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The Big Won: discover the best countries for creativity in 2018

The US and the UK have been named the top countries for creativity in The Big Won

The United States, United Kingdom and Germany were the top countries for commercial creativity in 2018, according to The Big Won rankings.

These nations' creative agencies collected the most awards in the world's major advertising competitions – including D&AD, Cannes Lions, the Clios, The Drum Awards and more – according to the annual Big Won study, which aggregates awards results to create the rankings.

The US takes the top spot for the second-year running while the UK has climbed three places on 2017.

Throughout this week we have been revealing which agencies, creatives, campaigns and networks won the most awards in 2018.

The research examined 3,607 pieces of work created by 1,721 agencies, 647 chief creative officers, 841 executive creative directors and 2,543 creative directors.

Below, you'll find the 20 most-awarded countries in The Big Won rankings.

Top countries for creativity

RankCountry
1United States
2United Kingdom
3Germany
4Australia
5Canada
6Japan
7France
8Brazil
9Thailand
10South Africa
11India
12New Zealand
13United Arab Emirates
14Sweden
15Spain
16Hong Kong
17China
18Malaysia
19Italy
20Denmark

You can view the rest of of the results of The Big Won here.