NEW YORK — 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.
Companies ranked highest in Asia Pacific in 2015 include Unilever (marketer) and Coca- Cola (brand), WPP (agency holding group), Ogilvy & Mather (agency network), Lowe Lintas Mumbai (individual agency office) and New Zealand’s Barnes, Catmur & Friends (independent agency).
“Effie Worldwide’s annual Effie Index recognizes the exceptional ideas that delivered results and made a difference for businesses globally. The Index is distinctively comprehensive in that it shines a light on the incredible ideas that worked around the globe, from local to international campaigns, and from both multi-nationals and independent brands. This year’s honorees have set the bar higher for the industry and proven that great creative combined with thoughtful strategy equates to successful marketing initiatives,” said Carolyn Everson, Chair of the Board of Directors, Effie Worldwide and Vice President, Global Marketing Solutions, Facebook.
Highlights from this year’s Asia Pacific rankings include Unilever topping the marketer ranking for the second year in a row. The Coca-Cola Company moves up one spot to second, while Mondelēz International rounds out the top three. Coca-Cola is the top ranking brand, followed by Baidu and McDonald’s respectively. WPP Group unseats Omnicom Group as Asia Pacific’s most effective holding company in 2015. Omnicom falls to second with Interpublic (IPG) retaining its third place position. Ogilvy & Mather topped Asia Pacific’s most effective agency network ranking, with BBDO Worldwide dropping one spot to second. Lowe & Partners retains its third place ranking in the region.
Lowe Lintas (Mumbai) topped the Asia-Pacific individual agency office rankings for the second year in a row. Barnes, Catmur & Friends retained its spot as the most effective independent agency for the third year in a row.
“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,” said Neal Davies, President and CEO of Effie Worldwide. “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.”
The 2015 global Effie Effectiveness Index is compiled from 3,136 finalists and winning entries from worldwide Effie Award competitions between January 1, 2014 and December 31, 2014. This is the first time that the Effie Index rankings are calculated using a January-December qualifying period, which will provide marketers with a better understanding of their success over a single calendar year. Previous rankings were tabulated over a June to June eligibility time period.
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 has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.
Effie Index Asia Pacific Rankings
The top five most effective marketers in the Asia Pacific region, according to the Effie Index are: Unilever, The Coca-Cola Company, Mondelēz International, Baidu and General Motors.
The top five most effective brands in Asia Pacific are: Coca-Cola, Baidu, McDonald ́s, Lifebuoy and !dea.
The top five most effective agency holding groups are: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Dentsu.
The top five most effective agency networks are: Ogilvy & Mather, BBDO Worldwide, Lowe & Partners, DDB Worldwide and McCann Worldgroup.
The top five most effective individual agency offices are: Lowe Lintas (Mumbai, India), Ogilvy & Mather (Mumbai, India), FCB New Zealand (Auckland, New Zealand), Colenso BBDO/Proximity New Zealand (Auckland, New Zealand) and Whybin\TBWA (Sydney, Australia).
The top five most effective independent agencies are: Barnes, Catmur & Friends (Auckland, New Zealand), Phoenix New Media (Beijing, China), The Monkeys (Sydney, Australia), AJF Partnership (Melbourne, Australia) and a tie between Civilization (Shanghai, China) and S-LAB (Beijing, China).
