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Effie Effectiveness Index: Ogilvy Mumbai is most effective agency office, again

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 21, 2013
This is the second consecutive year that Ogilvy Mumbai has won this feat. In 2011, it was declared as the most effective individual agency office in the Asia Pacific.

N Talreja

Piyush Pandey

Ogilvy Mumbai has been declared the Most Effective Agency Office Globally, in the 2013 Effie Effectiveness Index. This is the second consecutive year that Ogilvy Mumbai has won this feat; it was declared the most effective agency office globally in 2012, too. Effie Worldwide and WARC, the global marketing intelligence service, revealed the global results of the Effie Effectiveness Index in Cannes today.

Overall, Ogilvy & Mather has been named as the most effective advertising agency network for the third consecutive year. In 2011, the agency was declared as the most effective individual agency office in the Asia Pacific and ranked No. 2 across the globe.

Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, says, "I am truly delighted for Ogilvy Mumbai and all our clients who we have partnered in achieving this unprecedented recognition of being 'the Most Effective Agency Office in the World."

The Effie Index was launched in June 2011 and is led by Effie Worldwide. It was predicted to become the industry standard and according to industry influencers, it is now considered to have attained this status. The Effie Effectiveness Index identifies and ranks the marketing communications industry's most effective agencies, advertisers, and brands by analysing finalist and winner data from Effie Worldwide competitions.

Ogilvy & Mather is being named as the most effective advertising agency network for the third consecutive year. In 2011, Ogilvy Mumbai was declared the most effective individual agency office in Asia Pacific and ranked No. 2 across the globe. Also, in 2011, the WPP Group was recognised as the most effective advertising holding company.

Navin Talreja, who heads Ogilvy & Mather's Mumbai and Kolkata offices, says, "To do it once is good. But to be awarded the Most Effective Agency Office in the world for two years in a row is a staggering achievement. This only further underlines our philosophy of deep collaboration between creative, planning and account management, helping us deliver on the twin peaks of creativity and effectiveness. This would not have been possible without the support of our clients, so a big thank you to all our clients who continuously repose faith in our ideas."

Kawal Shoor, head of planning, Ogilvy Mumbai, says, "We didn't plan for this. Couldn't have. It's impossible to know what hundreds of other offices across tens of agencies are doing globally. Only in hindsight have we figured the reason Ogilvy Mumbai has been honoured with this accolade, in successive years. And the reason is - great work that works, not for a few but for a very wide set of brands, across different clients. I think Ogilvy Mumbai manages the depth-versus-width issue beautifully because we're blessed with a unique mix of skill sets, our creative culture, and a genuine desire to motor each other's thoughts forward."

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