Effie Effectiveness Index launched

24 June 2011

CANNES: Procter & Gamble, McDonald's, Omnicom Group and BBDO Worldwide are all among the top-ranked companies in the inaugural Effie Effectiveness Index.

The Index, developed by Effie Worldwide and Warc, is a ranking system measuring the relative success of advertisers and agencies, based on data drawn from 40 Effie competitions held all around the world.

It was launched in Cannes yesterday as part of the International Festival of Creativity.

Both appearances as finalists for Effie prizes and actual Effie wins contribute towards the points total secured by a client, brand or agency.

This score then determines the ultimate position occupied by each firm featured in the Effectiveness Index.

Commenting on the launch, Matt Seiler, chairman of Effie Worldwide and global CEO of Mediabrands, said: "The Effie Index is the best source for who's doing the best marketing around the world."

"As part of the overall Effie offer, it should be an invaluable source to help marketers and their agencies."

Rufus Olins, CEO of Warc, added: "The Effie Effectiveness Index will become the industry standard."

"It is the world's most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness."

The top five advertisers overall were found to be Procter & Gamble, Unilever, Kraft, Nestlé and Coca-Cola.

When discussing specific brands, this status was assumed by McDonald's, Pepsi, Coca-Cola, Chevrolet and Vodafone.

On the agency side, Omnicom Group was the leading holding company, followed by WPP Group, Interpublic Group, Publicis Groupe and Havas.

BBDO Worldwide was the number one agency network, coming in front of McCann Worldgroup, Ogilvy & Mather, DDB Worldwide and JWT.

Sancho BBDO, based in Bogota, Colombia, was the top individual agency office within a network, and Wieden+Kennedy was the highest-ranked independently-owned agency.

To access the Effie Index and browse the results, click here.

Data sourced from Effie Effectiveness Index