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 North American 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.
This analysis of the Effie Index showcases the most effective North American Agency Offices, Agency Networks, Agency Holding Groups, Brands and Advertisers. It is based on the results of the North American Effie Awards, announced at their gala held in New York City on May 22, 2013.
The top 20 in each ranking can be downloaded here in PDF format.
(Full global rankings, including searchable data, will be launched on www.effieindex.com during the week of June 16.)
Most Effective North American Advertisers
As in 2012, Procter & Gamble tops the list of the most effective advertisers in North America. Toiletries and cosmetics giant Kimberly-Clark rises to second, and Japanese sporting goods company Mizuno ranks at third. Large, global companies dominate the most effective North American advertiser list – the top ten advertisers also include American Express, Mondelez International, and The Kellogg Company.
Source: www.effieindex.com. © Effie Worldwide and Warc.
Most Effective North American Brands
As well as advertisers, the Effie Effectiveness Index tracks performance by individual brands. A new entry to the Effie Effectiveness Index, North America’s most effective brand for 2013 is Mizuno. American Express was the second most effective, and Depend, a Kimberly-Clark product is the third. Others in the top ten include restaurants such as Chipotle and McDonald’s, and brands as varied as Call of Duty (the winner of the 2013 Grand Effie), Pima Air and Space Museum and Procter & Gamble, which used its Olympic sponsorship to promote the parent brand.
Most Effective North American Agency Offices
The Effie Effectiveness Index tracks performance by agencies and their parent groups. The ranking for the most effective individual agency office is headed by Ogilvy & Mather New York for the second consecutive year. The agency’s winning work included campaigns for Castrol EDGE, IBM, Kotex, Poise, and Depend. The top five agencies also include BBDO New York, McKinney from North Carolina, OgilvyAction and Digitas.
Most Effective North American Independent Agency Offices
The North America Effectiveness Index breaks out independently-owned agency offices. The most effective independent agency office is Wieden+Kennedy, while the second is Creative Artists Agency. The third spot is a tie between 22squared, Cramer Krasselt in Milwaukee and Mother NY.
Source: www.effieindex.com. © Effie Worldwide and Warc.v
Most Effective North American Agency Networks
At agency network level, Ogilvy & Mather leads the North America rankings for the second consecutive year. BBDO Worldwide is in second place, up from fourth last year. Starcom MediaVest Group was positioned third for a second year, followed by McCann Worldgroup and DDB Worldwide.
Most Effective North American Agency Holding Groups
At holding company level, Omnicom leads the North American rankings in 2013, up from third place in 2012. Last year’s leader WPP drops to second place, while Publicis, Interpublic, and MDC Partners round out the top five.
Information about the North America 2013 Effie Effectiveness Index rankings
The 2013 Effie Effectiveness Index is derived from finalists and winning entries to Effie Award competitions worldwide between June 13, 2012 and June 12, 2013. The analysis in this overview focuses solely on the North American Effie entries. The global results will be revealed in the week of June 16.
The Index is constructed by converting every Effie award and finalist into points. In the point system, Primary agencies, advertisers, and brands receive twelve points for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist. Contributing agencies receive six points for a Grand Effie, for Gold three for Silver, two for Bronze, and one for a finalist.
Full information about how the rankings are compiled is available at About the Index.
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