The Cannes Lions International Festival of Creativity has released its annual Global Creativity Report, providing in-depth analysis and rankings from the 2018 awards.
The rankings, which are verified by PwC dissect the awards across Lions, brands, geography and individuals, providing an overarching insight into the industry’s performance and evolvement.
“It is a definitive set of rankings that capture the global creative communication zeitgeist,” said Simon Cook, VP creative excellence, Cannes Lions. “It not only gives a temperature check on the industry but serves as an invaluable benchmarking tool for anyone wishing to accelerate their creative capability in order to drive business performance. The report represents a moment in time. An opportunity to take stock and celebrate – but it’s also about the future; a resource that empowers an increasingly diverse, global community to collectively raise their creative bar.”
The report shows that one of the most changed rankings is the Top 20 Independent Agencies, where Jung von Matt Hamburg, who failed to rank in the Top 20 last year, knocked Droga5 New York off the top spot. Wieden+Kennedy London returned in 3rd place after being absent since 2015, while Mother London ranked at 5th after a two-year absence.
There were an impressive nine newcomers in the Top 20 which included JohnXHannes New York, N=5 Amsterdam, Cummins&Partners Sydney, BBC Creative London, 23 Stories x Condé Nast New York, Eleven San Francisco, King James Group Cape Town, DUDE Milan, and History Will Be Kind Sydney.
“We saw huge engagement from brands this year as they continue to recognize the value of creativity in driving their business and brand reputation,” said Philip Thomas, chairman, Cannes Lions. “It’s been interesting to see the shifts in the Top 20 Clients as a result of this, including AB InBev ranking in the top 20 for the first time, McDonald’s climbing up the table to 6th which is their highest held rank to date, and Volvo returning after a one year absence. As clients continue to invest in creativity and drive it through their brand, this is an unfinished story which will shift and evolve over the coming years.”
Mars retained its place as the most awarded client, while Apple Inc. had their strongest year, seeing their first ever placement in the Top 20 Clients, ranking in third with 25 Lions and two Grands Prix, and taking the top spot in the Consumer Electronics rankings.
“Apple for decades was known as somebody who makes magical products,” said said Rob Reilly Brand Experience & Activation Lions jury president and global creative chairman for McCann Worldgroup. “Now I feel they’re making magical experiences, and important experiences”.
A condensed version of the Global Creativity Report, containing the Top 5 rankings for 2018 and the Top 3 rankings for the previous three years, is now available to download here. The full version, which includes the Top 20 rankings for 2018 and the previous five years, as well as an expanded view on performance by geography and region, is available as part of a subscription to Cannes Lions’ new digital resource, The Work.