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Unilever most effective marketer globally; Vodafone tops brand ranking

Unilever took the top spot for most effective marketer globally as well as in Asia Pacific in the 2017 Effie Effectiveness Index. In other global categories, Vodafone, WPP, BBDO Worldwide, Sancho BBDO and ACG Advertising Agency held the top rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

For Asia Pacific, Maxis, WPP Group, Ogilvy & Mather, MullenLowe Lintas Group Mumbai and Hylink Beijing took the top spots as Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

In marketing, global food and beverage companies continued to dominate the rankings. The leader, Unilever, jumped one spot to regain the title of Most Effective Marketer, globally, in this year’s rankings which it previously from 2012-2014. Nestlé moved up two spots as the second most effective marketer, while Procter & Gamble retained its third place ranking. The Coca-Cola Company slid down three spots to fourth and PepsiCo retained its fifth place ranking. Along with mobile phone leader Vodafone, Mondelēz International, McDonald’s, Mars and global furniture retail giant IKEA round out the top 10.

Vodafone moved up one spot to replace Coca-Cola as the most effective global brand in 2017. After dominating the top spot for the past four years Coca-Cola moved to second, followed by McDonald’s. Pepsi moved to number four, while IKEA broke into the top five for the first time ever, ranking fifth. Global brands Heineken, Burger King and MasterCard, along with Spanish mobile phone operator Movistar and Malaysian communications service provider, Maxis are also included in the top 10.

In holding groups ranking, the top five most effective groups remain unchanged from 2016. WPP Group remains the most effective holding company for the sixth consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu.

BBDO Worldwide became the most effective agency network globally as it unseated Ogilvy & Mather. BBDO was previously ranked number one in 2015, 2014 and 2011. Ogilvy dropped to second with McCann Worldgroup retaining its third place ranking. Young & Rubicam jumped up three spots to number four and J. Walter Thompson moved up four spots (from number nine in 2016) to round out the top five.

Sancho BBDO (Bogotá) regained its title as the Most Effective Individual Agency Office in 2017, behind its success for brands Fundación Éxito, HUAWEI and Visa, among other regional and global brands. MullenLowe Lintas (Mumbai) moved up three spots to number two, followed by McCann’s FP7/DXB (Dubai) at number three. Ogilvy & Mather (Mumbai) dropped two spots to number four and Colenso BBDO (Auckland) was included in the top five for the first time since 2013. The top 20 most effective agencies are a globally diverse mix of agencies from Argentina, Colombia, Hungary, India, New Zealand, Peru, Romania, Taiwan, Turkey, UAE, and the United States.

Budapest-based ACG Advertising Agency retained its title as the Most Effective Independent Agency for the second year in a row. Istanbul-based agencies Alametifarika, Blab and Güzel Sanatlar ranked second, third and fourth respectively, while Madre Buenos Aires rounded out the top five.

“From an inspirational nonprofit campaign that achieved incredible success across India to a multinational telecommunications company that grew its market share throughout Europe, Effie continues to reward ideas that work across the globe. The top ranked companies demonstrate a strategic commitment to marketing effectiveness,” said Neal Davies, President and CEO, Effie Worldwide.

The Effie Index, now in its seventh year, recognises the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than forty national, regional and global Effie Awards competitions. The 2017 Effie Index is compiled from 3,601 finalists and winning entries from worldwide Effie Awards competitions held between January 1, 2016 and December 31, 2016.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.