Coca-Cola is the most effective brand globally, while Unilever is the most effective marketer, according to the Effie 2020 global index rankings, which have just been announced. Coca-Cola has ranked in the top five every year since the Index launched in 2011, taking the top spot six times. Coca-Cola China’s ‘Faces of the City’ campaign was a standout, winning gold, silver and bronze recognitions for its effective use of augmented reality (AR) and packaging.
McDonald’s came in second place for the second year in a row, with work such as ‘Anticipating Hungry Moments’ for McDonald’s Hong Kong. The campaign was the first to use Google’s real-time triggers in Hong Kong, aimed at targeting late-night World Cup viewers. KFC and Vodafone swapped third and fourth places, thanks to KFC’s success in APAC, MENA and Europe, but otherwise the top five most effective brands are exactly the same as last year.
“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 Effie Worldwide president and CEO, Traci Alford. Alford stressed the importance of marketing effectiveness in times of economic uncertainty. “The Index showcases great examples of companies that have consistently excelled and driven brand growth around the world,” she said.
Meanwhile, the Global Best of the Best Effie Awards competition has been postponed until 2021 due to the COVID-19 pandemic that has impacted the industry. At the time it was announced, Effie Worldwide CEO and global president, Traci Alford, said it is accelerating online learning initiatives and “working with our Effie Awards partners around the world to adapt our 2020 programming to continue to be a resource for marketers during these challenging times”.