The UK marketing industry has, however, retained second place in creativity rankings.
According to Warc's latest ranking, the UK marketing industry is losing its advertising effectiveness. The UK industry had consistently held the second spot in the country rankings for the most awarded campaigns worldwide from 2014 to 2019.
But it had slipped to third place in 2020, fourth in 2021 and seventh in 2022 with 440.2 points. The US marketing industry topped the list with 1649.3 points, followed by China and India. Back in 2018, the US industry had scored 3360.1 points.
No campaigns emerging from the UK made it to the top ten individual campaigns in the effectiveness rankings. "That may be a short-term reflection of Covid-induced disruption of the UK agency market; it may also reflect a longer-term trend we've seen of increasing sophistication in other markets," says David Tiltman, senior vice-president of content, Warc.
[3 minute read]