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 2016

Ranking
Rank Advertiser Points
1 Procter & Gamble 60
2 Unilever 40
3 Mars 30
4 CVS Health 28
4 Truth Initiative 28
4 Wal-Mart Stores, Inc. 28
Ranking
Rank:
1
Advertiser:
Procter & Gamble
Points:
60
Rank:
2
Advertiser:
Unilever
Points:
40
Rank:
3
Advertiser:
Mars
Points:
30
Rank:
4
Advertiser:
CVS Health
Points:
28
Rank:
4
Advertiser:
Truth Initiative
Points:
28
Rank:
4
Advertiser:
Wal-Mart Stores, Inc.
Points:
28

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 2016

Ranking
Rank Brand Points
1 CVS Health 28
1 truth 28
1 Walmart 28
4 EA Madden NFL ’15 24
5 Taco Bell 22
Ranking
Rank:
1
Brand:
CVS Health
Points:
28
Rank:
1
Brand:
truth
Points:
28
Rank:
1
Brand:
Walmart
Points:
28
Rank:
4
Brand:
EA Madden NFL ’15
Points:
24
Rank:
5
Brand:
Taco Bell
Points:
22

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 2016

Ranking
Rank Holding Group Points
1 WPP Group 300
2 Omnicom 273
3 Publicis Groupe 249
4 Interpublic (IPG) 168
5 MDC Partners 75
Ranking
Rank:
1
Holding Group:
WPP Group
Points:
300
Rank:
2
Holding Group:
Omnicom
Points:
273
Rank:
3
Holding Group:
Publicis Groupe
Points:
249
Rank:
4
Holding Group:
Interpublic (IPG)
Points:
168
Rank:
5
Holding Group:
MDC Partners
Points:
75

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 2016

Ranking
Rank Agency Network Points
1 Ogilvy & Mather 172
2 BBDO Worldwide 119
3 Starcom 100
4 McCann Worldgroup 74
5 Leo Burnett Worldwide 72
Ranking
Rank:
1
Agency Network:
Ogilvy & Mather
Points:
172
Rank:
2
Agency Network:
BBDO Worldwide
Points:
119
Rank:
3
Agency Network:
Starcom
Points:
100
Rank:
4
Agency Network:
McCann Worldgroup
Points:
74
Rank:
5
Agency Network:
Leo Burnett Worldwide
Points:
72

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 2016

Ranking
Rank Agency Location Points
1 Ogilvy & Mather New York, NY, USA 86
2 BBDO New York New York, NY, USA 77
3 Leo Burnett/Arc Chicago, IL, USA 59
4 Starcom Chicago, IL, USA 58
5 72andSunny Playa Vista, CA, USA 47
Ranking
Rank:
1
Agency:
Ogilvy & Mather
Location:
New York, NY, USA
Points:
86
Rank:
2
Agency:
BBDO New York
Location:
New York, NY, USA
Points:
77
Rank:
3
Agency:
Leo Burnett/Arc
Location:
Chicago, IL, USA
Points:
59
Rank:
4
Agency:
Starcom
Location:
Chicago, IL, USA
Points:
58
Rank:
5
Agency:
72andSunny
Location:
Playa Vista, CA, USA
Points:
47

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 2016

Ranking
Rank Agency Location Points
1 Heat San Francisco, CA, USA 24
2 Droga5 New York, NY, USA 16
3 Grow Norfolk, VA, USA 14
4 Terri & Sandy New York, NY, USA 12
5 T3 Austin, TX, USA 10
5 The Mars Agency Southfield, MI, USA 10
Ranking
Rank:
1
Agency:
Heat
Location:
San Francisco, CA, USA
Points:
24
Rank:
2
Agency:
Droga5
Location:
New York, NY, USA
Points:
16
Rank:
3
Agency:
Grow
Location:
Norfolk, VA, USA
Points:
14
Rank:
4
Agency:
Terri & Sandy
Location:
New York, NY, USA
Points:
12
Rank:
5
Agency:
T3
Location:
Austin, TX, USA
Points:
10
Rank:
5
Agency:
The Mars Agency
Location:
Southfield, MI, 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.