First Effie Index shows big names top ad effectiveness charts

Which is what you’d expect really but it’s reassuring to know that Procter & Gamble, Unilever, Kraft, Nestle and Coca-Cola (all its brands presumably) haven’t been wasting all that marketing money.

And neither have single brands McDonald’s, Pepsi, Coca-Cola, Chevrolet and Vodafone.

These come top in the first Effie Effectiveness Index, launched rather cheekily at Cannes yesterday and assessed on performance in Effie effectiveness awards around the world.

Omnicom Group was the leading holding company, followed by WPP Group, Interpublic Group, Publicis Groupe and Havas.

BBDO Worldwide was the number one agency network, coming in front of McCann Worldgroup, Ogilvy & Mather, DDB Worldwide and JWT.

Sancho BBDO, based in Bogota, Colombia, was the top individual agency office within a network, and Wieden+Kennedy was the highest-ranked independently-owned agency.

Awards success is just one measure of these things, obviously it depends on how many entries you submit and the big battalions have the dosh.

The Index is a joint venture between Effie Worldwide and UK-based information provider WARC.

Full results are here.

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About Angie Dean