Effie Awards

Letter from the Chairman

Making us all better marketers

The Effie Effectiveness Index

Last June, a who’s who of our industry gathered in Cannes to celebrate the most effective marketers of the year. With the announcement of the inaugural Effie Effectiveness Index, a new industry benchmark was established. The Effie Index, created in partnership with Warc, identifies the most effective agencies, brands & advertisers worldwide.

As one of the only truly global effectiveness competitions (more than 40 worldwide programs & an extensive judge network), Effie’s influence on our industry was already prominent before the introduction of the Index. By aggregating all Effie-recognized work, we have not only put a new spotlight on the industry’s top performers, but, we have essentially created a learning tool to help all of us become better marketers.

By leveraging the information in the Index - including rankings & case studies - each one of us can use the Index to seek out best practices and establish ourselves as a better marketer for both our agency and our client.

Last year’s rankings provided an interesting snapshot of industry performance across the globe. We were able to see that Ogilvy & Mather was the network to beat in the Asia Pacific region; DDB had a firm grip on Europe; BBDO dominated both Latin & North America and McCann Worldgroup proved they were top in the Middle East/North Africa. With all of their Old Spice success, Wieden+Kennedy took home the most effective independent agency honors. Omnicom Group dominated every region. Procter & Gamble and Unilever, as expected, were ranked number 1 & 2 globally.

Shopper Marketing Effies
Grand Effie Judges
Judges and Moderators
Acknowledgments
Worldwide Effie Programs
Designates lead agency

Matt Seiler Chairman, Effie Worldwide Global CEO, Mediabrands Tonight we announced the 2nd installation of the North American Effie Effectiveness rankings. By tabulating all 210 finalist/winning efforts, we were able to identify the year’s top performers in North America. Given IBM’s incredible success with both the “Watson” & “Let’s Build a Smarter Planet” campaigns, it’s no surprise that IBM, Ogilvy & Mather and WPP rose to the top of the rankings this year.

And just like that, in one year, a colossal shift in the rankings.

As we move ahead, I look forward to using the Index to identify other top performers, how they are defining effectiveness and what my organization and I can learn from them.

What the Index does is provide an insightful glimpse into who is actually delivering Ideas that Work across the globe. If you’re not at the top of the list, I suggest you check it out – www.effieindex.com.