“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.”