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Effies: Unilever top advertiser, McDonald’s top brand


Effies: Unilever top advertiser, McDonald’s top brand


The 2012 Effie Index has named Unilever the most effective advertiser, McDonald’s the most effective brand, WPP the most effective advertising holding company and Ogilvy & Mather the most effective advertising agency network globally.

Launched in 2011, the Effie Index recognises the architects of the most effective marketing communications ideas from around the world, as well as within regions. Unilever, McDonald’s and Ogilvy & Mather also took out top honours in the Asia Pacific region, while Omnicom eclipsed WPP as the most effective advertising holding company.

“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands.

Also given a nod in Asia Pacific were Cadbury, who made the list for most effective advertiser, Frucor Beverages NZ and Dove, for the effectiveness of their brand, and the agencies DDB Worldwide, BBDO Worldwide, WPP and Interpublic.

The full list of honours for Asia Pacific includes:

Most Effective Advertisers: Unilever, McDonald’s and Cadbury

Most Effective Brands: McDonald’s, a second place tie between Frucor Beverages NZ, Dove and Cadbury Dairy Milk

Most Effective Advertising Holding Companies: Omnicom Group, WPP Group, Interpublic (IPG)

Most Effective Agency Networks: Ogilvy & Mather, DDB Worldwide, BBDO Worldwide

The Effie Index analyses finalist and winner data from the 39 countries that hold Effie competitions and is a collaborative effort between Effie Worldwide and global marketing intelligence service Warc.



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