Effie Effectiveness Index 2015: Lowe Lintas + Partners, India named most effective in APAC

Companies ranked highest in the Index include The Coca-Cola Company (marketer) and Coca-Cola (brand), WPP (agency holding group), BBDO Worldwide (agency network), Colombian agency Sancho BBDO (individual agency office) and Ukraine's Banda Agency (independent agency)

BestMediaInfo Bureau | Mumbai | April 13, 2015

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.

Now in its fifth year, the Effie Index recognises the architects of the most effective marketing communications ideas from around the world, determined by their success in more than 40 national and regional Effie Award competitions.

According to the 2015 Global Effie Index list, Lowe Lintas + Partners, India was declared as the Most Effective Agency in India and in Asia Pacific and the third most effective individual agency office globally. Sharing his views on the achievement, Joseph George, CEO, Lowe Lintas + Partners, India, said, “Of course, I am delighted. It isn't easy to do this two years in a row. I am happy just seeing this as a reaffirmation yet again and most so for own selves, of the type of work we want to do, like to do and are good at.”

Ogilvy & Mather India, Mumbai office was adjudged the fourth most effective individual agency office globally.

Highlights of this year's global rankings include The Coca-Cola Company unseating Effie Index incumbent Unilever (now in second place) as the top ranked marketer. Procter & Gamble retained its third place position. Coca-Cola remained the most effective global brand for the third year in a row. Vodafone jumped to second place, bumping McDonald's down to third in the global brand ranking.

The top three most effective holding groups remained unchanged from last year, with WPP Group ranked as the most effective agency holding group for the fourth consecutive year, followed by Omnicom and Interpublic. For the second year in a row, BBDO Worldwide topped the world's most effective agency network ranking, with McCann Worldgroup moving up one spot to second, pushing Ogilvy & Mather to third.

Sancho BBDO topped the Global Individual Agency Office rankings for the second year in a row. Banda Agency regained its spot as the most effective independent agency in 2015. It was previously ranked first in the 2013 rankings.

“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 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 – 12 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 Global Rankings

The top five most effective marketers in the world, according to the Effie Index are:

1. The Coca-Cola Company
2. Unilever
3. Procter & Gamble
4. Mondele?z
5. PepsiCo

The top five most effective brands in the world are:

1. Coca-Cola
2. Vodafone
3. McDonald ?s
4. Pepsi
5. Movistar

The top five most effective agency holding groups are:

1. WPP Group
2. Omnicom
3. Interpublic (IPG)
4. Publicis Groupe
5. Havas

The top five most effective agency networks are:

1. BBDO Worldwide
2. McCann Worldgroup
3. Ogilvy & Mather
4. Lowe & Partners
5. Young & Rubicam

The top five most effective individual agency offices are:

1. Sancho BBDO (Bogota, Colombia)
2. FP7/DXB (Dubai, UAE)
3. Lowe Lintas (Mumbai, India)
4. Ogilvy & Mather (Mumbai, India)
5. FCB New Zealand (Auckland, New Zealand)

The top five most effective independent agencies are:

1. Banda Agency (Kiev, Ukraine)
2. MINT (Dubai, UAE)
3. thjnk (Hamburg, Germany)
4. ACG Advertising Agency (Budapest, Hungary)
5. Barnes, Catmur & Friends (Auckland, NZ)

In the APAC index, the top listed companies are:

• Unilever (marketer)
• Coca-Cola (brand)
• WPP Group (agency holding group)
• Ogilvy & Mather (agency network)
• Lowe Lintas - Mumbai (agency)
• Barnes, Catmur & Friends – Auckland (independent agency)

View the entire list here.

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