Unilever and Coca-Cola most effective marketers globally

The two CPG brands topped the global Effie's Effectiveness Index, alongside WPP and Ogilvy & Mather on the agency side.

In its third-annual ranking, Effies Worldwide (which distributes the Effie Awards to honour global marketing effectiveness), named the most effective brands and agencies across the globe.

Unilever topped the list as the most cost-effective marketing organization, followed by P&G in second and Coca-Cola in third.

CoCa-Cola, as an individual brand, also nabbed top spot as most effective brand in the world, followed by McDonald’s and Pepsi.

WPP was named most effective holding company, followed by Omnicom in second place and Publicis Group in third. Ogilvy & Mather took the most effective network title, followed by BBDO Worldwide and McCann Worldgroup.

For individual agency rankings, Ogilvy & Mather Pvt, based out of Mumbai, took top title for agency office, alongside Ukrain-based Banda as top independent shop. Sancho BBDO in Bagota Columbia and Circus Comunicacion Integrada in Peru took second and third place for agency office, respectively, while Turkish agencies Alametifarika and Rabarba took second and third place for independent shops.

The Effie Index is based on evaluation of case studies submitted for the Effie awards, which were handed out in May.