CANNES, FRANCE—(June 23, 2011) –Effie Worldwide and Warc, the global marketing intelligence service, revealed the results of the inaugural Effie Effectiveness Index today. After analyzing finalist & winner data from 40 worldwide Effie competitions, Procter & Gamble is the most effective advertiser, McDonald’s is the most effective brand, Omnicom is the most effective advertising holding company and BBDO Worldwide is the most effective advertising agency network. Sancho BBDO of Bogota, Colombia is the most effective individual agency office. Wieden & Kennedy, based in Portland, Oregon, USA is the most effective independently held advertising agency.
“The Effie Index is the best source for who’s doing the best marketing around the world,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of Mediabrands. “As part of the overall Effie offer, it should be an invaluable source to help marketers and their agencies.”
The Effie Index ranking system rewards not only Effie winners but Effie finalists. In the inaugural Effie Index, Effie finalists and winners announced between June 10, 2010 and June 13, 2011 qualified for the Index. The comprehensive rankings, which can be filtered by region, country and product category (along with detailed information surrounding the point system) can be found on the new site www.effieindex.com.
The top five most effective advertisers around the globe include: Procter & Gamble, Unilever, Kraft, Nestle and Coca-Cola. The top five most effective brands are McDonald’s, Pepsi, Coca-Cola, Chevrolet and Vodafone.
The top five most effective agency holding groups in the world are led by Omnicom, followed by WPP Group, Interpublic (IPG), Publicis Groupe and Havas Advertising. The top five most effective agency networks are BBDO Worldwide, McCann Worldgroup, Ogilvy & Mather, DDB Worldwide, and JWT. The top five most effective agency offices are Sancho BBDO (Bogota, Colombia), Ogilvy & Mather (Mumbai, India), OMD (Bogota, Colombia), BBDO (Santiago, Chile) and Lowe Lintas (Mumbai, India). The top five independent advertising agencies include: Wieden + Kennedy, (Portland, Oregon, USA), Kinograf (Kiev, Ukraine), Rabarba (Istanbul, Turkey), BBH Singapore and a fifth place tie between BMF (Sydney, Australia) and Propaganda House (Kiev, Ukraine).
Rufus Olins, chief executive of Warc, said, “The Effie Effectiveness Index will become the industry standard. It is the world’s most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness.”