LONDON: Unilever, Coca-Cola and Ogilvy & Mather have topped the rankings for most effective advertiser, brand and agency network respectively in the 2013 Effie Effectiveness Index.
Compiled by Effie Worldwide and Warc, the 2013 Effie Effectiveness Index has been derived from more than 2,400 finalists and winning entries to Effie Award competitions worldwide between June 13, 2012 and June 13, 2013.
The Index is constructed by converting every Effie award and finalist into points, to show which companies have been most successful at creating ideas that deliver results
Unilever retained its place as the most effective global advertiser, with 276 points from 75 appearances as an Effie winner or finalist.
Procter & Gamble was in second place and Coca-Cola in third. While consumer packaged goods dominated the top 20, automotive and mobile companies also featured. The highest climbers in the top 20 were Nissan, rising 20 places to 12th, and Samsung, which moved up 31 places to 17th.
Coca-Cola replaced McDonald's as the world's most effective brand in 2013 with 130 points from 33 appearances as an Effie winner or finalist.
McDonald's slipped to second place, while Pepsi moved up two places to third. There were six new entries to the top 20, including Turkcell, Mizuno and Puma. The highest riser was American Express, which leapt 654 places to 10th.
Among the holding groups, WPP led the way, with 2539 points from 669 appearances as an Effie winner or finalist, followed by Omnicom and Publicis. Interpublic and Havas rounded out the top five.
Ogilvy & Mather was once again the world's most effective agency network, with 1046 points in 2013, from 241 appearances as an Effie winner or finalist. BBDO Worldwide remained in second place while McCann Worldgroup rose to third place ahead of DDB Worldwide and Leo Burnett Worldwide.
Ogilvy & Mather's Mumbai office was the leading agency office, ahead of Sancho BBCDO in Bogota and Circus Communication Integrada in Lima.
The Index can also be analysed by region and here Unilever was prominent in Europe, the Middle East & Africa. The Coca-Cola brand led in Asia Pacific and the Middle East & Africa, with its rival Pepsi taking the honours in Latin America. Ogilvy & Mather was the most effective agency network in Asia Pacific and North America, while BBDO Worldwide led in Europe and Latin America.
Data sourced from Effie Worldwide, Warc