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2020 Effie Index Revealed

Events & Awards

2020 Effie Index Revealed

Ranking names most effective marketers in the world and the region

Dubai, United Arab Emirates, June 10th, 2020: Effie Worldwide has unveiled the 2020 Effie Index (, the 10th annual ranking of the companies behind the world’s most effective marketing efforts.

“As the industry experiences change and disruption, the marketers featured in the rankings of the Effie Index demonstrate continued success and an unwavering dedication to marketing effectiveness,” said Traci Alford, President, and CEO of Effie Worldwide. “Marketing effectiveness matters more than ever, especially in times of economic uncertainty. The Index showcases great examples of companies that have consistently excelled and driven brand growth around the world. On behalf of Effie Worldwide, I’d like to congratulate everyone included in the rankings this year and applaud their achievements.”

The 2020 Effie Index rankings reflect the performance of more than 4,000 finalists and winning entries in one global, four regional, and 46 national Effie Awards competitions held around the world from January 1, 2019 to December 31, 2019.

Every brand and company featured in the Effie Index has undergone rigorous evaluations of their case studies by expert industry judges, who examined and debated each case’s strategic communications challenges and objectives, the idea, how the idea was brought to life through creative, and what makes an Effie an Effie: strong results.

In the Most Effective Marketers category, Unilever leads the global and regional Top 5 with 82 points, followed in the Middle East & Africa by Saudi Telecommunications Company (74 points), Emirates NBD (62 points), Nestlé (48 points), and a tie for the fifth position between Arla Foods and Babyshop (32 points).

The MENA Top 5 Most Effective Brands are led by Saudi Telecommunications Company (44 points), Emirates NBD (40 points), Babyshop (32 points) and a three-way tie for fourth position between Almosafer, Jawwy, and Puck (30 points).

Interpublic (IPG) clearly dominates the Most Effective Agency Holding Groups ranking for 2020 in MENA with 460 points, followed by WPP (257 points), Publicis Groupe (222 points), Omnicom (186 points) and Dentsu (51 points.)

On the 2020 Most Effective Agency Network front, McCann Worldgroup leads both the global and regional packs with 373 points, with, in the region, Wunderman Thompson coming second (169 points), Leo Burnett Worldwide in third (106 points), Magna Global fourth (78 points), and a tied fifth position between déjà vu and UM (74 points).

The region’s top 5 Most Effective Independent Agency Offices are déjà vu (that, with 73 points, also comes second in the global ranking), Netizency (14 points), Cairo-based Tarek Nour Communications (12 points), Stoked Films (11 points) and Interesting Times (8 points).

Last but not least, FP7 McCann Dubai is the Most Effective Individual Agency Office not only in MENA but also globally with an impressive total of 284 points, followed by four other Dubai-based offices: déjà vu (73 points), PHD (66 points), Leo Burnett (64 points) and Magna MENA Dubai (61 points).

Alexandre Hawari, CEO of Mediaquest, that organizes the MENA Effie Awards (Effies), commented, “We are proud of the regional marketing players’ strength shown, both at the advertiser and the agency levels, in this unique and particularly relevant ranking. Under these peculiar circumstances, such a recognition is a welcome sight and sends a clear signal of hope and resilience to an industry hard-hit by the pandemic and the ensuing crisis. More than ever, effectiveness in marketing is key to success, and the 2020 Effie Index shows how on par with other markets – if not more – the MENA marketing industry has become. I’m confident that its growth and maturity will only continue further.”

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