Effie Worldwide and WARC, the global marketing intelligence service, revealed the results of the inaugural Effie Effectiveness Index. After analysing finalist & winner data from 40 worldwide Effie competitions, the following companies ranked the highest within the Asia Pacific region: Unilever as the Most Effective Advertiser; McDonald's is the Most Effective Brand; Omnicom is the Most Effective Advertising Holding Company and Ogilvy & Mather is the Most Effective Advertising Agency Network.
Ogilvy & Mather – Mumbai is the Most Effective Individual Agency Office, followed by Lowe Lintas Mumbai in the second position.
BBH Singapore is the Most Effective Independently Held Advertising Agency.
“The Effie Index is the best source for who's doing the best marketing around the world,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO, Mediabrands. He added, “As part of the overall Effie offer, it should be an invaluable source to help marketers and their agencies.”
The Effie Index ranking system rewards not only Effie winners, but Effie finalists. In the inaugural Effie Index, Effie finalists and winners announced between June 10, 2010 and June 13, 2011 qualified for the Index.
The top five most effective advertisers in Asia Pacific are Unilever, McDonald's, Tata Group, Levi Strauss & Co. and Mars, while the most effective brands are McDonald's, Levi's, IBM, Commonwealth Bank and Vodafone.
The top five most effective holding groups in Asia Pacific include: Omnicom, WPP Group, Interpublic (IPG), Publicis Groupe and M&C Saatchi PLC.
The top five most effective agency offices are Ogilvy & Mather (Mumbai, India), Lowe Lintas (Mumbai, India), Colenso BBDO (Auckland, New Zealand), Draftfcb New Zealand (Auckland, New Zealand), and Clemenger BBDO Proximity (Melbourne, Victoria, Australia).
The most effective independent agencies are BBH Singapore, BMF (Sydney, NSW Australia), AJF Partnership (Melbourne, Victoria, Australia), Irisnation Singapore and Belgiovane Williams Mackay (Sydney, NSW, Australia), which tied with Response Marketing (Sri Lanka).
On a global level, Procter & Gamble is the Most Effective Advertiser, McDonald’s is the Most Effective Brand, Omnicom is the Most Effective Advertising Holding Company and BBDO Worldwide is the Most Effective Advertising Agency Network. Sancho BBDO of Bogota, Colombia is the Most Effective Individual Agency Office in the world, while Wieden & Kennedy, based in Portland, Oregon, USA is the Most Effective Independently Held Advertising Agency.
Rufus Olins, Chief Executive, WARC, said, “The Effie Effectiveness Index will become the industry standard. It is the world¹s most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness.”