Creativity has come under fire in recent years given the seismic changes in the industry. People have charged that it’s become an afterthought in a world obsessed with AI, performance, data and personalization at scale. But as the Ad Age 2025 Agency A-List will prove, creativity is alive and well in this business.

The big idea is still the bedrock of advertising, even though it may play out in different forms. There are agencies on this list that have taken highly creative approaches to media, discovered novel ways to work with creators and influencers, flexed their muscles with experiential campaigns, cracked the code on fast-turn social work and much more.

These agencies have also found creative ways to work and build their own businesses, from spitballing ideas via text with clients to proactively bringing ideas to marketers. They are stretching their boundaries, with multicultural agencies offering general-market solutions and PR agencies attacking creative briefs. They have bounced back from account losses and found innovative ways to nurture and diversify their employees.

So, while their approaches may be different, the agencies on this list have one thing in common: They are creatively embracing change and, in the process, changing the industry.

How did we pick this year’s list?

Winners are selected not just for their creative chops but for their overall financial performance, along with factors such as diversity and culture. Judges look for shops that are pulling in new business and scoring additional business from clients already on the roster. They look for agencies that are building places where employees are proud to work. They look for shops breaking creative boundaries and geographic ones, putting purposeful work into the world and generally making a name for themselves in a crowded industry. We look for shops that top themselves every year.

Check out the 2025 Ad Age Agency A-List here
Also: Look back at more than 50 years of winners

Who judges the A-List?

The list is judged by a team of Ad Age editors and reporters who cover all corners of the marketing business, not strictly agencies. Their expertise spans areas from tech, social, media, influencers and more.

Buy your ticket for the 2025 Ad Age A-List & Creativity Awards Gala

Who qualifies for the A-List?

The A-List is open to agencies of any size. Shops can apply for Agency of the Year, and multiple other categories including Media Agency of the Year, Newcomer of the Year, Global Network of the Year, Social Agency of the Year, Production Company of the Year and more.

What separates an A-List agency from a Standout?

Since the A-List is limited to 10 agencies, the Standout category was created to highlight agencies that are strong shops with a lot of potential. This honor celebrates agencies that are up and coming on the industry’s radar and have a good shot at moving up to the Top 10 in the future.

Is there an event to celebrate the A-List?

There is an annual gala held in New York to officially award and recognize the Ad Age A-List. This year’s event will be held on April 30. Tickets can be ordered here.

Where can I apply for next year’s A-List award?

We appreciate your enthusiasm, but entries for 2026 aren’t expected to open until September.

Read about the 2025 Ad Age Agency A-List winners here