Ranked #1: Campaign: Three Words by Publicis Conseil Paris for AXA Agency: LePub Milan | Independent agency: Serviceplan Munich Network: Ogilvy | Independent network: Serviceplan Holding Company: WPP  Brand: Heineken  Advertiser: Unilever  Country: United States 
Creativity across media channels, advocacy through creativity and creative B2B as a differentiator are key themes
10 March 2026 – The WARC Creative 100, the ultimate independent global benchmark of the world’s most awarded campaigns and companies for creativity, is now released.   

Compiled by WARC, the annual Creative 100 Ranking aggregates the results of the most important global and regional creative awards of 2025. The shows tracked are determined in consultation with the WARC Rankings Advisory Board and by a yearly global panel survey. 

Amy Rodgers, Head of Content, WARC Creative, said: “The WARC Creative 100 celebrates the multi-award-winning campaigns and companies that are shaping the future of the marketing industry by using the power of creativity as a driver of differentiation and change. It’s a time to reflect on great work and the creative minds behind the campaigns, and be inspired by these successes.”  

Three themes stand out from this year’s Creative 100: 

  • Creativity across media channels: The top campaigns demonstrate creative innovation across diverse media types. In an industry where sheer choice of channel or platform could threaten to overwhelm, creatives are leaning in and finding new ways to engage and drive emotion within their audiences.  
  • Advocacy through creativity: The most awarded work continues to demonstrate how creativity can be applied to drive change in the world, helping people with visual impairment, the LGBTQ+ community, those with the Herpes virus, and victims of domestic violence. Though not a new trend, this year’s campaigns demonstrate true innovation in the approach to cause messaging. 
  • Creative B2B shines: There are two B2B campaigns in the top 10 of the Creative 100 this year – for Spotify’s Spreadbeats and JCDecaux’s sales boost of outdoor advertising space. A clear indication that creativity is a growing differentiator within B2B marketing. 

#1 Campaign for creativity: ‘Three Words’ by Publicis Conseil Paris for AXA  

The most creatively celebrated campaign of 2025 was ‘Three Words’ for insurance brand AXA by Publicis Conseil Paris. AXA added three words – ‘and domestic violence’ – to its insurance policies in France to give victims access to immediate relocation cover as part of their policy.  

Marco Venturelli, CEO/Chief Creative Officer Publicis Conseil, Global CEO Leo, Chief Creative Officer Publicis France, said: “I believe the reason this idea resonated with so many people is the contrast between its simplicity and its exponential impact. With just three words, we are pivoting millions of home insurance policies to make them more inclusive of a risk that affects women more than fires or floods. It serves as a reminder of the power of creativity. It proves that even the most common product – like a home insurance that hasn’t evolved in centuries – can be reinvented to make a difference.” 

In second place is a B2B campaign – ‘Spreadbeats’ – by FCB New York for Spotify. The music streaming service changed the the perception of its advertising capabilities among media planners by showcasing its video ad potential and ROI superiority. In third, ‘Lap of Legends’, by FCB New York / 160over90 New York, for Michelob Ultra, saw the beer brand partner with Formula 1, creating a real vs. virtual F1 race. 

#1 Agency for creativity: LePub, Milan 

#1 Independent Agency for creativity: Serviceplan, Munich  

Rising up from second place last year, LePub Milan tops the Creative Ranking for the first time with two campaigns for Heineken in the top 100 and numerous other campaigns contributing points.  

Bruno Bertelli, CEO and Chief Creative Offcier, LePub Worldwide, said: “LePub Milan is honoured to be ranked #1 in the WARC Creative 100. This achievement celebrates our visionary clients and extraordinary team, who inspire bold, culturally resonant ideas. At the intersection of creativity, strategy, tech, and insight, we craft work that resonates in people’s lives, builds brands, and delivers measurable impact. This recognition reinforces our commitment to innovation, rigor, and fearless creativity, helping clients move faster, smarter, and with confidence worldwide.” 

Independent agency Serviceplan Munich jumps into second place from seventh last year, and Publicis Conseil Paris, with another strong year, is third.  

Serviceplan Munich also takes the top spot of the independent agencies, followed by Rethink, Toronto and Klick Health, Toronto.  

#1 Network for creativity: Ogilvy 

#1 Independent network for creativity: Serviceplan 

Ogilvy is the most awarded network for the sixth year in a row. The network has fifteen campaigns in the top 100, with seven offices from around the world contributing to its ranking: Ogilvy New York, Singapore, Mumbai, Ogilvy Health New York, DAVID Madrid, New York and Circus Grey Lima.  

Liz Taylor, Global Chief Creative Officer, Ogilvy, said: “Six years at the top of WARC’s Creative 100 is more than a milestone — it’s a testament to how our network shows up. The best work, on the biggest brands, in every market around the world. I am endlessly proud of our teams and our clients who, every day, prove that creativity isn’t just what we do together, it’s the most powerful competitive advantage out there.”  

DDB Worldwide, soon to be retired, is in second place for its work in 2025, followed by VML in third. Leo appeared as a new network this year after its rebrand and merger with Publicis Worldwide. While LePub, formerly in the rankings as part of the Publicis Worldwide network, is now represented as its own network, debuting in 9th place. 

Serviceplan tops the independent networks ranking for a second consecutive year. Rethink and Klick follow. 

Alexander Schill, Global Chief Creative Officer & Partner, Serviceplan Group, said: “I believe that in our competitive, technology-driven industry, creativity remains the true differentiator. That’s why being ranked number one in the WARC Creative 100 again means so much to us – both as an independent network and as an agency. It confirms that our way of working – bringing different disciplines and perspectives together – continues to produce impactful ideas. This recognition belongs to our teams, partners and clients who believe in the power of ÜberCreativity and practice it every day.” 

#1 Holding Company for creativity: WPP 

WPP has maintained its position at the top of the holding company ranking for a fourth consecutive year with three networks in the top 50: Ogilvy and VML ranked first and third respectively, and AKQA in 28th.  

Rob Reilly, Global Chief Creative Officer, WPP, says: “Our continued recognition in the WARC Creative 100 is a testament to WPP’s incredible talent and the hard work of our dedicated teams globally. While awards represent the visible tip of the iceberg, we fundamentally believe in the power of creativity to shape culture and drive profound, sustainable growth for our client partners. This commitment to delivering real-world impact for the world’s most iconic brands is what truly defines our success.”   

Omnicom Group ranked second and Interpublic Group third, for their company performance prior to the merger. 

#1 Brand for creativity: Heineken  

After being a top ten brand for the last four years, and second last year, Heineken has reached the most creative brand for the first time ever. The beer brand has two campaigns in the top 100 and a further 19 campaigns in the full creative 100 database, from 12 different countries across the world, highlighting its global reach. 

Nabil Nasser, Head of Global Heineken® Brand, said: “We are incredibly humbled and proud for Heineken® to be recognised as the #1 Brand Worldwide in the WARC Creative 100 for the first time in our history. WARC Rankings are one of the industry’s most respected benchmarks recognising work that delivers business results and cultural impact. This is further proof that our Legendary Creativity is widely recognised as a key formula for growth. By combining art, science and courage, our teams around the world continue to shape the category, cementing Heineken® as the most preferred beer globally and the #1 leader in global beer sales value.”  

Apple is in second place, and McDonald’s climbs to third. Vaseline is a new entrant to the top 50 this year, driven by its Vaseline Verified and Transition Body Lotion campaigns in Asia. 

#1 Advertiser for creativity: Unilever 

Unilever has reached top advertiser in the Creative 100 for the first time. The FMCG giant is represented by 15 different brands in the full Creative 100 database, with Vaseline and Dove making the top 50 brands, in 9th and 10th respectively. 

Leandro Barreto, Chief Marketing Officer, Unilever and Beauty & Wellbeing, says: “This recognition is a powerful endorsement of the bold, culturally resonant work our teams bring into the world – work that inspires, connects and drives real impact. Creativity is one of our strongest competitive advantages, and when it’s scaled through rigour, discipline and the smart use of technology, it becomes an engine of real business growth. I’m incredibly proud that we are continuing to elevate creative excellence across our brands and excited to see the bar rise even higher from here.”  

Anheuser-Busch InBev drops to second place, and Heineken moves up to third. 

#1 Country for creativity: USA 

The USA retains its first place – a rank it has held since 2006 (when the Creative 100 was the Gunn Report).  

30 of the top 100 campaigns came from the USA, equal to 2025. The UK, in second place, generated 11 of the top 100 campaigns. Brazil moves up one place to claim third.   

The top ten most highly ranked campaigns and companies in the WARC Rankings Creative 100 2026 are: 

The WARC Creative 100 has been compiled by applying a rigorous, unbiased and transparent methodology. 

The WARC Creative 100 Ranking can be viewed in full with the campaigns here. It includes the world’s top 100 awarded campaigns for creativity, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies.  

A WARC podcast with Publicis Conseil Paris and AXA, creators of the #1 campaign ‘Three Words’ will be available from 10 March.   

The case studies and summary report are available to WARC members. 

The WARC Media 100 will be announced on 13 March and the WARC Effective 100 on 18 March.