The Health of Creativity 2024

Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for its WARC Rankings. Using the results data from between 2015 and 2022, we wanted to assess the health of creativity: how often is creative work also effective?

We compared the two lists to see how many creative ideas were subsequently awarded for effectiveness, and if highly awarded campaigns were more likely to be effective.

In this report we look at the correlation between creativity and effectiveness, the characteristics of the best of the best campaigns – highly awarded for creativity and effectiveness, and creative conversion by sector, brand and agency network.