LePub Milan and Serviceplan lead agency and network lists

WARC has released the 2026 edition of the Creative 100, its global ranking of the most awarded campaigns and companies for creativity based on results from major international and regional awards held during 2025.

Compiled annually by WARC, the ranking aggregates results from leading creative competitions tracked in consultation with the WARC Rankings Advisory Board and a global industry panel. This year’s list highlights work that demonstrates creativity across multiple media channels, advocacy-driven storytelling and the growing role of creativity in B2B marketing.

Themes shaping the most awarded creative work

Amy Rodgers, Head of Content, WARC Creative: "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 in the 2026 ranking. Campaigns increasingly integrate ideas across multiple media channels, using a variety of formats and platforms to build emotional engagement with audiences.

Another theme is advocacy-led creativity. Several of the most awarded campaigns address social issues, including visual impairment, the LGBTQ+ community, people living with the herpes virus and victims of domestic violence.

The ranking also highlights the role of creativity in B2B marketing. Two B2B campaigns appear in the top ten, including Spotify’s Spreadbeats and JCDecaux’s campaign focused on driving demand for outdoor advertising.

AXA campaign ranks as most awarded creative work

The campaign ranked number one in the Creative 100 is Three Words by Publicis Conseil Paris for AXA. The work added the phrase and domestic violence to AXA home insurance policies in France, enabling victims to access immediate relocation support as part of their coverage.

Marco Venturelli, CEO and Chief Creative Officer Publicis Conseil, Global CEO Leo, Chief Creative Officer Publicis France: "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 by FCB New York for Spotify, a campaign designed to reposition Spotify’s advertising capabilities among media planners by highlighting the platform’s video advertising potential and return on investment. Third place goes to Lap of Legends by FCB New York and 160over90 New York for Michelob Ultra, which combined real and virtual Formula 1 racing.

Agency and network rankings

LePub Milan ranks as the most awarded agency for creativity in the 2026 Creative 100, moving up from second place in the previous year. Independent agency Serviceplan Munich rises from seventh to second place, while Publicis Conseil Paris ranks third.

Bruno Bertelli, CEO and Chief Creative Officer LePub Worldwide: "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 also ranks first among independent agencies, followed by Rethink Toronto and Klick Health Toronto.

Among agency networks, Ogilvy holds the top position for the sixth consecutive year. The network has fifteen campaigns in the top 100, with offices including Ogilvy New York, Singapore, Mumbai, Ogilvy Health New York, DAVID Madrid, New York and Circus Grey Lima contributing to the ranking.

Liz Taylor, Global Chief Creative Officer Ogilvy: "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 ranks second, followed by VML in third place. Leo appears as a network in the ranking following its merger with Publicis Worldwide, while LePub debuts as an independent network in ninth place.

Serviceplan leads the independent network ranking for a second consecutive year, followed by Rethink and Klick.

Alexander Schill, Global Chief Creative Officer and Partner Serviceplan Group: "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 companies, brands and advertisers

WPP remains the most awarded holding company for creativity for the fourth consecutive year. Three of its networks appear in the top 50: Ogilvy in first place, VML in third and AKQA in 28th.

Rob Reilly, Global Chief Creative Officer WPP: "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 ranks second, followed by Interpublic Group based on their performance before the announced merger.

Heineken ranks as the most creative brand for the first time. The brand appears with two campaigns in the top 100 and a further 19 campaigns across the full Creative 100 database spanning 12 countries.

Nabil Nasser, Head of Global Heineken® Brand: "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 ranks second and McDonald’s third among brands.

Unilever tops the advertiser ranking for the first time, with fifteen brands appearing in the Creative 100 database. Vaseline and Dove both rank among the top 50 brands.

Leandro Barreto, Chief Marketing Officer Unilever and Beauty and Wellbeing: "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."

Countries leading global creativity

The United States remains the leading country for creativity in the ranking, a position it has held since 2006 when the Creative 100 was published as the Gunn Report.

Thirty of the top 100 campaigns originate from the United States, matching the previous year’s total. The United Kingdom ranks second with eleven campaigns in the top 100, while Brazil moves up to third place.

The full Creative 100 includes the top 100 campaigns and top 50 agencies, networks, brands, advertisers, holding companies and countries based on aggregated award performance.