Shifts in the Most Effective Advertisers, Agencies, Holding Companies and Brands, according to Effie Worldwide and Warc
Effie Worldwide and Warc, the global marketing intelligence service, revealed the global results of the Effie Effectiveness Index today. Launched in 2011, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world.
After analyzing finalist & winner data from 39 worldwide Effie competitions from the past year, globally Unilever is the most effective advertiser, McDonald's is the most effective brand, for the second year in a row, WPP Group is the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network. Ogilvy & Mather (Mumbai) is the most effective individual agency office; McKinney (Durham, NC, USA) is the most effective independently held advertising agency.
In 2011, the inaugural year for the Effie Effectiveness Index, the most effective advertiser globally was Procter & Gamble, brand: McDonald's, advertising holding company: Omnicom, agency network: BBDO Worldwide, agency office: Sancho BBDO (Bogota, Colombia) and independent advertising agency: Wieden+Kennedy, (Portland, Oregon, USA).
“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands. “As an industry, we should be using this invaluable tool to identify the year’s best performers, and learn how their best practices can make us better marketers in the future.”
Most Effective Marketers in the World According to 2012 Effie Effectiveness Index
The top five advertisers, brands, advertising holding companies, agency networks, and agency offices globally are as follows:
Most Effective Advertisers, Globally: Unilever, Procter & Gamble, Nestlé, McDonald's and PepsiCo
Most Effective Brands, Globally: McDonald's, IBM, Coca-Cola, Axe and Pepsi
Most Effective Advertising Holding Companies, Globally: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Havas Advertising
Most Effective Agency Networks, Globally: Ogilvy & Mather, BBDO Worldwide, DDB Worldwide, Leo Burnett Worldwide, McCann Worldgroup
Most Effective Agency Offices, Globally: Ogilvy & Mather (Mumbai), a three-way tie between Sancho BBDO (Bogota), Lowe-SSP3 (Bogota), with Ogilvy & Mather (New York) and Colenso BBDO (Auckland, New Zealand) in fifth place
Most Effective Independent Agencies Globally: McKinney (Durham, NC, USA), Bruketa&Žinić OM (Zagreb, Croatia), a third place tie between Wieden+Kennedy (Portland, OR, USA) and Jung von Matt (Hamburg), with ACG Advertising Agency (Budapest) in fifth place.
Most Effective Marketers in Asia Pacific, European, Latin American, Middle East/Africa and North American Regions
By region, the companies that ranked highest in the Effie Effectiveness Index include:
Asia Pacific: Unilever (advertiser), McDonald's (brand), Omnicom (advertising holding company) Ogilvy & Mather (agency network), Ogilvy & Mather (Mumbai) (agency) and Happy Soldiers (Sydney) (independent agency)
Europe: Unilever (advertiser), McDonald's (brand), WPP Group (advertising holding company), Ogilvy & Mather (agency network), Ogilvy & Mather Ukraine and Adler, Chomsky, & Warshavsky Grey, (agency) and Bruketa&Žinić OM (Zagreb, Croatia) (independent agency)
Latin America: Nestlé (advertiser), Ministerio De Defensa Nacional (Colombia) (brand), WPP Group (advertising holding company), BBDO Worldwide (agency network), a tie between Sancho BBDO (Bogota) and Lowe-SSP3 (Bogota) (agency) and Puerto (Santiago, Chile) (independent agency)
Middle East & Africa: Henkel (advertiser), Pril (brand), Omnicom (advertising holding company), OMD (agency network), OMD of Cairo (agency) and Interesting Times (Beirut) (independent agency)
North America: (announced in New York on May 23, 2012): Procter & Gamble (advertiser), IBM (brand), WPP (advertising holding company), Ogilvy & Mather (agency network), Ogilvy & Mather, New York (agency) and McKinney (independent agency)
The Effie Index ranking system rewards Effie winners and Effie finalists. The comprehensive rankings, which can be filtered by region, country and product category (along with detailed information surrounding the point system) can be found on http://www.effieindex.com.
Matthew Coombs, publishing director of Warc, said, "The Effie Effectiveness Index has caught the attention and interest of the global marketing community. It has become a valuable resource for choosing marketing partners and for learning who is best at creating ideas that deliver results."