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.
|3||Ogilvy & Mather||255||907|
|4||Lowe & Partners||135||525|
|5||Young & Rubicam||145||509|
|8||Leo Burnett Worldwide||132||489|
|10||J. Walter Thompson||133||447|
|13||Starcom MediaVest Group||154||397|
|16||Saatchi & Saatchi||76||284|
Source: Effie Effectiveness Index, April 2015