Unilever named most effective marketer for third year running

Unilever has been named the most effective marketer globally for the third year in a row in the 2019 Effie Index.

The Effie Index annually ranks the companies behind the most effective marketing communications from around the world. It is one of the most prestigious global marketing effectiveness rankings, compiled from the insights of experienced juries of industry peers.

Keith Weed, Unilever’s Chief Marketing and Communications Officer, said: “I’m delighted that Unilever has again been recognised as the most effective marketer globally. I’m so proud of our marketing teams and all the great work they have done to deliver consistently strong results. The case for putting purpose at the core of our brand communications is getting stronger and proves that effective advertising can have a real impact with people.”

This is the sixth time that Effie has named Unilever the most effective marketer since 2011. In March 2019 Unilever also won WARC’s Most Effective Advertiser award for the fourth time.

Meanwhile, Nestlé moved up one spot as the second most effective marketer (based on its success across more than two dozen markets). The Coca-Cola Company ranked third, followed by McDonald’s and Procter & Gamble respectively. PepsiCo dropped four spots to sixth, while global brewers AB InBev (#7) and Heineken (#9, tie), along with Mars (#8) and Yum! Brands (#9, tie) all land in the top 10.

Coca-Cola returned as the most effective brand in 2019, unseating Pepsi. This is the fifth time Coca-Cola has held the top spot since 2011. McDonald’s retained its second-place spot, with Vodafone jumping one spot to third. KFC took the fourth spot, its first appearance in the top five thanks to its success in the APAC region, followed by IKEA ranking fifth. Eighth-ranked Pepsi (last year’s most effective brand) along with Burger King, Chevrolet, Nescafé, MasterCard and Movistar landed in the top 10.


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