Commenting on the Rankings, Anna Hamill, Senior Editor, WARC Creative, said: “The WARC Creative 100 are annual worldwide league tables of the most creatively awarded campaigns and companies. They are a global benchmark for the industry to reflect on and a showcase to be inspired by the best of the best work produced, who’s leading the industry, and how creativity is a driver of differentiation and change”.

WARC also disclosed that its WARC Media 100 will be announced on 18 March and the WARC Effective 100 on 25 March.

Some of those ranked No. 1 across the categories speak:

Pascal Nessim, CEO, Gaëtan Du Peloux, CEO and Chief Creative Officer, and Youri Guerassimov, CEO and Chief Creative Officer, of Marcel Paris, said: “Having a campaign ranked No. 1 in 2024 by WARC is something you can never truly prepare for, even as competitors, we’ve always secretly dreamed of it. And when you realize your campaign has just won the World Cup of advertising, one thought comes to mind: Damn, we did it!

“Then, you reflect on everything it took to get here: the energy, the passion, the laughter, the late nights, the blood, the sweat, the tears, and the setbacks. But most of all, the unwavering commitment to crafting every piece of work to the highest standard.”

Marco Venturelli, Global Chief Creative Officer/CEO Leo and Chief Creative Officer, Publicis Conseil, said: “After being named Agency of the Year at Cannes Lions in June, we are proud to be the #1 agency in the WARC Creative 100 as we approach our 100th anniversary. This is a testament to our creative ambition with legacy clients and our commitment to progressive work. Congrats to all our talents and clients!”

Mike Dubrick, Partner, Chief Creative Officer, Rethink Toronto, said: “We’re thrilled for the agency, its people, and our amazing partners and our clients. We tell each and every one of them that our goal is to unlock the best work of their careers. So, it’s amazing to be able to validate that by sitting atop the WARC report for the second year in a row. This list is a culmination of the best, and hardest to win shows out there – so to be able to lead this list with so many other amazing agencies is something we are grateful for and something we don’t take lightly.”

Liz Taylor, Global Chief Creative Officer, Ogilvy, said: “Five years, half a decade, on top of the Creative 100. What a powerful testament to the extraordinary talent we have around the world. And to our brave clients who believe in creativity as a force multiplier for their businesses – its power to disrupt, to connect, and propel their brands to new heights.”

Alex Schill, Global Chief Creative Officer & Partner, Serviceplan Group, said: “Being ranked the #1 independent network in the WARC Creative 100 is a testament to ÜberCreativity. This achievement proves that innovation thrives in collaboration and independence—where there’s freedom to explore, and challenge boundaries. We are beyond proud to be among the industry’s most creative forces, and this recognition only fuels our commitment to create ideas that truly make an impact.”

Rob Reilly, Global Chief Creative Officer, WPP, says: “Topping the WARC Creative 100 for the third year running is a testament to the relentless creativity and dedication of our teams worldwide. Seeing Ogilvy named Network of the Year again, with VML securing the second spot, is a powerful demonstration of our creative strength. Thank you to our incredibly talented agency teams and, most importantly, to our brave clients who trust us to bring their visions to life. We couldn’t do it without them. It’s humbling and inspiring

Tor Myhren, VP Marketing Communications, Apple, said: “It’s an honor to be at the top of the WARC Creative 100 because Apple is a company that has always believed in the power of creativity. We put the product at the center of our marketing and try to tell compelling stories around it.”

Marcel Marcondes, Chief Marketing Officer, AB InBev, said: “It’s an honor for AB InBev to again be ranked the #1 Advertiser in the WARC Creative 100. This recognition reflects how we use creativity to solve business and consumer problems to drive growth. Our purpose as a company is to create a future with more cheers so we will continue using creativity as a way to connect our brands to moments of celebration around the world.”

The release by WARC on the subject details the top ten awardees in each of the above categories. The Top Ten tables are presented below: