The evaluation of media creativity, which launched in 2004, combines winners’ lists from the most significant global and national awards shows in 37 markets to establish a league table.
There was a change in second place, with Publicis Groupe’s Starcom MediaVest Group leapfrogging last year’s runner-up, Mindshare.
The top holding company was Group M, followed by Omnicom Media Group and Publicis Groupe.
The US was once again the most-awarded country, with the UK in second place ahead of India in third.
McDonald’s, which works with OMD, was the most-awarded advertiser.
The report highlights the greater use of digital and social media in the award-winning campaigns. It points to five trends: bravery, integration, speed of communications, universal values and the growing importance of earned media.