The WARC Creative 100 is an independent global index of creative excellence in advertising and the successor to the Gunn Report. The rankings feature the most awarded campaigns, agencies, networks, holding companies, brands, advertisers and countries, based on an analysis of the results of the most important global and regional creative awards shows in the world in 2018, as determined by the advertising industry.
Palau Pledge by Host/Havas Sydney was the most creatively celebrated campaign of 2018. This saw the Palau Legacy Project, a sustainable tourism body, create a visa policy for the Pacific island of Palau that required visitors, before entering the country, to sign a pledge stamped in their passport that they would protect the environment during their stay.
Seamus Higgins, Executive Creative Director, Host/Havas Sydney, said: “The fact that such a human solution, created with the absolute dedication and passion to improve the world that our children will inherit has been ranked the number one campaign in the world, says something really good about what our industry values and has the power to achieve.”
Ranked second is #Bloodnormal by AMV BBDO London for feminine hygiene brand Bodyform/Libresse. The campaign centred around an online video to break taboos by showing period blood in a positive light.
In third place, Project Revoice by BWM Dentsu, Sydney, for The ALS Association, a non-profit organisation tackling motor neurone disease, developed innovative technology which enabled ALS patients to speak again.
BBDO agencies had an impressive performance around the world with nine agencies ranked in the top 100, three of which are in the top 10. BBDO Worldwide heads the networks table for an impressive 13th consecutive year – 12 under Gunn Report and now under WARC Creative 100 – with 22 different offices contributing to their total. DDB Worldwide is in second place and McCann Worldgroup third.
“What makes me most proud of topping the WARC Creative 100,” said David Lubars, Chief Creative Officer, BBDO Worldwide, “is that it’s not just one agency or campaign. It’s multiple agencies delivering work for multiple clients across multiple forms and platforms.”
Among brands, global fast-food chain Burger King tops the creative rankings, followed by Nike and then Pedigree.
“At Burger King we believe creativity can be a competitive advantage,” said Global Chief Marketing Officer Fernando Machado.
“Doing things differently, standing out, and becoming part of pop culture definitely help strengthen our brand and our business. Our marketing teams and agency partners are honoured to receive this recognition from WARC.”
Sourced from WARC