The World Class Report Is Here.

What does it take to create international work that travels further, without losing what made the idea powerful in the first place?

International brands face a familiar tension: create something that works everywhere, or create something people actually notice, remember and care about.

World Class brings together evidence from Effie, System1 and Publicis London to uncover what makes international creativity more effective, from the power of distinctiveness to the impact of Creative Deviance.

Inside, we explore the data behind what makes ideas travel, why playing it safe can be a bigger business risk, and the five creative levers that can help brands get further from the middle.

Download the World Class Report and discover what the best global brands know that the rest don’t.