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Effie ranks firms based on communication efficacy


Dubai / Emirates Business

Putting a spotlight on the marketing ideas that could work and encourage thoughtful dialogue about the drivers of marketing effectiveness, Effie Worldwide — a non-profitable organisation — has released an index ranking the companies, including UAE corporates, which are that creating the most effective marketing communications ideas around the world.
“The Effies have been the gold standard for effectiveness and the Effie Index, now in its sixth year, has emerged as the measure by which our industry defines success,” said Neal Davies, President and CEO of Effie Worldwide.
In the Middle East & Africa the top marketers in 2016 are Coca-Cola Company (marketer), Emirates NBD (brand), Interpublic (agency
holding group), McCann Worldgroup (agency network), and FP7/DXB – Dubai (agency).
The most significant movement was within the agency networks ranking, with Ogilvy & Mather moving from third to first place, reclaiming the top slot that it has held for three out of six years since the Effie Index was established. The agency’s holding company, WPP, has held its lead as the top agency holding company for five consecutive years (Omnicom topped the inaugural Effie Index in 2011).
He added, “The anticipation and jockeying for top rankings is built up throughout the year and it is always exciting to see which agencies in particular, come out on top.”
The 2016 Effie Index global rankings are compiled from over 3,000 finalists and winning entries from worldwide Effie Awards competitions that announced finalists/winners between January 1, 2015 and December 31, 2015.

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