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In 2023, the United States topped the list of most creative advertising markets worldwide, collecting over 7.22 thousand points in the presented creativity ranking. That was more than the following three countries combined – France, the United Kingdom, and Canada. The U.S. was also the world's largest market by ad spending in 2024.

NYC: the capital of U.S. creativity

According to the same source, six of the most creative ad agencies across the U.S. and Canada in 2023 were headquartered in New York City, including the second- (We Believers) and third-placed (FCB's Area 23) firms. Still, a Canadian agency topped the ranking: Toronto's branch of Rethink. The power of inventiveness can surpass the realm of retail. A 2024 survey revealed that U.S. decision-makers were more likely to look into other products and services when business-to-business (B2B) advertisements featured more creativity.

Paris: a créativité hub

France is home to some of Europe's ad agencies most rewarded for their creativity. That includes Paris-based BETC (owned by Havas) and Publicis Conseil, named the top two in 2023. Just behind them came Ogilvy's operation in London, which ranked first among the most creative ad agencies in the UK that year.

Most creative advertising markets worldwide in 2023 (index score)

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Release date

March 2024

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Region

Worldwide

Survey time period

2023

Supplementary notes

The source provides the following information about the methodology: "The WARC Creative 100 is a ranking of the world’s most awarded campaigns and companies for creativity. It compiles the results of award shows that ran the year prior to its publication (e.g. the 2024 rankings reflect the results of award shows that ran in 2023)."

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