NEW YORK — Effie Worldwide has announced the most effective marketers in the world, based on the global results of the 2018 Effie Effectiveness Index.
Asia-Pacific was well-represented in the Effies, with MullenLowe Lintas Group, India ranked third overall, Ogilvy & Mather Pvt. Ltd. at fifth, followed by Colenso BBDO (6th), FCB New Zealand (7th), Clemenger BBDO (11th), McCann Worldgroup India tied for 15th, DDB Mudra Group tied for 22nd, and DDB (Auckland) rounding out the Top 25.
Strictly for Asia-Pacific, MullenLowe Lintas Group, Ogilvy & Mather Pvt. Ltd., Colenso BBDO, FCB New Zealand, and Clemenger BBDO were the Top Five Most Effective Agencies. They were followed by McCann Worldgroup India (6th), DDB Mudra Group (7th), and a three-way tie at 8th between DDB (Auckland), HS Ad (Seoul), and The Leo Group India.
Ogilvy & Mather Beijing ended up 11th, BMF (Sydney) was 12th, Ogilvy & Mather Taiwan was 13th,BBDO Hong Kong 14th, and Special Group (New Zealand) 15th. They were followed by McCann Worldgroup (Mumbai) at 16th, Saatchi & Saatchi (Auckland) at 17th, Leo Burnett (Melbourne) 18th, and Hylink (Beijing) at 19th. AFFINITY (Sydney), Ensemble Worldwide (Petaling Jaya), and The Monkeys (Sydney), tied at 20th, while BBDO India Pvt. Ltd. was 23rd, followed by Tencent (Shenzhen) at 24th, and Ogilvy & Mather Shanghai at 25th.
The Most Effective Agency Holding Group for Asia-Pacific saw WPP top the rankings, followed by Omnicom, Interpublic (IPG), Publicis Groupe, and Dentsu.
BBDO Worldwide emerged as Most Effective Agency Network in Asia-Pacific, with Ogilvy, MullenLowe Group, Leo Burnett Worldwide, and DDB Worldwide rounding out the Top Five. FCB and McCann Worldgroup tied at 6th, Dentsu Aegis Network was 8th, J. Walter Thompson 9th, and TBWA\Worldwide at 10th spot.
The Most Effective Independent Agency was Special Group (Auckland), followed by Hylink (Beijing), AFFINITY (Sydney), Overman (Seoul), and Red Ice Films (Mumbai) rounding out the Top Five.
For Most Effective Brands in the Asia Pacific Region, DB Export and Lifebuoy were tied for the top spot even as Fire and Emergency New Zealand and KFC were tied at third. McDonald’s and Society for Community Organisation both landed at fifth while Snickers and Surf Excel tied for seventh. Meat & Livestock Australia tied with Tencent at ninth. This was followed by a six-way logjam at 11th between 2degrees, Bajaj Motorcycles, Coca-Cola, headspace National Youth Mental Health Foundation, Maggi, and Prospan.
Ariel and SSG.com then followed tied at 17th spot, Pedigree was at 19th, then a four-way tie between Bay Audiology, IBM, Steinlager, and Vodafone at 20th. Amazon.in and Mercury rounded out the top 25, tied at 24th.
The ten Most Effective Marketers in Asia-Pacific were Unilever, Mars, Nestle, Procter & Gamble, Bajaj Group, DB Breweries, Lion, Tencent, Fire and Emergency New Zealand, and The Coca-Cola Company. Mondelez International emerged 11th, while McDonald’s and Yumi Brands were tied for 12th. Headspace was 14th, tied for 15th were Amazon and Meat & Livestock Australia, tied for 17th were Flordis and Trilogy International Partners, even as SSG.COM was in 19th place. At 20th were Google and Society for Community Organisation, followed by a four-way tie at 22nd between Amplifon, IBM, Mengniu, and Vodafone.
Now in its eighth year, the Effie Index recognizes the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than forty-five national, regional and multi-national Effie Awards competitions. The 2018 Effie Index is compiled from 3,476 finalists and winning entries from worldwide Effie Awards competitions between January 1, 2017 and December 31, 2017.
Information about how the rankings are compiled can be found here. Every brand and company ranked in the Effie Index has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.
Charts and graphics for the 2018 Global Effie Index are available for download.
