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Publicis Groupe, Starcom Mediavest Group, Procter & Gamble, Dove and Cramer-Krasselt Most Effective Marketers in North America According to 2014 Effie Effectiveness Index
|By Business Wire
|June 6, 2014 09:30 AM EDT
The 2014 North America Effie Effectiveness Index rankings were revealed
last night at the 46th annual Effie Awards Gala in New York.
Starcom MediaVest Group was named both the most effective agency network
and individual agency office, the first time a media agency has topped
the North American Effie Index rankings since it was launched in 2011.
Its parent company, Publicis Groupe, was named the most effective
holding company. For the gala finale, Dove Real Beauty Sketches -
Winning back Dove Love for Unilever by Ogilvy Brasil and Edelman was
revealed as the North American Grand Effie winner (best in show) for the
2014 Effie Awards competition. PHD UK and Mindshare contributed to the
Since 1968, Effie Worldwide has honored marketing ideas that work. The
Effie Index identifies and ranks the marketing communications industry’s
most effective agencies, marketers and brands by analyzing finalist and
winner data from worldwide Effie Award competitions.
For the fourth consecutive year, Procter & Gamble is the most effective
marketer in North America. Dove is the most effective brand and
Cramer-Krasselt is most effective independently held advertising agency.
The North American Grand Effie Award winner was deliberated by the Grand
Effie Jury. Finalists (the top scoring Gold Effie Award winners)
included the Grand Effie winner, along with Generation Know for
Kimberly-Clark’s U by Kotex by Ogilvy & Mather New York (with Geometry
Global, Organic, Inc., Marina Maher Communications and Mindshare), It's
Not Complicated for AT&T by BBDO Atlanta and BBDO New York, (with
FleishmanHillard), Pantene Weather Program for Procter & Gamble
by Leo Burnett/Arc Worldwide and Starcom MediaVest Group (with Grey New
York and DeVries Global), Pedophile Deterrence Program for Thorn
by Goodby, Silverstein & Partners, Recalling 1993 for the New
Museum by Droga5 and ZzzQuil Sleep-Aid Launch for Procter &
Gamble by Publicis Kaplan Thaler, (with Starcom MediaVest Group).
According to the Dove Real Beauty Sketches Effie entry, “only 4% of
women believe they are beautiful. How could Dove inspire to the other
96% to think differently? We discovered the barrier to her feeling
beautiful had fundamentally changed, and launched Dove Real Beauty
Sketches: a social experiment that introduced women to her inner critic,
proving they were more beautiful than they thought. It won back Dove
Love by lifting womens’ esteem and drove $24 million incremental sales,
a 550% ROI, and $52 million in earned media-in under 5 months.”
“There were strong contenders for this year’s North American Grand Effie
Award, but the jury agreed that Dove Real Beauty Sketches seemed to have
it all,” said Judy John CEO and Chief Creative Officer Leo Burnett,
Canada and member of the 2014 Grand Effie Jury. “The work demonstrated
how the power of ideas can influence society and lift brands.”
According to the 2014 North America Effie Effectiveness Index, the top
ranking most effective marketers are Procter & Gamble, Kimberly-Clark
and Unilever, while the highest ranked effective brands are Dove, U by
Kotex and IBM. The most effective advertising holding companies in North
America are: Publicis Groupe, WPP Group and Omnicom, and the most
effective agency networks are Starcom MediaVest Group, Ogilvy & Mather
and BBDO Worldwide. The three most effective agency offices are Starcom
MediaVest Group (Chicago), Ogilvy & Mather (New York), Leo Burnett/Arc
Worldwide (Chicago), and the most effective independent agencies are
Cramer-Krasselt, Droga5 and Wieden+Kennedy.
"There are a number of familiar names in the winners list but what is
striking, and exciting, is to see a media company at the top of the
Effie Index. It's indicative of just how much our industry landscape has
changed,” said Carl Johnson, Effie Worldwide Chairman and Founding
Partner of Anomaly. “A brand’s success can be driven by any form of
marketing communications executed with excellence, whether that be all
things digital, PR, brand activations or even advertising!"
The Global Effie Effectiveness Index rankings will be announced in
mid-June. The complete list winners for the North American Effie Awards,
as well as the opportunity to read the winning case studies is available
About Effie Worldwide
Effie Worldwide is a 501 (c)(3) nonprofit organization
championing the practice and practitioners of marketing effectiveness.
Effie Worldwide spotlights marketing ideas that work and encourages
thoughtful dialogue around the drivers of marketing effectiveness. The
Effie network works with some of the top research and media
organizations worldwide to bring its audience relevant insights into
effective marketing strategy. The Effie Awards are known by advertisers
and agencies globally as the pre‐eminent award in the industry, and
recognize any and all forms of marketing communication that contribute
to a brand's success. Since 1968, winning an Effie has become a global
symbol of achievement. Today, Effie celebrates effectiveness worldwide
with over 40 global, regional and national programs across
Asia-Pacific, Europe, Latin America, Middle East/North Africa and North
America. Effie initiatives include the Effie
Effectiveness Index, ranking the most effective companies and brands
globally and the Effie
Case Database. For more details, visit www.effie.org.
Follow @effieawards on
Twitter for updates on Effie information, programs and news.
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