The latest edition of the Effie Index has once again provided an overview of the companies and agencies that achieved the strongest results at Effie Awards competitions around the world during the previous year. As the ranking combines results from national, regional and global competitions, it is considered one of the most relevant indicators of marketing effectiveness at the international level.
According to the 2025 results, the title of the most effective agency in Croatia went to BBDO Zagreb, while Ožujsko ranked first among brands. Podravka Group was named the most effective advertiser, Omnicom retained the leading position among holding groups, and BBDO Worldwide earned the status of the most effective agency network.
The list of the most effective agencies also included OMD, Bruketa&Žinić&Grey, ZOO Agency, 404 / MYTY, Leo Burnett, Real Group, Pink Moon, Enterwell, Producenti and TCC Global. Some of these companies also appeared among the leading independent agencies, together with Studio Nexus, Seekandhit, Studio Goreta and Val Group.
Among the most effective agency networks, alongside BBDO Worldwide, were Omnicom Media Group, Grey Group, Real Group, MYTY Group, Leo, Ogilvy, McCann Worldgroup, Banda Agency and North Alliance. In the holding group category, alongside Omnicom, were WPP, MYTY Group Holding AG, Publicis Groupe and Interpublic (IPG).
Croatia was also represented among the most effective brands by A1, Konzum, Podravka, Vegeta, Fant, Tisak, DTEK, Jana, LAQO, Marodi, Mastercard, Studena and The European Parliament. Among advertisers, alongside Podravka Group, the most successful included Zagrebačka Pivovara, Fortenova Group, A1 Telekom Austria Group, Studenac, Croatia Osiguranje, DTEK, The European Parliament, Marodi and Mastercard.
At the global level, the titles of the most effective participants went to Unilever as advertiser, McDonald’s as brand, Omnicom as holding group, Leo as agency network, AlmapBBDO as agency and Banda Agency as independent agency.
The Effie Index combines results from more than 50 national Effie Awards programs conducted across 125 markets and has for years served as a benchmark for evaluating marketing effectiveness worldwide. Since its establishment in 1968, Effie has recognised projects that deliver measurable business results, making it one of the most respected awards in the marketing and communications industry.
