The WARC Rankings Creative 100, an independent benchmark for “marketing celebrating excellence in creativity,” has released its ranking of the most awarded campaigns, agencies, and brands in the world.
The Creative 100 Ranking is produced by combining the results of the industry’s most prominent global and regional creative award shows tracked throughout 2019. The awards tracked are determined by the WARC Rankings Advisory Board and a worldwide industry survey.
The Whopper Detour takes top spot
Burger King’s The Whopper Detour, by FCB New York, ranked as the most creatively celebrated campaign of 2019 according to Warc. Designed to increase Burger King app users, the campaign involved the geofencing of rival McDonald’s restaurants with customers having to be in the vicinity of a McDonald’s store to unlock a Whopper-for-one-cent promotion.
Mobile sales tripled during the promotion and the chain saw the highest number of store visits in four years. Burger King estimated the campaign earned it a 37-1 return on investment.
‘The Whopper Detour’ was a unique idea because it not only broke through from a creative standpoint, it also drove significant business results, solving a real business problem through creativity,” said Gabriel Schmitt, Co-Chief Creative Officer, FCB New York. “The most successful campaigns should grow brands and their bottom line, and we are happy to see ‘The Whopper Detour’ being recognized for doing just that.”
In second place is lip-sync music video Viva La Vulva, a campaign for feminine hygiene brand Bodyform/Libresse by AMV BBDO London.
Third place was awarded to Nike’s Dream Crazy, a provocative campaign by Wieden+Kennedy Portland, featuring NFL player Colin Kaepernick.
McCann New York ranked top creative agency
Ranked #1 in the creative agencies ranking is McCann New York. Climbing up from fifth place last year. The agency has five campaigns in the Creative 100 for Verizon, Xbox, two for March For Our Lives and one co-created for Donate Life.
Droga5 New York follows closely behind, with two campaigns in the top 20, and in third place is Wieden+Kennedy Portland with three campaigns in the top 100.
“Results like this are not possible without the passion and hard work from everyone across the agency,” said Sean Bryan and Thomas Murphy, co-Chief Creative Officers, McCann New York. “And our creative effectiveness comes directly from brave clients who have entrusted us to represent their brands and businesses in a meaningful and impactful way in the world.”
BBDO Worldwide most awarded network
BBDO Worldwide retains its top position as the most awarded Network for the 14th consecutive year, with eight of its agencies ranked in the top 50, all contributing points to their total. McCann Worldgroup came in second place, while DDB Worldwide third.
Omnicom Group lead the Holding Companies ranking with BBDO Worldwide, DDB Worldwide, TBWA Worldwide, Grupo ABC, DAS Group and Tribal Worldwide contributing to their points. Interpublic Group moved up one place into the second position, and WPP drops down to third.
Burger King creative brand of the year
Global fast-food chain Burger King ranked as the top creative brand for a second year, with four campaigns ranked in the top 100 from three different markets – Brazil, Spain, and USA. Sportswear brand Nike held on to its second position and gaming brand Xbox jumped to third from 11th last year.
Restaurant Brands International, parent company of Burger King, Popeyes and Tim Hortons, which held second place last year, has moved up to the top spot as creative advertiser. Nike moved from fourth to second, while Anheuser-Busch InBev rose dramatically from 17th to third.
“The way we collaborate is the key to our success,” said Fernando Machado – Global Chief Marketing Officer, Restaurant Brands International, which runs Burger King. “We have great ideas coming from everywhere: US, UK, Sweden, France, Spain, Brazil, Mexico, India – really everywhere. And that is a testament to the quality of our people and the mindset we have as a company. It’s also incredibly rewarding to see Restaurant Brands International rise to the top. The teams on Popeyes and Tim Horton’s are also contributing for RBI to be a creative powerhouse”.
The United States once again retains its place as the most creatively awarded country in the world by far, followed by the United Kingdom and Brazil.
“This year’s top 10 sees the theme of accessibility playing a leading role,” said David Tiltman, VP Content, WARC. “Xbox’s Changing the Game, Huawei’s Storysign, and IKEA’s ThisAbles, all used creativity to improve accessibility for disabled people.
“Activism also comes through strongly: Viva la Vulva forBodyform/Libresse drives the issue of body positivity and challenges a universal taboo, and Nike’s Dream Crazy was one of the most successful activism campaigns of the year.”
Top 10 world’s most awarded campaigns
|1||The Whopper Detour||Burger King||FCB New York||271.9|
|2||Viva La Vulva||Bodyform/Libresse||AMV BBDO London||227.7|
|3||Dream Crazy||Nike||Wieden+Kennedy Portland||223.3|
|4||The Truth Is Worth It||The New York Times||Droga5 New York||198.8|
|5||Changing the Game||Xbox||McCann New York||159.4|
|6||Broadway the Rainbow||Skittles||DDB Chicago||114.1|
|7||StorySign||Huawei||FCB Inferno London||107.4|
|8||Keeping Fortnite Fresh||Wendy’s||VMLY&R Kansas City||100.3|
|9||ThisAbles||IKEA||McCann Tel Aviv||100|
|10||Safety Hub||NRMA Insurance||CHE Proximity Melbourne||87.7|
Top 10 world’s most awarded agencies for creativity
|1||McCann||New York, USA||376.6|
|2||Droga5||New York, USA||375.8|
|4||AMV BBDO||London, UK||234.6|
|5||Impact BBDO||Dubai, United Arab Emirates||222.5|
|8||FCB||New York, USA||200.0|
|9||Africa||São Paulo, Brazil||196.3|
Top 10 world’s most awarded networks for creativity
Top 10 world’s most awarded holding companies for creativity
|9||Hakuhodo DY Group||160.8|
Top 10 world’s most awarded brands for creativity
|2||Nike||Clothing & Accessories||338.1|
|3||Xbox||Technology & Electronics||257.8|
|5||Bodyform/Libresse||Toiletries & Cosmetics||200.0|
|6||The New York Times||Media & Publishing||198.8|
|7||Apple||Technology & Electronics||198.0|
|9||Diesel||Clothing & Accessories||146.3|
Top 10 world’s most awarded advertisers for creativity
|1||Restaurant Brands International||Canada||504.4|
|6||The New York Times Company||USA||212.6|
|9||Procter & Gamble||USA||207.0|
Top 10 world’s most awarded countries for creativity
The award shows tracked for the WARC Creative 100 are:
(1) Cannes Lions International Festival of Creativity
(2=) The One Show
(4) Clio Awards
(5) London International Awards (LIA)
– APAC: Spikes Asia, Adfest
– Europe: Eurobest, Golden Drum
– Middle East & Africa: Dubai Lynx, Loeries
– Latam: El Ojo de Iberoamérica