2017 North America Effie Effectiveness Rankings: Overview

The 2017 North America Effie rankings were announced on June 1, 2017. 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:

  • 2017 North America Effie Awards
  • 2017 Positive Change Effie Awards
  • 2017 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.

From a Shopper Marketing campaign for a global brand that achieved incredible success nationwide to the Art Institute of Chicago's amazing Van Gogh BnB experience, Effie continues to reward Ideas that Work across North America.

Most Effective Marketers

In a surprise tie, Unilever & PepsiCo unseat Procter & Gamble as the number one ranking marketers in North America this year. Mars retains its third place ranking and IBM returns to the top five in the fourth spot. Procter & Gamble slides down four spots to round out the top five. The top ten also features marketers from a wide range of industry sectors, including: JetBlue (Airlines), Art Institute of Chicago (Culture & The Arts), General Motors (Automobiles), Mondelez (Packaged Foods), Burger King (Fast Food), SC Johnson (Household Supplies) and The Hershey Company (Snacks).

Most Effective Marketers June 2018

Ranking
Rank Advertiser Points
1 State Street Global Advisors 62
2 Procter & Gamble 50
3 Mars 38
4 Kimberly-Clark 32
4 U.S. Army 32
Ranking
Rank:
1
Advertiser:
State Street Global Advisors
Points:
62
Rank:
2
Advertiser:
Procter & Gamble
Points:
50
Rank:
3
Advertiser:
Mars
Points:
38
Rank:
4
Advertiser:
Kimberly-Clark
Points:
32
Rank:
4
Advertiser:
U.S. Army
Points:
32

Most Effective Brands

IBM, behind its incredible success for seven different campaigns is the number one ranking Brand in North America this year. It was previously ranked number one in North America in 2015 & 2012. Extra Gum and JetBlue tie for second, while Pepsi and the Art Institute of Chicago round out the top five. A diverse range of industry sectors continue to populate the top 10. Automobile giant Chevrolet, health & beauty brand Dove, fast food (& Grand Effie winning) marketer Burger King, along with paper goods brand Quilted Northern, anti-tobacco truth initiative, and sports apparel brand Under Armour, all round out the top ten.

Most Effective Brands June 2018

Ranking
Rank Brand Points
1 State Street Global Advisors 62
2 U.S. Army 32
3 IBM 30
4 Off The Street Club 28
5 Procter & Gamble 18
5 The New York Times 18
Ranking
Rank:
1
Brand:
State Street Global Advisors
Points:
62
Rank:
2
Brand:
U.S. Army
Points:
32
Rank:
3
Brand:
IBM
Points:
30
Rank:
4
Brand:
Off The Street Club
Points:
28
Rank:
5
Brand:
Procter & Gamble
Points:
18
Rank:
5
Brand:
The New York Times
Points:
18

Most Effective Agency Holding Groups

IPG is the most effective Holding Group in North America for the first time ever. WPP drops to second after holding the number one spot in 2016, 2015 and 2012. Omnicom drops to number three and Publicis and MDC Partners round out the top five.

Most Effective Agency Holding Groups June 2018

Ranking
Rank Holding Group Points
1 Interpublic (IPG) 251
2 Omnicom 248
3 WPP Group 201
4 Publicis Groupe 74
5 MDC Partners 45
Ranking
Rank:
1
Holding Group:
Interpublic (IPG)
Points:
251
Rank:
2
Holding Group:
Omnicom
Points:
248
Rank:
3
Holding Group:
WPP Group
Points:
201
Rank:
4
Holding Group:
Publicis Groupe
Points:
74
Rank:
5
Holding Group:
MDC Partners
Points:
45

Most Effective Agency Networks

Ogilvy & Mather retains its title as the number one ranking agency network in North America in 2017. McCann Worldgroup jumps two spots to come in second, while BBDO drops one spot to third place. Leo Burnett and Starcom round out the top five.

Most Effective Agency Networks June 2018

Ranking
Rank Agency Network Points
1 McCann Worldgroup 137
2 BBDO Worldwide 134
3 Geometry Global 81
4 Ogilvy 60
5 TBWA\Worldwide 50
Ranking
Rank:
1
Agency Network:
McCann Worldgroup
Points:
137
Rank:
2
Agency Network:
BBDO Worldwide
Points:
134
Rank:
3
Agency Network:
Geometry Global
Points:
81
Rank:
4
Agency Network:
Ogilvy
Points:
60
Rank:
5
Agency Network:
TBWA\Worldwide
Points:
50

Most Effective Agency Offices

McCann New York jumps an incredible twelve spots to become the number one ranking agency office in North America in 2017. Ogilvy & Mather NY slides to number two, while Leo Burnett/Arc (Chicago) retains its third place ranking. Starcom (Chicago) and Geometry Global (New York) round out the top five. The top 20 features agencies from Chicago, Boston, New York, Playa Vista and San Francisco.

Most Effective Agencies June 2018

Ranking
Rank Agency Location Points
1 McCann New York New York, NY, USA 102
2 Geometry Global New York, NY, USA 77
3 Energy BBDO Chicago, IL, USA 52
4 BBDO New York New York, NY, USA 50
5 Droga5 New York, NY, USA 42
Ranking
Rank:
1
Agency:
McCann New York
Location:
New York, NY, USA
Points:
102
Rank:
2
Agency:
Geometry Global
Location:
New York, NY, USA
Points:
77
Rank:
3
Agency:
Energy BBDO
Location:
Chicago, IL, USA
Points:
52
Rank:
4
Agency:
BBDO New York
Location:
New York, NY, USA
Points:
50
Rank:
5
Agency:
Droga5
Location:
New York, NY, USA
Points:
42

Most Effective Independent Agencies

New York-based Droga5 jumps one spot to regain its title as the most effective independent agency in North America. It was previously ranked #1 in 2015. Minneapolis-based Periscope breaks into the top five for the first time ever at number two, followed by VaynerMedia (New York) at number three. Islenska (Reykjavik, Iceland) comes in at number four, behind success for its Iceland Tourism campaign. The Mars Agency (Southfield, MI) and Wieden+Kennedy (Portland) tie for the fifth place spot.

Most Effective Independent Agencies June 2018

Ranking
Rank Agency Location Points
1 Droga5 New York, NY, USA 42
2 Cramer-Krasselt Chicago, IL, USA 14
2 Giant Spoon Los Angeles, CA, USA 14
4 Johannes Leonardo New York, NY, USA 12
4 Terri & Sandy New York, NY, USA 12
4 Tombras Knoxville, TN, USA 12
Ranking
Rank:
1
Agency:
Droga5
Location:
New York, NY, USA
Points:
42
Rank:
2
Agency:
Cramer-Krasselt
Location:
Chicago, IL, USA
Points:
14
Rank:
2
Agency:
Giant Spoon
Location:
Los Angeles, CA, USA
Points:
14
Rank:
4
Agency:
Johannes Leonardo
Location:
New York, NY, USA
Points:
12
Rank:
4
Agency:
Terri & Sandy
Location:
New York, NY, USA
Points:
12
Rank:
4
Agency:
Tombras
Location:
Knoxville, TN, USA
Points:
12