2020 Effie Index: Overview
Since 1968, the Effie Awards have been honoring Ideas that Work globally.
Now in its tenth year, the Global Effie Index identifies and ranks the most effective agencies, marketers and brands by analyzing finalist and winner data from more than fifty national & regional Effie Award competitions. The 2020 rankings reflect a compilation of over 4000 worldwide Effie winners and finalists announced between January 1, 2019 and December 31, 2019.
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 variety of distinct social good campaigns across New Zealand to a beer brand driving increased sales via WhatsApp in Colombia, Effie continues to reward Ideas that Work across the globe.From a variety of distinct social good campaigns across New Zealand to a beer brand driving increased sales via WhatsApp in Colombia, 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 geography 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, The Coca-Cola Company, Nestlé, AB InBev and PepsiCoUnilever once again ranks as the most effective global marketer in 2020. It has held the top spot 7 times over the past 10 years. The Coca-Cola Company moved up one spot as the second most effective marketer from its success across more than thirty different markets, while Nestlé dropped to third. AB InBev ranks fourth, breaking into the top five for the first time, followed by PepsiCo in fifth.
Global FMCG, food & beverage companies continue to dominate the most effective marketer ranking. McDonald's dropped two spots to sixth, followed by Procter & Gamble (#7) and YUM! (#8). British mobile technology leader, Vodafone (#9) and Swedish furniture giant, IKEA round out the top 10.
Most Effective Marketers 2020
Source: www.effieindex.com. © Effie Worldwide
Most Effective Brands
Coca-Cola, McDonald's, KFC, Vodafone, IKEACoca-Cola retained its title as the most effective global brand in 2020. It has ranked in the top five every single year since the Index launched in 2011, taking the top spot six times. McDonald's comes in second for the second year in a row. It has also been ranked consistently in the top five since 2011. KFC jumps one spot to number three, behind successes in APAC, MENA & Europe, with Vodafone slipping to fourth. IKEA rounds out the top five for the second year in a row.
Latin American telecom brand, Claro along with American brands Chevrolet, Burger King, MasterCard and Sprite all ranked in the top 10 in 2020.
Most Effective Brands 2020
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 2019. WPP remains the most effective holding company for the ninth consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu.
Most Effective Agency Holding Groups 2020
Source: www.effieindex.com. © Effie Worldwide
Most Effective Agency Networks
McCann Worldgroup, Ogilvy, BBDO Worldwide, DDB Worldwide, TBWA\WorldwideMcCann Worldgroup retains its title as the most effective network in 2020 - for the third straight year. Ogilvy jumps one spot to #2, with BBDO in third and DDB Worldwide in fourth. TBWA\Worldwide moves up one spot to round out the top five.
Most Effective Agency Networks 2020
Source: www.effieindex.com. © Effie Worldwide
Most Effective Agency Offices
FP7 McCann (Dubai), Ogilvy (Mumbia), McCann Worldgroup (New Delhi), Sancho BBDO (Bogota), banda (Kiev) & DDB Colombia (Bogota) (tie)FP7 McCann (Dubai) moves up one spot to be 2020's most effective agency office behind successes for more than 15 regional and global brands including Babyshop, Emirates NBD and MasterCard. Ogilvy India (Mumbai) jumps two spots to #2 behind wins for Amazon, Cadbury and Vodafone, while New Delhi-based McCann Worldgroup retains its third-place ranking. Sancho BBDO (Bogota) drops to fourth followed by independent agency banda (Kyiv) and DDB Colombia (Bogota) both tied for fifth. The top 20 continues to feature a globally diverse mix of agencies, including those from Argentina, Colombia, India, Israel, New Zealand, Peru, Turkey, Ukraine, United Arab Emirates, and the United States.
Most Effective Agencies 2020
Source: www.effieindex.com. © Effie Worldwide
Most Effective Independent Agencies
banda (Ukraine), déjà vu (UAE), The Womb Communications (India), DON Buenos Aires (Argentina), Zavalita Brand Building (Peru)Ukrainian agency banda returns to the top spot as the most effective independent agency in 2020. It previously ranked #1 in 2015 & 2013. UAE-based déjà vu is the second most effective independent agency followed by The Womb Communications (India) in third. DON Buenos Aires (Argentina) and Zavalita Brand Building (Peru) round out the top five. déjà vu, The Womb Communications, DON Buenos Aires and Zavalita all join banda in the top five for the first time.
Most Effective Independent Agencies 2020
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 2020 are:
Asia Pacific Unilever (marketer), KFC (brand), WPP (agency holding group) Ogilvy (agency network), Ogilvy Mumbai, (agency) and The Womb Communications in Mumbai (independent agency).
Europe PepsiCo (marketer), Vodafone (brand), WPP (agency holding group), McCann Worldgroup (agency network), banda, Kyiv, Ukraine (agency & independent agency).
Latin America AB InBev (marketer), Coca-Cola (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogotá (agency) and DON Buenos Aires (independent agency).
Middle East & Africa Unilever (marketer), Saudi Telecom Company (brand), Interpublic (agency holding group), McCann Worldgroup (agency network), FP7 McCann - Dubai (agency) and déjà vu - Dubai (independent agency).
North America Procter & Gamble (marketer), McDonald's (brand), WPP (agency holding group), Ogilvy (agency network), Droga5 New York (agency) and a tie between Rethink (Vancouver) and Terri & Sandy (New York) (independent agency).