Effie Awards
Effie Index

Az Effie Index 2020 Globális Hatékonysági Rangsorában újra az élen az Unilever, a Coca-Cola, a WPP, a McCann Worldgroup. A független ügynökségek toplistáján az ACG ismét a globális top10-ben

A hazai Effie ranglistán a Megbízók között a Vodafone Magyarország, ügynökségi részről az ACG bizonyult a leghatékonyabbnak

New York - Budapest (June, 2020) — Az Effie Worldwide 10. alkalommal adta ki az Effie Index-et (effieindex.com) éves összeállítást, amely az előző év leghatékonyabbnak bizonyult marketing aktivitásait felmutató vállalatok világszerte elismert globális rangsora.


A marketing hatékonysága fontosabb, mint valaha, különösen a gazdasági bizonytalanság idején. Az Index nagyszerű példákat mutat be és felhívja a figyelmet azokra a vállalatokra, amelyek kiváló szakmai teljesítményükkel vívták ki ezt az egyedülálló, rangos elismerést.

A 2020-as Effie Index rangsorban több mint 4000 döntőbe jutott versenyző teljesítménye tükröződik vissza, akik a 2019-ben világszerte megrendezett Effie hatékonysági versenyeken – egy globális, négy regionális és 46 nemzeti versenyen - kiemelkedő eredményeket értek el.

Minden, az Effie Indexben és a hazai rangsorban szereplő márka és vállalat szigorú zsűrizési rendszer folyamán kapott értékelést esettanulmányaikra a jelentős számú szakértő iparági bírák részéről, akik megvizsgálták a pályaművek stratégiai kommunikációs kihívásait, céljait, az ötletet, az ötlet kreatív megvalósítását és – amitől Effie az Effie - az elért kimagasló eredményeket.


Globális Top 5

Leghatékonyabb Megbízók:
Top 5: Unilever, The Coca-Cola Company, Nestlé, AB InBev, PepsiCo
Leghatékonyabb Márkák:
Top 5: Coca-Cola, McDonald’s, KFC, Vodafone, IKEA
Leghatékonyabb Ügynökségi holding társaságok:
Top 5: WPP, Omnicom, IPG, Publicis Groupe, Dentsu
Leghatékonyabb Ügynökségi hálózatok:
Top 5: McCann Worldgroup, Ogilvy, BBDO Worldwide, DDB Worldwide, TBWA\Worldwide
Leghatékonyabb Ügynökségi irodák:
Top 5: FP7 McCann Dubai, Ogilvy Mumbai, McCann Worldgroup India (New Delhi), Sancho BBDO (Bogotá), Banda és DDB Colombia
Leghatékonyabb Független ügynökségek:
Top 5: Banda, Dejavu, The Womb Communications, DON Buenos Aires, Zavalita Brand Building


Regionális rangsorok

North America
Procter & Gamble (marketer), McDonald’s (brand), WPP (agency holding group), Ogilvy (agency network), Droga5 New York (agency office) and a tie between Rethink – Vancouver and Terri & Sandy – New York (independent agency).
Asia-Pacific
Unilever (marketer), KFC (brand), WPP (agency holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office), and The Womb Communications in Mumbai (independent agency).
Europe
PepsiCo (marketer), Vodafone (brand), WPP (agency holding group), McCann Worldgroup (agency network), Banda – Kiev, Ukraine (agency office and independent agency).
Latin America
AB InBev (marketer), Coca-Cola (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO – Bogotá (agency office) and DON Buenos Aires (independent agency).
Middle East & Africa
Unilever (marketer), Saudi Telecom Company (brand), Interpublic Group (agency holding group), McCann Worldgroup (agency network), FP7 McCann Dubai (agency office) and Dejavu – Dubai (independent agency).


További részletek a 2020EffieIndex_PressRelease-ben: itt
Teljes rangsor: effieindex.com
A listák összeállításának szempontrendszere: itt


Effie Awards Hungary

A 2019-ben megtartott Effie Awards Hungary versenyen született eredmények alapján, az Effie Index szempontrendszerét és elérhető pontszámait alkalmazva a leghatékonyabb hazai iparági szereplők rangsorában a Megbízók toplistáján a Vodafone Magyarország, az Ügynökségi toplistán az ACG végzett az élen, az ügynökségi hálózatok között a Publicis Groupe Hungary bizonyult a legjobbnak.

Leghatékonyabb megbízók:
Vodafone Magyarország, Heineken Hungária Sörgyárak, Telenor Magyarország
teljes rangsor

Leghatékonyabb ügynökségek:
ACG, Publicis Groupe Hungary, HPS
teljes rangsor

Leghatékonyabb network ügynökségek:
Publicis Groupe Hungary, Wavemaker Hungary, Isobar Budapest
teljes rangsor

Leghatékonyabb független ügynökségek:
ACG, HPS, Uniomedia, Artificial Group (utóbbi kettő egyenlő pontszámmal)
teljes rangsor

Az elért kimagasló teljesítményekhez örömmel gratulálnak a verseny hazai szervezői és köszönik a hatékonyság iránti fokozott elkötelezettséget. A szervezők Effie Awards Hungary 2020 megrendezésével kapcsolatos döntéshozatala folyamatban van.


2020 Effie Index Names World’s Most Effective Marketers

Repeat chart-toppers Unilever, Coca-Cola, WPP, McCann Worldgroup lead rankings
AB InBev and TBWA Worldwide Enter Top 5 for the First Time


NEW YORK (June 8, 2020)—Effie Worldwide has today announced the 2020 Effie Index (effieindex.com), the 10th annual ranking of the companies behind the world’s most effective marketing efforts.

Unilever, Coca-Cola, WPP, McCann Worldgroup, FP7 McCann Dubai and Banda were named Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

“As the industry experiences change and disruption, the marketers featured in the rankings of the Effie Index demonstrate continued success and an unwavering dedication to marketing effectiveness,” said Traci Alford, President and CEO of Effie Worldwide. “Marketing effectiveness matters more than ever, especially in times of economic uncertainty. The Index showcases great examples of companies that have consistently excelled and driven brand growth around the world. On behalf of Effie Worldwide, I’d like to congratulate everyone included in the rankings this year and applaud their achievements.”

The 2020 Effie Index rankings reflect the performance of more than 4,000 finalists and winning entries in one global, four regional and 46 national Effie Awards competitions held around the world from January 1, 2019 to December 31, 2019.

Every brand and company featured in the Effie Index has undergone rigorous evaluations of their case studies by expert industry judges, who examined and debated each case’s strategic communications challenges and objectives, the idea, how the idea was brought to life through creative, and what makes an Effie an Effie: strong results.


Most Effective Marketers
Top 5: Unilever, The Coca-Cola Company, Nestlé, AB InBev, PepsiCo


Unilever leads the Most Effective Marketers category for the fourth year in a row, with work for brands including Axe, Dove, Knorr, Lifebuoy, Lux, Omo, Rexona and Surf Excel. The global packaged-goods company has held the top spot seven times over the past 10 years.

AB InBev entered the top 5 for the first time, with work for brands including Budweiser in North America and Bavaria Brewery’s Águila and Corona in Latin America. Procter & Gamble and McDonald’s dropped out of the top 5 to No. 7 and No. 6, respectively. PepsiCo returned to the top 5 after a drop in the rankings last year.

YUM!, British mobile technology leader Vodafone and Swedish furniture giant IKEA round out the top 10.


Most Effective Brands
Top 5: Coca-Cola, McDonald’s, KFC, Vodafone, IKEA


Coca-Cola retained its title as the most effective brand globally in 2020. It has ranked in the top 5 every year since the Index launched in 2011, taking the top spot six times. Coca-Cola China’s “Faces of the City” campaign was a standout, winning Gold, Silver and Bronze recognitions for its effective use of AR and packaging. McDonald's came in second place for the second year in a row, with work such as “Anticipating Hungry Moments” for McDonald’s Hong Kong. The campaign was the first to use Google’s real-time triggers in Hong Kong, aimed at targeting late-night World Cup viewers. KFC and Vodafone swapped third and fourth places, thanks to KFC’s success in APAC, MENA and Europe, but otherwise the top 5 most effective brands are exactly the same as last year.

Latin American telecom brand Claro, along with American brands Chevrolet, Burger King, MasterCard and Sprite, round out the top 10.


Most Effective Agency Holding Groups
Top 5: WPP, Omnicom, IPG, Publicis Groupe, Dentsu


WPP has been the most effective holding company every year since 2012. The top 5 has remained unchanged since 2016, showing a remarkable consistency in performance across the global holding companies despite disruptions in the industry. IPG, Publicis Groupe and Dentsu round out the top 5.


Most Effective Agency Network
Top 5: McCann Worldgroup, Ogilvy, BBDO Worldwide, DDB Worldwide, TBWA\Worldwide


McCann Worldgroup is number one for the third year in a row, retaining its position as Most Effective Agency Network. The IPG agency network garnered the top spot with work for brands including Aldi, American Express, Chevrolet, Coca-Cola and IKEA, among others. FP7 McCann Dubai, 2020’s Most Effective Agency Office, helped drive the network to the top spot with work for Emirates and MasterCard, among others. And so did two Grand Effie wins, McCann Manchester’s “Like Brands” campaign for Aldi in the Sustained Success category (Effie Europe), and McCann Panama’s “Siempre Facil con E-Pago” for Banisi in the Small Budget category (Effie Panama).

WPP’s Ogilvy jumps to second, while Omnicom networks take up the remaining three positions in the top 5. TBWA\Worldwide enters the top 5 for the first time this year with successful efforts around the world, including three Grand Effie wins for “The Land of Free Press” for Helsingin Sanomat (Finland), “The Algorithm Agent” for Simply Cash Cred (Hong Kong), and “With You Captain” for Contigo Capitán (Peru).


Most Effective Agency Offices
Top 5: FP7 McCann Dubai, Ogilvy Mumbai, McCann Worldgroup India (New Delhi), Sancho BBDO (Bogotá), and a tie between Banda and DDB Colombia


McCann Worldgroup’s FP7 McCann Dubai, which has been in the top 5 every year since 2014, is ranked as the most effective individual agency, thanks to its success with more than 15 regional and global brands, including Babyshop, Emirates NBD and MasterCard.

Ogilvy Mumbai, at number two, is also a consistent winner and has made the top 5 every year since 2011. Its success this year is thanks to work for Amazon, Cadbury and Vodafone.


Most Effective Independent Agencies
Top 5: Banda, Dejavu, The Womb Communications, DON Buenos Aires, Zavalita Brand Building


Ukrainian agency Banda returns to the top spot. The Kiev-based agency, which ranked No. 1 in both 2015 and 2013, reclaimed the lead with work for Luxoptica, National Art Museum of Ukraine, and the Cabinet of Ministers of Ukraine, among others. Dubai agency Dejavu makes its first showing in the top 5, as do The Womb Communications in Mumbai, DON Buenos Aires and Zavalita Brand Building in Lima, Peru.



Regional Rankings


North America
Procter & Gamble (marketer), McDonald’s (brand), WPP (agency holding group), Ogilvy (agency network), Droga5 New York (agency office) and a tie between Rethink – Vancouver and Terri & Sandy – New York (independent agency).

Asia-Pacific
Unilever (marketer), KFC (brand), WPP (agency holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office), and The Womb Communications in Mumbai (independent agency).

Europe
PepsiCo (marketer), Vodafone (brand), WPP (agency holding group), McCann Worldgroup (agency network), Banda – Kiev, Ukraine (agency office and independent agency).

Latin America
AB InBev (marketer), Coca-Cola (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO – Bogotá (agency office) and DON Buenos Aires (independent agency).

Middle East & Africa
Unilever (marketer), Saudi Telecom Company (brand), Interpublic Group (agency holding group), McCann Worldgroup (agency network), FP7 McCann Dubai (agency office) and Dejavu – Dubai (independent agency).

View the full rankings at effieindex.com Information about how the rankings are compiled can be found here.



About Effie


Effie is a global 501c3 non-profit whose mission is to lead and evolve the forum for marketing effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving initiatives and first-class insights into marketing strategies that produce results. The organization recognizes the most effective brands, marketers and agencies globally, regionally and locally through its 50+ award programs across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as a global symbol of achievement, while serving as a resource to steer the future of marketing success. For more details, visit effie.org.


A listák összeállításának szempontrendszere: ITT

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2020. október 30. 12:00
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