The global marketing intelligence service Effie Worldwide in association with Warc have announced the global results of the Effie Effectiveness Index after analyzing finalist & winner data from 39 worldwide Effie competitions from past year. Unilever tops the first place as the most effective advertiser, while McDonald’s reprises its role as the most effective brand title for a second year in a row. WPP Group is the most effective advertising holding company, while Ogilvy & Mather gets the title for both most effective advertising agency network and the most effective individual agency office (O&A Mumbai).
“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands. “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.”
Most Effective Marketers in the World According to 2012 Effie Effectiveness Index
The top five advertisers, brands, advertising holding companies, agency networks, and agency offices globally are as follows:
- Most Effective Advertisers, Globally: Unilever, Procter & Gamble, Nestlé, McDonald’s and PepsiCo
- Most Effective Brands, Globally: McDonald’s, IBM, Coca-Cola, Axe and Pepsi
- Most Effective Advertising Holding Companies, Globally: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Havas Advertising
- Most Effective Agency Networks, Globally: Ogilvy & Mather, BBDO Worldwide, DDB Worldwide, Leo Burnett Worldwide, McCann Worldgroup
- Most Effective Agency Offices, Globally: Ogilvy & Mather (Mumbai), a three-way tie between Sancho BBDO (Bogota), Lowe-SSP3 (Bogota), with Ogilvy & Mather (New York) and Colenso BBDO (Auckland, New Zealand) in fifth place
- Most Effective Independent Agencies Globally: McKinney (Durham, NC, USA), Bruketa&Žinić OM (Zagreb, Croatia), a third place tie between Wieden+Kennedy (Portland, OR, USA) and Jung von Matt (Hamburg), with ACG Advertising Agency (Budapest) in fifth place.
Most Effective Marketers in Asia Pacific, European, Latin American, Middle East/Africa and North American Regions
By region, the companies that ranked highest in the Effie Effectiveness Index include:
- Asia Pacific: Unilever (advertiser), McDonald’s (brand), Omnicom (advertising holding company) Ogilvy & Mather (agency network), Ogilvy & Mather (Mumbai) (agency) and Happy Soldiers (Sydney) (independent agency)
- Europe: Unilever (advertiser), McDonald’s (brand), WPP Group (advertising holding company), Ogilvy & Mather (agency network), Ogilvy & Mather Ukraine and Adler, Chomsky, & Warshavsky Grey, (agency) and Bruketa&Žinić OM (Zagreb, Croatia) (independent agency)
- Latin America: Nestlé (advertiser), Ministerio De Defensa Nacional (Colombia) (brand), WPP Group (advertising holding company), BBDO Worldwide (agency network), a tie between Sancho BBDO (Bogota) and Lowe-SSP3 (Bogota) (agency) and Puerto (Santiago, Chile) (independent agency)
- Middle East & Africa: Henkel (advertiser), Pril (brand), Omnicom (advertising holding company), OMD (agency network), OMD of Cairo (agency) and Interesting Times (Beirut) (independent agency)
- North America: (announced in New York on May 23, 2012): Procter & Gamble (advertiser), IBM (brand), WPP (advertising holding company), Ogilvy & Mather (agency network), Ogilvy & Mather, New York (agency) and McKinney (independent agency)
