In the game: Gehrig brought Nike out of Super Bowl advertising retirement in 2025 with “So Win,” the athletic brand’s Big Game first spot in 27 years. Starring WNBA phenom Caitlin Clark and track star Sha’Carri Richardson, among many others, the film spotlighted the double standards female athletes face. She also had a lighthearted but still memorable spot for Levi’s, bringing the denim brand back to the Super Bowl after 20 years with an all-star cast showcasing how good their butts look in jeans.
Centenary: She also led John Lewis’ 100th anniversary campaign with Saatchi & Saatchi: a mind-bending, single-take “tableau” that seamlessly transitions through decades of British life and fashion.
Liz Taylor
Global CCO, Ogilvy
Originally honored: FCB Chicago, 2018
Around the world: Borderless creativity with global scale has been the throughline of Liz Taylor’s tenure. Since rejoining Ogilvy in 2021, she has overseen work spanning more than 120 offices, driving the agency network to repeated Network of the Year honors at Cannes, Clios, WARC, and more.
Disruption is the norm: Her leadership helped deliver culturally resonant campaigns like “Michael CeraVe,” which revolutionized what a campaign teaser could be, and Dove’s much-lauded “The Cost of Beauty,” highlighting that unrealistic and unhealthy beauty standards cost Americans over $500 billion annually.
Her flowers: A two-time No. 1-ranked CCO globally, Taylor stands out for championing creativity that breaks the rules for maximum effectiveness.
Felix Richter
Global CCO, Mother
Originally honored: Droga5, 2016
Moving up: It’s been a decade since Felix Richter was first honored in the Creative 100. Since then, he wrapped up his time as Droga5’s co-chief creative officer with the Meta rebrand and Grand Prix-winning Under Armour work.
