Mumbai: WARC has unveiled the WARC Creative 100 Rankings 2026, the independent global benchmark recognising the most awarded campaigns and companies for creativity across the marketing industry.
Compiled annually by WARC, the ranking aggregates results from major global and regional creative awards held during 2025. The awards tracked are determined in consultation with the WARC Rankings Advisory Board and a global panel survey conducted each year.
According to the rankings, the most awarded campaign for creativity is ‘Three Words’, created by Publicis Conseil Paris for insurance brand AXA. The campaign added three words — “and domestic violence” — to AXA’s home insurance policies in France, enabling victims of domestic abuse to access immediate relocation cover.
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.”
Key trends shaping creativity
Three key themes emerged from this year’s rankings. Campaigns increasingly showcased creativity across multiple media channels, reflecting the industry’s ability to engage audiences through diverse platforms. Advocacy-driven campaigns continued to highlight how creative work can drive social change, addressing issues such as visual impairment, LGBTQ+ inclusion, herpes awareness and domestic violence. The rankings also underscored the growing role of creativity in B2B marketing, with two B2B campaigns featuring in the top 10.
Top campaign for creativity
The campaign ‘Three Words’ by Publicis Conseil for AXA emerged as the most awarded campaign globally.
Marco Venturelli, CEO and Chief Creative Officer of Publicis Conseil and Global CEO of Leo, 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 ‘Spreadbeats’, a B2B campaign created by FCB New York for Spotify, designed to showcase the platform’s advertising capabilities and return on investment. Third place went to ‘Lap of Legends’, created by FCB New York and 160over90 for Michelob Ultra, which blended real and virtual racing through a partnership with Formula 1.
Agency and network rankings
LePub Milan topped the ranking as the #1 creative agency globally, climbing from second place last year. The agency secured points from multiple campaigns, including work for Heineken.
Bruno Bertelli, CEO and Chief Creative Officer of 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.”
Serviceplan Munich ranked as the #1 independent agency, while Ogilvy retained its position as the top creative network globally for the sixth consecutive year, with 15 campaigns in the top 100.
Liz Taylor, Global Chief Creative Officer at 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.”
Among independent networks, Serviceplan Group secured the top spot for the second consecutive year.
Alexander Schill, Global Chief Creative Officer and Partner at 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.”
Holding company, brand and advertiser rankings
WPP retained the #1 position among holding companies for the fourth consecutive year, with three networks — Ogilvy, VML and AKQA — appearing in the top 50.
Rob Reilly, Global Chief Creative Officer at 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.”
Among brands, Heineken was ranked #1 for creativity for the first time, after several years in the top ten.
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.”
Unilever secured the top position among advertisers for the first time, with multiple brands contributing to its ranking.
Leandro Barreto, Chief Marketing Officer, Unilever and Beauty & Wellbeing, said, “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.”
Country rankings
The United States retained its position as the #1 country for creativity, a ranking it has held since 2006, with 30 campaigns featured in the top 100. The United Kingdom ranked second, followed by Brazil in third place.
WARC said the WARC Media 100 ranking will be released on 13 March, followed by the WARC Effective 100 on 18 March.
