Baidu, Lifebuoy and Idea Cellular join Coca-Cola and McDonald’s as APAC most effective brands of 2015

Chinese search engine Baidu, international soap brand Lifebuoy and Indian telco Idea Cellular are among the top five most effective brands in Asia Pacific, Effie Worldwide has announced.

The three brands, none of which operate in Australia, join global giants Coca-Cola and McDonald’s in the top five.

Effie Worldwide has drawn these Asia Pacific lists from the Global Effie Index, which is compiled from 3,136 finalists and winning entries from worldwide Effie Award competitions between 1 January, 2004 and 31 December, 2014.

Top five most effective brands in Asia Pacific:

  1. Coca-Cola,
  2. Baidu,
  3. McDonald’s,
  4. Lifebuoy, and
  5. Idea Cellular.

Top five most effective marketers in Asia Pacific:

  1. Unilever (second year in a row at number one),
  2. The Coca-Cola Company (up one spot from last year),
  3. Mondelēz International,
  4. Baidu, and
  5. General Motors.

Top five most effective agency holding groups in Asia Pacific:

  1. WPP Group,
  2. Omnicom (first last year),
  3. Interpublic (IPG),
  4. Publicis Groupe, and
  5. Dentsu.

Top five most effective agency networks in Asia Pacific:

  1. Ogilvy & Mather,
  2. BBDO Worldwide (first last year),
  3. Lowe & Partners (retains third place from last year),
  4. DDB Worldwide, and
  5. McCann Worldgroup.

Top five most effective individual agency offices in Asia Pacific:

  1. Lowe Lintas (Mumbai, India) (second year in a row at number one),
  2. Ogilvy & Mather (Mumbai, India),
  3. FCB New Zealand (Auckland, New Zealand),
  4. Colenso BBDO/Proximity New Zealand (Auckland, New Zealand), and
  5. Whybin\TBWA (Sydney, Australia).

The top five most effective independent agencies in Asia Pacific:

  1. Barnes, Catmur & Friends (Auckland, New Zealand) (third year in a row at number one),
  2. Phoenix New Media (Beijing, China),
  3. The Monkeys (Sydney, Australia),
  4. AJF Partnership (Melbourne, Australia), and
  5. a tie between Civilization (Shanghai, China) and S-LAB (Beijing, China).

Effie Worldwide created these lists by converting Effie awards and finalist placings 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,” the organisation says.



Michelle Herbison
BY Michelle Herbison ON 24 April 2015
Assistant editor, Marketing Magazine.