NEW YORK, June 5, 2025 – Effie Worldwide has released the 2024 Effie Index® (에피인덱스닷컴), the 14th edition of the annual global ranking that celebrates the most effective marketing around the world. Drawing from finalist and winning entries submitted across regional, national, and global Effie Awards competitions, this year’s Index continues to reflect the evolving landscape of impactful marketing.
“The Effie Index sets the global standard for marketing effectiveness. It’s about recognizing work that works and delivering real impact across geographies, industries and audiences,” said Traci Alford, Global CEO, Effie Worldwide. “This year’s rankings reflect the true breadth of global marketing excellence, and we congratulate all those who earned top honors. We’re proud to celebrate their success and are inspired by their leadership.”
This year’s rankings are representative of Effie Awards finalists and winners determined between January 1, 2024, and December 31, 2024.
가장 효과적인 마케터
Top 5: AB InBev, McDonald’s, Unilever, PepsiCo, Mondelēz International
Once again, FMCG/CPG, QSR, and personal care brands dominated the rankings, with AB 인베브 maintaining its leadership position as the most effective marketer for the fourth consecutive year. AB InBev was followed closely by 맥도날드, which climbed to second place, and 유니레버, which moved to the third position. 펩시코 remained amongst the top at number four, while Mondelēz International made a strong showing to round out the top five marketers.
가장 효과적인 브랜드
Top 5: McDonald’s, Dove, KFC, Samsung, O Boticário
In the brand category, 맥도날드 once again earned the top spot as the most effective brand globally, reflecting its sustained investment in effectiveness-driven marketing. 비둘기 made a significant leap into second place, signaling strong consumer engagement and the impact of purpose-led brand communications. 케이에프씨 held steady among top brands in third, while 삼성 came in fourth place with innovative, high-impact campaigns. Brazil’s O Boticário secured the fifth spot, reinforcing the strength of Latin American brands on a global stage.
가장 효과적인 에이전시 홀딩 그룹
Top 5: Omnicom, WPP, Publicis Groupe, Interpublic Group (IPG), Dentsu
Omnicom retained its position as the most effective agency holding group, ahead of 와피피(주) 그리고 Publicis Groupe, which held the second and third spots respectively. Interpublic Group (IPG) 그리고 Dentsu completed the top five, each demonstrating robust global performance across markets.
가장 효과적인 에이전시 네트워크
Top 5: Ogilvy, McCann Worldgroup, BBDO Worldwide, DDB Worldwide, VML
For agency networks, 오길비 rose to the top in 2024, driven by standout campaigns and consistently effective work across multiple regions. It was followed by McCann Worldgroup, BBDO Worldwide, DDB Worldwide, and VML, which made its debut in the top five following a period of transformation and global expansion.
가장 효과적인 대리점 사무실
Top 5: AlmapBBDO (São Paulo, Brazil), Ogilvy (Mumbai, India), Leo Burnett (Mumbai, India), McCann (Gurugram, India), Leo Burnett (Dubai, United Arab Emirates)
At the agency office level, AlmapBBDO in São Paulo, Brazil, held onto the top spot as the most effective individual agency office. They were followed by Ogilvy Mumbai 그리고 Leo Burnett Mumbai, underscoring India’s growing influence in the global effectiveness conversation. McCann Gurugram remained among the top as this year’s number four spot, followed by Leo Burnett Dubai, as number five.
가장 효과적인 독립 기관
Top 5: Mischief @ No Fixed Address (Brooklyn, NY, United States), ISLA (Mexico City, Mexico), ISLA (Buenos Aires, Argentina), The Womb (Mumbai, India), Soko (São Paulo, Brazil)
Among independent agencies, Mischief @ 고정 주소 없음, based in Brooklyn, New York, earned the distinction of being the most effective in the world. The agency’s creative innovation and performance-driven approach propelled it to the top just five years after its founding. Latin American agencies also made a strong impact, with ISLA achieving dual recognition for its offices in Mexico City and Buenos Aires. The Womb in Mumbai and Soko in São Paulo completed the global top five, showcasing the global reach and innovation of independent agencies.
2024 Regional Rankings
아시아 태평양
McDonald’s (marketer), McDonald’s (brand), WPP (holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office), The Womb (independent agency).
유럽
McDonald’s (marketer), McDonald’s (brand), WPP (holding group), Publicis (agency network), Ogilvy Athens (agency office), Banda (independent agency).
라틴 아메리카
AB InBev (marketer), O Boticário (brand), Omnicom (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office), ISLA Mexico (independent agency).
중동 및 아프리카
AB InBev (marketer), Yas Island (brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Dubai (agency office), People of the Internet (independent agency).
북아메리카
McDonald’s (marketer), McDonald’s (brand), IPG (holding group), McCann Worldgroup (agency network), Mischief @ No Fixed Address (agency office & independent agency).
To view the complete rankings and learn more about how rankings are compiled, visit effieindex.com.
*Please note: Effie Slovenia did not hold a competition during the 2024 Effie Index qualifying period. This year’s rankings also reflect the results of the 2024 Global Best of the Best Effie Awards.
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