Staff Reporters
Mar 3, 2020

Asia-Pacific fares poorly in Warc Creative 100

A single APAC campaign appears in the global top 10, while only Australia and Japan make the list of most awarded countries in the ranking formerly known as the Gunn Report.

'Safety Hub' for NRMA by CHE Proximity Melbourne
'Safety Hub' for NRMA by CHE Proximity Melbourne

Only one campaign from Asia-Pacific made it onto the list of the globe's most awarded campaigns in the just-released WARC Rankings Creative 100 (formerly the Gunn Report), and only Australia (4) and Japan (10) appear on the list of most awarded countries.

The Creative 100 is based on performance in a number of global and regional award shows throughout 2019. 

CHE Proximity Melbourne's 'Safety Hub', for NRMA Insurance, is the sole APAC campaign to crack the list of the world's 10 most awarded campaigns, appearing at No. 10. Topping that list: Burger King's 'The Whopper Detour', by FCB New York, which used geofencing to offer Whoppers for US$0.01 and tripled mobile sales. 'Viva La Vulva', a visually punny campaign for Bodyform/Libresse by AMV BBDO London, appears in second place, and third place goes to Nike's 'Dream Crazy', by Wieden+Kennedy Portland.

BBDO Worldwide is the most awarded network for the 14th consecutive year, with eight different agencies ranked in the top 50. Omnicom Group tops the holding company table.

Here's a complete list of the top 10 in each category. Longer lists are available via Warc.

Top 10 world's most awarded campaigns for creativity

Rank Campaign title Brand Agency Points
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

Rank
Agency
Location
Points
1
McCann
New York, USA
376.6
2
Droga5
New York, USA
375.8
3
Wieden+Kennedy
Portland, USA
297.4
4
AMV BBDO
London, UK
234.6
5
Impact BBDO
Dubai, United Arab Emirates
222.5
6
adam&eveDDB
London, UK
221.2
7
Publicis
Milan, Italy
211.3
8
FCB
New York, USA
200.0
9
Africa
São Paulo, Brazil
196.3
10
McCann
London, UK
181.0

  Top 10 world's most awarded networks for creativity*

Rank
Network
Points
1
BBDO Worldwide
1316.5
2
DDB Worldwide
1113.5
3
McCann Worldgroup
1068.4
4
TBWA Worldwide
853.8
5
Ogilvy
707.1
6
FCB
637.8
7
Wieden+Kennedy
457.5
8
Droga5
429.5
9
Publicis Worldwide
418.9
10
VMLY&R
405.3

  Top 10 world's most awarded holding companies for creativity

Rank
Holding company
Points
1
Omnicom Group
3367.1
2
Interpublic Group
2067.5
3
WPP
1964.8
4
Publicis Groupe
833.8
5
Accenture
512.3
6
Dentsu
483.1
7
Havas Group
225
8
MDC Partners
198.2
9
Hakuhodo DY Group
160.8
10
BlueFocus
10.6

  Top 10 world's most awarded brands for creativity

Rank Brand
Product Category
Points
1 Burger King
Retail
490.7
2 Nike
Clothing & Accessories
338.1
3 Xbox
Technology & Electronics
257.8
4 IKEA
Retail
211.1
5 Bodyform/Libresse
Toiletries & Cosmetics
200.0
6 The New York Times
Media & Publishing
198.8
7 Apple
Technology & Electronics
198.0
8 Volkswagen
Automotive
179.7
9 Diesel
Clothing & Accessories
146.3
10 KFC
Retail
146.2

  Top 10 world's most awarded advertisers for creativity

Rank Advertiser
Location
Points
1 Restaurant Brands International
Canada
504.4
2 Nike
USA
338.1
3 Anheuser-Busch InBev
Belgium
281.7
4 Microsoft
USA
266.6
5 Mars
USA
224.8
6 The New York Times Company
USA
212.6
7 Volkswagen Group
Germany
212.3
8 IKEA
Sweden
211.1
9 Procter & Gamble
USA
207.0
10 Essity
Sweden
200.0

  Top 10 world's most awarded countries for creativity

Rank Country Points
1 USA 3499.0
2 United Kingdom 1072.0
3 Brazil 863.6
4 Australia 506.8
5 France 433.1
6 Spain 424.5
7 South Africa 422.7
8 Germany 355.8
9 Argentina 320.6
10 Japan 312.5

The award shows tracked for the WARC Creative 100 are:

Global:

  • (1) Cannes Lions
  • (2=) D&AD
  • (2=) The One Show
  • (4) Clio Awards
  • (5) London International Awards (LIA)

Regional:

  • APAC: Spikes Asia, Adfest
  • Europe: Eurobest, Golden Drum
  • Middle East & Africa: Dubai Lynx, Loeries
  • Latam: El Ojo de Iberoamérica

The WARC Media 100 will be announced on 10 March and WARC Effective 100 on 17 March.

* Warc issued a correction for the network table after we first published this article; McCann and DDB switched places and their point totals changed. The corrected table is now shown.

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