The Global Effie Effectiveness Index reveals that, for the third year in a row, Unilever is the most effective marketer and WPP the most effective holding company in the world. Coca-Cola held on to its rank of second most-effective marketer for the second year in a row. BBDO Worldwide came out as the most effective agency network and Sancho BBDO (Bogota) the most effective individual agency office. Budapest-based ACG Advertising Agency was named the No.1 independent agency, globally.
Following WPP is Omnicom, which maintained its spot as the second most effective holding company globally. IPG retained its third place ranking (which it held in 2011 and 2012), followed by Publicis Groupe (4th) and Havas (5th). BBDO Worldwide tops the rankings for the most effective agency network, followed by Ogilvy & Mather, McCann Worldgroup, DDB Worldwide and Leo Burnett Worldwide. Sancho BBDO was the top ranked individual agency office, followed by Lowe Lintas (Mumbai), Ogilvy & Mather (Mumbai), FP7/DXB (Dubai), and Starcom MediaVest Group (Chicago).
ACG Advertising Agency (Budapest) came first in the independent agency effectiveness rankings, followed by a second place tie between Kinograf (Kiev) and Madre Buenos Aires. Barnes, Catmur & Friends (Auckland) and Banda Agency (Kiev), ranked the 4th and 5th most effective independent agency globally.
Now in its fourth year, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world, determined by their success in more than 40 national & regional Effie Award competitions. Following Unilever and Coca-Cola are Procter & Gamble, PepsiCo (which returns to the top five after a one year absence) and Nestlé. McDonald's is the second most effective brand, followed by Vodafone, Pepsi, and Dove.
"Since the Effie Effectiveness Index was launched four years ago, the bar has been raised for companies with the most effective marketing communications strategies, ideas and results," says Neal Davies, president and CEO of Effie Worldwide. "Marketers who have held the top slot or climbed another level in the Global Effie Index, continue to show the worldwide business community how to create ideas that work."
Effie celebrates effectiveness worldwide with over 40 global, regional and national programmes across Asia-Pacific, Europe, Latin America, Middle East/North Africa and North America. Effie's initiatives include the Effie Effectiveness Index, ranking the most effective companies and brands globally and the Effie Case Database.