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Effie Effectiveness Index 2014: Unilever, McDonald’s, Omnicom lead in APAC

The Effie Effectiveness Index has grown in importance since its inception in 2011 as it becomes a key source for marketers and agencies to acknowledge work that has resonated with consumers, and implies ideas that have delivered results in the marketplace.

This year, in Asia Pacific, Unilever continues to be the most effective marketer, followed by McDonald’s, Coca-Cola, Hungry Jack’s and Samsung in the top five. At a brand level, McDonald’s is the most effective brand. Hungry Jack’s takes the number two spot followed by NRMA Insurance, Coca-Cola and Lifebuoy.

In the region, Omnicom has scored high as the most effective agency holding company. It is followed by WPP on number two position and IPG on number three. Publicis Groupe and Cheil Worldwide take the fourth and fifth spot respectively.

BBDO leads the chart amongst most effective agency networks. This is followed by Ogilvy & Mather, Lowe & Partners, DDB Worldwide and McCann Worldgroup.

Amongst agency offices, Lowe Lintas Mumbai is the most effective in the list. Ogilvy Mumbai, Colenso BBDO/ Proximity New Zealand, WhybinTBWA and Clemenger BBDO form the top five, in that order.

In the independent agencies category that have made it to the most effective list, top slot is taken by Barnes, Catmur & Friends from Auckland. This is followed by Amber Communications in China. Daehong Communications in Korea and One Green Bean of Australia share the number three slot.

Now in its fourth year, the Effie Index features the most effective marketers, brands, agency holding companies, agency networks, agency offices, and independent agencies. These rankings can be filtered by region, country and product category.

The highlights at a global level:

Most Effective Marketers
For the third year in a row, Unilever tops the global Marketer ranking. Coca-Cola jumps to second place, with Procter & Gamble slipping to third. Consumer packaged goods again dominate the top 20, but they are joined by auto giants Ford Motor Co. and General Motors and mobile leaders Vodafone and Samsung, with regional food chain Hungry Jack making a surprise debut.

Most Effective Brands
Coca-Cola takes the title of the world’s most effective brand for the third year in a row. McDonald’s retains second place, while mobile giant Vodafone jumps one spot to third. Pepsi drops a spot, with Dove rounding out the top five. APAC regional brands NRMA Insurance and Hungry Jack’s, along with Latin American powerhouse brand Movistar crack the top ten this year.

Most Effective Agency Holding Groups
WPP Group remains the most effective global Holding Group for the third consecutive year, with Omnicom staying in second place. IPG rises to third, while Publicis and Havas round out the top five.

Most Effective Agency Networks
BBDO tops the world’s most effective agency network with 1149 points this year. Ogilvy & Mather drops to second, while McCann Worldgroup, DDB Worldwide and Leo Burnett round out the top 5 for the second year in a row.

Most Effective Agency Offices
Sancho BBDO from Bogota, Colombia moves up one spot to lead the Global Individual Agency Office rankings in 2014. Lowe Lintas Mumbai climbs to second, with Ogilvy & Mather Mumbai, Dubai -based FP7/DXB and Starcom MediaVest Group’s Chicago office rounding out the top five. The top 20 includes agencies from New Zealand, Hungary, Turkey, and Australia, among others.

Most Effective Independent Agencies
Budapest-based ACG Advertising Agency is the Most Effective Independent Agency in 2014. Kinograf (Kiev, Ukraine) and Madre Buenos Aires tied for second, while New Zealand agency Barnes, Catmur & Friends and Banda Agency (Kiev, Ukraine), complete the top five. All of the top ten most effective independent agencies stem from Europe, Latin America or Asia Pacific this year.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.