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
|5||Procter & Gamble||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
|5||Art Institute of Chicago||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
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
|1||Ogilvy & Mather||180|
|4||Leo Burnett Worldwide||73|
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
|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|
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
|1||Droga5||New York, NY, USA||38|
|2||Periscope||Minneapolis, MN, USA||14|
|3||VaynerMedia||New York, NY, USA||13|
|5||The Mars Agency||Southfield, MI, USA||10|
|5||Wieden+Kennedy||Portland, OR, USA||10|