2016 Effie Effectiveness Index: Overview

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

Now in its sixth year, the 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 2016 rankings reflect a compilation of over 3,000 worldwide Effie winners and finalists between January 1, 2015 and December 31, 2015.

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 social responsibility campaign that achieved incredible success in Hungary to a regional mobile phone provider that grew its market share throughout the entire Latin American region, 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

The Coca-Cola Company remains the top Global Marketer for the second consecutive year. Unilever and Procter & Gamble retain their second and third place rankings, respectively. Nestle jumps two spots to fourth position and PepsiCo holds its spot to round out the top five. Global food and beverage companies continue their dominance of the most effective marketer ranking. Mondelez, Kimberley-Clark, along with mobile leader Vodafone, electronics giant Samsung and McDonald's all round out the top 10.

Most Effective Marketers April 2016

Ranking
Rank Advertiser Points
1 The Coca-Cola Company 384
2 Unilever 346
3 Procter & Gamble 330
4 Nestlé 214
5 PepsiCo 182
Ranking
Rank:
1
Advertiser:
The Coca-Cola Company
Points:
384
Rank:
2
Advertiser:
Unilever
Points:
346
Rank:
3
Advertiser:
Procter & Gamble
Points:
330
Rank:
4
Advertiser:
Nestlé
Points:
214
Rank:
5
Advertiser:
PepsiCo
Points:
182

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

Coca-Cola remains the most effective global brand for the fourth year in a row. Vodafone and McDonald's retain their second and third place rankings respectively. Samsung breaks into the top five at number four and Spanish mobile phone operator Movistar rounds out the top five for the second year in a row. A diverse range of industry sectors continue to populate the top 10 spots - with regional telecommunications and financial institution brands from Latin America and MENA ranking high.

Most Effective Brands April 2016

Ranking
Rank Brand Points
1 Coca-Cola 230
2 Vodafone 126
3 McDonald´s 120
4 Samsung 92
5 Movistar 74
Ranking
Rank:
1
Brand:
Coca-Cola
Points:
230
Rank:
2
Brand:
Vodafone
Points:
126
Rank:
3
Brand:
McDonald´s
Points:
120
Rank:
4
Brand:
Samsung
Points:
92
Rank:
5
Brand:
Movistar
Points:
74

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

WPP Group is the most effective Holding Group for the fifth consecutive year, followed by Omnicom, IPG and Publicis Groupe. Dentsu Aegis Group breaks into the top five for the first time, unseating Havas.

Most Effective Agency Holding Groups April 2016

Ranking
Rank Holding Group Points
1 WPP Group 3054
2 Omnicom 2261
3 Interpublic (IPG) 1748
4 Publicis Groupe 1676
5 Dentsu Aegis Network 350
Ranking
Rank:
1
Holding Group:
WPP Group
Points:
3054
Rank:
2
Holding Group:
Omnicom
Points:
2261
Rank:
3
Holding Group:
Interpublic (IPG)
Points:
1748
Rank:
4
Holding Group:
Publicis Groupe
Points:
1676
Rank:
5
Holding Group:
Dentsu Aegis Network
Points:
350

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

Ogilvy & Mather unseats BBDO Worldwide as the top ranking network in the world. BBDO falls to second with McCann Worldgroup ranking third. MullenLowe Group (formerly Lowe & Partners) retains its fourth place position and Omnicom's DDB Worldwide jumps two spots to round out the top five.

Most Effective Agency Networks April 2016

Ranking
Rank Agency Network Points
1 Ogilvy & Mather 1169
2 BBDO Worldwide 1004
3 McCann Worldgroup 840
4 MullenLowe Group 559
5 DDB Worldwide 502
Ranking
Rank:
1
Agency Network:
Ogilvy & Mather
Points:
1169
Rank:
2
Agency Network:
BBDO Worldwide
Points:
1004
Rank:
3
Agency Network:
McCann Worldgroup
Points:
840
Rank:
4
Agency Network:
MullenLowe Group
Points:
559
Rank:
5
Agency Network:
DDB Worldwide
Points:
502

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

Dubai-based FP7/DXB tops the global Individual Agency Office rankings with overwhelming success for brands Coca-Cola, SmartLife and Emirates NBD, among others. Ogilvy & Mather Mumbai jumps to number two and Sancho BBDO (Bogota) drops to number three. Budapest-based independent agency ACG Advertising ranks fourth with MullenLowe Lintas (Mumbai) and Ogilvy & Mather New York tied for the fifth placed spot. The top 20 includes agencies from Buenos Aires, Istanbul, Lima and Auckland, among others.

Most Effective Agencies April 2016

Ranking
Rank Agency Location Points
1 FP7/DXB Dubai, UAE 238
2 Ogilvy & Mather Pvt. Ltd. Mumbai, India 219
3 Sancho BBDO Bogota, Cundinamarca, Colombia 205
4 ACG Advertising Agency Budapest, Hungary 128
5 MullenLowe Lintas Mumbai, India 114
5 Ogilvy & Mather New York, NY, USA 114
Ranking
Rank:
1
Agency:
FP7/DXB
Location:
Dubai, UAE
Points:
238
Rank:
2
Agency:
Ogilvy & Mather Pvt. Ltd.
Location:
Mumbai, India
Points:
219
Rank:
3
Agency:
Sancho BBDO
Location:
Bogota, Cundinamarca, Colombia
Points:
205
Rank:
4
Agency:
ACG Advertising Agency
Location:
Budapest, Hungary
Points:
128
Rank:
5
Agency:
MullenLowe Lintas
Location:
Mumbai, India
Points:
114
Rank:
5
Agency:
Ogilvy & Mather
Location:
New York, NY, USA
Points:
114

Source: www.effieindex.com. © Effie Worldwide

Most Effective Independent Agencies

Budapest-based ACG Advertising Agency jumps three spots to rank as the most effective independent agency globally, while Guzel Sanatlar from Istanbul breaks into the top five at number two. Dubai-based MINT drops to third place, with North American independent powerhouses Droga5 (New York) and Wieden+Kennedy (Portland) rounding out the top five respectively.

Most Effective Independent Agencies April 2016

Ranking
Rank Agency Location Points
1 ACG Advertising Agency Budapest, Hungary 128
2 Güzel Sanatlar Istanbul, Turkey 81
3 MINT Dubai, UAE 68
4 Droga5 New York, NY, USA 62
5 Wieden+Kennedy Portland, OR, USA 35
Ranking
Rank:
1
Agency:
ACG Advertising Agency
Location:
Budapest, Hungary
Points:
128
Rank:
2
Agency:
Güzel Sanatlar
Location:
Istanbul, Turkey
Points:
81
Rank:
3
Agency:
MINT
Location:
Dubai, UAE
Points:
68
Rank:
4
Agency:
Droga5
Location:
New York, NY, USA
Points:
62
Rank:
5
Agency:
Wieden+Kennedy
Location:
Portland, OR, USA
Points:
35

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 2016 are:

Asia Pacific
Unilever (marketer), McDonald's (brand), WPP Group (agency holding group) Ogilvy & Mather (agency network), Ogilvy & Mather Mumbai (agency) and Socialab - Beijing (independent agency).

Europe
Unilever (marketer), Vodafone (brand), WPP Group (agency holding group), Young & Rubicam (agency network), ACG Advertising Agency in Budapest (both agency & independent agency).

Latin America
The Coca-Cola Company (marketer), Coca-Cola (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogota (agency) and a tie between El Almacen (Buenos Aires) and Only If (Mexico City) (independent agency).

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

North America
Procter & Gamble (marketer), IBM (brand), WPP Group (agency holding group), Ogilvy & Mather (agency network), Ogilvy & Mather New York (agency) and Droga5, New York (independent agency).

Information about the 2016 rankings

The 2016 Effie Effectiveness Index is compiled from 3,012 finalists and winning entries from worldwide Effie Award competitions between January 1, 2015 and December 31, 2015. 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.