In a recent industry shake-up, WPP has once again secured the top spot in global advertising and marketing rankings, credited largely to its subsidiaries VML and Ogilvy. These high-performing agencies took second and third place respectively in the overall ratings. This triumph underlines WPP’s unparalleled creativity and innovation in the arena of modern advertising.
The story, however, doesn’t end there. DDB, a subsidiary of Omnicom, overthrew WPP’s Ogilvy to clinch the coveted title of ‘Most Awarded Network’. VML also saw an impressive ascent, moving up from sixth to second place in a heartening testament to its progress and innovative spirit.
Turning to individual campaigns, ‘Apologize the Rainbow’ by DDB Chicago for Skittles took the laurels for its innovative approach. The campaign outshone ‘Cheat The Cookies’ by Saatchi & Saatchi Dusseldorf for Oreo and ‘McEnroe v McEnroe’ by FCB New York for AB InBev. Skittles’ memorable campaign swept up several significant awards in 2023, including two Cannes Lions and a Gold Clio.
Another worthy mention is AB InBev, which surpassed international giants Unilever, Mondelez, Apple, and McDonald’s to be named the Most Awarded Advertiser. This prestigious title recognises AB InBev’s creative and pioneering approach to advertising, which allowed it to resonate with its target audience and make a significant impact amidst stiff competition from globally influential corporations.
The ranking process involved a meticulously designed point system which recognised every award achievement and adjusted scores according to different prize systems. The agency, campaign, client, and the individual creative minds involved were all taken into account to ensure a comprehensive analysis of all contributing factors.
These rankings were determined by the cumulative efforts of a host of talented individuals: 808 executive creative directors, 2,322 creative directors, 1,521 copywriters, and 1,850 art directors from 74 countries worldwide. Among those recognised for their exceptional input were VML’s Debbie Vandeven, Ogilvy’s Liz Taylor, Alexandre Abrantes of FCB New York, Simon Dolsten from Johannes Leonardo, and Thomas Mori also from FCB New York.
