RACA National Creativity Ratings: First-Time Leaders Named in PR, CSR, and Social Advertising

The Association of Communication Agencies of Russia (RACA) has for the first time published the results of the 2024 National Agency Creativity Ratings in the segments «Social Advertising and Socially Significant Communications. Social Advertising», «Social Advertising and Socially Significant Communications. CSR», and «PR/Public Relations», as well as the National Creativity Rating in «PR/Public Relations». The ratings were developed by RACA’s Festival and Competition Activities Commission and the Analytical Center of the Russian Advertising Industry at the initiative of RACA’s Social Responsibility and Corporate Communications Commission.

How are RACA Creativity Ratings Formed? Ratings in social advertising, CSR, and PR segments are compiled based on evaluations of participants’ competitive achievements in professional festivals. They include organizations that earned points for awards and shortlists in all categories of specialized festivals and competitions, as well as industry categories of universal festivals and competitions. The list of qualifying events is determined annually by a Commission comprising previous year’s Top-10 Creativity Rating winners (the Weighting Commission) and the respective segment’s Supervisory Board.

The Supervisory Board for the «Social Advertising and Socially Significant Communications» segment includes representatives of the FAS, Russia’s Ministry of Digital Development, the Public Council under the Ministry of Labor, the Civic Chamber of the Russian Federation, and RACA’s Social Responsibility and Corporate Communications Commission. The «PR/Public Relations» segment’s Supervisory Board consists of market experts and representatives of partner industry associations.

Agency Creativity Rating. Segment «Social Advertising and Socially Significant Communications. Social Advertising»

Agency emg topped the ranking with 188 points.
Avito took second place with 94 points.
Third place went to TMA (ADV Group) with 90 points.

«People are eager to engage in socially responsible projects and even “vote with their rubles” (literally paying up to 15% more for socially significant products), while brands always gravitate to where they can save on media placements and build long-term reputation by capitalizing on growing public interest,» noted Alexander Alekseev, member of RACA’s Social Responsibility and Corporate Communications Commission and President of the Russian Art Directors Club (ADCR).

Rating Results

Agency Creativity Rating. Segment «Social Advertising and Socially Significant Communications. CSR»

ANO “Creative Industries of the Urals” led the ranking with 45 points.
Second place was shared by emg, RODNYA Creative PR Studio, and Leman PRO, each scoring 27 points.

Alexander Alekseev noted that the regional NPO’s leadership may reflect the current trend of expressing local identity through cultural codes. «The Urals team’s victory likely aligns with a crucial trend — the desire to express unique local identity through cultural codes. “Creative Industries of the Urals” emphasizes that their homeland is a forge not only for industry but also for culture,» stressed the ADCR President.

Rating Results

Creativity Rating. Segment «PR/Public Relations»

T-Bank topped the ranking with 852 points.
Soda × D Innovate group took second place with 225 points.
Third place went to Ozon with 192 points.

Rating Results

The first creativity rating in the public relations segment has been released. What stands out? It’s significant that very diverse agencies participated — winners include both classic PR agencies and those from adjacent industries. Equally noteworthy is the strong presence of clients among the winners, reflecting the full spectrum of public relations players. I wish all participants success in professional competitions.

Lilia Glazova

Co-chair of RACA’s Public Relations Committee, CEO of PR News, Member of the PR and Public Relations Creativity Supervisory Board

Creativity is a key success factor for ad agencies. For most PR firms, success typically hinges on other metrics: technological capabilities, depth of media/blogger contacts, analytical team strength, experienced PR managers, government contract expertise, and leaders’ authority. Thus, it’s unsurprising that advertiser teams — especially those seasoned in major campaigns — sometimes outshine their PR partners in creativity.