Weber Shandwick tops provoke global creative index; “the climate store” named best campaign 

For the fourth time in five years, Weber Shandwick has again claimed the top spot on PRovoke Global’s annual Global Creative Index, an annual benchmark of creativity in the public relations industry.

The index – now in its 10th edition – analyses entries and winners from more than 25 PR, digital and marketing awards programmes from around the world over a 12-month period. The index formula takes into account the expansion of public relations work across multiple categories at advertising-oriented shows, with a methodology that favours agencies designated for idea creation.


Weber Shandwick’s top rank was driven by a wide range of award-winning work across the agency’s global network. “The Climate Store,” a pop-up shop in Stockholm that priced products according to their carbon dioxide equivalent for Swedish food brand Felix, earned the No. 1 spot on the list of top global campaigns ranked for the index. Also contributing to the agency’s placement were Cannes Grand Prix for both AB InBev and Spinneys, along with additional award-winning campaigns at several other major shows.


“The Global Creative Index is more than a recognition of creative excellence, which we strive for in everything we do, but also a reminder of the significant role that creative communications can play in driving meaningful change,” said Gail Heimann, CEO, Weber Shandwick. “Congratulations to our talented teams around the world, and to our client partners for empowering us to always think bigger and develop the most innovative and effective work we can.”


This top agency ranking follows five Weber Shandwick campaigns recognised in the top 40 global campaigns of the year at the 2021 PRovoke Global SABRE Awards – making it the most awarded agency of the show.