Effie Worldwide and Warc, the global online provider of ideas and evidence to marketing people, unveiled the list of the most effective marketers of the 2011, derived from almost 2,000 finalists and winning entries to 39 Effie Award competitions worldwide, which unveiled leaders in the field for the past 12 months. The Effie Effectiveness Index, which was launched in 2011, “recognizes the architects of the most effective marketing communications ideas from around the world.” The Index shows winners both by the business type category (Most Effective Marketers, Most Effective Brands, Most Effective Agency Networks, etc.) and by region.
Photo: 2012 Effie Effectiveness Index logo, www.effieindex.com
As it turns out, Unilever is the most effective advertiser on the international scene, McDonald’s is named the most effective brand, WPP Group is the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network. The biggest fast food chain in the world tops the chart for the second year in a row, and Unilever has replaced Procter & Gamble, the 2011 most effective advertiser globally, becoming the leader in this category.
Here’s the list of the top five companies, brands and offices in the world according to the 2012 Effie Effectiveness Index:
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) and Ogilvy & Mather (New York) and Colenso BBDO (Auckland, New Zealand).
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.
See the full list of entrants and their ranking here.
“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year. 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,” commented Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands.