The WARC Creative 100, from the World Advertising Research Center is out with its 2024 rankings of the most awarded campaigns and companies for media excellence.   

The top-ranked media campaign is “Phone It In” from PHD Auckland/Colenso BBDO Auckland for New Zealand telecommunications provider Skinny.  

The campaign combined out-of-home and radio. The companies open-sourced 34 tailored radio scripts as OOH placements. Those ads encouraged people to call a 1-800-Number to record the script with the chance that their version would be selected as part of the radio portion of the campaign promoting the brand.   

Finishing second was “Pre-Loved Island” by EssenceMediacom London/McCann London for eBay to change perceptions of second-hand clothing.  

Finishing third was #TurnYourBack by Ogilvy London for Dove that was developed to protest a TikTok filter (called Bold Glamour) for perpetuating unrealistic standards of beauty. 

Mindshare New York was the top-ranked media agency, followed by PHD Auckland in second place and MediaPlus Munich ranked third. 

PHD was the top-ranked global media network, followed by Mindshare Worldwide and EssenceMediacom. 

WPP was the top-ranked holding company for media, followed by Omnicom and Interpublic respectively.  

Dove was top-ranked brand and Unilever repeated as number one ranked advertiser.  

The annual Media 100 Ranking is a tally of the work that was awarded by the major global and regional award shows in 2023.   

WARC compiles a similar ranking for creative work that was released earlier in the month.