Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
Effie Worldwide, a global non-profit that celebrates marketing effectiveness, recently released the 2025 Effie Index, its global ranking of marketing effectiveness.
Now in its 15th year, the index recognises the marketers, brands, agencies and networks behind some of the world’s most effective work. To do so, it draws from finalist and winning entries submitted across regional, national and global Effie Awards competitions.
This year’s rankings reflect a marketing landscape where effectiveness is being driven by a combination of enduring brand platforms, cultural relevance and disciplined execution.
“The 2025 rankings tell a compelling story about marketing effectiveness today,” says Traci Alford, Global CEO of Effie Worldwide. “Alongside many of the industry’s most recognised brands and organisations, 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 this year’s ranked marketers, brands, agencies and networks for setting the standard for effectiveness around the world.”
This year’s rankings are representative of Effie Awards finalists and winners determined between 1 January 2025 and 31 December 2025.
Most Effective Marketers
Top 5: Unilever, McDonald’s, AB InBev, PepsiCo, Nestlé.
Unilever rose to the top of the rankings in 2025, its third year of being within the top three global marketers. McDonald’s secured the number two position following another year of strong performance, while AB InBev remained among the world’s most effective marketers in third place. PepsiCo continued its longstanding presence among the leaders in fourth, with Nestlé rounding out the top five.
Most Effective Agency Holding Groups
Top 5: Omnicom, WPP, Interpublic Group (IPG), Publicis Groupe, Havas.
Omnicom retained its position as the most effective agency holding group globally for a third year, continuing a run of strong performance across its agencies and markets. WPP secured second place, followed by Interpublic Group (IPG) in third. Publicis Groupe ranked fourth, while Havas entered the global top five this year.
Most Effective Agency Networks
Top 5: Leo, McCann Worldgroup, Omnicom Media Group, BBDO Worldwide, Ogilvy.
Leo emerged as the world’s most effective agency network in 2025, driven by high-performing work across multiple regions and categories. McCann World group ranked second once again, continuing its strong effectiveness legacy, while Omnicom Media Group secured third place. BBDO Worldwide and Ogilvy completed the top five, reinforcing the continued strength of globally connected agency networks.
To view the complete rankings and learn more about how rankings are compiled, visit effieindex.com.
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