About the Rankings

The North America Effie Award rankings recognize the most effective agencies, marketers, brands, networks, and holding companies by analyzing finalist and winner data from the annual North American Effie competition.

These rankings provide an insightful glimpse into who is actually delivering Ideas that Work in North America over the past year.

Eligibility Time Period

The rankings were compiled by attributing points to winners and finalists that ran in either Canada or the United States from the following Effie competitions:

  • 2018 North America Effie Awards
  • 2018 Positive Change Effie Awards
  • 2018 Shopper Marketing Effie Awards

Every brand and company ranked has undergone rigorous evaluations of their case studies and work by expert industry judges to prove that their marketing achieved compelling results. These rankings will be factored into the 2019 Global Effie Effectiveness Index.

How the Rankings are Compiled

We have established a ranking system that will reward not only Effie winners, but Effie finalists. North American winning and finalist case studies are rigorously examined, debated and evaluated by seasoned industry leaders over at least two rounds of judging. A glimpse of the North American judging model can be found here.

Finalists in the Rankings

All Effie finalists and winners must achieve a minimum score in order to be selected as a finalist, bronze, silver, gold or Grand Effie winner. Effie finalist status and trophies are awarded in each category at the discretion of the judges' scores. It is possible that a category may produce no finalists, if no case meets the minimum cut-off for finalist status in that category. Similarly, it is possible to have one, two, three or four winners of any level or perhaps no winners at all in a category, depending on whether a case meets the minimum cut-off for each level of award. Achieving finalist or win status in the Effie Awards is a significant achievement. Only a small percentage of cases are finalists each year and of these, a fraction are winners.

Primary vs. Contributing Agencies

Contributing agencies receive half as many points as Primary agencies, so companies receiving 6 points for a Grand Effie; 4 points for a Gold Effie; 3 points for a Silver Effie; 2 points for a Bronze or 1 point for a Finalist recognition, were originally credited as a Contributing Agency.

Point Structure

Points for the 2018 North American rankings, points are distributed as follows:

Primary agencies, marketers and brands receive:

Grand Effie Winner12 Points
Gold Effie Winner8 Points
Silver Effie Winner6 Points
Bronze Effie Winner4 Points
Effie Finalist2 Points

Contributing agencies receive:

Grand Effie Winner6 Points
Gold Effie Winner4 Points
Silver Effie Winner3 Points
Bronze Effie Winner2 Points
Effie Finalist1 Points

When multiple agency offices are credited on a single winner/finalist record, agency networks and holding companies will receive only one set of points towards their respective ranking. Entries receive points for the highest level achieved. For example, if an entry won Gold then progressed to win Grand/Platinum, the entry receives points for Grand/Platinum (i.e. not Gold + Grand).

Companies Included in the Rankings

Finalist and winning companies featured in the North American Effectiveness Rankings also include production companies, post-production houses and media owners, among others.

Agency Network and Holding Company Classifications

Agency network and holding company affiliations have been provided by the entrant or identified through research of key industry resources. Research occurred between April 1, 2018 and May 30, 2018.

Independent Agencies

Agencies that are not majority-owned by a holding company are categorized as "Independent" in the rankings. Please note that the ownership of individual agencies may have changed since the data was compiled.


An agency is considered a single agency office located in a specific city. For example, the New York office of Agency ABC and the Moscow office of Agency ABC are considered different agency offices. Each office is recognized as a separate, individual agency & receives its own set of points in the Agencies ranking. The Agencies ranking includes both majority-owned holding company agencies as well as independent agencies. Please note that the ownership of an individual agency may have changed since the data was compiled.

Marketer Classifications

In some instances, credits for global marketers included their local affiliation, like Coca-Cola Atlanta in Georgia. For consistency purposes, we have attributed the points to the global advertiser, in this case The Coca-Cola Company.

Product Category Classification

Product category information has been sourced either from the entrant or identified through industry research. In some instances we have made necessary judgments about how certain types of campaigns should be categorized to ensure consistency across all winners/finalists.

Geographical Classifications

Throughout the rankings, 'Country' and 'Region' refer to where a campaign ran, not the location of the agency or marketer responsible for it.

Year to Year Comparisons

North American Effie rankings are a result of Effie Award Winner/finalist point aggregation over a single year. Rankings are not cumulative year over year.

Database Research

While every effort has been made to ensure the accuracy and completeness of the North American Effectiveness rankings, Effie Worldwide cannot accept liability with respect to errors or omissions. If you notice inconsistencies or errors with the data, please let us know. Rankings are updated periodically in order to correct inconsistencies, errors or omissions.

Case Studies and Videos of Winning Work

For select cases, additional information is available in Effie Worldwide's case database. Click on the icon to view additional information including campaign summaries, videos of winning work and available case studies.

Tell us what you think

Our aim is to make the rankings as insightful as possible, so we encourage your feedback. Comments, suggestions and feedback can be sent to info@effie.org.