AB InBev, Oreo & Omnicom at Top of 2023 Global Effie Index
Effie Worldwide has revealed its 13th annual Effie Index, its ranking of companies behind the “Most Effective” marketing initiatives from 2023. A number of Path to Purchase Institute member companies topped the brand, marketer and agency lists, including Anheuser-Busch InBev (AB InBev), Mondelez International and Omnicom.
FMCG (fast-moving consumer goods)/CPG, fast food and beverage companies dominated this year's rankings.
The Effie Index identifies and ranks the most effective agencies, marketers, brands, networks and holding companies by analyzing more than 4,750 finalists and winning entries from eligible global, regional and national Effie Awards competitions. This latest ranking represents finalists and winners announced between Jan. 1, 2023, and Dec. 31, 2023. The results include:
Top 5: AB InBev, Unilever, McDonald's, PepsiCo and The Coca-Cola Co.
AB InBev retained its top spot for the third year in a row, with Gold and Grand winning work for 15 brands across 10 markets. Unilever is back in the second spot after dropping to fourth the year prior, moving McDonald's to the third spot. PepsiCo re-entered the top 5 for the first time since 2021, with Coca-Cola on its heels, rejoining the top 5 for the first time since 2020.
In 2023, PepsiCo particularly doubled down on marketing efforts to celebrate its 125th year in business. The beverage giant debuted a complete visual identity overhaul, including an updated logo and color palette. The redesign was the brand’s first update of its iconic Pepsi globe logo in 14 years. PepsiCo then kicked off a 125-day, nostalgia-themed campaign highlighting the new look and celebrating its storied history as well as the role the brand has played in pop culture.
Other consistently high performers, Mondelez, Procter & Gamble, Yum! and Nestle secured spots 6-9, while Netflix entered the top 10 for the first time, challenging the dominance of CPGs and QSRs (quick-serve restaurants).
Top 5: McDonald's, KFC, Oreo, United24 (the initiative of the President of Ukraine) and Burger King
Like previous years, the top 5 Most Effective Brands dominated by QSRs. However, Mondelez’s Oreo entered the top for the first time as the third Most Effective Brand. (P2PI also recognized Mondelez and Oreo in our 2023 OmniShopper Awards for in-store and digital marketing campaigns).
[Also Read: Mondelez Intl. and VMLY&R Commerce Win 5 Cannes Lions Awards]
Most Effective Agency Holding Groups
Top 5: Omnicom Group, WPP, Publicis Groupe, Interpublic (IPG), Dentsu
Omnicom claimed the top spot as Most Effective Holding Group, unseating last year's highest performer, WPP. Omnicom's position was secured by strong global performance from its advertising and media subsidiaries, including DDB Worldwide, BBDO Worldwide and Optimum Media Direction (OMD).
In 2023, Omnicom made a ton of moves, such as putting forth deals to acquire German creative agency Grabarz & Partner and Ascential's Flywheel Digital as well as creating a clean room for Albertsons Media Collective.
Publicis held the third position for the second consecutive year, with Interpublic Group’s IPG Mediabrands and Dentsu taking fourth and fifth, respectively.
Top 5: McCann Worldgroup, DDB Worldwide, Ogilvy, BBDO Worldwide, Leo Burnett Worldwide
IPG's McCann Worldgroup regained the top spot it held from 2018-2021, after dropping to second in the last Index. As part of Omnicom's strong performance, DDB climbed from fourth to second, and BBDO took fourth place. WPP's Ogilvy and Publicis Groupe's Leo Burnett Worldwide take the third and fifth spots, respectively.
"The companies and brands at the top of our rankings demonstrate the highest commitment to effectiveness,” Traci Alford, global CEO, Effie Worldwide, said in a statement. “No matter what their business challenge, they all have one thing in common, they continue to drive tangible successes for their brands."
