2022 Effie Index: Overview

Since 1968, the Effie Awards have been honoring Ideas that Work globally.

Now in its twelth year, the Effie Index identifies and ranks the most effective agencies, marketers and brands by analyzing finalist and winner data from more than fifty national & regional Effie Awards competitions. The 2022 rankings reflect a compilation of over 4000 worldwide Effie winners and finalists announced between January 1, 2022 and December 31, 2022.

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.

The Effie Index features the most effective Marketers, Brands, Agency Holding Groups, Agency Networks, Agency Offices, and Independent Agencies. These rankings can be filtered by geography and product category.

Which companies, either independent or part of larger networks, produced the most effective work in each country and region over the past year? Which agencies, brands and marketers have achieved effectiveness on a global scale? Explore this year's rankings to find out.

Please note that the current rankings reflect updates made on November 2, 2022. The original announcement was made on September 28, 2022.

Most Effective Marketers

AB InBev, McDonald's, Mondelēz International, Unilever, Procter & Gamble

Most Effective Marketers 2022

Ranking
Rank Advertiser Points
1 AB InBev 1542
2 McDonald's 842
3 Mondelez International 764
4 Unilever 718
5 Procter & Gamble 638
Ranking
Rank:
1
Advertiser:
AB InBev
Points:
1542
Rank:
2
Advertiser:
McDonald's
Points:
842
Rank:
3
Advertiser:
Mondelez International
Points:
764
Rank:
4
Advertiser:
Unilever
Points:
718
Rank:
5
Advertiser:
Procter & Gamble
Points:
638

Source: www.effieindex.com. © Effie Worldwide

Most Effective Brands

McDonald's, KFC, Burger King, UAE Government Media Office, Chevrolet

Most Effective Brands 2022

Ranking
Rank Brand Points
1 McDonald's 774
2 KFC 366
3 Burger King 326
4 UAE Government Media Office 280
5 Chevrolet 266
Ranking
Rank:
1
Brand:
McDonald's
Points:
774
Rank:
2
Brand:
KFC
Points:
366
Rank:
3
Brand:
Burger King
Points:
326
Rank:
4
Brand:
UAE Government Media Office
Points:
280
Rank:
5
Brand:
Chevrolet
Points:
266

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Holding Groups

WPP, Omnicom, Publicis Groupe, IPG, dentsu

Most Effective Agency Holding Groups 2022

Ranking
Rank Holding Group Points
1 WPP 7793
2 Omnicom 5157
3 Publicis Groupe 4972
4 Interpublic (IPG) 4414
5 Dentsu 1132
Ranking
Rank:
1
Holding Group:
WPP
Points:
7793
Rank:
2
Holding Group:
Omnicom
Points:
5157
Rank:
3
Holding Group:
Publicis Groupe
Points:
4972
Rank:
4
Holding Group:
Interpublic (IPG)
Points:
4414
Rank:
5
Holding Group:
Dentsu
Points:
1132

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Networks

Ogilvy, McCann Worldgroup, Leo Burnett Worldwide, DDB Worldwide, BBDO Worldwide

Most Effective Agency Networks 2022

Ranking
Rank Agency Network Points
1 Ogilvy 3142
2 McCann Worldgroup 2266
3 Leo Burnett Worldwide 2059
4 DDB Worldwide 1912
5 BBDO Worldwide 1468
Ranking
Rank:
1
Agency Network:
Ogilvy
Points:
3142
Rank:
2
Agency Network:
McCann Worldgroup
Points:
2266
Rank:
3
Agency Network:
Leo Burnett Worldwide
Points:
2059
Rank:
4
Agency Network:
DDB Worldwide
Points:
1912
Rank:
5
Agency Network:
BBDO Worldwide
Points:
1468

Source: www.effieindex.com. © Effie Worldwide

Most Effective Agency Offices

Leo Burnett Dubai, Ogilvy India (Mumbai), McCann Tel Aviv, Ogilvy Pakistan (Karachi), Leo Burnett India (Mumbai)

Most Effective Agencies 2022

Ranking
Rank Agency Location Points
1 Leo Burnett Middle East Dubai, United Arab Emirates 680
2 Ogilvy India Mumbai, India 404
3 McCann Tel Aviv Tel Aviv, Israel 380
4 Ogilvy Pakistan Karachi, Pakistan 368
5 Leo Burnett India Mumbai, India 336
Ranking
Rank:
1
Agency:
Leo Burnett Middle East
Location:
Dubai, United Arab Emirates
Points:
680
Rank:
2
Agency:
Ogilvy India
Location:
Mumbai, India
Points:
404
Rank:
3
Agency:
McCann Tel Aviv
Location:
Tel Aviv, Israel
Points:
380
Rank:
4
Agency:
Ogilvy Pakistan
Location:
Karachi, Pakistan
Points:
368
Rank:
5
Agency:
Leo Burnett India
Location:
Mumbai, India
Points:
336

Source: www.effieindex.com. © Effie Worldwide

Most Effective Independent Agencies

Slap Global (Buenos Aires), Dattis Comunicaciones (Bogotá), Suno United Creators (São Paulo), Interaction (San José, Costa Rica), Jam Session Agency (Bucharest)

Most Effective Independent Agencies 2022

Ranking
Rank Agency Location Points
1 Slap Global Buenos Aires, Argentina 216
2 Dattis Comunicaciones Bogota, Colombia 200
3 SUNO United Creators São Paulo, Brazil 176
4 Interaction San Jose, Costa Rica 158
5 Jam Session Agency Bucharest, Romania 133
Ranking
Rank:
1
Agency:
Slap Global
Location:
Buenos Aires, Argentina
Points:
216
Rank:
2
Agency:
Dattis Comunicaciones
Location:
Bogota, Colombia
Points:
200
Rank:
3
Agency:
SUNO United Creators
Location:
São Paulo, Brazil
Points:
176
Rank:
4
Agency:
Interaction
Location:
San Jose, Costa Rica
Points:
158
Rank:
5
Agency:
Jam Session Agency
Location:
Bucharest, Romania
Points:
133

Source: www.effieindex.com. © Effie Worldwide

Regional Rankings

The Index can also be analyzed by region and the companies that ranked highest in each region in 2022 are:

Asia Pacific
Mondelēz International (marketer), KFC (brand), WPP (holding group), Ogilvy (agency network), Ogilvy India (agency office), Special NZ (independent agency).

Europe
Vodafone (marketer), McDonald’s (brand), WPP (holding group), McCann Worldgroup (agency network), McCann Tel Aviv (agency office), Jam Session Agency (independent agency).

Latin America
AB InBev (marketer), Burger King (brand), WPP (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office), Slap Global (independent agency).

Middle East & Africa
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).

North America
Molson Coors (marketer), McDonald's (brand), IPG (holding group), DDB Worldwide (agency network), Alma DDB (agency office), Rethink (independent agency).

Additional information about how the rankings are compiled can be found here.