2023 Effie Index: Overview

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

Now in its thirteenth year, the Effie Index identifies and ranks the most effective marketers, brands, and agencies by analyzing finalist and winner data from more than fifty Effie Awards competitions, marketers, brands, and agencies. The 2023 rankings reflect a compilation of close to 5,000 worldwide Effie winners and finalists announced between January 1, 2023 and December 31, 2023.

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.

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 geography and industry sector.

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

AB InBev, Unilever, McDonald's, PepsiCo, The Coca-Cola Company

Most Effective Marketers 2023

Ranking
Rank Advertiser Points
1 AB InBev 1900
2 Unilever 878
3 McDonald's 866
4 PepsiCo 822
5 The Coca-Cola Company 606
Ranking
Rank:
1
Advertiser:
AB InBev
Points:
1900
Rank:
2
Advertiser:
Unilever
Points:
878
Rank:
3
Advertiser:
McDonald's
Points:
866
Rank:
4
Advertiser:
PepsiCo
Points:
822
Rank:
5
Advertiser:
The Coca-Cola Company
Points:
606

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

McDonald's, KFC, Oreo, UNITED24, Burger King

Most Effective Brands 2023

Ranking
Rank Brand Points
1 McDonald's 790
2 KFC 372
3 Oreo 334
4 UNITED24 240
5 Burger King 198
Ranking
Rank:
1
Brand:
McDonald's
Points:
790
Rank:
2
Brand:
KFC
Points:
372
Rank:
3
Brand:
Oreo
Points:
334
Rank:
4
Brand:
UNITED24
Points:
240
Rank:
5
Brand:
Burger King
Points:
198

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

Omnicom, WPP, Publicis Groupe, IPG, dentsu

Most Effective Agency Holding Groups 2023

Ranking
Rank Holding Group Points
1 Omnicom 7592
2 WPP 6417
3 Publicis Groupe 5626
4 Interpublic (IPG) 4932
5 Dentsu 1051
Ranking
Rank:
1
Holding Group:
Omnicom
Points:
7592
Rank:
2
Holding Group:
WPP
Points:
6417
Rank:
3
Holding Group:
Publicis Groupe
Points:
5626
Rank:
4
Holding Group:
Interpublic (IPG)
Points:
4932
Rank:
5
Holding Group:
Dentsu
Points:
1051

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

McCann Worldgroup, DDB Worldwide, Ogilvy, BBDO Worldwide, Leo Burnett Worldwide

Most Effective Agency Networks 2023

Ranking
Rank Agency Network Points
1 McCann Worldgroup 2625
2 DDB Worldwide 2536
3 Ogilvy 2445
4 BBDO Worldwide 2358
5 Leo Burnett Worldwide 2145
Ranking
Rank:
1
Agency Network:
McCann Worldgroup
Points:
2625
Rank:
2
Agency Network:
DDB Worldwide
Points:
2536
Rank:
3
Agency Network:
Ogilvy
Points:
2445
Rank:
4
Agency Network:
BBDO Worldwide
Points:
2358
Rank:
5
Agency Network:
Leo Burnett Worldwide
Points:
2145

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

AlmapBBDO (Saão Paulo), Leo Burnett (Dubai), McCann Worldgroup (Gurugram), GUT (Buenos Aires), Leo Burnett (Mumbai)

Most Effective Agencies 2023

Ranking
Rank Agency Location Points
1 AlmapBBDO São Paulo, Brazil 769
2 Leo Burnett Dubai, United Arab Emirates 617
3 McCann Worldgroup Gurugram, India 528
4 GUT Buenos Aires, Argentina 468
5 Leo Burnett Mumbai, India 404
Ranking
Rank:
1
Agency:
AlmapBBDO
Location:
São Paulo, Brazil
Points:
769
Rank:
2
Agency:
Leo Burnett
Location:
Dubai, United Arab Emirates
Points:
617
Rank:
3
Agency:
McCann Worldgroup
Location:
Gurugram, India
Points:
528
Rank:
4
Agency:
GUT
Location:
Buenos Aires, Argentina
Points:
468
Rank:
5
Agency:
Leo Burnett
Location:
Mumbai, India
Points:
404

Source: www.effieindex.com. © Effie Worldwide

Most Effective Independent Agencies

GUT (Buenos Aires), Special (Auckland), Gres Todorchuk (Kyiv), Valor Socios de Marcas (Lima), GUT (São Paulo))

Most Effective Independent Agencies 2023

Ranking
Rank Agency Location Points
1 GUT Buenos Aires, Argentina 468
2 Special Auckland, New Zealand 391
3 Gres Todorchuk Kyiv, Ukraine 318
4 Valor Socios de Marcas Lima, Peru 230
5 GUT São Paulo, Brazil 189
Ranking
Rank:
1
Agency:
GUT
Location:
Buenos Aires, Argentina
Points:
468
Rank:
2
Agency:
Special
Location:
Auckland, New Zealand
Points:
391
Rank:
3
Agency:
Gres Todorchuk
Location:
Kyiv, Ukraine
Points:
318
Rank:
4
Agency:
Valor Socios de Marcas
Location:
Lima, Peru
Points:
230
Rank:
5
Agency:
GUT
Location:
São Paulo, Brazil
Points:
189

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 2023 are:

Asia Pacific
The Coca-Cola Company (marketer), McDonald's (brand), WPP (holding group), Ogilvy (agency network), McCann Worldgroup Gurugram (agency office), Special (independent agency).

Europe
McDonald's (marketer), UNITED24 (brand), Omnicom (holding group), McCann Worldgroup (agency network), Gres Todorchuk (agency office & independent agency) .

Latin America
AB InBev (marketer), Burger King (brand), WPP (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office), Slap Global (independent agency).

Middle East & Africa
Landmark Group (marketer), K-Lynn (brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Dubai (agency office), Joe Public (independent agency).

North America
Unilever (marketer), Froot Loops (brand), IPG (holding group), McCann Worldgroup (agency network), Starcom Chicago (agency office), Mischief @ No Fixed Address (independent agency).

Additional information about how the rankings are compiled can be found here.