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Coca-Cola deemed most effective brand

By Harmeet Singh
April 10, 2015

Coca-Cola, WPP and BBDO are among the most effective global marketers, based on the latest Effie Index.

The 2015 Effie Effectiveness Index ranks marketers, brands, holding groups, agency networks and individual agencies is based on 3,136 finalists and winning entries from worldwide Effie Award competitions last year.

The Coca-Cola Company (marketer) and Coca-Cola (brand), were among the top-ranked, with Unilever moving down to second place on the marketers list. It was followed by Procter & Gamble, Mondelez and PepsiCo. Vodafone, McDonald’s, Pepsi and Movistar followed Coca-Cola on the list of most effective brands.

WPP ranked highest of agency holding groups, followed by Omnicom, Interpublic (IPG), Publicis Groupe and Havas.

BBDO Worldwide was deemed the most effective agency network, followed by McCann Worldgroup, Ogilvy & Mather, Lowe & Partners and Young & Rubicam.

Colombian agency Sancho BBDO ranked highest among individual agency offices for the second year in a row and Ukraine’s Banda Agency topped the independent agency list.

In North America, Procter & Gamble was the most effective marketer, while Dove took the top brand spot. Publicis Groupe was deemed the most effective holding group, and Starcom MediaVest Group the top agency network. Starcom MediaVest Group Chicago was the most effective North American agency and Cramer-Krasselt Chicago took the top spot for the most effective independent agency.

BBDO Toronto and Proximity Canada also took the 12th spot among North American agencies ranked. Grey Canada was at number 25, while Taxi Canada took the 35th spot. Anomaly Canada and Lowe Roche were ranked number 75, as was Ogilvy & Mather Toronto. MediaVest Toronto landed at number 92.

Toronto’s High Road Communications and Veritas were both at number 41 on the list of effective independent agencies, while Klick Health landed at number 61.

The Effie Effectiveness Index was previously calculated from June to June, but has shifted to a calendar-year model to allow agencies and marketers to have a better understanding of their success.