Effie Worldwide has announced Ogilvy & Mather as the most effective agency network in the world, reclaiming the top slot it has held for three out of six years since the Effie Index was established. The agency was previously awarded the title in 2012 and 2013. O&M secured the top global ranking this year by having won more Effie awards than any other agency in the last 12 months, 320 Effies to be precise.
In addition, O&M's clients Coca-Cola, Unilever and Nestlé were also recognised for their achievements in this competition. Coca-Cola was named both the most effective marketer as well as the most effective brand in the world. Unilever came in as the second most effective marketer and Nestlé the third most effective marketer in the world. Launched in June 2011, the Effie Effectiveness Index identifies and ranks the most effective agencies, marketers and brands by analysing finalist and winner data from worldwide Effie competitions. Announced annually, it is the most comprehensive global ranking of marketing effectiveness.
John Seifert
John Seifert, Worldwide CEO of Ogilvy & Mather, said: “It is a particularly meaningful accolade for us to be recognised as the World's Most Effective Agency Network. Our founder David Ogilvy famously said 'We sell or else', and our purpose of making brands matter in the world is built upon a foundation of doing great work that produces business results for our clients. I am thrilled our clients Coca-Cola, Nestlé and Unilever have also been recognised for their achievements.”
Tham Khai Meng
O&M Co-Chairman and Worldwide Chief Creative Officer Tham Khai Meng, said: “Being named the World's Most Effective Agency Network by the global Effie Effectiveness Index is an incredible honour. It serves to remind us about our culture and what we stand for, that great work is also great business.”
Neal Davies
Neal Davies, President & CEO of Effie Worldwide, said: “For nearly 50 years, the Effies have been the gold standard for effectiveness and the Effie Index, now in its sixth year, has emerged as the measure by which our industry defines success. The anticipation and jockeying for top rankings is built up throughout the year and it is always exciting to see which agencies come out on top.”
O&M Network Rankings:
- #1 Globally: in Asia-Pacific and in North America
- #2 in Latin America
- #5 in both MENA and in Europe
Individual O&M Agency Office Rankings:
- O&M Mumbai is #2 globally and O&M New York is #5 globally
- O&M Mumbai is #1 in Asia-Pacific
- O&M New York is #1 in North America
- O&M Bogotá is #5 in Latin America
Complete Effie Index Global Results
The top five most effective marketers in the world, according to the Effie Index are: The Coca-Cola Company, Unilever, Procter & Gamble, Nestlé and PepsiCo (all but Nestlé held the same place in 2015).
The top five most effective brands in the world are: Coca-Cola, Vodafone, McDonald´s, Samsung and Movistar. Samsung made its debut into the top five for the first time. All other brands in the top five held their spots from 2015.
The top five most effective agency holding groups in the world are: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Dentsu Aegis Network. All holding companies held the same positions as 2015, with Dentsu Aegis taking the place held by Havas for the past 5 years.
The top five most effective agency networks in the world are: Ogilvy & Mather, BBDO Worldwide, McCann Worldgroup, MullenLowe Group and DDB Worldwide. In 2015, BBDO Worldwide ranked first, followed by McCann Worldgroup, Ogilvy & Mather, Lowe & Partners (now MullenLowe Group) and Young & Rubicam.
The top five most effective individual agency offices in the world are: FP7/DXB (Dubai, UAE), Ogilvy & Mather (Mumbai, India), Sancho BBDO (Bogota, Colombia), ACG Advertising Agency (Budapest, Hungary) and tied for fifth place are Ogilvy & Mather (New York) and MullenLowe Lintas (Mumbai, India).
The top five most effective independent agencies in the world are: ACG Advertising Agency, (Budapest, Hungary), Güzel Sanatlar (Istanbul, Turkey), MINT (Dubai, UAE), Droga5 (New York, USA) and Wieden+Kennedy (Oregon, USA). This is the first time Droga5 ranked among the top five Independent agencies on a global level, and a return for Wieden+Kennedy who last made the global Effie Index top five in 2012.
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.
