World Creative Rankings Agencies

Can Ogilvy, WPP & AB InBev retain top spots in largest-ever World Creative Rankings?


By Richard Draycott, Associate Editor

February 23, 2024 | 4 min read

The annual ranking of the world’s most awarded creatives, companies and campaigns will soon be revealed as we share the results of the most extensive World Creative Rankings.

The Drum's World Creative Rankings

Coming soon: The World Creative Rankings 2024

The Drum’s annual World Creative Rankings – the most extensive global creative rankings – benchmarks the most awarded people, companies and campaigns from the biggest awards shows. Uniquely, the comprehensive study ranks the people behind the most awarded work to announce the most awarded CCOs, ECDs, creative directors, copywriters and art directors.

This year sees the launch of a dedicated new online hub housing each of the key lists that make up the World Creative Rankings. Over the coming weeks, The Drum will also publish a complete editorial analysis, including major interviews with the elite creative talent who feature, as well as deep dives into the most-awarded campaigns that feature most prominently. A free summary report will also be available via the new dedicated hub.

In last year’s edition, Ogilvy fended off stiff competition from BBDO and DDB to take the top spot as the Most Awarded Network Agency. At the same time, its parent company, WPP, headed Omnicom and IPG atop the Most Awarded Holding Company’s list.

Speaking after the 2023 success, WPP boss Mark Read said: “Our ideas and ingenuity are why clients come to us. It’s why WPP continues to be a powerhouse of creativity that attracts the most curious minds and most talented people, and I’m incredibly proud of WPP and Ogilvy for being named most creative company and agency network, respectively.”

Will Read say something similar when the 2024 rankings are revealed next week?

The Most Awarded Brand Advertiser in 2023 was AB InBev, which scored more creative wins during the year than Pepsi, Unilever, Change The Ref and Samsung. Since then, the drinks giant has faced some marketing challenges, particularly in the US where its Bud Light brand faced a damaging boycott. Can the business retain its top ranking as the world’s most-awarded advertiser in 2024?

Independent agency Serviceplan Munich took home more awards than any other indie agency in last year’s rankings, mainly for its Christmas campaign ‘The Wish’ for European supermarket Penny, which secured it top spot as Most Awarded Independent Creative Agency.

Meanwhile, health specialist Area23 scored higher than any other agency for award wins, gaining it the 2023 crown as Most Awarded Agency overall, primarily for its campaign to make the lives of children with cystic fibrosis easier. US shop Leo Burnett Chicago and Rethink also ranked highly last year.

Last year was a landmark year in the people rankings where Liz Taylor, global chief creative officer at Ogilvy became the first female to top the CCO league table. She was joined at the summit by Serviceplan’s Alexander Schill in second and Area 23’s Tim Hawkry in third place.

This year’s World Creative Ranking has expanded to review more global creative awards competitions and continues to rank the people behind the work.

Competitions researched for the Creative Rankings included Dubai Lynx, Spikes Asia, Adfest, Clio Awards, Guldagget Sweden Awards, The Drum Awards, D&AD, ADC US, The One Show, Danish Creative Circle, Cannes Lions, New York Advertising Awards, Gerety Awards, Kinsale Sharks, Cresta Awards, ADCC, Golden Drum, The Loeries, London International Awards, El Ojo, Eurobest and The Andy’s.

The dedicated World Creative Rankings hub will be live from Tuesday, February 27. Stay tuned.

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