New York/Paris – February 2026: The news comes via AdForum’s Business Creative Report, the definitive ranking of the world’s most awarded ads.
Now in its 9th year, the Business Creative Report is a unique annual ranking of the world’s most awarded campaigns by industry sector.
See the full report here: https://www.adforum.com/business-creative-report
The report covers 9 categories: Automotive, Entertainment & Leisure, Finance, Food & Beverages, Health & Beauty, Luxury, Retail, Technology and Transport & Tourism.
It’s a barometer of creative excellence, drawing on the results of over 40 prestigious awards shows worldwide, from the Cannes Lions and the Epica Awards to Golden Drum, MAD STARS, Clio Entertainment and the FAB Awards – with the addition this year of the 4As Jay Chiat Awards for Strategic Excellence.
Alex Schill, Global Chief Creative Officer, Serviceplan Group commented: “This is a fantastic recognition – not just for PENNY, but for the power of a simple idea, rooted in truth, to travel far. ‘Price Packs’ started as a campaign for a German discount retailer, but it connected with people and juries around the world. I’m incredibly proud of the team behind it, and thankful to our client for their trust and courage. To me, this is the validation of how we work, what we believe in, and what creativity can achieve when it’s grounded in insight.”
Among the trends that emerged among the winning work, the product as star was certainly one. PENNY’s initiative, which used packaging design to communicate consistently low prices amidst inflation, was a perfect example.
Another was French insurer AXA’s “Three Words” campaign, from Publicis Conseil, Paris, which focused on a new financial product created to protect victims of domestic violence.
Meanwhile, Amazon’s “Five Star Theater” campaign, which featured actor Benedict Cumberbatch reading genuine customer reviews, turned user activity on the platform into entertainment.
The other big trend was the blend of culture and communication. For example, “The Final Copy of Ilon Specht”, which won multiple awards for L’Oréal, the AMC Network and McCann Paris, was a long-form documentary.
Elsewhere, Heineken and Le Pub’s “Pub Museum” initiative turned threatened public houses into museums, to save them from closure. Burger King and the agency Happiness Brussels used the football game EA Sports FC 25 to encourage gamers to play with characters who shared the name Burger, King (or even Berger), resulting in the commentary “Burger to King”.
Please check the full report to see the ranking of the most creative brands and agencies.
For further information contact Maud Largeaud, Chief Information Officer: Maud@adforum.com
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AdForum is a leading independent resource serving the global advertising and marketing industry. It showcases the best ideas in brand communications and the agencies behind them. AdForum’s online resources include agency and consultant search, award-winning advertising work, executive interviews and industry insights, serving over 3 million users annually.
AdForum is part of Maydream, founded in Paris in 1999 and incorporated in the United States. The company’s portfolio includes: AdForum.com, the AdForum Worldwide Summit event, PHNX Awards, Epica Awards, the AdForum Creative Library, and the Business Creative Report.