NEW YORK: Procter & Gamble is the most effective advertiser in North America while Unilever is number one in Europe and Asia Pacific, analysis of the Effie Effectiveness Index has shown.

The Index, developed by Effie Worldwide and Warc, was launched at the Cannes Lions International Festival of Creativity. Click here for a Warc report on the event, including a video interview with Effie Worldwide chairman Matt Seiler.

The Index is a ranking system measuring the relative success of advertisers and agencies, and draws on data from 40 Effie award schemes run around the world.

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

Procter & Gamble, Kimberly-Clark, Mars, Toyota and Walgreens headed the charts for Canada and the US, according to the Index.

Unilever attained the lead role in Europe, beating off competition from P&G, as well as Kraft, PepsiCo and Nestlé.

Moreover, Unilever occupied top spot in Asia Pacific, followed by McDonald's, Tata Group, Levi Strauss & Co and Mars.

In the Middle East and North Africa (MENA), the premier firms were the Bahrain Telecommunications Company, Procter & Gamble, Coca-Cola, Saudi Snack Foods - a unit of PepsiCo - and Beiersdorf.

DDB Worldwide was Europe's pre-eminent agency network, a status assumed by BBDO Worldwide in North America, Ogilvy & Mather in Asia Pacific and McCann Worldgroup in MENA.

Omnicom Group was named as the most effective holding company across all of the geographies assessed, the research added.

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

Data sourced from Warc