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 & Gamble

Unilever 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

Ranking
Rank Advertiser Points
1 Unilever 382
2 Nestlé 356
3 The Coca-Cola Company 342
4 McDonald's 262
5 Procter & Gamble 204
Ranking
Rank:
1
Advertiser:
Unilever
Points:
382
Rank:
2
Advertiser:
Nestlé
Points:
356
Rank:
3
Advertiser:
The Coca-Cola Company
Points:
342
Rank:
4
Advertiser:
McDonald's
Points:
262
Rank:
5
Advertiser:
Procter & Gamble
Points:
204

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

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

Coca-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

Ranking
Rank Brand Points
1 Coca-Cola 248
2 McDonald's 242
3 Vodafone 138
4 KFC 106
5 IKEA 98
Ranking
Rank:
1
Brand:
Coca-Cola
Points:
248
Rank:
2
Brand:
McDonald's
Points:
242
Rank:
3
Brand:
Vodafone
Points:
138
Rank:
4
Brand:
KFC
Points:
106
Rank:
5
Brand:
IKEA
Points:
98

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 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

Ranking
Rank Holding Group Points
1 WPP 3623
2 Omnicom 3438
3 Interpublic (IPG) 2871
4 Publicis Groupe 1325
5 Dentsu 562
Ranking
Rank:
1
Holding Group:
WPP
Points:
3623
Rank:
2
Holding Group:
Omnicom
Points:
3438
Rank:
3
Holding Group:
Interpublic (IPG)
Points:
2871
Rank:
4
Holding Group:
Publicis Groupe
Points:
1325
Rank:
5
Holding Group:
Dentsu
Points:
562

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

McCann Worldgroup, BBDO Worldwide, Ogilvy, Wunderman Thompson, DDB Worldwide

McCann 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

Ranking
Rank Agency Network Points
1 McCann Worldgroup 2002
2 BBDO Worldwide 1476
3 Ogilvy 1085
4 Wunderman Thompson 825
5 DDB Worldwide 774
Ranking
Rank:
1
Agency Network:
McCann Worldgroup
Points:
2002
Rank:
2
Agency Network:
BBDO Worldwide
Points:
1476
Rank:
3
Agency Network:
Ogilvy
Points:
1085
Rank:
4
Agency Network:
Wunderman Thompson
Points:
825
Rank:
5
Agency Network:
DDB Worldwide
Points:
774

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

Ranking
Rank Agency Location Points
1 Sancho BBDO Bogota, Cundinamarca, Colombia 328
2 FP7/DXB Dubai, United Arab Emirates 314
3 McCann Worldgroup New Delhi, India 256
4 Ogilvy India Mumbai, India 191
5 DDB Group New Zealand Auckland, New Zealand 136
Ranking
Rank:
1
Agency:
Sancho BBDO
Location:
Bogota, Cundinamarca, Colombia
Points:
328
Rank:
2
Agency:
FP7/DXB
Location:
Dubai, United Arab Emirates
Points:
314
Rank:
3
Agency:
McCann Worldgroup
Location:
New Delhi, India
Points:
256
Rank:
4
Agency:
Ogilvy India
Location:
Mumbai, India
Points:
191
Rank:
5
Agency:
DDB Group New Zealand
Location:
Auckland, New Zealand
Points:
136

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

Ranking
Rank Agency Location Points
1 Jung von Matt Hamburg, Germany 52
2 Interaction San José, Costa Rica 50
3 Special Group Auckland, New Zealand 48
4 Medulla Communications Mumbai, India 46
5 Rafineri Istanbul, Turkey 45
Ranking
Rank:
1
Agency:
Jung von Matt
Location:
Hamburg, Germany
Points:
52
Rank:
2
Agency:
Interaction
Location:
San José, Costa Rica
Points:
50
Rank:
3
Agency:
Special Group
Location:
Auckland, New Zealand
Points:
48
Rank:
4
Agency:
Medulla Communications
Location:
Mumbai, India
Points:
46
Rank:
5
Agency:
Rafineri
Location:
Istanbul, Turkey
Points:
45

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).

Information about the 2019 rankings

The 2019 Effie Index is compiled from 3,753 finalists and winning entries from worldwide Effie Award competitions between January 1, 2018 and December 31, 2018. 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.