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 PepsiCo

Unilever 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

Ranking
Rank Advertiser Points
1 Unilever 466
2 The Coca-Cola Company 408
3 Nestlé 372
4 AB InBev 346
5 PepsiCo 268
Ranking
Rank:
1
Advertiser:
Unilever
Points:
466
Rank:
2
Advertiser:
The Coca-Cola Company
Points:
408
Rank:
3
Advertiser:
Nestlé
Points:
372
Rank:
4
Advertiser:
AB InBev
Points:
346
Rank:
5
Advertiser:
PepsiCo
Points:
268

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

Coca-Cola, McDonald's, KFC, Vodafone, IKEA

Coca-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

Ranking
Rank Brand Points
1 Coca-Cola 260
2 McDonald's 250
3 KFC 192
4 Vodafone 182
5 IKEA 152
Ranking
Rank:
1
Brand:
Coca-Cola
Points:
260
Rank:
2
Brand:
McDonald's
Points:
250
Rank:
3
Brand:
KFC
Points:
192
Rank:
4
Brand:
Vodafone
Points:
182
Rank:
5
Brand:
IKEA
Points:
152

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

WPP, Omnicom, IPG, Publicis Groupe, Dentsu

The 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

Ranking
Rank Holding Group Points
1 WPP 3887
2 Omnicom 3515
3 Interpublic (IPG) 2934
4 Publicis Groupe 1783
5 Dentsu 589
Ranking
Rank:
1
Holding Group:
WPP
Points:
3887
Rank:
2
Holding Group:
Omnicom
Points:
3515
Rank:
3
Holding Group:
Interpublic (IPG)
Points:
2934
Rank:
4
Holding Group:
Publicis Groupe
Points:
1783
Rank:
5
Holding Group:
Dentsu
Points:
589

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

McCann Worldgroup, Ogilvy, BBDO Worldwide, DDB Worldwide, TBWA\Worldwide

McCann 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

Ranking
Rank Agency Network Points
1 McCann Worldgroup 1919
2 Ogilvy 1342
3 BBDO Worldwide 1332
4 DDB Worldwide 961
5 TBWA\Worldwide 636
Ranking
Rank:
1
Agency Network:
McCann Worldgroup
Points:
1919
Rank:
2
Agency Network:
Ogilvy
Points:
1342
Rank:
3
Agency Network:
BBDO Worldwide
Points:
1332
Rank:
4
Agency Network:
DDB Worldwide
Points:
961
Rank:
5
Agency Network:
TBWA\Worldwide
Points:
636

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

Ranking
Rank Agency Location Points
1 FP7 McCann Dubai Dubai, United Arab Emirates 284
2 Ogilvy India Mumbai, India 278
3 McCann Worldgroup India New Delhi, India 274
4 Sancho BBDO Bogotá, Colombia 222
5 banda Kyiv, Ukraine 172
5 DDB Colombia Bogota, Colombia 172
5 McCann Lima Lima, Perú 172
Ranking
Rank:
1
Agency:
FP7 McCann Dubai
Location:
Dubai, United Arab Emirates
Points:
284
Rank:
2
Agency:
Ogilvy India
Location:
Mumbai, India
Points:
278
Rank:
3
Agency:
McCann Worldgroup India
Location:
New Delhi, India
Points:
274
Rank:
4
Agency:
Sancho BBDO
Location:
Bogotá, Colombia
Points:
222
Rank:
5
Agency:
banda
Location:
Kyiv, Ukraine
Points:
172
Rank:
5
Agency:
DDB Colombia
Location:
Bogota, Colombia
Points:
172
Rank:
5
Agency:
McCann Lima
Location:
Lima, Perú
Points:
172

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

Ranking
Rank Agency Location Points
1 banda Kyiv, Ukraine 172
2 déjà vu Dubai, United Arab Emirates 73
3 The Womb Communications Mumbai, India 72
4 DON Buenos Aires Buenos Aires, Argentina 52
5 Zavalita Brand Building Lima, Perú 42
Ranking
Rank:
1
Agency:
banda
Location:
Kyiv, Ukraine
Points:
172
Rank:
2
Agency:
déjà vu
Location:
Dubai, United Arab Emirates
Points:
73
Rank:
3
Agency:
The Womb Communications
Location:
Mumbai, India
Points:
72
Rank:
4
Agency:
DON Buenos Aires
Location:
Buenos Aires, Argentina
Points:
52
Rank:
5
Agency:
Zavalita Brand Building
Location:
Lima, Perú
Points:
42

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).

Information about the 2020 rankings

The 2020 Effie Index is compiled from 4,051 finalists and winning entries from worldwide Effie Award competitions between January 1, 2019 and December 31, 2019. The 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. Additional information about how the rankings are compiled can be found here.