Most Effective Marketers in North America: IBM, Procter & Gamble, Ogilvy & Mather & WPP According to 2012 Effie Effectiveness

  Most Effective Marketers in North America: IBM, Procter & Gamble, Ogilvy &
  Mather & WPP According to 2012 Effie Effectiveness Index

 Wieden+Kennedy and Chrysler's Imported from Detroit wins the Grand Effie at
               the North American Effie Awards Gala in New York

Business Wire

NEW YORK -- May 24, 2012

The 2012 North American Effie Effectiveness Index rankings were revealed last
night at the 44^th annual Effie Awards Gala. Winning an Effie Award has become
a global symbol of achievement since 1968, as Effie Worldwide honors marketing
ideas that work.

Based on the analysis of Effie Awards competition finalist & winner data from
the past year, Procter & Gamble is the most effective advertiser in North
America, IBM is the most effective brand, WPP is the most effective
advertising holding company and Ogilvy & Mather is the most effective
advertising agency network. Ogilvy & Mather’s New York office is the most
effective individual agency office, while McKinney, based in Durham, North
Carolina, is the most effective independently held advertising agency.

Wieden+Kennedy and Chrysler's Imported from Detroitis the Grand Effie winner
(best in show) for the 2012 Effie Awards.

The top three most effective advertising holding companies in North America
are: WPP, Publicis Groupe and Omnicom. The top five most effective agency
networks are Ogilvy & Mather, Leo BurnettWorldwide, Starcom MediaVest Group,
BBDO Worldwide and Saatchi & Saatchi. The top five most effective independent
agencies in North America are McKinney, Wieden+Kennedy, BBH New York, Droga5
and SYPartners. Procter & Gamble remained the most effective advertiser in
North America for the second year in a row. Detailed information on the North
American Effie Effectiveness Index rankings (with comparisons to 2011 rankings
and filter options such as category and company) can be found on
www.effieindex.com.

"The Effie Effectiveness Index has put a spotlight on the industry’s top
performers, and created a learning tool to help all of us become better
marketers," said Matt Seiler, Effie Worldwide Chairman of the Board and Global
CEO of IPG Mediabrands.

The North American Grand Effie Award winner was debated hours before the Effie
Awards ceremony by the Grand Effie Jury at Bloomberg in New York. Finalists
(the top scoring Gold Effie Award winners) included the Grand Effie winner, 4
campaigns from Leo Burnett/Arc Worldwide: Allstate Insurance Company's Mayhem,
Kellogg's Special K's What Will You Gain When You Lose?(both co-led with
Starcom (SMG), Troy Public Library's Book Burning Party, and IKEA's Moving Day
(Leo Burnett/Arc Worldwide Toronto). IKEA had a second contender with its
campaign IKEA. The Life Improvement Store, with Ogilvy & Mather and MEC North
America. Other Grand Effie finalists for Ogilvy & Mather included Watsonfor
IBM and Truvia® Natural Sweetener's Sweetness Stories. BBH New York and
Carat's Say It Without Saying Itfor Diageo's Johnnie Walker and BBDO New York
and AT&T's Convincing Youth Not to Text were also Grand Effie contenders.

"Imported from Detroit was the Grand Effie winner because they sold the
product, the category and the city," said Debra A. Sandler, President, Mars
Chocolate North American and a Grand Effie jury member.

A list of gold, silver and bronze winners for the North American Effie Awards
can be found on www.effie.org.

Effie Worldwide, in partnership with WARC, launched The Effie Effectiveness
Index in 2011 to recognize the architects of the most effective marketing
communications ideas from around the world and to educate and promote
marketing effectiveness globally. In order to be included in the rankings,
North American Effie finalists and winners supplied detailed case studies with
challenging goals and significant results that were rigorously evaluated by at
least two rounds of industry experts. The remaining Global & regional Effie
Effectiveness Index rankings will be announced on June 18, 2012.

About Effie Worldwide

Effie Worldwide stands for effectiveness in marketing communications,
spotlighting marketing ideas that work and encouraging thoughtful dialogue
about the ever-changing marketing industry. The Effie network works with some
of the top research and media organizations worldwide to bring its audience
relevant and first-class insights into effective marketing strategy. The Effie
Awards are known by advertisers and agencies globally as the pre-eminent award
in the industry, and recognize any and all forms of marketing communication
that contribute to a brand's success. Since 1968, winning an Effie has become
a global symbol of achievement. Today, Effie celebrates effectiveness
worldwide with the Global Effie, the Euro Effie, the Middle East / North
Africa Effie and more than 40 national Effie programs. For more details, visit
www.effie.org. Follow @effieawards on Twitter for updates on Effie
information, programs and news.

Contact:

For the Effie Awards
Rebecca Sullivan, 617-501-4010/781-326-1996
rebecca@rsullivanpr.com