Effie Worldwide has announced the Effie Index for 2025, the global ranking of marketing effectiveness that brings together the marketers, brands, agencies, networks and holding groups behind the work with the strongest proven results.
This is the 15th edition of the Effie Index, which is formed based on finalists and winners from regional, national and global Effie Awards competitions. This year’s ranking includes work that was shortlisted or won awards in the period from January 1 to December 31, 2025.
“The 2025 rankings tell a compelling story about marketing effectiveness today. Alongside many of the industry’s most recognized brands and organizations, we see new entrants and emerging leaders proving that effective marketing can come from anywhere. Effectiveness is not defined by size, budget, or geography – it is driven by ideas that create real impact. We congratulate all of this year’s ranked marketers, brands, agencies, and networks for setting the standard for effectiveness around the world,” said Traci Alford, Global CEO of Effie Worldwide.
Among the world’s most effective marketers, first place went to Unilever, which has been among the top three global marketers for the third year in a row. In second place is McDonald’s, third is AB InBev, fourth is PepsiCo, while Nestlé completes the top five.
In the category of most effective brands, McDonald’s retained first place for the fifth consecutive year. Burger King climbed to second position, while Ukrainian retailer Silpo achieved one of the most notable rises and reached third place globally. Also among the top five are Dove and IKEA.
Among agency holding groups, Omnicom is the most effective group in the world for the third year in a row. It is followed by WPP, Interpublic Group, Publicis Groupe and Havas, which entered the top five this year.
On the list of agency networks, first place went to Leo, thanks to strong results across multiple markets and categories. Second is McCann Worldgroup, third is Omnicom Media Group, while BBDO Worldwide and Ogilvy are also among the top five.
At the level of individual agency offices, AlmapBBDO from São Paulo remains the world’s most effective agency office for the third year in a row. Leo Burnett Mumbai took second place, Banda agency from Kyiv third, SANCHO BBDO from Bogotá fourth, and McCann Tel Aviv fifth place.
One of the most important stories of this year’s Effie Index comes from Ukraine. Banda agency was named the world’s most effective independent agency, ranks third among all agency offices globally and is first in the European ranking of agency offices. Among the most effective independent agencies, it is followed by Mischief @ No Fixed Address from Brooklyn, The Womb from Mumbai, Rafineri from Istanbul and Reuveni Pridan from Bnei Brak.
The regional rankings further show how geographically diverse the list is. In Asia Pacific, the leaders are PepsiCo as marketer, McDonald’s as brand, Publicis Groupe as holding group, Leo as agency network, Leo Burnett Mumbai as agency office and The Womb as independent agency.
In Europe, the leaders are McDonald’s as marketer and brand, Omnicom as holding group, Leo as agency network, and Banda agency as agency office and independent agency.
In Latin America, the most effective marketer is AB InBev, the most effective brand is Burger King, the leading holding group is Omnicom, the leading network is BBDO Worldwide, the leading agency office is AlmapBBDO, and the leading independent agency is Valor Group.
In the Middle East and Africa, first place among marketers went to Unilever, while among brands, first place was shared by OMO and Puck. The leading holding group is Omnicom, the agency network is McCann Worldgroup, the agency office is FP7 McCann Dubai, and the independent agency is Dejavu.
In North America, first place among marketers was shared by L’Oréal and Molson Coors, while among brands, CeraVe and Change the Ref are at the top. The leading holding group is Interpublic Group, the agency network is Ogilvy, and Mischief @ No Fixed Address ranks first among both agency offices and independent agencies.
