25 January 2022

Effie Worldwide Announces Updated Calculation for Effie Effectiveness Index

Revised ranking method developed to further spotlight quality and marketing effectiveness.

The Effie Index identifies and ranks the marketing industry's most effective marketers, agencies and brands -globally, regionally and locally, as well as within industry sectors - by analyzing winner and finalist data from 50+ Effie Awards competitions worldwide.

Effie Worldwide has evolved the Effie Index calculation method from a linear to exponential scale in order to further recognize the most effective marketers each year. 

Winning an Effie is a significant achievement, and the refreshed Index model is designed to shine an even brighter light on the case studies that excelled at the highest level.  In recognition of collaboration and in support of teamwork across companies, the weighting between Lead and Contributing companies remains the same across the previous and new Index calculation method.

The evolution is the outcome of ongoing consultation with marketers spanning disciplines across the industry, as well as the organizers of local Effie programs around the world on behalf of their networks who have provided their expert opinion and independent guidance to ensure the local Effie Ranking and the Effie Index remain relevant and representative of our global industry.

The Index provides an insightful glimpse into who is delivering Ideas that Work across the globe and acts as a benchmark for excellence in marketing effectiveness, allowing marketers to compare their performance with that of their peers.

The next global Effie Index 2021 will be calculated according to a new methodology and announced in the spring and summer of 2022.

Thus, all finalists and winners of the Ukrainian program Effie Awards 2021 in the international ranking Effie Index 2021 will be included in the new scoring system.

At the same time, the national ratings of the effectiveness of communication, media agencies and advertising and communication groups 2021, which are presented on the VRK website https://vrk.org.ua/ranking/ are final.

In the 2022 Effie Awards Ukraine season, all national performance rankings, as well as the most effective advertisers and brands in Ukraine, will be determined according to the new methodology of the global Effie Index

If you have any questions, please contact the organizing committee of Effie Ukraine - rec@vrk.org.ua