WPP has topped the WARC Creative 100 for the fourth year running.
The embattled holdco’s agency Ogilvy was named the Network of the Year for the sixth consecutive year, alongside VML ranking third amongst the top 50 networks. AKQA also featured prominently, placing amongst the top 30 networks worldwide.
Meanwhile, Publicis’ LePub Milan was named the top agency in the world and ‘Three Words’ by Publicis Conseil Paris for Axa was named campaign of the year. Serviceplan Munich finished second overall and topped the indie agency list.
Omnicom placed second in the most creative holdcos list. Its now-dead brand DDB was named the second-most creative network in the world. Heineken was named the most creative brand, beating Apple and McDonald’s, while Unilever was the most creative advertiser overall.
The US and UK were named the top two countries for creativity. Australia finished sixth, sandwiched by India and Brazil. New Zealand couldn’t crack the top 10.
Rob Reilly, global CCO, WPP, said: “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.”
Bruno Bertelli, CEO and CCO, 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.”
Liz Taylor, global CCO, 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.”
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.”
