2012 Effie Effectiveness Index reports: McKinney is the most effective independent agency in the world - McKinney

2012 Effie Effectiveness Index reports: McKinney is the most effective independent agency in the world

June 18, 2012

With five awards and 13 finalists, McKinney’s performance at the 2012 Effie Awards makes McKinney most effective, according to Effie Worldwide and Warc

McKinney is the most effective independently held agency in the world. Effie Worldwide and Warc, the global marketing intelligence service, revealed the global results of the Effie Effectiveness Index today at the Cannes Lion Festival of Creativity in Cannes, France. Launched in 2011, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world.

After analyzing finalist and winner data from 39 worldwide Effie competitions from the past year, McKinney is the most effective independent agency globally, ahead of other North American independents Wieden+Kennedy, AKQA and Cramer-Krasselt.

“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. “As an industry, we should be using this invaluable tool to identify the year’s best performers, and learn how their best practices can make us better marketers in the future.”

“We believe creativity drives results,” said Brad Brinegar, McKinney chairman and CEO. “There’s no better proof than the 29 Effies we’ve earned since we began entering in 2003, ranking us ninth out of over 205 agencies. In fact, over the past decade, McKinney has earned more Effies per client fee dollar than any other agency in America.”

McKinney’s ranking reflects effective business performance in a broad range of categories, including health and fitness (Gold’s Gym), travel and tourism (Travelocity), automotive (Audi), consumer electronics (Lenovo) and (Sony), financial services (Nasdaq, First Citizens Bank) and sustainability/nonprofit (Urban Ministries of Durham).

“This news tops off an extraordinary year of performance at the world’s top awards shows,” added Brinegar. “We rank first out of 145 agencies winning the Interactive Advertising Bureau’s (IAB) MIXX Awards, recognizing the most creative and effective interactive advertising. In addition to winning Best of Show at the OMMA Awards, we were also a 4A’s O’Toole Awards finalist and a two-time CLIO Awards winner. We won a Webby and six One Show Pencils, making this one of the most winning awards show seasons in the agency’s history.”

For more information about the Effie Effective Index, go to www.effieindex.com.

About McKinney

McKinney is an independent advertising agency creating talked-about work for a post-digital world.

Founded in 1969, the Durham, NC-based agency is recognized for having built one of the most innovative business models in the industry, one that blurs the lines between traditional and digital media. As a result, McKinney has been recognized as one of the best agencies in the country by Advertising Age and one of a handful of agencies setting the standard for creativity by One Magazine. The agency’s clients include GNC, Gold’s Gym, Nationwide Insurance, Big Boss Brewing, Lenovo, Meijer, Ruby Tuesday, Mizuno USA, CenturyLink, Sherwin-Williams and Urban Ministries of Durham.

About The Effie Awards

Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.

The Effie Effectiveness Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers, and brands by analyzing finalist and winner data from Effie Worldwide competitions. www.effieindex.com

About Warc

Warc is the global provider of ideas and evidence to marketing people. Warc’s premium online service, warc.com, is the largest single source of intelligence for the marketing, advertising and media communities worldwide. Information on warc.com is drawn from more than 50 international sources. With subscribers in over 100 countries, it is a unique resource relied upon by major creative and media agency networks, market research companies, media owners, multinational advertisers and business schools, to help tackle any marketing challenge. In addition to the online service, Warc publishes five magazines, provides industry data and runs events. www.warc.com