2021: Nigeria Modion Communication, Shandwick, AB InBeve top Global Creative Index
Weber Shandwick has reclaimed top spot in the 2021 edition of the Global Creative Index, marking the fourth time in five years that the IPG Dxtra firm has ranked first in PRovoke Media’s annual benchmark of creativity in the public relations world.
The 10th edition of the Global Creative Index analyses entries and winners from more than 25 PR, digital and marketing awards programmes from around the world over a 12-month period, up to and including the 2021 Global SABRE Awards. The formula takes into account the expansion of ‘public relations’ work across multiple categories at advertising-oriented shows such as the Cannes Lions, many of which resumed this year after pausing in 2020.
Weber Shandwick‘s performance was led by ‘The Climate Store’ campaign for Swedish food brand Felix, which also took top spot on the 2021 Campaigns table. Weber Shandwick also benefited from a range of work across the firm’s global network, including Cannes Grand Prix for AB InBev and Spinneys, along with winning campaigns at several other major shows for Airbnb, Iceland, Nike, Novartis and Unilever.
Weber Shandwick moves up from fourth in 2020, ahead of BCW, with last year’s top-ranked firm dropping to second place, and Edelman, which also drops one spot to third. BCW’s performance featured a particularly strong Asia-Pacific component, including the Global SABRE Best in Show for Lenovo China, and other highly lauded campaigns for Brittania, Gillette and Uber. Edelman, meanwhile, was led by campaigns for HP, Starbucks, Sunkist Growers and Unilever.
The top three are separated by less than 20 points, some distance ahead of Ketchum, which drops to fourth spot from third in 2020. Golin jumps from seventh to fifth, ahead of FleishmanHillard and MSL, both of which also move upwards this year.
Once again, the top of the overall agency table is dominated by global PR networks, thanks to their volume of awards