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World Creative Rankings: AB InBev Crowned World’s Top Advertiser

AB InBev has been named the most-awarded advertiser for the second year running, in no small part due to its ‘McEnroe v McEnroe’ work from FCB New York, which picked up a slew of accolades after pitting the tennis legend against a virtual version of his younger self on behalf of its Michelob Ultra brand.

Its ‘Influencers’ Friends’ campaign by DDB Bogota for its Poker Beer brand and the ‘Bring Home The Bud’ initiative by Wieden+Kennedy New York also rank highly, while a further four creative campaigns from the world’s largest brewer feature in the top 100 of this year’s most-awarded campaigns list.

epsi, which took the number 2 spot in 2023, has dropped down the rankings this year to 40th spot (still, it narrowly beat eternal rival Coca-Cola, which ranked 42nd). Unilever climbs one spot to take its place in 2nd, its lauded ‘Cost of Beauty’ ads for Dove securing a prestige top 3 rank this year.

Two of the biggest climbers this year are Kraft Heinz (from 31st to 6th) and McDonald’s (from 21st to 5th). The latter’s biggest rival, Burger King, secured its third consecutive year in the top 10, this time in 9th, having topped the rankings two years ago.

The World Creative Rankings are compiled by exhaustively analyzing the performance of thousands of pieces of creative work across 22 major industry awards programs throughout the previous calendar year.

That data is then used to determine the people rankings – the CCOs, ECDs, creative directors, art directors and copywriters responsible for the most creatively awarded work in 2023. Their companies are then ranked, with these rankings including the best agencies, networks and holding companies, which are then split by country and region. The advertisers who fund the world’s most awarded work are also ranked, while the sectors that offer the richest return in creative gongs, whether that be Food & Drink, Automotive, Retail or Charity, are also evaluated.

Head over to our dedicated World Creative Rankings hub to see the full list of most-awarded advertisers in the world, plus all of our other tables and breakdowns, as well as full details of the methodology that goes into the production of the rankings.

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