Effie Worldwide has announced that for the third year in a row, its Global Effie Effectiveness Index reveals Unilever is the most effective marketer and WPP is the most effective holding company in the world.
BBDO Worldwide is the most effective agency network and Sancho BBDO (Bogota) is the most effective individual agency office. Budapest-based ACG Advertising Agency was named the number one ranked 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 forty national & regional Effie Award competitions.
The Coca-Cola Company is ranked as the second most effective marketer in the world, followed by 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.
Following WPP, Omnicom has maintained its spot as the second most effective holding company globally. IPG regained its third place ranking (which it held in 2011 and 2012), followed by Publicis Groupe (4th) and Havas (5th).
BBDO Worldwide claimed the top ranking for the most effective agency network, followed by Ogilvy & Mather, McCann Worldgroup, DDB Worldwide and Leo Burnett Worldwide. Sancho BBDO is 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) was ranked first in the independent agency effectiveness ranking, followed by a second place tie between Kinograf (Kiev) and Madre Buenos Aires. Barnes, Catmur & Friends (Auckland) and Banda Agency (Kiev) ranked 4th and 5th most effective independent agency globally.
“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.”