Unilever, McDonald’s, WPP, Ogilvy and McKinney top 2012 Effies Effectiveness Index

Effie Worldwide and UK-based research firm Warc have stolen some of the Cannes thunder by announcing the winners of their 2012 Effie (ad) Effectiveness Index on the first morning of the festival, which also has its own effectiveness awards I believe.

According to finalist and winner data from 39 worldwide Effie competitions, Unilever (pictured) 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 WPP-owned Ogilvy & Mather the most effective agency network.

The best-performing individual agency was O&M Mumbai and the best-performing independent agency McKinney from Durham, North Carolina.

Last year’s winners (in Effie’s first such poll) were: Procter & Gamble, McDonald’s, Omicom, BBDO Worldwide, Sancho BBDO in Bogota and the ever-formidable Wieden+Kennedy Portland, whose efforts for Old Spice presumably helped P&G land the top prize.

“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” says Matt Seiler (left), global CEO of IPG Mediabrands and chairman of the Effie Worldwide Board. “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.”

Indeed we should, although it’s hard to draw too many conclusions from two years’ results. Will it turn out to be one of those polls that, rather like the Cannes Festival’s advertiser of the year (which this year went to Mars) seems to reward the world’s biggies on a sort of ‘Buggin’s Turn’ principle?

On the agency side it’s a feather in the cap for O&M Mumbai and McKinney (beating the mighty W+K indeed).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.