The best of the best. Creativity has driven the leaders to the top in agencies, networks and holding companies. The Warc rankings rate these three as well as brands across creative, effectiveness and media. The lists are the best all-round performers in awards shows in 2018. To ensure performance in each ranking has equal weight in its Best of the Best tables, Warc calculates a weighting for the effectiveness and media rankings that inflates their scores versus the creativity ranking.
BBDO New York and BBDO Worldwide are the best of the best agency and network respectively across the WARC Rankings. BBDO Worldwide topped the Creative 100, and was 17th in the Effective 100 creative ranking. It contributed to almost 20 campaigns across the three rankings. Three more BBDO agencies made the top 10, all of which were ranked in both the Creative 100 and Effective 100.
The UK had the best regional performance in the top 10, with adam&eveDDB the top-performing UK agency, in 2nd.
Creativity also drove Omnicom to the top as best of the best holding company ranking. As a holding company, BBDO Worldwide’s best of the best performance was supported by top 10 ranks for DDB Worldwide, PHD Worldwide and TBWA Worldwide. Its excellence in creativity pushed it almost 400 points above WPP by almost 400, despite WPP topping the Effective and Media 100.
P&G and Unilever had a photo finish. Procter & Gamble topped the advertiser ranking by less than a point, with both continuing to produce highly successful work, particularly in effectiveness and media. Neither, though, had a brand in the top 10. Instead, both had many successful brands throughout the rankings. The brands ranking was topped by Burger King, which had 23 campaigns across the three rankings.
