BBDO Deemed Most Effective Full-Service Network, OMD Top Media Network Worldwide
- by Joe Mandese @mp_joemandese, April 8, 2015
For the second year in a row, Omnicom’s BBDO Worldwide unit ranked as the world’s “most effective” agency network, according to Effie Worldwide, a highly regarded awards program recognizing marketing campaigns that can prove their effectiveness with material results.
BBDO sister network OMD ranked sixth among global agency networks, but was the highest-ranking pure-play media network on the list.
Publicis’ Starcom MediaVest Group ranked 13th overall and second among media agency networks, followed by Interpublic’s Mediabrands (14th overall), WPP’s Mindshare (15th overall), Omnicom’s PHD (18th overall), WPP’s MediaCom (20th overall), Dentsu Aegis’ Carat (21st overall), Havas Media (22nd overall), WPP’s MEC (23rd overall), and Publicis’ Zenith Optimedia (24th overall).
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Among agency holding companies, WPP ranked as the most effective, followed by Omnicom, Interpublic, Publicis, and Havas.
Among individual marketers, Coca-Cola continued to dominate in effectiveness, followed closely by Unilever, Procter & Gamble, Mondelez and PepsiCo.
Among brands, Coca-Cola was far and away the most effective brand by a margin of more than two to one over No. 2 Vodafone.
In North America, Starcom MediaVest Group was the dominant agency network overall, and parent Publicis was the most effective holding company.| Awards | Points | ||
| 1 | BBDO Worldwide | 296 | 1114 |
| 2 | McCann Worldgroup | 276 | 929 |
| 3 | Ogilvy & Mather | 255 | 907 |
| 4 | Lowe & Partners | 135 | 525 |
| 5 | Young & Rubicam | 145 | 509 |
| 6 | OMD | 183 | 508 |
| 7 | DDB Worldwide | 138 | 497 |
| 8 | Leo Burnett Worldwide | 132 | 489 |
| 9 | TBWA\Worldwide | 129 | 488 |
| 10 | J. Walter Thompson | 133 | 447 |
| 10 | Publicis | 119 | 447 |
| 12 | Grey Group | 100 | 425 |
| 13 | Starcom MediaVest Group | 154 | 397 |
| 14 | IPG Mediabrands | 159 | 345 |
| 15 | MindShare Worldwide | 141 | 334 |
| 16 | Saatchi & Saatchi | 76 | 284 |
| 17 | FCB | 72 | 239 |
| 18 | PHD | 83 | 225 |
| 19 | Havas Worldwide | 56 | 211 |
| 20 | MediaCom | 73 | 192 |
| 21 | Carat Group | 58 | 147 |
| 22 | Havas Media | 51 | 146 |
| 23 | MEC | 62 | 143 |
| 24 | ZenithOptimedia | 45 | 127 |
Source: Effie Effectiveness Index, April 2015
As a Sr. Ad Exec at RBG, I find it somewhat misleading that all 24 agencies listed on this index are large (and for the most part) global agencies. When measuring efficacy with "material results" as stated, it's difficult to trust these results - esp. when the most effective brands mentioned are all primarily awareness-driven. Tell me how these "material results" from the agencies directly attributed to sales and bottom line results for these brands..
At RBG, we measure EVERYTHING...we may not have the magnitude/reach of BBDO, but we'll go toe-to-toe and demonstrate how our marketing campaigns "prove effectiveness with material results" because we KNOW our campaign led to a 36% increase in sales revenue and ROI of 5.3.