Compiled by WARC, the international marketing information company, the Creative 100 Ranking is produced by combining the results of the industry’s most important 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.
Burger King’s The Whopper Detour, by FCB New York, is the most creatively celebrated campaign of 2019. 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.
Gabriel Schmitt, Co-Chief Creative Officer, FCB New York, comments in the press release: “We are extremely humbled and honoured by this recognition. ‘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. 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. In third, Nike’s Dream Crazy, a campaign by Wieden+Kennedy Portland, featuring NFL player Colin Kaepernick.
Ranked #1 in the creative agencies ranking is McCann New York. Climbing up from fifth place last year, the crowning 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.
Sean Bryan and Thomas Murphy, co-Chief Creative Officers, McCann New York: “Results like this are not possible without the passion and hard work from everyone across the agency. 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 retains its top position as the most awarded Network for 14thconsecutive year, with eight different agencies ranked in the top 50, all contributing points to their total. DDB Worldwide is in second place and McCann Worldgroup third.
David Lubars, Chief Creative Officer Worldwide & Creative Chairman, BBDO Worldwide: “What makes me most proud of topping the WARC Creative 100 for the second year in a row is that it’s not just one agency or campaign. It’s multiple agencies delivering work for multiple clients across multiple forms and platforms”.
Omnicom Group continues to 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 moves up one place into second position, and WPP drops down to third.
Global fast-food chain Burger King is top creative brand for a second year, with four campaigns ranked in the top 100 for three different markets – Brazil, Spain and USA. Sportswear brand Nike remains in second position and global gaming brand Xbox has jumped to third, up 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 claim pole position as #1 creative advertiser. Nike climbs from fourth to second, and Anheuser-Busch InBev leaps from 17th to third.
USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Brazil follow.
The award shows tracked for the WARC Creative 100 are:
Global:
(1) Cannes Lions International Festival of Creativity, (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
