“The Effie Index sets the global standard for marketing effectiveness. It’s about recognizing work that works and delivering real impact across geographies, industries and audiences,” said Traci Alford, Global CEO, Effie Worldwide. “This year’s rankings reflect the true breadth of global marketing excellence, and we congratulate all those who earned top honors. We’re proud to celebrate their success and are inspired by their leadership.”

This year’s rankings are representative of Effie Awards finalists and winners determined between January 1, 2024, and December 31, 2024.

Most Effective Marketers

Top 5: AB InBev, McDonald’s, Unilever, PepsiCo, Mondelēz International

Once again, FMCG/CPG, QSR, and personal care brands dominated the rankings, with AB InBev maintaining its leadership position as the most effective marketer for the fourth consecutive year. AB InBev was followed closely by McDonald’s, which climbed to second place, and Unilever, which moved to the third position. PepsiCo remained amongst the top at number four, while Mondelēz International made a strong showing to round out the top five marketers.

Most Effective Brands

Top 5: McDonald’s, Dove, KFC, Samsung, O Boticário

In the brand category, McDonald’s once again earned the top spot as the most effective brand globally, reflecting its sustained investment in effectiveness-driven marketing. Dove made a significant leap into second place, signaling strong consumer engagement and the impact of purpose-led brand communications. KFC held steady among top brands in third, while Samsung came in fourth place with innovative, high-impact campaigns. Brazil’s O Boticário secured the fifth spot, reinforcing the strength of Latin American brands on a global stage.

Most Effective Agency Holding Groups

Top 5: Omnicom, WPP, Publicis Groupe, Interpublic Group (IPG), Dentsu

Omnicom retained its position as the most effective agency holding group, ahead of WPP and Publicis Groupe, which held the second and third spots respectively. Interpublic Group (IPG) and Dentsu completed the top five, each demonstrating robust global performance across markets.

Most Effective Agency Networks

Top 5: Ogilvy, McCann Worldgroup, BBDO Worldwide, DDB Worldwide, VML

For agency networks, Ogilvy rose to the top in 2024, driven by standout campaigns and consistently effective work across multiple regions. It was followed by McCann Worldgroup, BBDO Worldwide, DDB Worldwide, and VML, which made its debut in the top five following a period of transformation and global expansion.

Most Effective Agency Offices

Top 5: AlmapBBDO (São Paulo, Brazil), Ogilvy (Mumbai, India), Leo Burnett (Mumbai, India), McCann (Gurugram, India), Leo Burnett (Dubai, United Arab Emirates)

At the agency office level, AlmapBBDO in São Paulo, Brazil, held onto the top spot as the most effective individual agency office. They were followed by Ogilvy Mumbai and Leo Burnett Mumbai, underscoring India’s growing influence in the global effectiveness conversation. McCann Gurugram remained among the top as this year’s number four spot, followed by Leo Burnett Dubai, as number five.

Most Effective Independent Agencies

Top 5: Mischief @ No Fixed Address (Brooklyn, NY, United States), ISLA (Mexico City, Mexico), ISLA (Buenos Aires, Argentina), The Womb (Mumbai, India), Soko (São Paulo, Brazil)

Among independent agencies, Mischief @ No Fixed Address, based in Brooklyn, New York, earned the distinction of being the most effective in the world. The agency’s creative innovation and performance-driven approach propelled it to the top just five years after its founding. Latin American agencies also made a strong impact, with ISLA achieving dual recognition for its offices in Mexico City and Buenos Aires. The Womb in Mumbai and Soko in São Paulo completed the global top five, showcasing the global reach and innovation of independent agencies.

2024 Regional Rankings

Asia Pacific
McDonald’s (marketer), McDonald’s (brand), WPP (holding group), Ogilvy (agency network), Ogilvy Mumbai (agency office), The Womb (independent agency).

Europe
McDonald’s (marketer), McDonald’s (brand), WPP (holding group), Publicis (agency network), Ogilvy Athens (agency office), Banda (independent agency).

Latin America
AB InBev (marketer), O Boticário (brand), Omnicom (holding group), BBDO Worldwide (agency network), AlmapBBDO (agency office), ISLA Mexico (independent agency).

Middle East & Africa
AB InBev (marketer), Yas Island (brand), Publicis Groupe (holding group), Leo Burnett Worldwide (agency network), Leo Burnett Dubai (agency office), People of the Internet (independent agency).

North America
McDonald’s (marketer), McDonald’s (brand), IPG (holding group), McCann Worldgroup (agency network), Mischief @ No Fixed Address (agency office & independent agency).

To view the complete rankings and learn more about how rankings are compiled, visit effieindex.com.

The launch follows Effie joining forces with LIONS in January 2025. LIONS is the global platform that champions creativity and marketing effectiveness for growth, helping businesses grow through creative marketing that matters.

The Foundation’s main objective is to give future marketing talent the skills and experience they need to succeed in an ever-evolving industry through partnerships with colleges and universities, students, and brands. The Foundation will focus in particular on students who are the first in their families to attend university and people from under-represented communities.

The Foundation aims to empower the next generation of marketers by providing access to the experience, connections, and tools they need to shape the future of the industry through their own unique perspectives.

At the heart of the Foundation’s work is the Effie Collegiate program—a marketing challenge that gives students hands-on, real-world problem-solving experience. The program continues Effie’s mission-driven work by connecting students with leading brands and agencies to foster a deep understanding of marketing campaign development. The program operates in the US, LATAM and South Africa with plans for further global expansion.

LIONS will provide the Foundation with support including revenues from the Sustainable Development Goals (SDG) Lions and Glass: The Lion for Change in addition to access to a suite of educational tools and insights, including LIONS Learning and LIONS Intelligence, offering participating students with a comprehensive learning experience that blends theory with cutting-edge practice and reinvests in the industry. In addition to Effie Fundamentals, a marketing effectiveness and insight-driven strategy course, Effie Collegiate students will now gain access to Contagious IQ, an intelligence platform with over 11,000+ case studies, Contagious Creative Accelerator, a fast-paced certificate program focused on creative trends

and real-world briefs, and The Work, 200K+ award-winning campaigns from Cannes LIONS. Program graduates will also gain access to LIONS Creative MBA, a 10-week online certificate program for creative excellence to strengthen strategic thinking, craft and leadership.

The Effie LIONS Foundation builds on decades of commitment to global marketing excellence and is led by Allison Knapp Womack, CEO, an accomplished leader in the marketing and nonprofit sectors. Its board is chaired by Jae Goodman, CEO of Superconnector Studios, Board Chair of Effie Worldwide, and a widely respected voice on the cutting-edge of advertising, marketing, entertainment, and brand innovation. Traci Alford, Global CEO, Effie and Phil Thomas, Executive Chair, Informa Festivals and Chair, Cannes LIONS, sit on the board alongside members representing cutting-edge leadership from across the marketing industry including Dr. Marcus Collins, marketing professor at the Ross School of Business, University of Michigan; Lara Balazs, CMO and EVP, Global Marketing at Adobe; Vineet Mehra, CMO at Chime and others.

The Foundation’s leadership team brings together deep experience across marketing, communications, advertising, education, and philanthropy, ensuring its mission is guided by purpose and driven by results.

Caitlin Moses Bowser is Head of Programs and Partnerships at the Effie LIONS Foundation, joining the organization from StoryCorps. Tiffani Gautier is Head of Program Delivery joining from Effie, and Nneka Norville is Head of Marketing and Communications joining from Nike.

Allison Knapp Womack, CEO, Effie LIONS Foundation said: “The Effie LIONS Foundation exists to open doors and create opportunities—for the students who’ve never imagined a place for themselves in marketing, and for the industry that urgently needs their ideas, perspectives, and creativity. We believe that is the path to a more effective industry, and we’re here to make that future possible.”

Jae Goodman, Board Chair of the Effie LIONS Foundation and CEO of Superconnector Studios, said: “We are combining the marketing effectiveness of Effie, the creative force of LIONS, and the energy of rising talent from around the world. That’s a powerful mix. The Foundation is ready to deliver transformative value to the next generation of marketers with the access, insight, and inspiration that will fuel the industry for years to come.”

Stepping onto a red carpet with camera flashes illuminating my path, I found myself approaching a grand staircase. Clutching the folds of my shimmery sky-blue abaya, I gazed to my right, greeted by the Burj Khalifa towering over the elegant venue of the Armani Hotel.

In the distance, I saw dots scattered like specks of color on a vast, open field. As I drew closer, the dots expanded into recognizable forms — individuals with unique stories etched into the lines of their movements – each one bringing a plethora of experiences and insights to the realm of marketing effectiveness.

Image Above: Marketing superstars network before The MENA Effie Awards commences (November 22nd, 2023).

The stage was set, cameras poised, and the moment of action had arrived. The Oscar-themed gala began to unfold like scenes from a film. The air buzzed with anticipation, adorned with attendees donning bow ties and elegant dresses, all gathered for the 14th edition of the MENA Effie Awards. The ceremony, graced by more than 1200 professionals in marketing, advertising, and communications, was going to reveal over 91 winners across 46 categories from a fierce competition of 850+ entries. A dedicated jury of 150 experts from MENA's marketing and advertising sector invested substantial time and effort to select 2023’s marketing effectiveness champions.

Image Above: Participants, judges, and guests gather, bringing The MENA Effie Awards to life (November 22nd, 2023).

“Effies is one of the places one should be at, and we’re delighted to be part of it tonight,” said Errol Marquis, Head of Marketing at Danube Properties Dubai.

Danube Properties was one of the esteemed partners of the Hollywood-styled ceremony, joining forces with industry giants like Amazon Ads, Zee, Weyyak, Mentos, Smint, Max Fashion, Seedtag, WGROUP, Brandripplr, Aesthetix Industries, Million, Akama Holding MEmob+, MKV Digital, Sherpa Communications, and Communicate, all showcasing excellence in advertising and media across the region.

Image Above: The MENA Effie Awards' 2023 incredible partners (November 22nd, 2023).

In light of the crisis faced by the region, 2023's gala decided to exclude the inclusion of its general performances and entertainment.

“Tonight is beautiful and I’m honored to be here on behalf of Max Group. The energy is amazing and I can’t wait to see what the rest of the night holds,” said Jelizaveta Kozlova, Managing Director and Communications Director at EK Laboratories.

“The Effie Awards recognizes local and international talent, shining light on hard work – conveying the message that marketers and brand ambassadors have dedicated themselves to throughout the entire year,” she added.

As the golden, black, and white stage glittered under the stars, Sahar Rafique, Managing Director at NordStella, took the stage to give an opening statement.

“More than ever, we are grateful to shed light on groundbreaking work that is firmly placing the Middle East on the world’s creative map. Undoubtedly, our 2023 winners have set a new standard, elevating the industry unlike ever before.”

Image Above: Sahar Rafique, Managing Director at NordStella, shares a heartfelt introduction, marking the start of a memorable night (November 22nd, 2023).

Indeed the night was filled with gasps, nods of approval, cheers, and a few side eyes too.

“It’s exciting seeing the cases that we dived into and discussed, being recognized,” said Karma Al Taher, Head of Brand, Marketing, Communications, and Business Growth at Dubai Silicon Oasis. “It’s the Oscars of marketing and one of the best award experiences in our field. I'm super proud to be here – and it's my first, but not my last,” she said with a chuckle.

Image Above: Industry professionals create lasting connections during the 14th edition of The MENA Effie Awards (November 22nd, 2023).

This year marked the introduction of two exclusive categories – Young Marketer of the Year and Independent Agency of the Year.

Rafique, emphasized the significance of these additions, “The MENA Effie Awards continues to evolve each year, and we take pride in unveiling two new categories deserving special recognition. Recognizing young marketers is crucial, as they are the future leaders of the marketing landscape. It’s essential to acknowledge and inspire them to think innovatively and break through barriers. The Independent Agency of the Year award aims to spotlight emerging independent agencies, showcasing them amongst industry giants. The addition of these categories affirms Effies as a platform for anyone bringing effectiveness and creativity to the forefront – driving impactful change.”

Rey Sawan, Assistant Brand Marketing Manager across MENA at Samsung Electronics took home the trophy for Young Marketer of the Year, and, Science and Sunshine, claimed the title of the ‘Independent Agency of the Year’. The agency won a Gold in the Brand Integration & Entertainment Partnerships category, two Silvers in the Marketing Disruptors category, and another in the Media Idea category for their campaign ‘The Lay’s Heist’ for Lay’s – PepsiCo.

Image Above: Rey Sawan, Assistant Brand Marketing Manager across MENA at Samsung Electronics beams holding the 'Young Marketer of the Year' award.  (November 22nd, 2023).

As the night gracefully unfolded, and the silver, bronze, and gold trophies were handed out, a palpable energy surged through the venue. Each award given was a testament to the creativity, innovation, and tireless dedication of the industry’s superstars.

Nabil Sleiman, Head of Corporate Communications Almarai, said, “We won for data-driven and it’s a category that is growing tremendously. Since we’re a brand that focuses on the upper funnel, data-driven is a fantastic win for us.”

The venue came alive with standing ovations, with winners’ eyes gleaming with pride while ascending the stage to receive their well-earned accolades. The exchange of smiles, and the jovial banter echoing through the venue, painted a vivid picture of a community united in appreciation for marketing excellence.

Image Above: The Science and Sunshine team celebrates their win of the ‘Independent Agency of the Year’ award (November 22nd, 2023).

“Effies has honored us with this award tonight,” said Berta Farah, PR Specialist at Sephora, holding the glistening trophy, “and most importantly, it has created moments for all of us – to learn from each other.”

The Honorary Award of the Year was given to Badr Bourji, Senior Vice President of Marketing at Miral Destinations.

Wearing a bright smile, Bourji stated, “I’m ecstatic. It came to me as a surprise. Yes, it’s an individual award, but it's an award that reflects the contribution of my teams that have put in the effort over the last 12 months. This is a testament to what we’ve done collectively, be it as a team or our leadership, with the kind of support and the vision they’ve been supporting us with over the year.”

Image Above: Badr Bourji, Senior Vice President of Marketing at Miral Destinations proudly holds 'The Honorary Award of the Year' (November 22nd, 2023).

K-Lynn received the Grand Prix for its campaign, ‘Self Check-out’, along with 4 Golds. Leo Burnett Dubai secured the titles of ‘Most Effective Advertising Agency Office' and ‘Most Effective Agency Network’. The ‘Most Effective Media Agency Office of the Year' was awarded to Starcom Dubai.

Commenting on the achievement, Bassel Kakish, Chief Executive Officer at Publicis Groupe ME & Turkey said, “I’m truly thrilled as it not only recognizes the success of our campaigns for clients but also serves as a testament to the exceptional talent within Publicis Groupe. The Effie Awards' significance lies in our creative work’s impact on our clients’ businesses. It’s all about achieving a return on investment and driving tangible business results.”

Image Above: All smiles as winners cheer, echoing the power of teamwork and diligence (November 22nd, 2023).

The cinematic allure of the event persisted, weaving together moments that would linger in the minds of those present. Each passing second was a frame capturing not just the awards and accolades, but also the essence of shared experiences and camaraderie.

When inquired about sensing the ‘Oscar energy in the air’, Divyan Kriplani Creative Director at Leo Burnett said, “Oscars, Grammys, Emmys, VMAs – you name it – we’re feeling it all in tonight.”

In this ongoing narrative, attendees became characters in a story of recognition and achievement.

Image Above: James Faulkner captures the crowd's attention while hosting The MENA Effie Awards 2023 (November 22nd, 2023).

“The MENA Effies is truly remarkable. It provides an excellent platform for networking and witnessing the convergence of diverse countries. The marketing showcased is incredibly inspiring, offering a close-up view of various cultures. The intersection of different industries in specific categories makes it even more enriching. Observing the myriad campaigns, there is a wealth of knowledge to be explored, providing insights into cultural nuances and effective strategies for various audiences,” said Sina Port, Founder of Shared Diversity, Head of Communications for Adidas Shared Voices.

The attendees, whether seasoned professionals or emerging talents, reveled in the shared achievements, creating an ambiance of unity and inspiration. The night, filled with jubilant cheers and heartfelt congratulations, stood as a testament to the enduring legacy of the MENA Effie Awards. This annual rendezvous not only acknowledges outstanding accomplishments but also fosters a sense of community and mutual admiration within the dynamic landscape of marketing and advertising.

Image Above: Guests connect and create memories as the night unfolds (November 22nd, 2023).

When inquired about his sentiments holding an Effie, Khalid Abdulaziz, Head of Strategy at Fullstop, remarked, “It’s heavier than I expected. It was the only one missing from my cabinet, so now we have it,” he shared with a lighthearted laugh.

Standing beside him, Mariam Tawfik, MENA Senior Brand Manager for 3in1 at Nestle, shared, “We’re doing our job right, so it feels amazing!”

As the curtain descended on the grand affair, the red carpet, once a pathway to anticipation, now held the imprints of stories, triumphs, and the spirit of collaboration. And to dispel any rumors, the night concluded without a Will Smith moment – no slaps, just the glow of success and ‘Oscar-energy’ lingering in the air – a cinematic masterpiece etched in the history of the MENA Effie Awards.

Image Above: The MENA Effie Awards' 2023 stage glitters under the night sky as the once bustling area holds no more industry professionals, but a plethora of memories (November 22nd, 2023).

This piece was first published in Communicate's inaugural Best Places to Work 2023 issue.

I believe American media company Metro-Goldwyn-Mayer was right on the money when it decided to use the Latin phrase: “Ars gratia artis” as its motto.  Rendered in English as “art for art’s sake”, the expression coins that true art is valuable as, just that, art, and shouldn’t need any high-minded justification. Unfortunately, this utopian concept does not translate well in our industry. But, perhaps, it is something to aspire to when creating work.

Award shows have provided our industry with a very important currency; one that is based on celebrating creativity and ideas that achieve the goals of our clients. However, recently, this currency seems to be manipulated by agencies for which the sole concern is to garner awards in their name. More often than not, we see campaigns that are created for the sake of submission purposes, rather than to celebrate ideas and results. And even though some award shows might judge you on your results, there still lacks a verification process so that agencies don’t falsify their sources – which happens quite often.

Such agencies in question create work that does not ‘work’ and/or that hasn’t been executed. This is what prompted some international award shows to put extra parameters in place, such  as dictating the approval of clients as a pre-requisite for entry submission, to avoid such deception. Unfortunately, our politically flawed system is still allowing awards to stray from their original purpose and has, sometimes, given our regional shows a bad reputation.

It would be easy to forget the fundamentals that make an award matter to a business in the midst of new award shows flocking to the scene every year. So, when do awards really add value to our business and clients? In 2010, a report from trade organization IPA claimed that creatively awarded campaigns are 11 times more effective than campaigns that aren’t. The report claimed to have examined 213 case studies of advertising over eight years to reach those results, but failed to specify what type of awards its study referred to.

I disagree with such vague findings, as I do not believe awards always add value to our business or to that of our clients. As a matter of fact, it all really comes down to each tier of awards. When Starcom MediaVest Group enters a show, we always benchmark its credibility. And, in this regard, one of its most important gauges is the judging panel. I see the more international the jury is, the more unbiased the judging can be. An international panel is more exposed to multicultural work, as opposed to an only local one that might be subjective toward work with which it is familiar. Our region occasionally criticizes an international jury, as it feels the latter might not understand our cultural connotations. However, respectable award shows make sure local experts are present to assist such panels understand the underlying culture and norms of the region.

Furthermore, because most of our regional award shows are associated with their global counterparts, their credibility is at stake. Therefore, they must ensure that conflict of interest is eliminated from any judging panel to ensure a fair process. There are many situations when a brand is sponsoring an entire category of an award show, all the while having its own campaigns in that same category – or having someone on the judging panel that also works for the same brand he/she is judging. Usually, such people are asked not to judge work with which they are affiliated. Yet, we can always question if such percussions are carried out consistently.

I am a firm believer that campaigns are there to serve one purpose, and that is to help clients grow their businesses, connect to their consumers and achieve their goals. As for awards, they should always be aspirational. However, they are not meant to be the sole drive behind creativity. They will come down to the judges that judge them, the agencies that enter them, the ads that promote them and the clients that know them. Awards should always serve their true purpose, which is, act as a testament for good work. Whether you are a creative or media agency, we are in the business of creating ideas. And those ideas need to be rewarded, but only when they serve their intention. At the end of the day, award shows are a system, and it is up to you to use or abuse it.

Paris-based research agency RECMA (Research Company Evaluating the Media Agency Industry) has named Starcom MediaVest Group the number one ranked agency in the MENA region in its 2013 Global Billings Rankings Report. In 2013, SMG MENA increased its billings by 18 percent, with an industry share of 17.5 percent.

RECMA’s report evaluates the overall activity – including buying billings and specialized services – of all global media agencies across 62 countries. The agency has maintained the number one position in RECMA’s report for the last four years.

“We are greatly humbled and honored to maintain our number one position for four consecutive years. RECMA’s ranking is a further testament to our great team and the faith our clients continue to have in our work. Our gratitude will drive us to relentlessly strive to be the best,” adds Alex Saber, Chairman of SMG MENA.

SMG has also been ranked number one global media network. In addition, RECMA also named the network No. 1 in the “Top 14 Countries” ranking, which is a key chart in the overall report that accounts for 81 percent of the media agency industry. Furthermore, SMG retained its position in the overall regional evaluations – including its top rank in North America – and was named the No. 2 agency in Asia-Pacific and Latin America.

“We would like to thank all of our clients and suppliers for their continued support, which has helped us maintain our number one position in the market. This was possible because of the ambition of our partners and talents for industry-leading marketing and innovation,” says John Antoniades, CEO of SMG MENA.

Publicis Groupe has also maintained the number one position globally in Group of Networks with an industry share of 29% percent.

SMG MENA won the 2013 Dubai Lynx Media Agency of the Year award and the 2013 MENA Cristal Agency of the Year while globally, it has been awarded Media Network of the Year at the Cannes Lions International Festival of Creativity, along with being named the Most Effective Agency and Most Effective Agency Network by the Effie Index.