Effie Worldwide has published its 2023 ‘Effie Index’, revealing the world’s most effective marketers and brands throughout the year, with fast food and beverage firms dominating last year’s rankings.
For the third consecutive year, Belgian brewing giant AB InBev led the marketer rankings whilst the seemingly omnipresent McDonald’s led on brand.
Rounding out the top five marketers were British multinational Unilever, alongside McDonald’s, PepsiCo and Coca-Cola. Joining McDonald’s in the top five most effective brands were KFC, Oreo, UNITED24 (a charity set by president Zelensky to help channel donations in support of Ukraine) and Burger King.
As part of its rankings, the US-based body also released its top ten most effective agency holding groups and top ten most effective agency networks, topped by Omnicom and McCann Worldgroup respectively.
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UK-based WPP just lost out, taking second place for holding groups followed by Publicis, IPG and Dentsu, whilst DDB Worldwide, Ogilvy, BBDO Worldwide and Leo Burnett Worldwide completed the top five agency networks.
“The Global Effie Index has become the gold standard for measuring marketing effectiveness. The companies and brands at the top of our rankings demonstrate the highest commitment to effectiveness,” Effie Worldwide global CEO, Traci Alford said.
“No matter what their business challenge, they all have one thing in common, they continue to drive tangible successes for their brands. I’d like to congratulate all the teams involved, they represent the very best of our industry and should be very proud of their achievements.”
Internationally, Sao Paulo’s AlmapBBDO was ranked as the most effective global agency office, with Argentinian counterpart GUT Buenos Aires winning out as the most effective independent agency.
