Effectiveness is at the top of the marketing agenda. It is not enough to develop creative ideas; in the current climate those ideas must deliver real results.
So which agencies are consistently delivering ideas that work? And which brands are consistently running outstanding marketing initiatives?
Compiled by Effie Worldwide and Warc, the Effie Effectiveness Index (www.effieindex.com) recognizes the importance of marketing effectiveness by revealing which companies were the most successful at creating ideas that delivered results. Finalist and winner data from Effie competitions is used to rank advertisers, agencies, brands, agency networks, and holding companies.
Now in its third year, the rankings for 2013 were released on June 20. They feature the most effective Advertisers, Brands, Agency Holding Groups, Agency Networks, Agency Offices, and Independent Agencies. These rankings can be filtered by region, country and product category.
The latest rankings are summarized below. The full ranking tables are available to registered users. Registration is free.
Most Effective Advertisers
Unilever again tops the global Advertiser ranking in 2013 with 276 points. Procter & Gamble, remains in second place, with Coca-Cola rising three places to take third. Consumer packaged goods dominate the top 20, but they are joined by four automotive companies and mobile giants Vodafone and Samsung, with Ikea and Heineken taking joint 19th spot. The highest climbers in the top 20 are Nissan, rising 20 places to 12th, and Samsung, which moved up 31 places to 17th.
Source: www.effieindex.com. © Effie Worldwide and Warc.
Most Effective Brands
Coca-Cola takes the title of the world’s most effective brand in 2013 with 130 points. 2012’s most effective brand, McDonald’s, slips to second place, while soft drink Pepsi moves up two places to third. Six brands in the top 20 were new entries to the Effectiveness Index, including Turkcell, Mizuno and Puma. High risers in the top 20 include American Express, which rose 654 places to be ranked 10th most effective brand, and Nike, which moved up 178 places to take joint 15th.
Most Effective Agency Holding Groups
WPP Group remains the most effective global Holding Group in 2013, with Omnicom staying in second place. Publicis rises to third, while Interpublic (IPG) and Havas round out the top five.
Most Effective Agency Networks
Ogilvy & Mather is once again the world’s most effective agency network, with 1046 points in 2013. BBDO Worldwide stays in second place while McCann Worldgroup rose to third place in the rankings ahead of DDB Worldwide and Leo Burnett Worldwide.
Most Effective Agency Offices
Ogilvy & Mather Mumbai leads the Global Individual Agency Office ranking for a second year. Sancho BBDO from Bogota, Colombia, stays in second place, with Lima’s Circus Comunicacion Integrada S.A.C. rising to third. OMD Bogota and Colenso BBDO, from New Zealand, round out the top five. The top 20 includes agencies from China, Russia, Turkey, and Israel, among others.
Most Effective Independent Agencies
The Effie Index breaks out independently-owned agency offices, and in 2013 the top four are all new entries. The Most Effective Independent Agency is Banda Agency from Ukraine, the second and third ranked agencies, Alametifarika and Rababa, are both from Turkey. Pristop d.o.o. from Slovenia and New Zealand’s Barnes, Catmur & Friends complete the top five.
The Index can also be analyzed by region and the companies that ranked highest in each region in 2013 are:
Coca-Cola (advertiser), Coca-Cola (brand), WPP Group (agency holding group) Ogilvy & Mather (agency network), Ogilvy & Mather - Mumbai (agency) and Barnes, Catmur & Friends – Auckland (independent agency).
Unilever (advertiser), Vodafone (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Ogilvy Group Russia (agency) and Banda Agency in Kiev (independent agency).
Nestlé (advertiser), Pepsi (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogotá (agency) and Porta - Santiago (independent agency).
Middle East & Africa
Unilever (advertiser), Coca-Cola (brand), WPP Group (agency holding group),
JWT (agency network), Mindshare - Dubai (agency) and Interesting Times - Beirut (independent agency)
Procter & Gamble (advertiser), Mizuno (brand), Omnicom (agency holding group), Ogilvy & Mather (agency network), Ogilvy & Mather, New York (agency) and Wieden+Kennedy (independent agency).
(Full rankings for North America were released on May 23, following the North American Effie Awards gala in New York City. They can be viewed here.)
Information about the 2013 rankings
The 2013 Effie Effectiveness Index is derived from more than 2,400 finalists and winning entries to Effie Award competitions worldwide between June 13, 2012 and June 13, 2013.
The Index is constructed by converting every Effie award and finalist into points – 12 for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). In a change to the inaugural year, if several agencies from the same agency network or holding group worked on a campaign, the network and holding group only receives one set of points for each winning effort.
Throughout the Index, ‘Country’ and ‘Region’ refer to where a campaign ran, not the location of the agency or advertiser responsible for it.
Full information about how the rankings are compiled is available at About the Index.
Terms & Conditions | Contact