BrandArena: Coca-Cola Unseats Unilever As Most Effective Global Marketer In Global Effie 2015

Thursday 9 April 2015

Coca-Cola Unseats Unilever As Most Effective Global Marketer In Global Effie 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.

Companies ranked highest in the 2015 Effie Effectiveness 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).

The Coca-Cola Company unseated incumbent Unilever as the most effective global marketer in the 2015 Effie Effectiveness Index.

Unilever ranks second in the marketer category this year, followed by Procter & Gamble, Mondelez International, PepsiCo, Nestlé, McDonald's, Vodafone, Danone and General Motors.

In the Index's most effective brands category, Coca-Cola kept its No. 1 ranking for the third year in a row.

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.

“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.

Vodafone jumped to second place, bumping McDonald’s down to third in the global brands ranking. Pepsi and Movistar rank fourth and fifth, respectively, followed by Volkswagen, Baidu, Dove, Emirates NBD and Adidas.

The top five most effective agency networks are: BBDO Worldwide, McCann Worldgroup, Ogilvy & Mather, Lowe & Partners and Young & Rubicam.

The top five most effective individual agency offices are: Sancho BBDO (Bogota, Colombia), FP7/DXB (Dubai, UAE), Lowe Lintas (Mumbai, India), Ogilvy & Mather (Mumbai, India) and FCB New Zealand (Auckland, New Zealand).

Rank Marketer Awards/Finalists Points
1 The Coca-Cola Company       108 404
2 Unilever                       106 396
3 Procter & Gamble               77 304
4 Mondelez International               56 216
5 PepsiCo                       58 206
6 Nestlé                       56 176
7 McDonald's                       36 124
8 Vodafone                       25 120
9 Danone                       27 102
10 General Motors               32 100
11 Kimberly-Clark               24 94
12 Ford Motor Company               22 90
13 Reckitt Benckiser               26 86
14 Daimler AG                       22 74
14 Samsung                       22 74
14 Volkswagen AG               16 74
17 Baidu                       19 66
17 L'Oréal                       20 66
19 Johnson & Johnson               22 60
19 Pernod Ricard                       15 60
21 Adidas                       17 58
22 Emirates NBD                       19 54
22 Heineken                       14 54
24 Audi                       12 52
25 Visa                               14 50

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