Campaign India Team
Jun 19, 2012

O&M Mumbai most effective agency office globally: 2012 Effie Effectiveness Index

Unilever is most effective advertiser, McDonald's the most effective brand, WPP Group the most effective advertising holding company

O&M Mumbai most effective agency office globally: 2012 Effie Effectiveness Index

Effie Worldwide and marketing intelligence service Warc revealed the global results of the Effie Effectiveness Index today. Winners were arrived at basis analysis of the finalist and winner data from 39 worldwide Effie competitions.

Ogilvy & Mather’s Mumbai office has been recognised as the most effective individual agency office globally by the Index.
Unilever is the most effective advertiser, McDonald's the most effective brand (for the second year running), WPP Group the most effective advertising holding company and Ogilvy & Mather the most effective advertising agency network.
McKinney (Durham, NC, USA) is the most effective independently held advertising agency, according to the Index.
Launched in 2011, the Effie Index recognizes the ‘architects of the most effective marketing communications ideas from around the world’.
The global Index was released at the Cannes International Festival of Creativity currently underway.

In 2011, the inaugural year for the Effie Effectiveness Index, the most effective advertiser globally was Procter & Gamble, Omnicom the most effective advertising holding company, BBDO Worldwide the agency network, Sancho BBDO (Bogota, Colombia) the individual agency office, and the most effective independent advertising agency was Wieden+Kennedy (Portland, Oregon, USA).

“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie worldwide chairman of the board and global CEO of IPG Mediabrands. “As an industry, we should be using this invaluable tool to identify the year’s best performers, and learn how their best practices can make us better marketers in the future,” he added.

Most Effective Marketers According to 2012 Effie Effectiveness Index (in order of rank):
Advertisers (global): Unilever, Procter & Gamble, Nestlé, McDonald's and PepsiCo
Advertisers (Apac): Unilever, McDonald's Cadbury, Coca Cola, Volkswagen AG

Advertisers (India): Cadbury, Unilever, Vodafone, Pepsico, Marico Limited, Aditya Birla Group, Volkswagen AG, CEAT, Tata Group, Titan Industries Limited
Brands (global): McDonald's, IBM, Coca Cola, Axe and Pepsi
Brands (Apac): McDonald's, Frucor Beverages NZ, Dove, Cadbury Dairy Milk, Vodafone
Brands (India): Vodafone, Cadbury Dairy Milk, Idea Cellular, Pepsi, Cadbury Celebrations, Ceat Gripp, Volkswagen Vento, Nescafe Classic, Saffola, Cadbury Oreo

Advertising holding companies (global): WPP Group, Omnicom, Interpublic, Publicis Groupe and Havas Advertising
Advertising holding companies (Apac): Omnicom, WPP Group, Interpublic, Publicis Groupe 

Advertising holding companies (India): WPP, Interpublic, Omnicom, Publicis Groupe
Agency networks (global): Ogilvy & Mather, BBDO Worldwide, DDB Worldwide, Leo Burnett Worldwide, McCann Worldgroup
Agency networks (Apac): Ogilvy & Mather, BBDO Worldwide, DDB Worlwide, OMD, Lowe and Partners

Agency networks (India): O&M, DDB Worldwide, Lowe & Partners, JWT, McCann
Worldgroup, Leo Burnett Worldwide, Draftfcb, BBD Worldwide, BBH, TBWA\Worldwide
Individual agency offices (global): Ogilvy & Mather (Mumbai); Sancho BBDO (Bogota), Lowe-SSP3 (Bogota) and Ogilvy & Mather (New York) (three-way tie in the second spot); and Colenso BBDO (Auckland) in fifth place

Individual agency offices (India): Ogilvy and Mather (Mumbai); DDB Mudra Group (Mumbai) and Lowe & Partners (Mumbai) at joint second; Leo Burnett (Mumbai); Contract Advertising (Mumbai); JWT (Gurgaon); Taproot India (Mumbai); McCann Worldgroup (New Delhi); BBH Communications India (Mumbai) and JWT (Mumbai)
Independent agencies (global): McKinney (Durham); Bruketa&Žinić OM (Zagreb); Wieden+Kennedy (Portland) and Jung von Matt (Hamburg) (tied at third spot); with ACG Advertising Agency (Budapest) in fifth place
Independent agency (Apac): Happy Soldiers (Sydney)

Independent agency (India): Not available

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