紐約， June 14, 2023 — Effie Worldwide has announced the 2022 Effie Index (effieindex.com), the annual ranking of the companies behind the world’s most effective marketing – with 百威英博, 麥當勞, WPP, 奧美, Leo Burnett Middle East， 和 Slap Global named Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office, and Independent Agency, respectively.
AB InBev and McDonald’s topped their rankings for the second year running.
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.
最有效的行銷人員
Top 5: AB InBev, McDonald’s, Mondelēz International, Unilever, Procter & Gamble
AB InBev is 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.
CPGs and QSRs retained their grip on the top 10. Mondelēz International ranked third, up four places from 2021, Unilever dropped to fourth from the second spot last year, and Procter & Gamble remained at No.5 for the second year running. The Coca-Cola Company re-entered the top 10 after dropping back last year, with PepsiCo, Nestlé, YUM!, The Coca-Cola Company, and Burger King taking spots 6-10 respectively.
最有效的品牌
Top 5: McDonald’s, KFC, Burger King, UAE Government Media Office, Chevrolet
Once again McDonald’s, Burger King, and KFC took the top three positions for Most Effective Brands, as QSR brands continued to dominate the rankings. McDonald’s is No. 1 for the second year running, while KFC moved up to No. 2 from third position last year, while Burger King took the third spot. In fourth place was the UAE Government Media Office, a new entrant to the top ten, while Chevrolet retained its spot at No.5 for the second year.
The Brands ranking saw new entrants in the top ten this year. Vodafone, Santander, and new entrants Banco Itaú and Cadbury Celebrations took the No. 6-9 spots, while new entrant Doritos moved up to tenth in the rankings from No. 23 last year.
最有效的代理控股集團
Top 5: WPP, Omnicom, Publicis Groupe, Interpublic (IPG), Dentsu
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 Grands), Grey (5 Grands), and EssenceMediacom (2 Grands), 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.
最有效的代理網絡
Top 5: Ogilvy, McCann Worldgroup, Leo Burnett Worldwide, DDB Worldwide, 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.”
IPG’s McCann Worldgroup moved to second in the rankings, while Publicis Groupe’s Leo Burnett Worldwide took third, up from ninth last year. Omnicom was represented twice in the top five with DDB Worldwide remaining in fourth for the third year, and BBDO Worldwide rounding out the top five.
最有效的代理辦事處
Top 5: Leo Burnett Middle East, 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 impressive wins for brands including ABAAD, Emirates NBD, Home Box, IKEA, Lebanese Transparency Association, McDonald’s, Project Chaiwala, Samsung, and UN Women. Ogilvy India got second place, up from the sixth spot last year, with McCann Tel Aviv in third position for the second year running.
Ogilvy Pakistan ranked fourth (up from the ninth spot last year), with Leo Burnett India in fifth. AlmapBBDO (Brazil), McCann India, Sancho BBDO (Colombia), MullenLowe SSP3 (Colombia) and Saatchi & Saatchi Middle East completed the top ten.
最有效的獨立機構
Top 5: Slap Global, Dattis Comunicaciones, SUNO United Creators, Interaction, Jam Session Agency
Slap Global topped the rankings of Most Effective Independent Agencies, leading 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.
Latin American independent agencies took 5 of the top ten slots, up from 4 last year. Dattis Comunicaciones (Colombia) moved to No. 2 from the sixth spot last year. SUNO United Creators (Brazil) was third, with Interaction (Costa Rica) retaining fourth position and Jam Session Agency (Romania) entering the rankings for the first time in fifth place.
GUT (Argentina), Noble Graphics (Bulgaria), Robert/Boisen & Like-minded (Denmark), Special (New Zealand), and Jung von Matt (Austria) complete the top 10 ranking.
“No company appears on the Effie Index by chance. To be ranked in the Index demonstrates a relentless commitment to delivering ideas that work, all underpinned by a culture of effectiveness,” said Traci Alford, Global CEO, Effie Worldwide. “On behalf of the entire Effie organization, congratulations to the top ranked teams on this well-earned recognition.”
地區排名
亞太地區
Mondelēz International (marketer), KFC (brand), WPP (holding group), Ogilvy (agency network), Ogilvy India (agency office), Special NZ (independent agency)
歐洲
Vodafone (marketer), McDonald’s (brand), WPP (holding group), McCann Worldgroup (agency network), McCann Tel Aviv (agency office), Jam Session Agency (independent agency)
拉丁美洲
AB InBev (marketer), Burger King (brand), WPP (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office), Slap Global (independent agency)
中東和非洲
UAE Government Media Office (marketer & brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Middle East (agency office), Dejavu Dubai (independent agency)
北美洲
Molson Coors (marketer), McDonald’s (brand), IPG (holding group), DDB Worldwide (agency network), Alma DDB (agency office), Rethink (independent agency)
看完整排名 effieindex.com
有關如何編制排名的資訊可以找到 這裡.
接觸：
For questions about the Effie Index, please write to Caitie Rowe at 索引@effie.org
關於艾菲®
Effie 是一家全球 501c3 非營利組織，其使命是領導和發展行銷成效論壇。艾菲透過教育、獎勵、不斷發展的舉措以及對產生成果的行銷策略的一流見解，領導、激勵和支持行銷有效性的實踐和從業者。該組織透過其遍布全球的 50 多個獎項計劃以及令人垂涎的有效性排名，表彰全球、區域和本地最有效的品牌、行銷人員和代理商。 艾菲指數。自 1968 年以來，艾菲被譽為全球成就的象徵，同時也是引領未來行銷成功的資源。欲了解更多詳情，請訪問 effie.org.
Awarding Ideas That Work®
