FCB, Barnes Catmur, Colenso, Saatchi on global stage

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FCB NZ is 5th most effective agency in the world, according to the 2015 Effie Effectiveness Index, just released. Barnes Catmur & Friends, Colenso BBDO/Proximity, and Saatchi & Saatchi also featured.

Colenso/Proximity is 8th most effective agency in the world; Saatchi & Saatchi also made the global list at 24th.

And rounding off the NZ contingent was Barnes Catmur, which ranked 5th most effective indie agency in the world (it was also named the single most effective agency in Asia Pacific).

“It was a great effort by FCB to come in fifth in the world – and for Barnes, Catmur & Friends to be the fifth ranked independent agency – and we are thrilled to be 8th,” said Colenso ceo Nick Garrett.

“This means that across the last five years only us and Sancho BBDO have been in the top 10 every year and we are the only Australasian agency who has been top 10 each year.”

Companies ranked highest in the 2015 Effie Effectiveness Index include The Coca-Cola Company (marketer) and Coca-Cola (brand), WPP (agency holding group), BBDO Worldwide (agency network), Colombian agency Sancho BBDO (individual agency office) and Ukraine’s Banda Agency (independent agency).

Highlights from this year’s rankings include The Coca-Cola Company unseating Effie Index incumbent Unilever (now second place) as the top ranked marketer. Procter & Gamble retained its third place position. Coca-Cola remained the most effective global brand for the third year in a row. Vodafone jumped to second place, bumping McDonald’s down to third in the global brand ranking. The top three most effective holding groups remained unchanged from last year, with WPP Group ranked as the most effective agency holding group for the fourth consecutive year, followed by Omnicom and Interpublic. For the second year in a row, BBDO Worldwide topped the world’s most effective agency network ranking, with McCann Worldgroup moving up one spot to second, pushing Ogilvy & Mather to third.

Sancho BBDO topped the Global Individual Agency Office rankings for the second year in a row. Banda Agency regained its spot as the most effective independent agency in 2015. It was previously ranked first in the 2013 rankings.

The 2015 Effie Effectiveness Index is compiled from 3136 finalists and winning entries from worldwide Effie Award competitions between 1 January 2014 and 31 December 2014. This is the first time that the Effie Index rankings are calculated using a January-December qualifying period, which will provide marketers with a better understanding of their success over a single calendar year.  Previous rankings were tabulated over a June to June eligibility time period.

The Index is constructed by converting every Effie award and finalist into points – 12 for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). Every brand and company ranked in the Effie Index has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results.

Now in its fifth year, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world, determined by their success in more than forty national & regional Effie Award competitions.


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