Colenso, FCB, BC&F/D, Y&R, True, Special feature in global Effie rankings

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Colenso, FCB, BC&F/D, Y&R, True, Special star in Effie Worldwide named the most effective marketers in the world, based on the global results of the 2017 Effie Effectiveness Index.

Colenso BBDO has jumped up to 5th spot in the global Most Effective Agency rankings, making the top tier for the first time since 2013. FCB NZ was ranked #18; BC&F Dentsu ranked #30 and Y&R NZ ranked #87.

In the Most Effective Indie Agency category True ranked #21 and Special Group #35.

Unilever, Vodafone, WPP, BBDO Worldwide, Sancho BBDO and ACG Advertising Agency held the top rankings in the categories of Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

Global food and beverage companies continue to dominate the most effective marketer ranking.  Unilever jumped one spot to regain the title of Most Effective Marketer, globally, in this year’s rankings. It previously held the top spot from 2012-2014.

Nestlé moved up two spots as the second most effective marketer, while Procter & Gamble retained its third place ranking. The Coca-Cola Company slid down three spots to fourth and PepsiCo retained its fifth place ranking. Along with mobile phone leader Vodafone, Mondelēz International, McDonald’s, Mars and global furniture retail giant IKEA round out the top 10.

Now in its seventh year, the Effie Index recognises the companies that create the most effective marketing communications ideas from around the world, determined by their cumulative success in more than forty national, regional and global Effie Awards competitions.

The 2017 Effie Index is compiled from 3601 finalists and winning entries from worldwide Effie Awards competitions held in 2016.

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).

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