The Most Effective Marketers in the World Announced
Effie Worldwide has announced the most effective marketers in the world, based on the global results of the 2018 Effie Effectiveness Index. Unilever, Pepsi, WPP Group, McCann Worldgroup, Sancho BBDO and ACG Advertising Agency hold the top global rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively. Since 1968, the Effie Awards have honoured ideas that work.
Unilever retained its title as the most effective marketer, the fifth time since 2011 that it has held the top spot. PepsiCo, fueled by a strong showing in Latin America, moved up three spots as the second most effective marketer. Nestlé moved to third, while The Coca-Cola Company retained its fourth-place ranking. Mars broke into the top five for the first time, based on successes in North America and Asia Pacific. Global FMCG companies continue to dominate the most effective marketer ranking. Procter & Gamble ranked sixth – falling out of the top five for the first time since 2011. Global brewers AB InBev and Heineken, along with McDonald’s and mobile phone leader Vodafone round out the top 10.
“The Global Effie Index has become the gold standard for measuring marketing effectiveness throughout the world,” says Traci Alford, President and CEO, Effie Worldwide. “Despite a rapidly changing landscape, Effie winners continue to create exceptional work, deliver results in all forms and drive growth for their businesses. The top ranked teams represent the very best of our industry, and we offer them our sincerest congratulations.”
Most Effective Brands
Pepsi moved up three spots, replacing Vodafone as the most effective brand. Consistently ranked in the top five since 2011, this is the first time that Pepsi holds first place. McDonald’s jumped up to number two, while Coca-Cola slid to third. Vodafone ranks fourth, with Spanish telecommunications company, Movistar, completing the top five. A diverse range of industry sectors continue to populate the top 10, including technology giant IBM, along with Chevrolet, MasterCard and fast food leaders KFC and Burger King. Burger King shares the 10th spot with two Colombian beverage brands – Poker from Bavaria Brewery and Sr. Toronjo from Postobón.
Effie Worldwide is non-profit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and recognize any and all forms of marketing communication that contribute to a brand’s success.
