Dove, PHD London and WPP are, respectively, the brand, agency and advertising holding company that have made the best creative use of the media in 2025, according to the Media 100 ranking prepared by Warc. Like every year, the list includes the best media campaigns, seeking to be a resource of inspiration on how different channels can impact both the success of the brand and the business, and also on society.
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.
Warc highlights the importance of talking to consumers in their language
In addition to sharing the rankings, the consultancy has identified three key factors in the use of media from the selected campaigns. On this occasion, he highlights the importance of speaking to consumers in their language and reaching them in the places and through the media where they spend time. Also the value of evoking emotions to capture attention in a saturated environment; as well as the use of the media to defend social causes and generate positive impact.
The most awarded campaigns for their use of media
According to Warc, the most awarded campaign last year for its use of media was Mindshare Bombay’s “Beauty Test Stops With Me” for Dove. Driven through a multi-channel strategy, the campaign empowered mothers as key agents in driving cultural change, challenging prejudices about beauty in the matchmaking process in India.
“What’s most impressive is the approach. We pride ourselves on combining cultural nuances, strategic thinking and innovation to deliver deep, measurable impact,” said Ailsa Lochrie, President of Unite Clients at WPP Media.
- “Beauty test stops with me”, by Mindshare Bombay for Dove
- “If you’re into it. It’s in the V&A”, by PHD London and adam&eveDDB London for Victoria and Albert Museum
- “The Redditor Edit”, by PHD London and Leo London for Skoda
- “McRib Mistakes”, by Leo London and OMD London, for McDonald’s
- “Real Beauty Redefined for the AI Era”, by Minshare New York and Droga 5 Sao Paulo for Dove
- “Just Joking” by PHD New York for Sandy Hook Promise
- “Rainbow wool”, by Mediaplus Munich and Serviceplan Munich for Schäferei Stücke
- “Vaseline verified”, by Ogilvy Singapore and Mindshare London for Vaseline
- “The walking ads”, by PHD Oslo for Volkswagen
- “Can’t unseen it”, by Rethink Toronto and Carat Toronto and Chicago for Heinz
The agencies most awarded for their use of media
PHD London leads the agency ranking for its use of media this year for the first time, after having reached third place in 2022, and thanks to having four campaigns among the top 100.
For its part, Mindshare Bombay rises from sixth place last year to second; while Mediaplus Munich is in third place, while occupying first place in the ranking of independent agencies.
- PHD London
- Mindshare Mumbai
- Mediaplus Munich
- Mindshare New York
- Mindshare London
- PHD New York
- EssenceMediacom New York
- Cossette Media Montreal
- OM London
- OMD Auckland
The networks most awarded for their use of media
Mindshare Worldwide was the most awarded network for its use of media for the fifth time. It has achieved 15 campaigns in the top 100, as well as seven agencies contributing to its ranking: Mumbai, New York, London, Shanghai, Sydney, Warsaw and Jakarta.
For its part, Serviceplan Group leads the independent networks ranking in media use for the ninth consecutive year.
- Mindshare Worldwide
- PHD Worldwide
- OMD Worldwide
- EssenceMediacom
- Ogilvy
- IPG Mediabrands
- Dentsu International
- service plan
- Leo
- VML
The advertising groups most awarded for their use of media
Once again, no changes are observed at the top of the holdings classification: WPP has remained in first place since 2018, Omnicom Group is in second place; and Publicis Groupe closes the podium.
- WPP
- Omnicom Group
- Publicis Groupe
- Interpublic Group
- Dentsu
- Havas Group
- Accenture
- Stagwell
- Hakuhodo DY Group
The brands most awarded for their use of media
This year’s Warc report marks Dove’s third leadership report. The brand has four campaigns in the top 100. In second place is McDonald’s, which rose from fourth place last year; and Coca-Cola rises from ninth to third position.
- dove
- McDonald’s
- Coca-cola
- Heineken
- Victoria & Albert Museum
- Netflix
- British Heart Foundation
- heinz
- Vaseline
- Skoda
The most awarded advertisers for their use of media
Once again, Unilever leads the ranking of advertisers for their use of media, and has been at the top of the list for seven years. “We’re redefining the way our brands show up in people’s lives, in the moments that really matter.“, commented Leandro Barreto, Marketing Director of Unilever and Beauty and Wellness. “By combining precision, cultural fluency and bold thinking, we generate impact on a large scale, both commercially and culturally”.
McDonald’s rises to second place and Volkswagen to third.
- Unilever
- McDonald’s
- Volkswagen Group
- PepsiCo
- Heineken
- Mondelez International
- The Coca-Cola Company
- Mars
- UK Government
- Uber
The countries most awarded for their use of media
The United States maintains its first position, which it has held since 2018, by having 16 of the 100 best campaigns by media use. For their part, the United Kingdom and India occupy second and third place, respectively.
- USA
- United Kingdom
- India
- Canada
- Germany
- Brazil
- Vietnam
- China
- Türkiye
- Australia
