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 2017

Ranking
Rank Advertiser Points
1 PepsiCo 58
1 Unilever 58
3 Mars 52
4 IBM 50
5 Procter & Gamble 48
Ranking
Rank:
1
Advertiser:
PepsiCo
Points:
58
Rank:
1
Advertiser:
Unilever
Points:
58
Rank:
3
Advertiser:
Mars
Points:
52
Rank:
4
Advertiser:
IBM
Points:
50
Rank:
5
Advertiser:
Procter & Gamble
Points:
48

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 2017

Ranking
Rank Brand Points
1 IBM 50
2 Extra Gum 32
2 JetBlue Airways 32
4 Pepsi 26
5 Art Institute of Chicago 20
Ranking
Rank:
1
Brand:
IBM
Points:
50
Rank:
2
Brand:
Extra Gum
Points:
32
Rank:
2
Brand:
JetBlue Airways
Points:
32
Rank:
4
Brand:
Pepsi
Points:
26
Rank:
5
Brand:
Art Institute of Chicago
Points:
20

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 2017

Ranking
Rank Holding Group Points
1 Interpublic (IPG) 293
2 WPP Group 269
3 Omnicom 246
4 Publicis Groupe 181
5 MDC Partners 52
Ranking
Rank:
1
Holding Group:
Interpublic (IPG)
Points:
293
Rank:
2
Holding Group:
WPP Group
Points:
269
Rank:
3
Holding Group:
Omnicom
Points:
246
Rank:
4
Holding Group:
Publicis Groupe
Points:
181
Rank:
5
Holding Group:
MDC Partners
Points:
52

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 2017

Ranking
Rank Agency Network Points
1 Ogilvy & Mather 180
2 McCann Worldgroup 145
3 BBDO Worldwide 90
4 Leo Burnett Worldwide 73
5 Starcom 62
Ranking
Rank:
1
Agency Network:
Ogilvy & Mather
Points:
180
Rank:
2
Agency Network:
McCann Worldgroup
Points:
145
Rank:
3
Agency Network:
BBDO Worldwide
Points:
90
Rank:
4
Agency Network:
Leo Burnett Worldwide
Points:
73
Rank:
5
Agency Network:
Starcom
Points:
62

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 2017

Ranking
Rank Agency Location Points
1 McCann New York New York, NY, USA 80
2 Ogilvy & Mather New York, NY, USA 62
3 Leo Burnett/Arc Chicago, IL, USA 60
4 Starcom Chicago, IL, USA 55
5 Geometry Global New York, NY, USA 46
Ranking
Rank:
1
Agency:
McCann New York
Location:
New York, NY, USA
Points:
80
Rank:
2
Agency:
Ogilvy & Mather
Location:
New York, NY, USA
Points:
62
Rank:
3
Agency:
Leo Burnett/Arc
Location:
Chicago, IL, USA
Points:
60
Rank:
4
Agency:
Starcom
Location:
Chicago, IL, USA
Points:
55
Rank:
5
Agency:
Geometry Global
Location:
New York, NY, USA
Points:
46

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 2017

Ranking
Rank Agency Location Points
1 Droga5 New York, NY, USA 38
2 Periscope Minneapolis, MN, USA 14
3 VaynerMedia New York, NY, USA 13
4 Islenska Reykjavík, Iceland 12
5 The Mars Agency Southfield, MI, USA 10
5 Wieden+Kennedy Portland, OR, USA 10
Ranking
Rank:
1
Agency:
Droga5
Location:
New York, NY, USA
Points:
38
Rank:
2
Agency:
Periscope
Location:
Minneapolis, MN, USA
Points:
14
Rank:
3
Agency:
VaynerMedia
Location:
New York, NY, USA
Points:
13
Rank:
4
Agency:
Islenska
Location:
Reykjavík, Iceland
Points:
12
Rank:
5
Agency:
The Mars Agency
Location:
Southfield, MI, USA
Points:
10
Rank:
5
Agency:
Wieden+Kennedy
Location:
Portland, OR, USA
Points:
10