IPC ranked sixth most creative brand in the WARC Rankings 2023

Marketing industry leaders recognise the International Paralympic Committee's successful campaigns and record digital growth 10 Mar 2023
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The IPC brand and WeThe15 campaign were recognised in the WARC Rankings 2023, an independent global ranking that celebrates creative excellence in marketing.

The International Paralympic Committee (IPC) has been ranked the sixth most creative brand in the WARC Rankings 2023, which are seen as the ultimate benchmark in marketing.

The WARC Creative 100, an independent global benchmark celebrating marketing’s creative excellence, is produced by combining the results of the industry’s most important global and regional creative shows of 2022.

Ranking sixth in the Top UK brand for Creativity in the 2023 WARC Creative 100, the IPC finished ahead of the likes of Google and Xbox. Consumer brand Dove topped the rankings.

In the WARC global list recognising the most creative campaigns, WeThe15, which was launched by the IPC and the International Disability Alliance (IDA) to advance the rights of the world’s 1.2 billion persons with disabilities, ranked 94th overall. 

The IPC enjoyed a productive year in 2022 with WeThe15 winning more than 20 international awards, including accolades at the Sport Industry Awards, Cannes Lions, European Excellence Awards, and Purpose Awards.

During the year, the IPC’s social media channels exceeded one billion video views for the first time, a 26% growth compared to 2021 when the Tokyo 2020 Paralympic Games were held. The number of followers across the IPC’s various social platforms grew by 53% to more than six million, while the number of engagements increased by 73%.

Craig Spence, IPC’s Chief Brand and Communications Officer, said: “For the IPC’s brand and campaigns to be recognised so highly in the prestigious WARC Rankings 2023 is fantastic and a testament to the tireless work of Team IPC and the outstanding agencies, such as Adam&Eve DDB, that support us.

“Over the last years we have made a concerted effort to further the Paralympic brand globally. This has included updating our brand identity, launching Change Starts With Sport - a brand narrative that better explains our purpose, creating some outstanding digital content, and spearheading the world’s biggest campaign to advance the rights of persons with disabilities.

“I truly believe we’re only scratching the surface of what we can achieve and with the Paris 2024 Paralympic Games on the horizon, people can expect to see much more engaging and impactful content and campaigns from the IPC.”  

In addition to the IPC being recognised in the 2023 WARC Creative 100, so were Channel 4, the long-standing UK Paralympic broadcaster. Channel 4 was rated as the 28th top brand in the global rankings, while its Super. Human. campaign for the Tokyo 2020 Paralympic Games was ranked 21st most creative campaign in the world.