2017 Effie Effectiveness Index: Overview

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

Now in its seventh year, the Global Effie Effectiveness 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 2017 rankings reflect a compilation of over 3,600 worldwide Effie winners and finalists announced between January 1, 2016 and December 31, 2016.

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 an inspirational cancer awareness campaign that achieved incredible success across India to a multinational telecommunications company that grew its market share throughout Europe, 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 jumps one spot to regain the title of most effective global marketer in 2017. It previously held the top spot from 2012-2014. Nestle moves up two spots as the second most effective marketer, while Procter & Gamble retains its third place ranking. The Coca-Cola Company slides down three spots to fourth and PepsiCo retains its fifth place ranking. Global food and beverage companies continue their dominance of the most effective marketer ranking. Along with mobile phone leader Vodafone, Mondelez, McDonald's, Mars and global furniture retail giant IKEA round out the top 10.

Most Effective Marketers May 2017

Ranking
Rank Advertiser Points
1 Unilever 348
2 Nestlé 346
3 Procter & Gamble 290
4 The Coca-Cola Company 272
5 PepsiCo 212
Ranking
Rank:
1
Advertiser:
Unilever
Points:
348
Rank:
2
Advertiser:
Nestlé
Points:
346
Rank:
3
Advertiser:
Procter & Gamble
Points:
290
Rank:
4
Advertiser:
The Coca-Cola Company
Points:
272
Rank:
5
Advertiser:
PepsiCo
Points:
212

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

Vodafone moves up one spot to replace Coca-Cola as the most effective global brand in 2017. After dominating the top spot for the past four years, Coca-Cola drops to second, followed by McDonald's. Pepsi moves to number four, while IKEA breaks into the top five for the first time ever, ranking fifth. A diverse range of industry sectors continue to populate the top 10. Global brands Heineken, Burger King and MasterCard along with Spanish mobile phone operator Movistar and Malaysian communications service provider, Maxis all round out the top ten.

Most Effective Brands May 2017

Ranking
Rank Brand Points
1 Vodafone 188
2 Coca-Cola 152
3 McDonald's 118
4 Pepsi 94
5 IKEA 92
Ranking
Rank:
1
Brand:
Vodafone
Points:
188
Rank:
2
Brand:
Coca-Cola
Points:
152
Rank:
3
Brand:
McDonald's
Points:
118
Rank:
4
Brand:
Pepsi
Points:
94
Rank:
5
Brand:
IKEA
Points:
92

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

The top five most effective holding groups remain unchanged from 2016. WPP Group remains the most effective holding company for the sixth consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu.

Most Effective Agency Holding Groups May 2017

Ranking
Rank Holding Group Points
1 WPP Group 3727
2 Omnicom 2931
3 Interpublic (IPG) 2405
4 Publicis Groupe 1798
5 Dentsu 590
Ranking
Rank:
1
Holding Group:
WPP Group
Points:
3727
Rank:
2
Holding Group:
Omnicom
Points:
2931
Rank:
3
Holding Group:
Interpublic (IPG)
Points:
2405
Rank:
4
Holding Group:
Publicis Groupe
Points:
1798
Rank:
5
Holding Group:
Dentsu
Points:
590

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

BBDO Worldwide unseats Ogilvy & Mather as the most effective agency network globally. BBDO was previously ranked number one in 2015, 2014 and 2011. Ogilvy drops to second with McCann Worldgroup retaining its third place ranking. Young & Rubicam jumps up three spots to number four and J. Walter Thompson moves up an impressive four spots (from number nine in 2016) to round out the top five.

Most Effective Agency Networks May 2017

Ranking
Rank Agency Network Points
1 BBDO Worldwide 1455
2 Ogilvy & Mather 1363
3 McCann Worldgroup 1307
4 Young & Rubicam 645
5 J .Walter Thompson 639
Ranking
Rank:
1
Agency Network:
BBDO Worldwide
Points:
1455
Rank:
2
Agency Network:
Ogilvy & Mather
Points:
1363
Rank:
3
Agency Network:
McCann Worldgroup
Points:
1307
Rank:
4
Agency Network:
Young & Rubicam
Points:
645
Rank:
5
Agency Network:
J .Walter Thompson
Points:
639

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

Sancho BBDO (Bogota) regains its title as the most effective individual agency office in 2017 behind its success for brands Fundacion Exito, HUAWEI and Visa, among other regional and global brands. MullenLowe Lintas (Mumbai) moves up three spots to number two, followed by McCann's FP7/DXB (Dubai) at number three. Ogilvy & Mather (Mumbai) drops two spots to number four and Colenso BBDO (Auckland) rounds out the top five for the first time since 2013. The top 20 features a globally diverse mix of agencies from Argentina, Colombia, Hungary, India, New Zealand, Peru, Romania, Taiwan, Turkey, UAE, and the United States.

Most Effective Agencies May 2017

Ranking
Rank Agency Location Points
1 Sancho BBDO Bogotá, Cundinamarca, Colombia 324
2 MullenLowe Lintas Group Mumbai, India 254
3 FP7/DXB Dubai, UAE 216
4 Ogilvy & Mather Mumbai, India 186
5 Colenso BBDO Auckland, New Zealand 154
Ranking
Rank:
1
Agency:
Sancho BBDO
Location:
Bogotá, Cundinamarca, Colombia
Points:
324
Rank:
2
Agency:
MullenLowe Lintas Group
Location:
Mumbai, India
Points:
254
Rank:
3
Agency:
FP7/DXB
Location:
Dubai, UAE
Points:
216
Rank:
4
Agency:
Ogilvy & Mather
Location:
Mumbai, India
Points:
186
Rank:
5
Agency:
Colenso BBDO
Location:
Auckland, New Zealand
Points:
154

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 second year in a row. Istanbul-based agencies Alametifarika, Blab and Güzel Sanatlar rank second, third and fourth respectively, while Madre Buenos Aires rounds out the top five.

Most Effective Independent Agencies May 2017

Ranking
Rank Agency Location Points
1 ACG Advertising Agency Budapest, Hungary 93
2 Alametifarika Istanbul, Turkey 61
3 Blab Istanbul, Turkey 50
4 Güzel Sanatlar Istanbul, Turkey 42
5 Madre Buenos Aires Buenos Aires, Argentina 40
Ranking
Rank:
1
Agency:
ACG Advertising Agency
Location:
Budapest, Hungary
Points:
93
Rank:
2
Agency:
Alametifarika
Location:
Istanbul, Turkey
Points:
61
Rank:
3
Agency:
Blab
Location:
Istanbul, Turkey
Points:
50
Rank:
4
Agency:
Güzel Sanatlar
Location:
Istanbul, Turkey
Points:
42
Rank:
5
Agency:
Madre Buenos Aires
Location:
Buenos Aires, Argentina
Points:
40

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), Maxis (brand), WPP Group (agency holding group) Ogilvy & Mather (agency network), MullenLowe Lintas Group Mumbai (agency) and Hylink Beijing (independent agency).

Europe
Vodafone (marketer), Vodafone (brand), WPP Group (agency holding group), McCann Worldgroup (agency network), Y&R Istanbul (agency) and ACG Advertising Agency in Budapest (independent agency).

Latin America
Nestle (marketer), Movistar (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogota (agency) and Madre Buenos Aires (independent agency).

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

North America
Procter & Gamble (marketer), a three-way tie between CVS Health, truth, Walmart (brand), WPP Group (agency holding group), Ogilvy & Mather (agency network), Ogilvy & Mather New York (agency) and Heat, San Francisco (independent agency).

Information about the 2017 rankings

The 2017 Effie Effectiveness Index is compiled from 3,601 finalists and winning entries from worldwide Effie Award competitions between January 1, 2016 and December 31, 2016. 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.