The Coca-Cola Company is the most effective marketer, as well as brand, in the Asia-Pacific region, according to the 2013 Global Effie Effectiveness Index. WPP is the most effective holding company and Ogilvy & Mather is the most effective agency network in Asia-Pacific. Ogilvy & Mather Mumbai is the most effective individual agency office and Barnes, Catmur & Friends (Auckland) is the number one ranked independent agency in the region.
Effie Worldwide announced the APAC tally on July 2, 2013. It may be recalled that Coca-Cola, WPP, Ogilvy & Mather Network and the Ogilvy & Mather Mumbai office also ranked high in the global rankings of the Effie Index that was released in June 2013.
The Effie Index, which is now in its third year and is done in partnership with WARC, recognises the architects of the most effective marketing communications ideas from around the world.
With 72 points, Coca-Cola is the most effective marketer in the Asia-Pacific region, followed closely by Unilever, McDonald’s, Cadbury and STAR India. Coca-Cola also tops the most effective individual brand ranking, followed by McDonald’s and St Vincent de Paul Society.
The top three most effective holding companies in Asia-Pacific are WPP, Omnicom and Interpublic (IPG), while Ogilvy & Mather, BBDO Worldwide, DDB Worldwide, Lowe & Partners and McCann Worldgroup are the five most effective agency networks in the region.
Ogilvy & Mather (Mumbai), Colenso BBDO (Auckland), Ogilvy & Mather (Beijing) and Ogilvy & Mather (Shanghai) are the top individual agency offices in Asia-Pacific, while Barnes, Catmur & Friends (Auckland) is the most effective independent agency in the region with 46 points, followed by Opentide (Beijing), Response Marketing (Colombo, Sri Lanka) and TapRoot India (Mumbai) all tied for second with 28 points.
“Now that the Global Effie Index is in its third year, shifts and trends can be studied and leveraged on a global and regional basis for maximum impact and learning. With over 40 programs focused on effectiveness worldwide, the Effie Awards add a healthy element of competition amongst the industry’s top performers,” said Carl Johnson, Chairman of the Board of Directors, Effie Worldwide and Co-Founder of Anomaly.