Note to the reader: due to an error in the data initially shared by Warc, in a first version of this article it appeared that Interpublic was in third place in the ranking of holding companies, and Publicis Groupe was fourth. The information has been updated to reflect the correct order in the ranking.

“Real Beauty”, the platform that Dove has developed over two decades to transform the global perception of beauty, was the most awarded campaign for its effectiveness in 2025, according to Warc. The consulting firm has shared the results of the Effective 100 ranking, which includes the most outstanding advertising campaigns and companies in terms of effectiveness, after announcing the Creative 100 and Media 100 lists in recent days.

The classification is created by combining the results of the industry’s most important regional and global creative awards ceremonies, in this case held throughout 2025. As is usual, campaigns from previous years may appear on the list. This edition includes some that, although they were launched in 2024, have won awards throughout the period analyzed. The competitions considered are established through a global industry survey and consultation with the Warc Classifications Advisory Board.

As with the media and creativity rankings, the company has identified three common highlights across creative jobs and companies that make up the effectiveness list. It highlights social commitment and the will to generate positive impact; give prominence to fans through authentic and “shareable” content; and the effective use of artificial intelligence.

The most awarded campaigns for their effectiveness

The most awarded campaign for its effectiveness in 2025 was “Real Beauty: How one soap brand created a global self-esteem movement”, by Ogilvy London and Mindshare New York for Dove. For more than 20 years, the campaign, now a comprehensive and global brand platform, has sought to break conventions around beauty and empower women.

• “Real Beauty: How a soap brand created a global self-esteem movement”, by Ogilvy London and Mindshare New York for Dove

• “Caramelo: Brazil’s beloved mutt now has pedigree”, by AlmapBBDO, EssenceMediacom and T&P for Pedigree

• “Michael CeraVe”, by Ogilvy New York, Beauty Co-Lab and Obviously, for CeraVe

• “Active Journalism”, by Impact BBDO Dubai and OMD, for An-Nahar

• “Transition Body Lotion”, by Ogilvy Singapore, Mindshare London and PinPung Bangkok, for Vaseline

• “The Everyday Tactician”, by McCann London and Clockwork Johannesburg, for Xbox

• “eos Brand Campaigning”, by Mischief at No Fixed Address, for eos

• “Horror codes”, by Rethink New York for Uber Eats

• “Daisy vs Scammers”, by VCCP London, Girl&Bear, Faith and Bernadette, for O2

• “Being a woman should never be a risk”, by Publicis Conseil Paris and Wavemaker for Axa

The creative agencies most awarded in effectiveness

AlmapBBDO São Paulo rises from third place on last year’s list and heads the ranking of the most effective creative agencies for the first time, achieving six campaigns among the top 100. For his part, Leo Bombay is in second place. and Ogilvy London closes the podium.
The most prominent independent creative agency is Mischief @ No Fixed Address, based in New York.

• AlmapBBDO Sao Paulo
• Leo Bombay
• Ogilvy London
• Mischief @ No Fixed Address New York
• DDB Bogotá
• McCann Gurgaon
• Impact BBDO Dubai
• Sancho BBDO Bogotá
• VML Buenos Aires
• The Womb Bombay

The media agencies most awarded for their effectiveness

Starcom Chicago leads the list of most awarded media agencies in effectiveness, after taking second place last year. Arena Media Lisboa rises to second place and Brainchild Karachi takes third place.
For its part, at the top of the ranking of independent media agencies is Streetwise São Paulo (#1).

• Starcom Chicago
• Arena Media Lisbon
• Brainchild Karachi
• OMD Bogotá
• EssenceMediacom Shanghai
• UM Sydney
• Wavemaker Paris
• Buenos Aires Initiative
• Sao Paulo Initiative
• EssenceMediacom New York

The networks most awarded in effectiveness

Ogilvy is the most awarded network for its effectiveness for the fourth consecutive year. It has 13 campaigns among the top 100, including Dove’s, which tops the list of most awarded campaigns in effectiveness. Leo is in second place, and BBDO Worldwide rises to third place.
When it comes to independent networks, Gut is in first position for the second year in a row.

• Ogilvy
• Leo
• BBDO Worldwide
• McCann Worldgroup
• VML
• IPG Mediabrands
• DDB Worldwide
• OMD Worldwide
• Dentsu International
• TBWA Worldwide

The holding companies most awarded in efficiency

Omnicom Group repeats its position as the holding company with the most awards in effectiveness, with 9 different networks among the top 50 and 25 campaigns among the 100 most effective campaigns. For its part, WPP is in second place, followed by Interpublic, which maintains third position.

• Omnicom Group
• WPP
• Publicis Groupe
• Interpublic Group
• Dentsu
• Havas Group
• Stagwell
• Accenture
• Hakuhodo DY Group
• BlueFocus

The most awarded brands in effectiveness

McDonald’s leads as the most effective brand for the seventh year in a row. From Warc they point out that this demonstrates its global reach and its commitment to creative transformation in all its activity. It only has two campaigns in the top 100, but its success is based on 66 other campaigns in the full Top 100 database, from 29 different countries.
Dove repeats in second place, and Ikea rises to third.

• McDonald’s
• dove
• Ikea
• Burger King
• KFC
• Yili
• Grab
• Free market
• Volkswagen
• Movistar

The most awarded advertisers in effectiveness

Unilever returns to the top of the Effective 100 ranking this year, achieving a triple in the three classifications and becoming the first advertiser to reach first place in creativity, media and effectiveness in the same year. “Proof that purposeful creativity, combined with world-class media, creates impact on a large scale. Creativity backed by rigor. Precision Driven Media. Execution with discipline and scope. This is how we grow”, commented Leandro Barreto, Marketing Director of Unilever and Beauty and Wellness.
For its part, McDonald’s has fallen to second place, while AB InBev maintains third position.

• Unilever
• McDonald’s
• AB InBev
• PepsiCo
• Nestle
• Government of China
• Volkswagen Group
• Uber
• Ikea
• Restaurants Brands International