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O&M and Lowe amongst most effective agency offices

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MUMBAI: They might not have won many metals at Cannes Lions 2011 but if a new index is to be believed, Ogilvy & Mather Mumbai and Lowe Lintas Mumbai are two of the world?s top five most effective agency offices.

While Ogilvy & Mather has been ranked at No. 2, Lowe Lintas Mumbai was placed fifth in the results of the inaugural Effie Effectiveness Index that were extracted after analysing finalist and winner data from 40 worldwide Effie competitions.

Interestingly, while two of the top five most effective agency offices are from India, the other three are from South America.

Marketing network Effie Worldwide and the global marketing intelligence service, Warc, revealed the results of the inaugural, Effie Effectiveness Index, at the 58th Cannes Lions International Festival of Creativity.

The index has also claimed that Procter & Gamble is the most effective advertiser; McDonald?s the most effective brand; Omnicom the most effective advertising holding company; and BBDO Worldwide the most effective advertising agency network, globally.

Moreover, the top five most effective advertisers around the globe include Procter & Gamble, Unilever, Kraft, Nestle and Coca-Cola.

The top five most effective brands are McDonald?s, Pepsi, Coca-Cola, Chevrolet and Vodafone.

According to the results, the top five most effective agency holding groups in the world are Omnicom, WPP Group, Interpublic (IPG), Publicis Groupe and Havas Advertising.

The other most effective agency offices are Sancho BBDO of Bogota, Colombia (1), OMD (Bogota, Colombia) (3) and BBDO (Santiago, Chile) (4), while the top five independent advertising agencies are Wieden + Kennedy, (Portland, Oregon, USA), Kinograf (Kiev, Ukraine), Rabarba (Istanbul, Turkey), BBH Singapore and a fifth place tie between BMF (Sydney, Australia) and Propaganda House (Kiev, Ukraine).

The top five most effective agency networks are BBDO Worldwide, McCann Worldgroup, Ogilvy & Mather, DDB Worldwide, and JWT.

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