Who are the most effective marketers and agencies in the world today?
The new Effie Effectiveness Index analyzes finalist and winner data from 40 global Effie competitions from June 10, 2010 to June 13, 2011, and offers this scorecard: Procter & Gamble is the most effective advertiser; McDonald’s is the most effective brand; Omnicom, the most effective holding company; and BBDO Worldwide, the most effective agency network.
Sancho BBDO of Bogota, Colombia weighed in as the most effective individual agency office, while Wieden + Kennedy earned recognition as the most effective independent ad agency.
Effie Worldwide worked with market intelligence company Warc to tally the results. (The Effie Awards recognize any marketing communications that contribute to the success of a brand.) The new rankings can be filtered by region, country, and product category.
After P&G, rounding out the five most-effective global advertisers are Unilever, Kraft, Nestle, and Coca-Cola. The top five most effective brands are McDonald’s, Pepsi, Coca-Cola, Chevrolet, and Vodafone.
Following BBDO Worldwide as the most effective agency network is McCann Worldgroup, Ogilvy & Mather, DDB Worldwide, and JWT.
After Omnicom, the most effective holding companies are WPP Group, Interpublic, Publicis Groupe, and Havas Advertising.
