IPG Leads MENA Effectiveness Index; WPP, Omnicom Follow


Effie Worldwide has released their global rankings for the most effective marketers, brands, agency holding groups, agency networks, agency offices and independent agencies according to results of the 2015 Effie Effectiveness Index.

Interpublic Group and its agencies are leading the effectiveness index in the Middle East and North Africa region. The trend contrasts the WPP lead that exists at global and various other regional markets. In MENA, WPP takes the number two position, followed by Omnicom, Publicis Groupe and Dentsu.

RankHolding GroupAwards/FinalistsPoints
1Interpublic (IPG)139367
2WPP Group112288
4Publicis Groupe75187


IPG Mediabrands Scores High Among Media Agency Networks
Cornering around 71 awards and finalists, IPG Mediabrands has earned itself the position of the most effective media agency network. IPG Mediabrands houses agency brands such as UM and Initiative. This is followed by OMD, Mindshare, Starcom MediaVest Group and Carat.

RankMedia Agency NetworkAwards/FinalistsPoints
1IPG Mediabrands71135
3MindShare Worldwide3488
4Starcom MediaVest Group2561
5Carat Group826
7Havas Media420
10BPG Group59


McCann Worldgroup Takes the Lead in Creative Agency Networks
Keeping the IPG flag high in the creative agency side of the business, McCann Worldgroup leads the creative agency networks. J. Walter Thompson follows after a considerable margin. Leo Burnett Worldwide, BBDO Worldwide and Ogilvy & Mather take the next spots in the top five in the region.

RankCreative Agency NetworkAwards/FinalistsPoints
1McCann Worldgroup102290
2J. Walter Thompson2892
3Leo Burnett Worldwide3380
4BBDO Worldwide2578
5Ogilvy & Mather1947
8Lowe & Partners1331
9Young & Rubicam1018
10DDB Worldwide816
11Grey Group510


FP7/DXB, Mindshare Most Effective Agencies
FP7/DXB is the most effective creative agency, as per the 2015 ranking in the Effie Effective Index. The agency’s Cairo office also features in the top five, taking the number three spot. Leo Burnett MENA’s Dubai office is the second most effective agency in the region. Creative independent MINT and WPP’s J. Walter Thompson complete the top-five list of individual creative agencies.

RankIndividual Agency OfficesLocationAwards/FinalistsPoints
1FP7/DXBDubai, UAE84228
2Leo Burnett Group MENADubai, UAE2660
3FP7/CAICairo, Egypt1856
4MINTDubai, UAE3248
5JWTDubai, UAE1142
6Impact BBDODubai, UAE1641
8Publicis Middle EastDubai, UAE1234
9Lowe MENADubai, UAE1229
10Memac Ogilvy & MatherDubai, UAE1125


In the individual media agency offices, Mindshare’s Dubai office takes the lead. Dubai offices of UM, Starcom MediaVest Group and OMD take the subsequent positions. Cairo makes it so number five, courtesy the work done by Impact BBDO.

RankIndividual Agency OfficesLocationAwards/FinalistsPoints
1MindshareDubai, UAE2566
2UMDubai, UAE3865
3Starcom MediaVest GroupDubai, UAE2250
4OMDDubai, UAE1735
5Impact BBDOCairo, Egypt825
6InitiativeDubai, UAE1022
7OMD MENADubai, UAE1421
8Havas Media DubaiDubai, UAE420
9UMAbu Dhabi, UAE518
10CaratDubai, UAE516


MINT Leads Independent Agencies Chart
Amongst the independents, creative agency MINT leads the chart by a large margin.

RankIndependent AgencyLocationAwards/ FinalistPoints
1MINTDubai, UAE3248
2Eye MediaDubai, UAE718
2Tetra AdvertisingDubai, UAE718
4Pixel Plus MediaDubai, UAE410
5SocializeDubai, UAE59
6Bravo AgencyCairo, Egypt18
6DiwaneeDubai, UAE38
6Iris MENADubai, UAE48
9Action ImpactDubai, UAE67
9AntworksAriana, Tunisia57
9Clear tagDubai, UAE67
9InfochallengeTunis, Tunisia57
9MuddvilleDubai, UAE57

Now in its fifth year, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world, determined by their success in more than forty national & regional Effie Award competitions.

“The Effie Effectiveness Index is the world’s most prestigious ranking of effective marketing, and five years of data allows for a bigger picture to compare and contrast the trends in marketing. What’s more, by having access to the cases that led to success in the Effie Index, marketers can study best in class examples of effective marketing from around the globe,” commented Neal Davies, President and CEO, Effie Worldwide.

The Index is constructed by converting every Effie award and finalist into points – twelve for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). Every brand and company ranked in the Effie Index undergoes evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.

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