2018 Effie Effectiveness Index: Overview

Since 1968, the Effie Awards have been honoring Ideas that Work globally.

Now in its eighth year, the Global Effie Index identifies and ranks the most effective agencies, marketers and brands by analyzing finalist and winner data from more than forty national & regional Effie Award competitions. The 2018 rankings reflect a compilation of over 3,400 worldwide Effie winners and finalists announced between January 1, 2017 and December 31, 2017.

Every brand and company ranked in the Effie Index has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.

From a progressive campaign for hearing loss awareness in New Zealand to a global beverage brand that demonstrated proven success in over a dozen markets, Effie continues to reward Ideas that Work across the globe.

The Effie Index features the most effective Marketers, Brands, Agency Holding Groups, Agency Networks, Agency Offices, and Independent Agencies. These rankings can be filtered by region, country and product category..

Which companies, either independent or part of larger networks, produced the most effective work in each country and region over the past year? Which agencies, brands and marketers have achieved effectiveness on a global scale? Explore this year's rankings to find out.

Most Effective Marketers

Unilever retains its title as the most effective global marketer in 2018. It is the fifth time since 2011 that it has held the top spot. PepsiCo, fueled by a strong showing in Latin America, moves up three spots as the second most effective marketer. Nestlé moves to third, while The Coca-Cola Company retains its fourth place ranking. Mars breaks into the top 5 for the first time ever, behind successes in North America and Asia Pacific

Global FMCG companies continue their dominance of the most effective marketer ranking. Procter & Gamble ranks six - falling out of the top five for the first time since 2011. Global brewers AB InBev and Heineken, along with McDonald's and mobile phone leader Vodafone round out the Top 10.

Most Effective Marketers May 2018

Ranking
Rank Advertiser Points
1 Unilever 460
2 Pepsico 342
3 Nestlé 330
4 The Coca-Cola Company 212
5 Mars 198
Ranking
Rank:
1
Advertiser:
Unilever
Points:
460
Rank:
2
Advertiser:
Pepsico
Points:
342
Rank:
3
Advertiser:
Nestlé
Points:
330
Rank:
4
Advertiser:
The Coca-Cola Company
Points:
212
Rank:
5
Advertiser:
Mars
Points:
198

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

Pepsi moves up three spots to replace Vodafone as the most effective global brand in 2018. Consistently ranked in the top five since 2011, it is the first time that Pepsi holds the top spot. McDonald's jumps up one spot to number two, while Coca-Cola slides to third. Vodafone drops to fourth, with Spanish mobile phone operator, Movistar, returning to the fifth place spot.

A diverse range of industry sectors continue to populate the top 10. Technology giant IBM, along with Chevrolet, MasterCard and fast food leaders KFC and Burger King all rank in the top 10. They are joined by two Colombian beverage brands - Poker from Bavaria Brewery and Sr. Toronjo from Postobón.

Most Effective Brands May 2018

Ranking
Rank Brand Points
1 Pepsi 166
2 McDonald's 120
3 Coca-Cola 114
4 Vodafone 110
5 Movistar 88
Ranking
Rank:
1
Brand:
Pepsi
Points:
166
Rank:
2
Brand:
McDonald's
Points:
120
Rank:
3
Brand:
Coca-Cola
Points:
114
Rank:
4
Brand:
Vodafone
Points:
110
Rank:
5
Brand:
Movistar
Points:
88

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

The top five most effective holding groups remain unchanged from 2017. WPP Group remains the most effective holding company for the seventh consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu.

Most Effective Agency Holding Groups May 2018

Ranking
Rank Holding Group Points
1 WPP Group 3295
2 Omnicom 3063
3 Interpublic (IPG) 2707
4 Publicis Groupe 1606
5 Dentsu 491
Ranking
Rank:
1
Holding Group:
WPP Group
Points:
3295
Rank:
2
Holding Group:
Omnicom
Points:
3063
Rank:
3
Holding Group:
Interpublic (IPG)
Points:
2707
Rank:
4
Holding Group:
Publicis Groupe
Points:
1606
Rank:
5
Holding Group:
Dentsu
Points:
491

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

McCann Worldgroup unseats BBDO as the most effective agency network globally in 2018. Consistently ranked in the top five since 2011, it is the first time that McCann holds the top spot. BBDO drops to second with Ogilvy ranking third and DDB ranking fourth. OMD rounds out the top five. This is the first time a media network appears in the top five globally.

Most Effective Agency Networks May 2018

Ranking
Rank Agency Network Points
1 McCann Worldgroup 1565
2 BBDO Worldwide 1550
3 Ogilvy 1067
4 DDB Worldwide 615
5 OMD 610
Ranking
Rank:
1
Agency Network:
McCann Worldgroup
Points:
1565
Rank:
2
Agency Network:
BBDO Worldwide
Points:
1550
Rank:
3
Agency Network:
Ogilvy
Points:
1067
Rank:
4
Agency Network:
DDB Worldwide
Points:
615
Rank:
5
Agency Network:
OMD
Points:
610

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

Sancho BBDO (Bogota) retains its title as the most effective individual agency office in 2018 behind its success for brands like Visa, Sr. Toronjo and Winny, among other regional and global brands. McCann Worldgroup's FP7/DXB (Dubai) moves up one spot to number two followed by MullenLowe Lintas (Mumbai). OMD (Bogota) returns to the top five for the first time since 2013, ranking fourth, while Ogilvy & Mather (Mumbai) rounds out the top five. The top 20 features a globally diverse mix of agencies from Argentina, Australia, Brazil, Colombia, Egypt, Hungary, India, Israel, New Zealand, Peru, Turkey, UAE, and the United States.

Most Effective Agencies May 2018

Ranking
Rank Agency Location Points
1 Sancho BBDO Bogotá, Cundinamarca, Colombia 276
2 FP7/DXB Dubai, UAE 255
3 MullenLowe Lintas Group, India Mumbai, India 230
4 OMD Bogotá, Cundinamarca, Colombia 208
5 Ogilvy & Mather Pvt. Ltd. Mumbai, India 197
Ranking
Rank:
1
Agency:
Sancho BBDO
Location:
Bogotá, Cundinamarca, Colombia
Points:
276
Rank:
2
Agency:
FP7/DXB
Location:
Dubai, UAE
Points:
255
Rank:
3
Agency:
MullenLowe Lintas Group, India
Location:
Mumbai, India
Points:
230
Rank:
4
Agency:
OMD
Location:
Bogotá, Cundinamarca, Colombia
Points:
208
Rank:
5
Agency:
Ogilvy & Mather Pvt. Ltd.
Location:
Mumbai, India
Points:
197

Source: www.effieindex.com. © Effie Worldwide

Most Effective Independent Agencies

Budapest-based ACG Advertising Agency retains its title as the most effective independent agency for the third year in a row. Madre Buenos Aires moves up three spots to rank second, followed by Kiev-based Kinograf and MINT MENA from Dubai. A second independent agency from Ukraine, Banda Agency (Kiev), rounds out the top five.

Most Effective Independent Agencies May 2018

Ranking
Rank Agency Location Points
1 ACG Advertising Agency Budapest, Hungary 76
2 Madre Buenos Aires Buenos Aires, Argentina 72
3 Kinograf Kyiv, Ukraine 56
4 MINT MENA Abu Dhabi, UAE 54
5 Banda Agency Kyiv, Ukraine 50
Ranking
Rank:
1
Agency:
ACG Advertising Agency
Location:
Budapest, Hungary
Points:
76
Rank:
2
Agency:
Madre Buenos Aires
Location:
Buenos Aires, Argentina
Points:
72
Rank:
3
Agency:
Kinograf
Location:
Kyiv, Ukraine
Points:
56
Rank:
4
Agency:
MINT MENA
Location:
Abu Dhabi, UAE
Points:
54
Rank:
5
Agency:
Banda Agency
Location:
Kyiv, Ukraine
Points:
50

Source: www.effieindex.com. © Effie Worldwide

Regional Rankings

The Index can also be analyzed by region and the companies that ranked highest in each region in 2017 are:

Asia Pacific
Unilever (marketer), a tie between DB Export & Lifebuoy (brand), WPP Group (agency holding group) BBDO Worldwide (agency network), MullenLowe Lintas Group Mumbai (agency) and Special Group in Auckland (independent agency).

Europe
Unilever (marketer), Vodafone (brand), WPP Group (agency holding group), McCann Worldgroup (agency network), Mindshare Turkey (agency) and ACG Advertising Agency in Budapest (independent agency).

Latin America
PepsiCo (marketer), Pepsi (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogotá (agency) and Madre Buenos Aires (independent agency).

Middle East & Africa
Unilever (marketer), Coca-Cola (brand), Interpublic (agency holding group), McCann Worldgroup (agency network), FP7/DXB - Dubai (agency) and MINT MENA - Dubai (independent agency).

North America
Mars (marketer), IBM (brand), Interpublic (agency holding group), Ogilvy (agency network), McCann New York (agency) and Droga5 New York (independent agency).

Information about the 2018 rankings

The 2018 Effie Index is compiled from 3,476 finalists and winning entries from worldwide Effie Award competitions between January 1, 2017 and December 31, 2017. 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). Throughout the Index, 'Country' and 'Region' refer to where a campaign ran, not the location of the agency or marketer responsible for it. Additional information about how the rankings are compiled can be found here.