BBDO Deemed Most Effective Full-Service Network, OMD Top Media Network Worldwide

by Joe Mandese , 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).

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

1 comment about "BBDO Deemed Most Effective Full-Service Network, OMD Top Media Network Worldwide".

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A.K. Ahuja from CRESCENDO, April 8, 2015 at 2:57 p.m.
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.
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