AB InBev, Omnicom, Special Group top Effie Effectiveness Index


Effie Worldwide has announced the 2021 Effie Effectiveness Index), the annual ranking of the companies behind the world’s most effective marketing efforts.

Effectiveness Index

AB InBev, McDonald’s, Omnicom, McCann Worldgroup, FP7 McCann Dubai and Special Group were named Most Effective Marketer, Brand, Agency Holding Group, Agency Network, Agency Office and Independent Agency, respectively.

“The 2021 Effie Index reflects work achieved during one of the most challenging periods in recent history,” said Traci Alford, Global CEO, Effie Worldwide. 

“The brands and agencies included in these rankings have shown a relentless commitment to marketing effectiveness, and represent the tenacity, agility and creativity across our global industry”. 

“Congratulations to all of the top ranked companies for continuing to deliver ideas that work and grow your businesses.”

Earlier this year, Effie Worldwide announced that it had evolved the Effie Index calculation method from a linear to exponential scale in order to further recognise the most effective marketers each year.

More information about how the Index rankings are calculated can be found here.

The update follows a one year pause of the Effie Index, as a result of many Effie Awards programs going on hold in 2020 due to the impact of Covid-19.

The 2021 Effie Index rankings reflect the performance of more than 4,500 finalists and winning entries in one global, four regional and 47 national Effie Awards competitions held around the world from January 1, 2021 to December 31, 2021.

Most Effective Marketers

Top 5:  AB InBev, Unilever, PepsiCo, McDonald’s, Procter & Gamble

AB InBev takes the number one spot as Most Effective Marketer for the first time, after entering the top five in 2020, with work for brands including Cerveza Nuestra Siembra, Quilmes, Victoria, Andes, Brahma, Poker, and Michelob ULTRA, among others.  

After four years in the top spot, Unilever moves to No. 2, with work for brands including Lipton, Good Humor, Dove, Lifebuoy, Rexona, Knorr, Omo, and Surf Excel.

PepsiCo ranked in third place, up two spots from 2020.  McDonald’s and Procter & Gamble returned to the top 5.

The Coca-Cola Company dropped out of the top 10 for the first time, with Nestlé, Mondelēz International, Reckitt Benckiser, Burger King, and the New Zealand Government taking spots 6-10, respectively.