Effie Effectiveness Index: Colenso BBDO Auckland, Draftfcb Auckland and Clemenger BBDO Proximity Melbourne make top 5 Asia-Pac list
Effie Worldwide and Warc, the global marketing intelligence service, revealed the results of the inaugural Effie Effectiveness Index in Cannes last night.
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, Publicis Groupe and M&C Saatchi.
The top five most effective agency offices are Ogilvy & Mather Mumbai, Lowe Lintas Mumbai, Colenso BBDO Auckland, Draftfcb Auckland and Clemenger BBDO Proximity Melbourne.
The most effective independent agencies are BBH Singapore, BMF Sydney, AJF Partnership Melbourne, Irisnation Singapore and BWM Sydney, which tied with Response Marketing Sri Lanka.
“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 of Mediabrands. “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 comprehensive rankings, which can be filtered by region, country and product category (along with detailed information surrounding the point system) can be found on the new site www.effieindex.com.
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 Portland is the most effective independently held advertising agency.
Rufus Olins, chief executive of Warc, said: “The Effie Effectiveness Index will become the industry standard. It is the world’s most comprehensive ranking of agency and advertiser performance and a valuable resource for anyone interested in marketing effectiveness.”