About the Effie Effectiveness Index

The Effie Effectiveness Index identifies and ranks the marketing communications industry's most effective agencies, marketers and brands by analyzing finalist and winner data from 40+ worldwide Effie Award competitions.

Originally launched in June 2011, the Effie Index can be used to reveal the most effective agencies, marketers and brands globally, regionally, in specific countries, or even in different product categories. The Index provides an insightful glimpse into who is actually delivering Ideas that Work across the globe.

Eligibility Time Period

For the 2016 Effie Index, data from Effie Award programs announced between January 1, 2015 and December 31, 2015 qualify.

How the Rankings are Compiled

We have established a ranking system that will reward not only Effie winners, but Effie finalists. All winner and finalist data has been provided by Effie's global network of worldwide partners. Only Effie finalists and winners that have met Effie Worldwide-approved judging criteria are eligible for inclusion in the Index. A glimpse of the North American judging model can be found here.

Finalists in the Rankings

All worldwide Effie finalists and winners must achieve a minimum score in order to be selected as a finalist, bronze, silver, gold or Grand Effie winner. Not all worldwide Effie programs publicly announce and award finalists. Effie finalist status and trophies are awarded in each category at the discretion of the judges' scores. It is possible that a category may produce no finalists, if no case meets the minimum cut-off for finalist status in that category. Similarly, it is possible to have one, two, three or four winners of any level or perhaps no winners at all in a category, depending on whether a case meets the minimum cut-off for each level of award. Achieving finalist or win status in the Effie Awards is a significant achievement. Only a small percentage of cases are finalists each year and of these, a fraction are winners.

Primary vs. Contributing Agencies

The Effie Award competition rules allow for up to six different companies to be credited on an Effie entry. A maximum of two agencies can be credited as the lead or "Primary Agency", the main driver(s) of the submitted work. Agencies not listed as the Primary Agency are recognized as "Contributing Agencies". A maximum of four companies can be credited as a "Contributing Agency".

Contributing agencies receive half as many points as Primary agencies in the Effie Index, so companies receiving 6 points for a Grand Effie; 4 points for a Gold Effie; 3 points for a Silver Effie; 2 points for a Bronze or 1 point for a Finalist recognition, were originally credited as a Contributing Agency.

Point Structure

Points for the 2016 Effectiveness Index are distributed as follows:

Primary agencies, marketers and brands receive:

 
Grand Effie Winner/Platinum Winner 12 Points
Gold Effie Winner 8 Points
Silver Effie Winner 6 Points
Bronze Effie Winner 4 Points
Effie Finalist 2 Point

Contributing agencies receive:

 
Grand Effie Winner/Platinum Winner 6 Points
Gold Effie Winner 4 Points
Silver Effie Winner 3 Points
Bronze Effie Winner 2 Points
Effie Finalist 1 Point

When multiple agency offices are credited on a single winner/finalist record, agency networks and holding companies will receive only one set of points towards their respective ranking.

Companies Included in the Index

Finalist and winning companies featured in the Index also include production companies, post-production houses and media owners, among others.

Agency Network and Holding Company Classifications

Agency network and holding company affiliations have been provided by the entrant, supplied by the official worldwide Effie partner or identified through research of key industry resources. Research occurred between December 1, 2015 and April 1, 2016.

Independent Agencies

Agencies that are not majority-owned by a holding company are categorized as “Independent” in the Index. Please note that the ownership of individual agencies may have changed since the data was compiled.

Marketer Classifications

In some instances, credits for global marketers included their local affiliation, like Coca-Cola Hellas in Greece. For consistency purposes, we have attributed the points to the global advertiser, in this case The Coca-Cola Company.

Product Category Classification

Product category information has been sourced either from the official Effie Award partner program or identified through industry research. In some instances we have made necessary judgments about how certain types of campaigns should be categorized to ensure consistency across all 43 Effie programs.

Geographical Classifications

Throughout the Index, 'Country' and 'Region' refer to where a campaign ran, not the location of the agency or marketer responsible for it.

Translations

As a global Index of marketing effectiveness, there were instances where data was provided in the program's local language (other than English). We have attempted to translate as much information into English as possible. If you find inconsistencies, please let us know.

Year to Year Comparisons

Effie Index rankings are a result of Effie Award Winner/finalist point aggregation over a single year. Rankings are not cumulative year over year. To explore the previous year rankings, use the “Filter by Year” function located in the upper left hand side of each page.

Database Research

While every effort has been made to ensure the accuracy and completeness of the Effie Effectiveness Index, Effie Worldwide cannot accept liability with respect to errors or omissions. If you notice inconsistencies or errors with the data, please let us know. Rankings are updated periodically in order to correct inconsistencies, errors or omissions.

Case Studies and Videos of Winning Work

For select cases, additional information is available in Effie Worldwide's case database. Click on the icon to view additional information including campaign summaries, videos of winning work and available case studies.

Tell us what you think

Our aim is to make the Index as insightful as possible, so we encourage your feedback. Comments, suggestions and feedback can be sent to index@effie.org.