The 2013 Global Effie Effectiveness Index has just been released, with Colenso BBDO maintaining its position as the fifth most effective agency in the world based on 2012's award haul and Barnes, Catmur & Friends punching well above its weight to be recognised as the fifth best independent agency in the world and the leading independent agency in the Asia Pacific.
When filtered by region to the best agencies in the Asia Pacific, Colenso BBDO was second after picking up the most awards across the most clients at last year's Effies; Barnes Catmur was fifth, up 69 spots from last year based on the six Effies won for Boundary Road Brewery and Hell’s Pizza Roulette; DDB Group was sixth, up four spots on account of its Grand Effie win for Steinlager as well as awards for Yellow and VW; and DraftFCB NZ was eighth, down three spots.
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"All our work has one objective and that’s to work as hard as it can for the client," says Barnes Catmur's managing partner Paul Catmur. "We’re pleased to see that this effectiveness strategy is pretty effective itself and that a small agency from New Zealand can get recognised across the region. Both our major winning campaigns were indicative of the way we like to work: they were disruptive, involved consumers and had digital at the core."
As for the brands, Coca-Cola took top spot ahead of McDonald's and Pepsi.
And in the advertiser category, Unilever took top spot ahead of Proctor & Gamble and Coca-Cola.