The Lost Class_Leo Burnett Chicago_graphics

Warc 100 Rankings 2023: The lost Class, the most creative campaign worldwide and India climbs from 23rd to 7th among the most awarded countries

Publicis Milan leads the ranking of the most awarded agencies in 2022, but Spain surpasses Italy in the list of the most creative countries placed in the 9th spot with 971.3 score, more than 100 points above Italy (863 ,9).

Ogilvy leads the ranking of the most awarded agency networks and WPP the list of the most awarded advertising holdings.
Burger King and AB InBev stand out respectively at the head of the most awarded brands and advertisers for the creativity of their advertising. Among the countries, the US occupies the leading position.

The Lost Class_Leo Burnett_02
The Lost Class. © Leo Burnett Chicago/Hungry Man Los Angeles/Change The Ref.

The most awarded campaign in 2022 is The Lost Class, the campaign by Leo Burnett Chicago and Hungry Man Los Angeles for Change The Ref. Aimed at raising awareness among advocates for the freedom to keep and bear firearms on the consequences and risks of current weapons proliferation in the United States, the central idea of the campaign is celebrating a ceremony for the 3,044 high school students in the United States who did not graduate in 2021 because they lost their lives due to shootings and gun violence in the country.
The Lost Class had already been recognised as the most awarded campaign in the ranking of The One Show 2022 published by The One Club for Creativity in May 2022.

Piñatex by L&C New York for Dole Sunshine Company/Ananas Anam

Amy Rodgers, Director of WARC Creative, draws the following conclusions from this year’s creative rankings, specially from the list of the most awarded campaigns: “Across the top 10 campaigns there is a strong theme of promoting societal concerns through creativity. From women’s issues such as Data Tienda which drew attention to women gaining access to credit and financial services, and The Bread Exam supporting women’s health, while Beyond the Surface and Reverse Selfie both centred on body image. Other societal issues covered included The Lost Class on U.S. gun violence, Piñatex on environmentalism and The Elections Edition on political corruption.”

Top ten world’s most awarded campaigns for creativity

Top ten worlds most awarded campaigns for creativity_2022
© Warc

Britt Nolan, President & Chief Creative Officer, Leo Burnett Chicago, said on the Lost Class Campaign that topsthe Warc 100 ranking for creativity: “The Lost Class was an incredibly brave idea and I’m very proud of Leo Burnett for having the courage to produce it. But we have a long way to go to change the way America thinks about gun laws. I can only hope this recognition inspires someone else to do something even better and even more effective.”

The Unfiltered History Tour
The Unfiltered History Tour by Dentsu Creative Bangalore for Vice World News

In second place is The Unfiltered History Tour for VICE World News by Dentsu Creative Bangalore, featuring a secret tour of the British Museum’s stolen artefacts via Augmented Reality. In third, Piñatex for Dole Sunshine Company/Ananas Anam by L&C New York, to promote a vegan, cruelty-free and sustainable alternative leather made from pineapple leaves.

Top ten world’s most awarded agencies for creativity

Publicis Milan tops the table for the second year in a row with four campaigns for Heineken and one for Bottega Veneta placed in the top 100 campaigns.
Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide, said: “What makes me, and all of us, most proud and deeply honoured to be ranked #1 most creative agency in the world for the second year in a row is one great team delivering work for multiple clients across many forms and platforms, striving to put brands at the centre of culturally relevant conversations and leave a mark.

Top ten worlds most awarded agencies for creativity_2022
© Warc

“Topping the WARC Creative 100 represents a recognition speaking to the borderless creativity that testifies how Publicis Milan’s commitment and constant endeavour expand in terms of relevance, and what’s possible when creative thinking extends across resources, geographies, and cultures to become a shared mission.”

Area 23, New York, jumped from 32nd last year to claim second place with four campaigns in the top 100 for a variety of brands covering different product categories. BETC Paris is in third place with three campaigns in the top 50.

Top ten world’s most awarded networks for creativity

Ogilvy was the most awarded network for the third year in a row, with 40 different agencies contributing to its total including five agencies in the top 50. Furthermore, it was responsible for ten of the top 100 campaigns.

Top ten worlds most awarded networks for creativity_2022
© Warc

Liz Taylor, Global Chief Creative Officer, Ogilvy, said: “It fills us with immense pride to see Ogilvy named the most creative network in the world by WARC for the third consecutive year. Our teams earned this recognition by doing work that had an impact on our clients’ brands and businesses, but also for impacting policies that have helped create a more equitable and just world. Our sincerest thanks to every person who works at Ogilvy for their passion and ingenuity, and to our brave clients for their partnership, trust, and shared belief that creativity is the ultimate differentiator.”

DDB Worldwide moves up one place to claim 2nd position with four agencies in the top 50 and seven campaigns in the top 100. FCB, is in third, up from 6th also with four agencies and nine campaigns ranked.

Top ten world’s most awarded holding companies for creativity

Up from second position last year, WPP returned to the top of the holding company table with seven networks in the top 50 and two networks in the top 10: Ogilvy and VMLY&R.

Top ten worlds most awarded holding companies for creativity_2022
© Warc

Rob Reilly, Chief Creative Officer, WPP, said: “I believe that creativity is the world’s most valuable asset and when we apply it to a massive problem or opportunity, it can drive business and change culture. This ranking reflects the brilliant work our agencies have produced this year with our brave clients and talented production partners.”

Top ten world’s most awarded brands for creativity

Top ten worlds most awarded brands for creativity_2022
© Warc

For the fifth year in a row, Burger King tops the brand table. It has four campaigns ranked in the top 100 by three different agencies; the joint highest of any brand alongside Heineken, in second place, which also had four campaigns ranked. Google climbs up from 31st last year to claim third place.

Top ten world’s most awarded advertisers for creativity

After topping the advertiser table for the first time last year, Anheuser-Busch InBev remains in 1st position. The brewing giant has three brands in the top 50: Corona, Michelob Ultra and Budweiser and four campaigns in the top 100.

Top ten worlds most awarded advertisers for creativity_2022
© Warc

Marcel Marcondes, Global Chief Marketing Officer, AB InBev, said: “We are very excited to see ABI ranked number one for the second year in a row. We use creativity and innovation to solve consumer problems that drive organic growth for our company.”

Unilever and Restaurant Brands International swap places this year with the multinational consumer goods company moving up to second place and the fast food company moving down to third place.

Top ten world’s most awarded countries for creativity

Top ten worlds most awarded countries for creativity_2022
© Warc

The top five ranking countries remain the same as last year, with the US and UK maintaining their positions for the past nine years. India is the most improved country, climbing from 23rd to seventh.

Image over the headline.- The Lost Class. © Leo Burnett Chicago/Hungry Man Los Angeles/Change The Ref.

Related Eastwind Marketing links:

David Madrid, entre las 10 agencias más premiadas del mundo, y The Lost Class la campaña más galardonada según el ranking WARC 100 2022

Related external links:

Access all Warc 100 rankings for creativity

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