AB InBev, McDonald’s, Omnicom, McCann, FP7 McCann and Special Top 2021 Global Effie Index – Campaign Brief

Effie Worldwide has announced the 2021 Effie Effectiveness Index (effieindex.com), the annual ranking of the companies behind the world’s most effective marketing efforts. AB InBev, McDonald’s, Omnicom, McCann Worldgroup, FP7 McCann Dubai and Special Group were named Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency respectively.

Earlier this year, Effie Worldwide announced that it had evolved the method of calculating the Effie Index from a linear scale to an exponential scale to further recognize the most effective marketers each year. You can find more information on how the index rankings are calculated here. The update follows a year-long hiatus from the Effie Index, following the suspension of many Effie Awards programs in 2020 due to the impact of Covid-19.

The Effie Index 2021 ranking reflects the performances of more than 4,500 finalists and winners in a global competition, four regional competitions and 47 national Effie Awards competitions held around the world from January 1, 2021 to December 31, 2021.

“The 2021 Effie Index reflects the work done during one of the most difficult times in recent history. The brands and agencies included in these rankings have demonstrated an unwavering commitment to marketing effectiveness and represent the tenacity, agility and creativity of our global industry,” said Traci Alford, Global CEO of Effie Worldwide.

“Congratulations to all of the top-ranked companies for continuing to come up with ideas that work and grow your business.”

The Most Effective Marketers
Top 5: AB InBev, Unilever, PepsiCo, McDonald’s, Procter & Gamble

AB InBev takes the top spot as the most efficient distributor for the first time, having entered the top 5 in 2020, with work for brands such as Cerveza Nuestra Siembra, Quilmes, Victoria, Andes, Brahma, Poker and Michelob ULTRA, among others. After four years in the top spot, Unilever moves up to No. 2, with work for brands including Lipton, Good Humor, Dove, Lifebuoy, Rexona, Knorr, Omo and Surf Excel.

PepsiCo ranked third, up two spots from 2020. McDonald’s and Procter & Gamble returned to the top 5.

The Coca-Cola Company dropped out of the top 10 for the first time, with Nestlé, Mondelēz International, Reckitt Benckiser, Burger King and the New Zealand government taking places 6-10 respectively.

Most Effective Brands
Top 5: McDonald’s, Burger King, KFC, Entel, Chevrolet

It was a big year for QSR, McDonald’s, Burger King and KFC taking the top three spots in the Most Effective Brands ranking. McDonald’s moved up one spot from 2020 to take the top spot, while Burger King jumped five spots to claim second in the rankings. KFC retained its ranking at number three. Entel and Chevrolet took fourth and fifth place respectively.

IKEA, Mastercard, Pepsi, Every Kiwi Vote Counts occupy the No. 6-9 spots, and Unilever’s LifeBuoy, AB InBev’s Poker and Santander have a triple tie for tenth place.

Most Effective Agency Holding Groups
Top 5: Omnicom, WPP, IPG, Publicis Groupe, Dentsu

The Most Effective Agency Holding Group rankings have been turned upside down, with Omnicom dethroning WPP in the top spot since 2012. Impressive wins for BBDO Worldwide, DDB Worldwide and TBWAWorldwide have been key to Omnicom’s success. Omnicom last held the top spot in 2011 when it launched the Effie Index. The rest of the top 5 remained unchanged from 2016, with IPG, Publicis Groupe and Dentsu maintaining their positions.

Most efficient branch network
Top 5: McCann Worldgroup, BBDO Worldwide, Ogilvy, DDB Worldwide, OMD

McCann Worldgroup is number one for the fourth consecutive year, maintaining its position as the most efficient agency network. The IPG agency network won 4 Grand Effies in 2021, including McCann Manchester’s “Aldi 2010-2020: How to take an alternative path took Aldi from shame to pride” campaign for Aldi in the Sustained Success category (Effie United Kingdom), “Creadores” from McCann Panama del Momento Ideal” for Nestlé’s Leche Evaporada idea in the Corporate Reputation category (Effie Panama), McCann Tel Aviv “From a vegan niche product to a brand of mass lifestyle: Tnuva launches Tnuva Alternative and grows 43% in less than a year” for TNUVA in the Food category (Effie Israel) and “The Bread Exam” of FP7 McCann Dubai and McCann Paris for the Lebanese Foundation for breast cancer in the Positive Change (MENA Effies) category.

Omnicom’s BBDO Worldwide took second place, WPP’s Ogilvy took third place, and Omnicom’s DDB Worldwide and OMD took fourth and fifth place.

Most Efficient Agency Offices
Top 5: FP7 McCann Dubai, DDB Colombia, McCann Tel Aviv, Sancho BBDO, McCann Worldgroup India

McCann Worldgroup agencies took 3 of the top 5 spots in the ranking of the most efficient agency offices. FP7 McCann Dubai, maintains its number one position, following success with regional and global brands including Mastercard, Dettol, Unilever’s OMO, AstraZeneca and their award-winning work at the Grand Effie for the Lebanese Breast Cancer Foundation (LBCF) . McCann Tel Aviv entered the top 5 for the first time, in third, taking the place of McCann Worldgroup India from 2020. McCann India moves up to fifth.

DDB Colombia entered the top 5 for the first time at number two, thanks to successful work for various brands, including Gold Effies for AB InBev, Corona Vajillas, América Móvil and Protección. The Colombian company Sancho BBDO maintained its position in fourth place, after numerous successes at the Effie Awards Colombia and LATAM Effie Awards with companies such as PepsiCo, Arturo Calle, Alcaldía Municipal de Soacha and Terpel, among others.

Most Effective Independent Agencies
Top 5: Special Group, GUT Buenos Aires, Gres Todorchuk, Interaction, Suno United Creators

The New Zealand agency Special Group (Auckland) returns to the top 10 and claims the top spot for the first time, leading with Gold Effies for the Every Kiwi Vote Counts work, “Meddle in the NZ Election”.

GUT Buenos Aires (Argentina) debuts in the top 10 in second place, notably winning the Grand Effie 2021 of the Effie Argentina contest with “Pymes” for Mercado Libre Argentina. Kyiv-based agency Gres Todorchuk (Ukraine) entered the top 10 for the first time in third place, with Interaction (Costa Rica) and Suno United Creators (Brazil) rounding out fourth and fifth place respectively.

Dattis (Colombia), The Womb Communications (India), ACG Budapest (Hungary), AIDA Pioneer Group (Belarus) and Dejavu (UAE) complete the top 10.

Regional rankings

North America
Restaurant Brands International (distributor), Burger King (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), BBDO New York (agency office), and Alison Brod Marketing + Communications (independent agency) .

Asia Pacific
Unilever (distributor), McDonald’s (brand), WPP (agency holding group), Ogilvy (agency network), McCann Worldgroup India (agency office) and Special Group (independent agency).

PepsiCo (retailer), IKEA (brand), Omnicom (agency holding group), McCann Worldgroup (agency network), McCann Tel Aviv (agency office) and Gres Todorchuk (independent agency).

Latin America
AB InBev (distributor), Entel (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), DDB Colombia (agency office) and GUT Buenos Aires (independent agency).

Middle East and Africa
Unilever (distributor), Burger King (brand), IPG (agency holding group), McCann Worldgroup (agency network), FP7 McCann Dubai (agency office) and Dejavu – Dubai (independent agency).

Check out the full ranking at effieindex.com

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