Ranked: Advertising's Top Creatives
Last week, as part of The Drum's World Creative Rankings, we celebrated the best advertising campaigns and agencies in the world. Now, we salute some of the people behind those campaigns. From history-making CCOs to boundary pushing ECDs, ingenious copywriters to acclaimed art directors, we offer definitive guides to the bright minds leading the ad industry forward.
And then, to kick off the second season of our acclaimed Anatomy of an Ad podcast, we talk to the creatives at Leo Burnett Chicago who give us the inside story on creating 'The Lost Class' campaign – the most-awarded ad of the past year.
Scroll further down for our interview with Liz Taylor, the global chief creative officer at Ogilvy, who is the first woman in history to top our rankings for chief creative officers. We also dive into Area 23's journey to being the first specialist healthcare agency named the most-creative agency in the world.
The Top Creatives in Advertising
The global chief creative officer at Ogilvy, Taylor pulled in the most award nods over the last year, making her the first woman to lead the league table.
Leading the pack is 72andSunny’s Jason LaFlore, while Alma’s Daniel Correa and Bruno Trad and PG Aditiya of Talented also make the top 10.
Leo Burnett Chicago’s Sam Shepherd leads the rankings, followed by Marie Claire Maalouf of Impact BBDO and Christophe Everke at Serviceplan.
Mischief’s MacKenzie Hart bagged pole position, while Kelley Barrett of Leo Burnett and Serviceplan’s Alessia Coschignano followed closely behind.
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The top spot goes to Leo Burnett pair Katie DiNardo and Sophie Gahn, closely followed by Alma’s Bruno Trad and Daniel Correa, and Manasi Sheth and Vaishakh Kolaprath of Dentsu Creative.
How Leo Burnett made ‘The Lost Class’, the most-awarded campaign of the past year
In short:?Just?how?did?Leo?Burnett?Chicago hoodwink NRA members to become anti-gun spokespeople??The?agency’s top team gives us?the?inside track on their award-winning campaign.
The?big picture:?Leo?Burnett?Chicago teamed up with?the?organization Change?the?Ref following a candid conversation about its aim?of?raising awareness about?the?importance?of?universal background checks.
By?the?numbers:?“We decided to focus on a number we found using CDC data, which was that 3,044 students didn’t get a chance to graduate because?of?gun violence in 2021,” says?executive creative director Sam Shepherd.?
Legal help: Since the stunt involved tricking political figures, the team engaged Bryan Buckley of Hungry Man Productions as well as Borat creator Sacha Baron Cohen’s team on board – useful, with the actor being no stranger to tricking politicians.?
Interview: Liz Taylor talks AI, Coca-Cola and Ogilvy
Her background: Taylor, who is also the first woman to top our chief creative rankings, is about 18 months into the top job at Ogilvy – although it’s not her first rodeo. She spent four years as an ECD when it was still called Ogilvy & Mather, before taking on the global CCO gig at Leo Burnett between 2019 and 2021.
On Coca-Cola: “Coke is the big, beautiful beast,” says Taylor, and the brief is a dream one for most creatives. “Who doesn’t want to work on Coke? There are so few brands that are so globally recognizable and Coca-Cola has a whole portfolio.”
On AI: She argues that agencies such as Ogilvy have a duty to engage directly with AI tools (its French office has done just that, opening an AI Lab in Paris). “As creatives, we have a responsibility to understand AI tools, to know how to work with them to figure out what we want to do with them. I think it’s really exciting.”
How a healthcare specialist officially became the most-creative agency on the planet
The big picture: Until recently,?specialist healthcare agencies?were cul de sacs. Despite bringing in plenty of revenues for parent companies and shareholders, the sector struggled to attract top creative talent, gain recognition outside its niche and generally prove its value beyond that of a holding company cash cow.
The COVID happened: The pandemic saw a huge upswing in spending and ambition from pharmaceutical and private health marketers, with businesses such as McCann Health, VMLY&R Health and?Havas Health & You?having grown accordingly.
Area 23: The appearance of Area 23?at the summit of The Drum’s World Creative Rankings this week?– making it the most-acclaimed agency in the world, according to the industry’s collected awards juries – all but confirms that trend.
Strategy, Copywriting & Creative Direction for Marketing, Design & Advertising
2 年I'm deeply, deeply insulted and personally offended that my name did not appear on this list. I mean, have you all even SEEN my work? Hmmppphhhhh!
Chief Strategy Officer and Film Director at Publicis Groupe. Most Awarded for Creative Effectiveness & Strategy. Awarded Film Maker. A.I. Film Creator. Lyricist. International Awards Juror. Speaker on global platforms.
2 年This is awesome! Yet, it's myopic. How about celebrating the clients who back great creativity? How about celebrating the account teams and business leads who help forge strong relationships and sell the great ideas? How about celebrating the strategists who come up with that which inspires the idea and makes the idea work? How about celebrating the production folks who strive hard to make work come to life? Also, worth including shows that encompass creative strategy, creative effectiveness and other formats too. Else, these rankings will remain not as inclusive as they should.
Realtor Associate @ Next Trend Realty LLC | HAR REALTOR, IRS Tax Preparer
2 年Congratulation