TopFICE 2024 evaluated 1,698 agencies from the Americas, Europe, and Oceania, which collectively earned over 10,000 awards across 67 local, regional, and global festivals. This rigorous study has identified the current leaders in advertising creativity. Its global perspective ensures an accurate and objective representation of the creative and strategic communications industries.
The TopFICE ranking is unique in its methodology. Points are assigned based on the type of award, specialization, festival relevance, and the metals won. For this edition, awards from October 16, 2023, to October 15, 2024, were analyzed.
Here are the best agencies of the year, according to the comprehensive TopFICE 2024 analysis:
Agency of the Year: FCB New York (United States)
With 8,224 points and 129 awards from major international festivals, including four Grand Prix at Cannes Lions and The One Show, FCB New York has been named the Agency of the Year. Its campaigns, which merge creativity and social impact, have solidified its global influence in the advertising industry.
Campaign of the Year: “Women’s Football” by Marcel Paris for Orange
With a total of 6,996 points and 93 awards, including eight Grand Prix at Cannes Lions, Clio, and The One Show, and two Black Pencils at D&AD, this campaign has been recognized as the most awarded of the year. It stands out for its emotional resonance with global audiences and its ability to redefine the narrative around women’s football.
Top Client: AB InBev
Named Client of the Year, AB InBev collaborated with 29 agencies across 10 countries, delivering creative and impactful campaigns. Among these, the standout campaign was “Dreamcaster” by FCB New York.
Top 5 Agencies of the Year
- FCB New York (USA) – 8,224 points
- Rethink (Canada) – 7,632 points
- Serviceplan (Germany) – 7,413 points
- Marcel (France) – 7,231 points
- Publicis Conseil (France) – 7,205 points
Top 5 Campaigns of the Year
- “Women’s Football” – Marcel Paris for Orange – 6,996 points
- “Dreamcaster” – FCB New York for AB InBev – 5,556 points
- “Michael Cerave” – Ogilvy PR New York for Cerave – 3,792 points
- “Life Extending Stickers” – VML Colombia for Makro – 3,088 points
- “Coor’s Lights Out” – Rethink for Coors Light – 2,718 points
Top 5 Clients of the Year
- AB InBev
- Orange
- Apple
- Heineken
- Renault
Top 5 Countries by Points
- United States – 88,089 points
- United Kingdom – 33,428 points
- Spain – 26,695 points
- France – 24,864 points
- Germany – 23,985 points
Excellence in Europe and Australia
In Europe, Serviceplan Germany earned the title of Best Agency of the Year with 7,413 points and 177 awards, including a Grand Prix at Clio Awards and two Golds at Cannes Lions. Marcel Paris, with 7,231 points, also excelled, creating the Campaign of the Year: “Women’s Football” for Orange, which won an extraordinary 102 awards, including eight Grand Prix.
Top 5 Agencies in Europe:
- Serviceplan Germany – 7,413 points
- Marcel Paris – 7,231 points
- Publicis Conseil (France) – 7,205 points
- David Madrid (Spain) – 4,456 points
- LePub Milan (Italy) – 4,165 points
Top 5 Campaigns in Europe:
- “Women’s Football” – Marcel Paris for Orange
- “The Cost of Beauty” – Ogilvy UK for Unilever
- “Aizome Wastecare” – Serviceplan Germany for Aizome
- “Renault Plug-in” – Publicis Conseil for Renault
- “The Everyday Tactician” – McCann London for Xbox
In Oceania, the standout campaign of the year was “Play it Safe” by The Monkeys for Sydney Opera House, showcasing exceptional creativity and innovation.
Winners by Category in Europe and Oceania
Australia
- Agency of the Year: The Monkeys
- Independent Agency of the Year: Howatson+Company
Belgium
- Agency of the Year: VML Belgium
- Independent Agency of the Year: Mortierbrigade
Denmark
- Agency of the Year: Accenture Song
France
- Agency of the Year: Publicis Conseil
- Independent Agency of the Year: Joga
Germany
- Agency of the Year: Serviceplan
Hungary
- Agency of the Year: DDB Budapest
- Independent Agency of the Year: Lounge Group
Italy
- Agency of the Year: LePub Milan
- Branding Agency of the Year: Landor Milan
- Health Agency of the Year: VML Health
New Zealand
- Agency of the Year: Colenso BBDO
Spain
- Agency of the Year: David Madrid
- Health Agency of the Year: VML Health Spain
- Independent Agency of the Year: Manifiesto
- Lighthouse Agency of the Year: 22Grados
- PR Agency of the Year: Edelman Spain
Sweden
- Agency of the Year: Nord DDB Stockholm
- Digital Agency of the Year: The Amazing Society
Switzerland
- Agency of the Year: TBWA Switzerland
- Independent Agency of the Year: Serviceplan Suisse AG
United Kingdom
- Agency of the Year: Ogilvy UK
- Independent Agency of the Year: Mother London
The full list of scores for all awarded agencies of 2024, will be published on topfice.com. Furthermore, the TopFICE 2024 Global Ranking, featuring the Top 500 creative companies worldwide, will be released on December 2. This milestone will celebrate the unparalleled talent and impact of the best in the creative and advertising industries.
LePub Milan: Agency of the Year in Italy
LePub Milan stands out as a transformative force in the advertising world, focusing on building brands that resonate deeply with culture. By leveraging cultural insights, creativity, design, and technology, the agency crafts connections that create unique value for consumers.
In 2024, LePub achieved extraordinary recognition with 84 international awards, including 17 Cannes Lions, 13 Clio Awards, and 27 LIA. Notably, 68 of these accolades were won in collaboration with their primary client, Heineken, solidifying their partnership as a benchmark of creative excellence.
Landor: Branding Agency of the Year in Italy
Landor, a global leader in brand transformation, stands out for its holistic approach to branding that combines strategy, design, and measurable impact. With a legacy spanning over 50 years and 1,300 creative minds across 32 locations, including Milan, Landor has consistently delivered transformative solutions for iconic brands like Alitalia, Campari Group, De’Longhi, Ita Airways, and Santander.
In recent years, the agency has redefined its methodology, treating brands as interconnected systems of strategy, design, governance, and experience. One of its most notable projects in Italy, the repositioning of Elica, showcases this comprehensive approach. By redefining Elica as a brand that blends creativity and technology, Landor delivered a standout rebranding in the kitchen appliance sector.
Under the leadership of Mattia Castiglioni, Executive Creative Director for Southern Europe, Landor has achieved remarkable success. Castiglioni’s extensive experience in branding and his focus on creating emotional connections between brands and audiences have been instrumental in the agency’s achievements.
VML Health: Health Agency of the Year in Italy
VML Health stands out as a global leader in healthcare communications, committed to creating connected brands that improve lives. By combining empathy, innovation, and a deep understanding of healthcare systems, the agency helps brands connect meaningfully with patients and communities, reducing the burden of health conditions and fostering better outcomes.
In 2024, VML Health achieved notable recognition for its exceptional work, including awards such as a Bronze at the Cannes Lions, a Gold at the Creative Floor, a Silver at the LIA Awards, and multiple honors at the Saniss and ADCI Awards. Their campaigns, particularly in oncology and public awareness, reflect their commitment to reimagining healthcare communication with purpose and creativity.
VML Health continues to set new benchmarks by leveraging data, science, and creativity, driving health equity, and connecting communities to deliver impactful health experiences worldwide.