FCB New York Crowned Global Creative Leader at The One Show 2025
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Published on May 19, 2025
In a remarkable demonstration of creativity and strategic innovation, FCB New York has claimed the coveted title of the world’s top advertising agency at The One Show 2025 Global Creative Rankings. This marks the second consecutive year that FCB New York has achieved this prestigious honor, solidifying its exceptional status in the global advertising landscape.
The accolade was formally bestowed upon FCB New York based on its outstanding performance during the awards ceremony held last week, where the agency’s entries amassed a remarkable collection of accolades. Among its standout submissions, the campaign “Spreadbeats” for Spotify emerged as the Best of Show, exemplifying the agency’s creative prowess and ability to resonate with audiences on a profound level. Additionally, the “Lap of Legends” campaign for AB InBev’s Michelob ULTRA was also recognized as one of the top-ranked entries of the year.
The breadth of FCB New York’s achievement in The One Show 2025 is underscored by a haul of awards including five Best of Discipline honors, one Penta Pencil, alongside an impressive 35 Gold Pencils, 18 Silver, nine Bronze, and 23 Merits. Such a diverse array of recognitions illustrates not merely volume, but also the quality and impact of the agency’s creative output.
Highlighting the continuing significance of individual contributions within teams, Danilo Boer, Global Creative Partner at FCB Global, was again awarded Creative of the Year for the third successive year. Boer’s consistent recognition reflects both his visionary leadership and a deep commitment to crafting compelling narratives that drive engagement and connect brands with consumers.
In the realm of independent agencies, Klick Health Toronto has emerged triumphantly, securing its position as the world’s top-ranked independent agency. It garnered one Best of Discipline in Pharma for its “Voice 2 Diabetes” project on behalf of KVI Brave Fund, in addition to four Gold Pencils, seven Silver, 16 Bronze, and 22 Merits. This recognition not only illustrates Klick Health’s innovative approach to healthcare advertising but also signals a broader trend of increasing importance placed on health-focused narratives in the advertising sector.
The rankings within The One Show extend beyond individual and agency laurels, encapsulating a wide spectrum of categories that give insights into the current climate of creative expression across various fields. A snapshot of the top agencies reveals:
1. Agency Rankings:
– FCB New York
– Area 23, New York
– Klick Health, Toronto
– Serviceplan, Germany, Munich
– TBWAMedia Arts Lab, Los Angeles
2. Independent Agency Rankings:
– Klick Health, Toronto
– Serviceplan, Germany, Munich
– Wieden+Kennedy, Portland
3. Design Firm Rankings:
– W Conran Design, Boulogne-Billancourt
Within the broader context of advertising, brand identity and storytelling remain at the forefront, reflected in the brand rankings where Spotify, Apple, and Michelob ULTRA occupy the top three positions. Additionally, the list of brand parent companies reveals strong performances from AB InBev, Apple, and Unilever, further emphasizing the interconnectedness of brand strategies and effective advertising.
The methodology underpinning these esteemed rankings relies on a comprehensive points system that rewards not simply participation, but excellence in creative execution. Gold Pencils earn 45 points, Silver 21, Bronze 9, while specific special awards, such as the Best of Show, command even higher point values. All awarded entries are rigorously accounted for to ensure equitable recognition of contributions across collaborative campaigns.
This year’s competition included an impressive array of 19,860 submissions from 62 countries, culminating in a grand display of creativity that reflects the global tapestry of ideas and insights within the advertising community. Awards were conferred to agencies, studios, brands, and designers across 55 countries, further showcasing the diversity and potency of global creative talent.
As the advertising industry continues to evolve and adapt to changing consumer behaviors and technology-driven landscapes, the accomplishments acknowledged at The One Show serve as both a barometer and inspiration for future innovation. FCB New York’s continued success underscores the necessity for agencies to foster a culture of creativity that not only captivates but also meaningfully engages audiences in an ever-competitive marketplace.
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