Staff Reporters
Feb 25, 2019

'Palau Pledge' wins global honours on Warc Creative 100 list

In the list formerly known as the Gunn Report, three APAC campaigns are among the 10 most-awarded pieces of work in 2018, and three ANZ shops rank among the top 10 agencies.

'Palau Pledge' wins global honours on Warc Creative 100 list

'Palau Pledge' is the world's most celebrated creative campaign of 2018 by a significant margin, according to the just-released Warc Creative 100, formerly known as the Gunn Report.

'Project Revoice', by BWM Sydney for The ALS Association, landed at No. 3 among the most-awarded campaigns, and 'No Conditions Apply - Sindoor Khela', for The Times of India by FCB Ulka Mumbai, appears at No. 9.

'Palau Pledge' propelled Host/Havas Sydney to No. 6 on the list of 'best creative agencies'. Also representing Asia Pacific on that list are Colenso BBDO Auckland (8) and BWM Dentsu Sydney (9).

Nine BBDO shops appear among the top 100 agencies, and three of those are in the top 10, contributing to BBDO Worldwide's 13th straight capture of the 'best creative agency network' crown.

Burger King is the top brand for the first time, pushing Nike to second. Pedigree placed third, but parent company Mars was named the most creative advertiser on the back of campaigns for Pedigree, Skittles and Snickers.

Australia landed at No. 3 on the country table, with India (7) and Japan (10) also ranking in the top 10.

Tables of the top 10 for each category follow: 

Top 10 world's most creatively awarded campaigns

Rank Campaign title Brand Agency Points
1 Palau Pledge Palau Legacy Project Host/Havas Sydney 250.3
2 #Bloodnormal Bodyform/Libresse AMV BBDO London 199.5
3 Project Revoice The ALS Association BWM Dentsu Sydney 189.5
4 Exclusive the Rainbow case study Skittles DDB Chicago 175.6
5 It's a Tide Ad Tide Saatchi & Saatchi New York 154.8
6 Scary Clown Night Burger King LOLA MullenLowe Madrid 154.4
7 The Gene Project Marmite adam&eveDDB London 139.1
8 The Talk Procter & Gamble BBDO New York 133.1
9 No Conditions Apply - Sindoor Khela The Times of India FCB Ulka Mumbai 128.9
10 Go With The Fake Diesel Publicis New York / Publicis Milan 125.9


Top 10 world's best creative agencies

Rank Agency Location Points
1 BBDO New York 403.2
2 AMV BBDO London 295.9
3 adam&eveDDB London 291.0
4 LOLA MullenLowe Madrid 280.3
5 McCann New York 258.6
6 Host/Havas Sydney 204.9
7 McCann London 193.6
8 Colenso BBDO Auckland 190.9
9 BWM Dentsu Sydney 189.5
10 Saatchi & Saatchi New York 185.5


Top 10 world's best creative agency networks

Rank Network Points
1 BBDO Worldwide 1700.5
2 DDB Worldwide 1028.7
3 McCann Worldgroup 1027.9
4 Ogilvy 991.0
5 TBWA Worldwide 590.8
6 MullenLowe Group 452.5
7 Dentsu Aegis Network 392.0
8 VMLY&R 365.5
9 FCB 337.2
10 Grey Group 336.0


Top 10 world's best creative holding companies

Rank Holding company Points
1 Omnicom Group 3494.1
2 WPP 2206.1
3 Interpublic Group 2009.7
4 Publicis Groupe 832.9
5 Dentsu 468.6
6 Havas Group 314.4
7 Hakuhodo DY Group 214.9
8 Accenture 126.6
9 MDC Partners 83.5
10 BlueFocus 82.2


Top 10 world's best creative brands

Rank Brand Product Category Points
1 Burger King Retail 391.6
2 Nike Clothing & Accessories 208.2
3 Pedigree Household & Domestic 200.1
4 Palau Legacy Project Non-profit, public sector & education 200.0
5 Bodyform/Libresse Toiletries & Cosmetics 199.5
6 IKEA Retail 198.7
7 The ALS Association Non-profit, public sector & education 189.5
8 Diesel Clothing & Accessories 177.7
9 Skittles Food 177.6
10 McDonald's Retail 170.9


Top 10 world's best creative advertisers

Rank Advertiser Location Points
1 Mars USA 478.2
2 Restaurant Brands International USA 391.6
3 Procter & Gamble USA 306.9
4 Nike USA 232.3
5 Samsung South Korea 218.4
6 Volkswagen Group Germany 218.2
7 Unilever Netherlands 213.0
8 Essity Sweden 204.0
9 Palau Legacy Project Australia 200.0
10 IKEA Sweden 198.7


Top 10 world's most creative countries

Rank Country Points
1 USA 2988.6
2 United Kingdom 1241.8
3 Australia 971.7
4 Brazil 698.4
5 Spain 687.6
6 Germany 633.5
7 India 405.3
8 France 380.8
9 South Africa 336.9
10 Japan 320.1

Warc made the following observations about the results:

  • Driving behavioural change through participation: This year's top 100 sees purpose-driven campaigns still playing a leading role. However, by introducing an element of participation, Palau Pledge was able to do more than just raise awareness - it changed behaviour. The ALS Association, Burger King and Marmite also used a 'participation' approach.
  • Burger King's pop culture focus pays dividends: Three highly ranked campaigns for this year's top creative brand Burger King—'Scary Clown Night' (#6), 'Google Home of the Whopper' (#24), 'Loving "It"' (#34)—meet Burger King's stated strategy to become part of pop culture.

"The Warc Creative 100 delivers an unbiased and transparent global benchmark for the industry, shining a light on the best creative and inspirational ideas from around the world and the companies behind them," David Tiltman, head of content at Warc, said in a release. "We congratulate all those who have made it into these rankings."

The Warc Creative 100 is compiled by analysing the results of the most important global and regional creative awards shows, as determined by the industry following a worldwide survey and consultation. The creative awards taken into account are:

  • Global: Cannes Lions, Clio Awards, D&AD, London International Awards (LIA), The One Show.
  • Regional: Adfest, Dubai Lynx, El Ojo de Iberoamérica, El Sol, Eurobest, Golden Drum, Loeries, Spikes Asia.

The full rankings, which include the world's top 100 creatively awarded campaigns, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies, are available to view on A sample report is available. 

Warc will announce The Warc Effectiveness 100 rankings on 4 March and the Warc Media 100 on 11 March.


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