After acing the MENA Effie Awards, FP7/MENA dominates the Global Effie’s
Posted on June 06, 2018

The Effie Index identifies and ranks the most effective agencies, marketers, brands, networks, and holding companies by analyzing finalist and winner data from Effie Award competitions around the world. Announced annually, it is the most comprehensive global ranking of marketing effectiveness.

The 2018 worldwide and regional rankings are now out

McCann Worldgroup (1565 points) unseats BBDO (1550 points) as the most effective agency network globally in 2018. Consistently ranked in the top five since 2011, it is the first time that McCann holds the top spot. BBDO drops to second with Ogilvy ranking third and DDB ranking fourth. 

Interestingly for the MENA region, despite getting points from only one Effie competition, while other agencies including the #1 ranked Sancho BBDO (276 points) got their points from 2 competitions (LATAM and Colombia), FP7/DXB ranks as the #2 Most Effective Agency Office Globally (255 points) after finishing at #4 in 2014, #2 in 2015, #1 in 2016 and #3 in 2017. And with agencies from India who also got their points from 2 competitions, despite getting its points from only 1 competition, FP7/CAI ranks as the #8 Most Effective Agency Office Globally! 

Tarek Miknas, CEO of FP7/MENA, says, “I’m completely honored and humbled at the same time. Doing work that makes a meaningful difference for the brands that we represent is our job. Creativity that is not self-serving, nor made for award shows, but rather works to benefit both brand and consumer, is what makes us proud. That’s our True North. The fact that our Effie-winning work also wins at creative shows, goes to show that the complementary forces of effectiveness and creative brilliance, in our line of work, are 2 sides of the same coin.” 

FP7/MENA, therefore, is the most awarded agency network in a single regional competition (ranked 1) vs. all other regions and agencies, globally. We’ve achieved this for the third year running. For the 5th consecutive year, it is #1 Network in MENA with the next agency being UM (94 points) followed by J. Walter Thompson (92 points), BBDO (89 points) and OMD (79 points). 

Jon Marchant, MD of FP7/UAE, says, “The Effie’s make us very proud for two main reasons: first they are done via true partnerships with our valued clients and second, they prove, beyond all reasonable doubt, that daring creativity and commercial success go hand-in-hand.” 

Out of the top 15 most effective brands regionally, 10 brands are FP7’s brands: Coca-Cola (1), Emirates NBD (2), OMO (3), EG Bank (4), Orange (5), Atlantis (8), Murr Television (8), Puck (8), Batelco (12) and Byblos Bank (12). Also, out of the top 15 most effective marketers regionally, again 10 are FP7’s clients: Unilever (1), Coca-Cola (2), Emirates NBD (5), EG Bank (6), Murr Television (7), Orange (7), Arla Goods (11), Atlantis (12), Batelco (14) and Byblos Bank (14). It proves that we do our best work on our biggest clients. 

Tahaab Rais, Regional Head of Strategy & Truth Central, says, “Our consistent focus and drive has been to ensure that effectiveness and strategy aren’t a discipline, but a culture. So, effectiveness awards aren’t a season for us. And that’s why you see us winning at effectiveness competitions worldwide. It is humbling but it’s also fulfilling for our people, because it shows what we have believed in and practice is working. And the best part is the clients who know what matters, are partners in making this happen.” 

He adds, “In addition to us having the first-ever MENA juror representation at the Global Effie Awards, our work on OMO has become the first and only work from MENA to be recognized by the Globa Effie Awards. And FP7/DXB has rightfully won a Bronze Global Effie for OMO’s “Not a Tide Ad. But, the dullest one in history for the least active kids in history”. It’s one of only 5 winners, globally. And that is exciting!” 

Nima Askari, who is GM on Unilever at FP7/DXB, says, “The topic of child inactivity and digital addiction is a true and tangible topic in our region. A few brands have tried talking about it but how many are really conveying the message in a compelling and effective way linking it straight back to the product. It was an audacious idea; some have called it provocative – but I truly believe that if your campaign can make people think and talk, then you’re doing something right.” 

The campaign repositioned “Dirt is Good” in the Middle East by showing the inactivity of kids today through the longest cross-platform livestream in history. 

Olly Robinson, ECD of FP7/DXB says, “When I was a baby creative, a sage-old ECD said to me, “If you want to impress me, do great work for a washing powder; they’re the hardest to crack.” He was dead right. So, it’s great to see our washing powder work winning big at the Global Effie Awards. It’s proof that you can still do brave, different, original work for one of the oldest products around.”

Marwan Yassin, Marketing Director, Unilever – Home Care, adds, “Delivering on both business and brand objectives is always a manifestation of a winning marketing strategy however, when these results are delivered through purposeful campaigns that aim for a better future for our children, and moreover get global attention and recognition from flagship advertising boards, our job becomes more meaningful, hence self-rewarding and fulfilling. The level of engagement and endorsements it received from parents across the Middle East is a true testament of the immense efforts that were put behind such an impactful campaign by the Unilever and the FP7 team in driving a genuine cause to enhance the well-being of children in the region.”