2019 Effie Index: Overview
Since 1968, the Effie Awards have been honoring Ideas that Work globally.
Now in its ninth 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-five national & regional Effie Award competitions. The 2019 rankings reflect a compilation of over 3,700 worldwide Effie winners and finalists announced between January 1, 2018 and December 31, 2018.
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 purpose driven campaign to help feed the hungry and reduce food waste in Colombia to a digital payment company that demonstrated proven success across India, 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, Nestlé, The Coca-Cola Company, McDonald's and Procter & GambleUnilever retained its title as the most effective global marketer in 2019, the sixth time since 2011 that it has held the top spot. Nestlé moved up one spot as the second most effective marketer from its success across more than two dozen markets. The Coca-Cola Company ranked third, followed by McDonald's and Procter & Gamble respectively.
Global FMCG & beverage companies continue to dominate the most effective marketer ranking. PepsiCo dropped four spots to sixth, while global brewers AB InBev (#7) and Heineken (#9, tie), along with Mars (#8) and Yum! Brands (#9, tie) all land in the Top 10.
Most Effective Marketers 2019
Source: www.effieindex.com. © Effie Worldwide
Most Effective Brands
Coca-Cola, McDonald's, Vodafone, KFC, IKEACoca-Cola returned as the most effective global brand in 2019, unseating Pepsi. This is the fifth time Coca-Cola has held the top spot since 2011. McDonald's retained its second-place spot, with Vodafone jumping one spot to third. KFC took the fourth spot, breaking into the top five for the first time behind its success in the APAC region, followed by IKEA ranking fifth. Eighth-ranked Pepsi (last year's most effective brand) along with Burger King, Chevrolet, Nescafé, MasterCard and Movistar all rank in the top 10.
Most Effective Brands 2019
Source: www.effieindex.com. © Effie Worldwide
Most Effective Agency Holding Groups
WPP, Omnicom, IPG, Publicis Groupe, DentsuThe top five most effective holding groups remain unchanged from 2018. WPP remains the most effective holding company for the eighth consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu.
Most Effective Agency Holding Groups 2019
Source: www.effieindex.com. © Effie Worldwide
Most Effective Agency Networks
McCann Worldgroup, BBDO Worldwide, Ogilvy, Wunderman Thompson, DDB WorldwideMcCann Worldgroup retains its title as the most effective network in 2019. It is followed by BBDO in second and Ogilvy in third. WPP's new network, Wunderman Thompson ranks fourth with DDB Worldwide rounding out the top five.
Most Effective Agency Networks 2019
Source: www.effieindex.com. © Effie Worldwide
Most Effective Agency Offices
Sancho BBDO (Bogotá), FP7/DXB (Dubai) McCann Worldgroup (New Delhi), Ogilvy (Mumbai), DDB Group (Auckland)Sancho BBDO (Bogotá) held its title as the most effective individual agency office in 2019 behind its success for brands like Bancolombia, the Colombia Red Cross and Postobón, among other regional and global brands. Dubai-based FP7/DXB follows at number two behind success for regional and global brands including Babyshop, Dubai Properties, OMO, Puck and Uber. McCann Worldgroup's New Delhi office breaks into the top five for the first time to take the third spot. Ogilvy (Mumbai) jumped one spot to fourth, followed by DDB Group New Zealand - also breaking into the top 5 for the first time. The top 20 continues to feature a globally diverse mix of agencies, including those from Brazil, China, Colombia, Egypt, India, Israel, New Zealand, Peru, Russia, Turkey, UAE, and the United States.
Most Effective Agencies 2019
Source: www.effieindex.com. © Effie Worldwide
Most Effective Independent Agencies
Jung von Matt (Hamburg), Interaction (San José, Costa Rica), Special Group (Auckland), Medulla Communications (Mumbai), Rafineri (Istanbul)German agency Jung von Matt is the top-ranked independent agency in 2019 for the first time, followed by Interaction (San José, Costa Rica) at number two and Special Group (Auckland) in third. Mumbai-based Medulla Communications and Rafineri (Istanbul) round out the top five.
Most Effective Independent Agencies 2019
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 2019 are:
Asia Pacific Unilever (marketer), KFC (brand), WPP (agency holding group) McCann Worldgroup (agency network), McCann Worldgroup, New Delhi, India (agency) and Special Group in Auckland (independent agency).
Europe L'Oréal (marketer), IKEA (brand), WPP (agency holding group), McCann Worldgroup (agency network), BBDO Moscow (agency) and Jung von Matt in Hamburg (independent agency).
Latin America AB InBev (marketer), Coca-Cola (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogotá (agency) and Interaction from San José, Costa Rica (independent agency).
Middle East & Africa Unilever (marketer), a tie between Coca-Cola & McDonald's (brand), Interpublic (agency holding group), McCann Worldgroup (agency network), FP7/DXB - Dubai (agency) and MINT MENA - Dubai (independent agency).
North America State Street Global Advisors (marketer), State Street Global Advisors (brand), Omnicom (agency holding group), McCann Worldgroup (agency network), McCann New York (agency) and Droga5 New York (independent agency).