Effie Worldwide has announced the 2022 Effie Index, the annual ranking of the companies behind the world’s most effective marketing with WPP, Ogilvy, Leo Burnett Middle East, Slap Global, AB InBev and McDonald’s named Most Effective Holding Group, Agency Network, Agency Office, Marketer and Brand, respectively. 

WPP jumped back into the top spot as Most Effective Agency Holding Group after getting unseated by Omnicom last year for the first time since 2012. WPP’s dominance came from some of its major networks: Ogilvy (5 Grand Effies), Grey (5 Grands), and EssenceMediacom (2 Grands), which led the way for the holding company. 
  
Omnicom took second place and Publicis regained third position for the first time since 2013, moving IPG into the fourth spot. Dentsu continued to hold its position in fifth place. 
 
Behind Ogilvy in the Agency Network category, McCann Worldgroup was second followed by Leo Burnett Worldwide, DDB Worldwide and BBDO Worldwide. 
 
Ogilvy has placed number one in the rankings as Most Effective Agency Network for the first time since the 2016 Index. The WPP agency network earned 5 Grand Effies in 2022, including Ogilvy South Africa and Carling Black Label (AB InBev) for “Bride Armour” and Ogilvy China and KFC (YUM!) for “GET CRAZY FOR CRAZY THURSDAYS.” 
 
Rounding out the top 5 in Most Effective Agency Offices were Ogilvy India, McCann Tel Aviv, Ogilvy Pakistan, Leo Burnett India. 
  
Leo Burnett Middle East (Dubai, UAE) came out on top as the Most Effective Agency Office, leading with wins for brands including ABAAD, Emirates NBD, Home Box, IKEA, Lebanese Transparency Association, McDonald’s, Project Chaiwala, Samsung, and UN Women.   

  
Following Slap Global in the Most Effective Independent Agencies were Dattis Comunicaciones, SUNO United Creators, Interaction, and Jam Session Agency. Slap Global led the pack with Gold Effies for Dove and Doritos. The agency moved to the No. 1 slot from its debut in the 2021 rankings at 13th place. 

  
The 2022 Effie Index rankings reflect the performance of more than 4300 finalists and winning entries from eligible global, regional and national Effie Awards competitions held around the world from January 1, 2022 to December 31, 2022. 

AB InBev was crowned Most Effective Marketer for the second year in a row, with Grand and Gold Effie winning work for 15 brands across eight markets, including three Grand winners Carling Black Label, Cerveza Nativa and Pilsen. Moving up from the fourth spot last year, McDonald’s is No. 2 in the rankings, its highest ever Index result in the Marketer ranking. 
  
In the brand category McDonald’s was top-ranked for the second straight year, followed by Burger King and KFC.  

For more on the rankings can be found here.