The Effies: McDonald's Once Again Wins Most Effective Global Brand

When it comes to advertising and marketing, it doesn’t really matter if it is corny or ridiculous or seemingly overwrought. What matters is if it is effective. 

Cue the Effie Awards, which measure advertising effectiveness both domestically and globally, with its latest accolades announced today at the Cannes Lions advertising festival.

For its second annual global list, after analyzing finalist & winner data from 39 worldwide Effie competitions from the past year, Unilever was named the most effective advertiser globally; while McDonald's was named the most effective brand, globally, for the second year in a row.

In 2011, the inaugural year for the Effie Effectiveness Index, the most effective advertiser globally was Procter & Gamble while McDonald's was named the top brand for effectiveness globally.

“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands.