The 2020 Effie Index has ranked the companies behind world’s most effective advertising for the 10th year.
McCann Worldgroup is #1 most effective agency network. FP7/DXB is the #1 agency office. WPP is the #1 holding company. Banda is the #1 independent agency. Coca-Cola is the #1 effective brand. Unilever is the #1 marketer.
“As the industry experiences change and disruption, the marketers featured in the rankings of the Effie Index demonstrate continued success and an unwavering dedication to marketing effectiveness,” stated Traci Alford, president and chief executive officer of Effie Worldwide. “Marketing effectiveness matters more than ever, especially in times of economic uncertainty. The Index showcases great examples of companies that have consistently excelled and driven brand growth around the world.”
The 2020 Effie Index rankings reflect the performance of more than 4,000 finalists and winning entries in one global, four regional and 46 national Effie Awards competitions held around the world from January 1, 2019 to December 31, 2019. To complete the Index, every brand and company featured underwent rigorous evaluations of their case studies by expert industry judges, who examined and debated each case’s strategic communications challenges and objectives, the idea, how the idea was brought to life through creative, and what makes an Effie an Effie: strong results.
Most Effective Agency Network
#1: McCann Worldgroup – for the 3rd year in a row. The IPG agency network won the top spot with work for brands including Aldi, American Express, Chevrolet, Coca-Cola and IKEA. McCann’s FP7/DXB in Dubai, 2020’s Most Effective Agency Office, helped drive the network to the top spot with work for Emirates and MasterCard, among others. So, too, did 2 Grand Effie wins, McCann Manchester’s Like Brands campaign for Aldi in the Sustained Success category (Effie Europe), and McCann Panama’s Siempre Facil con E-Pago for Banisi in the Small Budget category (Effie Panama).
#2: Ogilvy
#3: BBDO Worldwide
#4: DDB Worldwide
#5: TBWA\Worldwide – enters the top 5 for the first time this year with successful efforts around the world, including three Grand Effie wins for The Land of Free Press for Helsingin Sanomat (Finland), The Algorithm Agent for Simply Cash Cred (Hong Kong), and With You Captain for Contigo Capitán (Peru).
Most Effective Agency Offices
#1: FP7/DXB – has been in the top 5 every year since 2014, through success with more than 15 regional and global brands, including Babyshop, Emirates NBD and MasterCard.
#2; Ogilvy Mumba – has been in the top 5 every year since 2011. Its success this year is thanks to work for Amazon, Cadbury and Vodafone.
#3: McCann Worldgroup India (New Delhi)
#4: Sancho BBDO (Bogotá)
#5=: Banda & DDB Colombia
- DDB New Zealand is #8; FCB NZ, #12. Australia’s highest entry is The Monkeys, #28. BMF is #41.
Most Effective Independent Agencies
#1: Banda, Kiev – ranked #1 in both 2015 and 2013. Reclaimed the top spot this year with work for Luxoptica, National Art Museum of Ukraine, and the Cabinet of Ministers of Ukraine.
#2: Dejavu, Dubai
#3: The Womb Communications, Mumbai
#4: DON Buenos Aires
#5: Zavalita Brand Building Lima
It was top 5 debuts for Dejavu, The Womb Communications, DON Buenos Aires & Zavalita this year
- Australia’s highest entry is AJF GrowthOps at #21; New Zealand’s is Stanley Street At #39
Most Effective Marketers
#1: Unilever – leads the category for the fourth year in a row, with work for brands including Axe, Dove, Knorr, Lifebuoy, Lux, Omo, Rexona and Surf Excel. It has held the top spot seven times over the past 10 years.
#2: The Coca-Cola Company:
#3: Nestlé
#4: AB InBev – enters the top 5 for the first time, with work for brands including Budweiser in North America and Bavaria Brewery’s Águila and Corona in Latin America
#5: PepsiCo – returns to the top 5 after a drop in the rankings last year.
#6: McDonald’s
#7: Procter & Gamble
#8: YUM!
#9: Vodafone
#10: IKEA
Most Effective Brands
#1: Coca-Cola – has ranked in the top 5 every year since the Index launched in 2011, taking the top spot six times. Coca-Cola China’s Faces of the City campaign was a standout, winning Gold, Silver and Bronze recognitions for its effective use of AR and packaging.
#2: McDonald’s – for the second year in a row, with work such as Anticipating Hungry Moments for McDonald’s Hong Kong. The campaign was the first to use Google’s real-time triggers in Hong Kong, aimed at targeting late-night World Cup viewers.
#3: KFC
#4: Vodafone
#5: IKEA
#6: Claro
#7: Chevrolet
#8: Burger King
#9: MasterCard
#10: Sprite
Most Effective Agency Holding Groups
#1: WPP – has been the most effective holding company every year since 2012.
#2: Omnicom
#3: IPG
#4: Publicis Groupe
#5: Dentsu
The top 5 has remained unchanged since 2016
Regional Rankings Leaders:
North America
Procter & Gamble (marketer), McDonald’s (brand), WPP (agency holding group), Ogilvy (agency network), Droga5 New York (agency office) and a tie between Rethink – Vancouver and Terri & Sandy – New York (independent agency).
Asia-Pacific
Unilever (marketer), KFC (brand), WPP (agency holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office), and The Womb Communications in Mumbai (independent agency).
Europe
PepsiCo (marketer), Vodafone (brand), WPP (agency holding group), McCann Worldgroup (agency network), Banda – Kiev, Ukraine (agency office and independent agency).
Latin America
AB InBev (marketer), Coca-Cola (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO – Bogotá (agency office) and DON Buenos Aires (independent agency).
Middle East & Africa
Unilever (marketer), Saudi Telecom Company (brand), Interpublic Group (agency holding group), McCann Worldgroup (agency network), FP7/DXB – Dubai (agency office) and Dejavu – Dubai (independent agency).
View the full rankings at effieindex.com
Find out how the rankings are compiled here.
