Most Effective Marketers in North America: According to 2013 Effie
Activision Blizzard's Call of Duty: Modern Warfare 3, "The Vet and the n00b"
from 72andSunny is the Grand Effie Winner
NEW YORK -- May 23, 2013
The 2013 North America Effie Effectiveness Index rankings were revealed last
night at the 45^th annual Effie Awards Gala in New York. Since 1968, Effie
Worldwide has honored marketing ideas that work and the Effie Index recognizes
the architects of the most effective marketing communications ideas from
around the world. For the gala finale, Activision Blizzard's Call of Duty:
Modern Warfare 3, "The Vet and the n00b" led by 72andSunny was revealed as
the North American Grand Effie winner (best in show). OMD, SapientNitro and
Edelman contributed to the win.
Based on the analysis of the North America Effie Awards finalist and winner
data from the past year: Procter & Gamble is the most effective advertiser
(for the third year in a row), Mizuno is the most effective brand and Omnicom
is the most effective advertising holding company. For the second year, Ogilvy
& Mather is the most effective advertising agency network and Ogilvy & Mather
New York is the most effective individual agency office. Wieden+Kennedy is
ranked as the most effective independently held advertising agency.
The North American Grand Effie Award winner was debated hours before the Effie
Awards ceremony by the Grand Effie Jury. Finalists (the top scoring Gold Effie
winners) included BAND-AID Magic Vision Augmented Reality App for Johnson &
Johnson by JWT New York, Cultivate a Better World for Chipotle by Creative
Artists Agency, Costa Rica's Million Dollar Gift of Happiness for The Costa
Rica Tourism Board by 22squared (with PrizeLogic, Inc, Blind, Inc and Think
Conservatory), In-Hotel Credit Card Acquisition for Intercontinental Hotels
Group by OgilvyOne Worldwide, Proud Sponsor of Moms for Procter & Gamble by
Wieden+Kennedy (with Carat, GMR Marketing, Taylor Strategy and DeVries
Global), Small Business Saturday for the American Express Company by Digitas
and CP+B, Stories to inspire change. for PFLAG Canada by Draftfcb and The
Great Paper Airplane Project for the Pima Air & Space Museum by BBDO San
Francisco (with Hunter Public Relations).
With the launch of Call of Duty: Modern Warfare 3, the team set out to create
the biggest entertainment launch of all time, for the third year in a row.
With tapped outlets for growth, they ignited the brand's disparate audiences
with one insight; the fun isn't in winning, it’s in the progression. The game
launch achieved cultural inevitability and achieved $1B in sales in 16 days.
"The Grand Effie jury was unanimous in its selection of Call of Duty as this
year’s Grand Effie winner. Call of Duty broke all industry records with a
program that had powerful audience understanding and insight at its core,"
Mark Baynes, Global CMO of Kellogg's and Chair of the 2013 Grand Effie Jury.
"The big idea was brilliantly executed and distributed across the paid, owned,
and earned media landscape. In keeping with the principles of the Effies, the
jury ultimately felt that Call of Duty best captured the principles of
marketing cause and effect within this year’s finalists."
According to the 2013 North America Effie Effectiveness Index, created in
partnership with WARC, the top ranking most effective advertisers are Procter
& Gamble, Kimberly-Clark and Mizuno, while the highest ranked effective brands
are Mizuno, American Express and Depend. The most effective advertising
holding companies in North America are: Omnicom, WPP Group and Publicis
Groupe; effective agency networks are Ogilvy & Mather, BBDO Worldwide and
Starcom MediaVest Group. The three most effective agency offices are Ogilvy &
Mather (NY), BBDO New York and McKinney, while the most effective independent
agencies are Wieden+Kennedy, Creative Artists Agency, and a three way tie for
third place: 22squared, Cramer-Krasselt (Milwaukee) and Mother NY.
"Now in its third year, the Effie Index tracks the marketers and agencies that
are really moving the effectiveness needle," said Carl Johnson, Effie
Worldwide Chairman of the Board and Co-Founder of Anomaly. "The Effie Index is
the one filter that should be on every marketer’s radar screen to learn which
agencies and brands are doing the most impactful work globally"
The remaining international & regional Effie Effectiveness Index rankings will
be announced in June in Cannes and will be featured on www.effieindex.com. A
list of winners for the North American Effie Awards can be found on
About Effie Worldwide
Effie Worldwide stands for effectiveness in marketing communications,
spotlighting marketing ideas that work and encouraging thoughtful dialogue
about the drivers of marketing effectiveness. 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.
For the Effie Awards
Rebecca Sullivan, 617-501-4010/781-326-1996
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