South Africa has been named ninth in the world for creativity in the 2019 WARC Creative 100 index, placing us on the map for our innovation, use and expression of arts.
Founded in 1985, the WARC is an organisation that focuses on effective marketing, and provides an annual top 100 in an array of categories, ranging from creativity, effective ideas and media.
South Africa was placed in 17th position in 2016 and is slowly climbing their way up the ladder on the prestigious ranking.
Previously named the Gunn Report, the WARC Creative 100 is an independent index that analyses the performance of campaigns, brands, and agencies with information sourced from advertising and creativity competitions around the world.
A country’s ranking is based on a collection of data – this comprises of awards received at global and regional contests. Feedback from these awards, which were specifically chosen to provide transparency,proof and impartiality is gathered to create a system of ranking.
Some of the competitions data was collected from include; the Cannes Lions International Festival of Creativity, Clio Awards, Adfet, Loeries, Dubai Lynx and more. Each competition is weighted based on how rigorous and prestigious it is.
Essentially is it a combination of the winners from the most important advertising award contests.
With an overall score of 336.9, the country is listed in the top 10 and is ahead of the likes of Hong Kong, Singapore, Italy and more.
The United States of America was given first place in the ranking with a general score of 2988.6, with the United Kingdom and Australia following.
Top 10 creative countries in the world:
1.United States of America
9. South Africa
The top campaign was awarded to the Palau Pledge which created an immigration policy for the island of Palau in an effort to protect the nation from environmental damage. It was recognized as an innovative movement in advertisement.
A campaign created by Ogilvy Cape Town for Carling Black Label, placed at 74th position for ‘Soccer for Change’.
The campaign aimed to draw attention to the social issue of gender-based violence.
Under the winners for brands, Burger King stole first place, with Nike taking second place and Pedigree in third.