Effie Worldwide announced the 2020 Effie Index, the 10th annual ranking of the companies behind the world’s most effective marketing efforts.
Unilever, Coca-Cola, WPP, McCann Worldgroup, FP7/DXB and Banda were named Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.
“As the industry experiences change and disruption, the marketers featured in the rankings of the Effie Index demonstrate continued success and an unwavering dedication to marketing effectiveness,” said Traci Alford, President and CEO of Effie Worldwide.
“Marketing effectiveness matters more than ever, especially in times of economic uncertainty. The Index showcases great examples of companies that have consistently excelled and driven brand growth around the world. On behalf of Effie Worldwide, I’d like to congratulate everyone included in the rankings this year and applaud their achievements.”
Most Effective Marketer
Unilever leads the Most Effective Marketers category for the fourth year in a row, with work for brands including Axe, Dove, Knorr, Lifebuoy, Lux, Omo, Rexona and Surf Excel. The global packaged-goods company has held the top spot seven times over the past 10 years.
Most Effective Brand
Coca-Cola retained its title as the most effective brand globally in 2020. It has ranked in the top 5 every year since the Index launched in 2011, taking the top spot six times. Coca-Cola China’s “Faces of the City” campaign was a standout, winning Gold, Silver and Bronze recognitions for its effective use of AR and packaging.
Most Effective Agency Holding Group
WPP has been the most effective holding company every year since 2012. The top 5 has remained unchanged since 2016, showing a remarkable consistency in performance across the global holding companies despite disruptions in the industry. IPG, Publicis Groupe and Dentsu round out the top 5.
Most Effective Agency Network
McCann Worldgroup is number one for the third year in a row, retaining its position as Most Effective Agency Network. The IPG agency network garnered the top spot with work for brands including Aldi, American Express, Chevrolet, Coca-Cola and IKEA, among others. McCann’s FP7/DXB in Dubai, 2020’s Most Effective Agency Office, helped drive the network to the top spot with work for Emirates and MasterCard, among others.
Most Effective Agency Office
McCann Worldgroup’s FP7/DXB in Dubai, which has been in the top 5 every year since 2014, is ranked as the most effective individual agency, thanks to its success with more than 15 regional and global brands, including Babyshop, Emirates NBD and MasterCard.
Regional Rankings – Middle East & Africa
Unilever (marketer), Saudi Telecom Company (brand), Interpublic Group (agency holding group), McCann Worldgroup (agency network), FP7/DXB – Dubai (agency office) and Dejavu – Dubai (independent agency).