The source provides the following information about the methodology: "The WARC Creative 100 is a ranking of the world’s most awarded campaigns and companies for creativity. It compiles the results of award shows that ran the year prior to its publication (e.g. the 2026 rankings reflect the results of award shows that ran in 2025)."
In 2025, the United States topped the list of most creative advertising markets worldwide, collecting nearly points in the presented creativity ranking. That was more than the following three countries combined – the United Kingdom, Brazil and France. The U.S. was also the world's largest market by ad spending in 2025.
NYC: the capital of U.S. creativity
According to the same source, *** of the most creative ad agencies across the U.S. and Canada in 2025 were headquartered in New York City, including the - (Area 23) and -placed (VML) firms. A Canadian agency placed second in the ranking: Toronto's branch of Rethink. The power of inventiveness can surpass the realm of retail. A May 2024 survey revealed that U.S. decision-makers were more likely to look into other products and services when business-to-business (B2B) advertisements featured more creativity.
Italy is home to one of Europe's ad agencies most rewarded for its creativity. That includes Milan-based Le Pub (owned by LePub), named the top one in 2025. Just behind it came Serviceplan's operation in Munich, and Paris-based Publicis Conseil.
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WARC. (March 8, 2026). Most creative advertising markets worldwide in 2025 (index score) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/
WARC. "Most creative advertising markets worldwide in 2025 (index score)." Chart. March 8, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/
WARC. (2026). Most creative advertising markets worldwide in 2025 (index score). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/
WARC. "Most Creative Advertising Markets Worldwide in 2025 (Index Score)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 8 Mar 2026, /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/
WARC, Most creative advertising markets worldwide in 2025 (index score) ÌÇÐÄÆƽâ°æ, /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/ (last visited July 26, 2026)
Most creative advertising markets worldwide in 2025 (index score) [Graph], WARC, March 8, 2026. [Online]. Available: /statistics/271359/most-creative-advertising-markets-by-gunn-report-points/
