News

McDonald's recognized for effective marketing campaigns

June 19, 2012

Effie Worldwide and Warc, a global marketing intelligence service, revealed the global results of its Effie Effectiveness Index. Launched in 2011, the Effie Index recognizes the most effective marketing communications ideas from around the world.

After analyzing finalist and winner data from 39 worldwide Effie competitions from the past year, McDonald's was recognized as the most effective brand for the second year in a row.

Unilever was identified as the most effective advertiser, WPP Group was identified as the most effective advertising holding company, and Ogilvy & Mather was named the most effective advertising agency network.

Additionally, Ogilvy & Mather (Mumbai) is the most effective individual agency office; and McKinney (Durham, N.C.) is the most effective independently held advertising agency.

In 2011, the inaugural year for the Effie Effectiveness Index, McDonald's was named as the top advertising holding company.

"The 2012 Effie Index rankings, when compared with 2011's inaugural rankings, clearly demonstrate the global shifts in business performance over the past year," said Matt Seiler, Effie Worldwide chairman of the board and global CEO of IPG Mediabrands. "As an industry, we should be using this invaluable tool to identify the year's best performers, and learn how their best practices can make us better marketers in the future."

McDonald's was also recognized as one of the most effective advertisers globally, behind Unilever, Procter & Gamble and Nestle.

McDonald's was recognized specifically for its campaigns in Asia Pacific and Europe.

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