2016 North American Effie Effectiveness Index: Overview

The 2016 North America Effie Effectiveness Index rankings were announced on June 2, 2016. The rankings were compiled by attributing points to winners and finalists that ran in either Canada or the United States from the following Effie competitions:

  • 2016 North America Effie Awards
  • 2016 Positive Change Effie Awards
  • 2016 Global Effie Awards

The North American rankings will be factored into the 2017 Global Effie Index rankings, which are expected to be announced in early 2017.

Which companies, whether independent or part of a larger network, produced the most effective work in North America over the past year? Explore the 2016 North American rankings to find out.

Most Effective Marketers

Procter & Gamble retains its status as the top Marketer in North America for the sixth consecutive year. Unilever jumps an incredible 25 spots to number two, largely behind their success in the Shopper Marketing Effies. Mars breaks into the top five for the first time since 2011 at number three and CVS Health, Truth Initiative and Wal-Mart Stores round out the top five.

Most Effective Marketers June 2017

Ranking
Rank Advertiser Points
1 PepsiCo 58
1 Unilever 58
3 Mars 52
4 IBM 50
5 Procter & Gamble 48
Ranking
Rank:
1
Advertiser:
PepsiCo
Points:
58
Rank:
1
Advertiser:
Unilever
Points:
58
Rank:
3
Advertiser:
Mars
Points:
52
Rank:
4
Advertiser:
IBM
Points:
50
Rank:
5
Advertiser:
Procter & Gamble
Points:
48

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

CVS Health, truth and Walmart all tie as the most effective brand in North America this year, with each brand taking home five or more Effie wins/finalists. EA Madden NFL '15 and Taco Bell round out the top five. All brands are new to the top five this year.

Most Effective Brands June 2017

Ranking
Rank Brand Points
1 IBM 50
2 Extra Gum 32
2 JetBlue Airways 32
4 Pepsi 26
5 Art Institute of Chicago 20
Ranking
Rank:
1
Brand:
IBM
Points:
50
Rank:
2
Brand:
Extra Gum
Points:
32
Rank:
2
Brand:
JetBlue Airways
Points:
32
Rank:
4
Brand:
Pepsi
Points:
26
Rank:
5
Brand:
Art Institute of Chicago
Points:
20

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

WPP Group is the most effective Holding Group for the second consecutive year. Omnicom jumps up one spot to second, with Publicis Groupe dropping to third. Interpublic (IPG) and MDC Partners retain their fourth and fifth place ranking, respectively.

Most Effective Agency Holding Groups June 2017

Ranking
Rank Holding Group Points
1 Interpublic (IPG) 293
2 WPP Group 269
3 Omnicom 246
4 Publicis Groupe 181
5 MDC Partners 52
Ranking
Rank:
1
Holding Group:
Interpublic (IPG)
Points:
293
Rank:
2
Holding Group:
WPP Group
Points:
269
Rank:
3
Holding Group:
Omnicom
Points:
246
Rank:
4
Holding Group:
Publicis Groupe
Points:
181
Rank:
5
Holding Group:
MDC Partners
Points:
52

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

Ogilvy & Mather remains the most effective network in North America for the second consecutive year - and fourth time in six years. BBDO Worldwide jumps two spots to number two with Starcom falling to third. McCann Worldgroup jumps an impressive 12 spots to fourth place with Leo Burnett Worldwide rounding out the top five.

Most Effective Agency Networks June 2017

Ranking
Rank Agency Network Points
1 Ogilvy & Mather 180
2 McCann Worldgroup 145
3 BBDO Worldwide 90
4 Leo Burnett Worldwide 73
5 Starcom 62
Ranking
Rank:
1
Agency Network:
Ogilvy & Mather
Points:
180
Rank:
2
Agency Network:
McCann Worldgroup
Points:
145
Rank:
3
Agency Network:
BBDO Worldwide
Points:
90
Rank:
4
Agency Network:
Leo Burnett Worldwide
Points:
73
Rank:
5
Agency Network:
Starcom
Points:
62

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

Ogilvy & Mather New York tops the Most Effective Agency Office ranking in North America for the second consecutive year. BBDO New York rises 11 spots to number two with Leo Burnett/Arc (Chicago) retaining its third place spot. Starcom (Chicago) holds steady in fourth place with MDC's 72andSunny (Playa Vista) breaking into the top five for the first time ever.

Most Effective Agencies June 2017

Ranking
Rank Agency Location Points
1 McCann New York New York, NY, USA 80
2 Ogilvy & Mather New York, NY, USA 62
3 Leo Burnett/Arc Chicago, IL, USA 60
4 Starcom Chicago, IL, USA 55
5 Geometry Global New York, NY, USA 46
Ranking
Rank:
1
Agency:
McCann New York
Location:
New York, NY, USA
Points:
80
Rank:
2
Agency:
Ogilvy & Mather
Location:
New York, NY, USA
Points:
62
Rank:
3
Agency:
Leo Burnett/Arc
Location:
Chicago, IL, USA
Points:
60
Rank:
4
Agency:
Starcom
Location:
Chicago, IL, USA
Points:
55
Rank:
5
Agency:
Geometry Global
Location:
New York, NY, USA
Points:
46

Source: www.effieindex.com. © Effie Worldwide

Most Effective Independent Agencies

San Francisco-based Heat is the Most Effective Independent Agency in North America behind its overwhelming success for EA Madden NFL '15. Droga5 (New York) drops one spot to number two, with Norfolk, Virginia agency Grow breaking into the top five at number three. New York agency Terri and Sandy return to the top five at number four and T3 (Austin, TX) and The Mars Agency (Southfield, MI) round out the top five.

Most Effective Independent Agencies June 2017

Ranking
Rank Agency Location Points
1 Droga5 New York, NY, USA 38
2 Periscope Minneapolis, MN, USA 14
3 VaynerMedia New York, NY, USA 13
4 Islenska Reykjavík, Iceland 12
5 The Mars Agency Southfield, MI, USA 10
5 Wieden+Kennedy Portland, OR, USA 10
Ranking
Rank:
1
Agency:
Droga5
Location:
New York, NY, USA
Points:
38
Rank:
2
Agency:
Periscope
Location:
Minneapolis, MN, USA
Points:
14
Rank:
3
Agency:
VaynerMedia
Location:
New York, NY, USA
Points:
13
Rank:
4
Agency:
Islenska
Location:
Reykjavík, Iceland
Points:
12
Rank:
5
Agency:
The Mars Agency
Location:
Southfield, MI, USA
Points:
10
Rank:
5
Agency:
Wieden+Kennedy
Location:
Portland, OR, USA
Points:
10

Source: www.effieindex.com. © Effie Worldwide

About the Effie Effectiveness Index

The Effie 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. A full overview of methodology and how Index points are awarded can be found on the About page.