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WPP, Coca-Cola, BBDO Worldwide top Effie Effectiveness Index

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MUMBAI: Effie Worldwide has released its global rankings for the most effective marketers, brands, agency holding groups, agency networks, agency offices and independent agencies according to results of the 2015 Effie Effectiveness Index.

 

Now in its fifth year, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world, determined by their success in more than forty national & regional Effie Award competitions.

 

Companies ranked highest in the 2015 Effie Effectiveness Index globally include The Coca-Cola Company (marketer) and Coca-Cola (brand), WPP (agency holding group), BBDO Worldwide (agency network), Colombian agency Sancho BBDO (individual agency office) and Ukraine’s Banda Agency (independent agency).

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“Effie Worldwide’s annual Effie Index recognizes the exceptional ideas that delivered results and made a difference for businesses globally. The Index is distinctively comprehensive in that it shines a light on the incredible ideas that worked around the globe, from local to international campaigns, and from both multi-nationals and independent brands. This year’s honorees have set the bar higher for the industry and proven that great creative combined with thoughtful strategy equates to successful marketing initiatives,” said Effie Worldwide chair of the board of directors and Facebook vice president, global marketing solutions Carolyn Everson.

 

Highlights from this year’s rankings include TheCoca-Cola Company unseating Effie Index incumbent Unilever (now second) as the top ranked marketer. Procter & Gamble retained its third place position. Coca-Cola remained the most effective global brand for the third year in a row. Vodafone jumped to second place, bumping McDonald’s down to third in the global brand ranking.

 

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The top three most effective holding groups remained unchanged from last year, with WPP Group ranked as the most effective agency holding group for the fourth consecutive year, followed by Omnicom and Interpublic. For the second year in a row, BBDO Worldwide topped the world’s most effective agency network ranking, with McCann Worldgroup moving up one spot to second, pushing Ogilvy & Mather to third.

 

Sancho BBDO topped the Global Individual Agency Office rankings for the second year in a row. Banda Agency regained its spot as the most effective independent agency in 2015. It was previously ranked first in the 2013 rankings.

 

“The Effie Effectiveness Index is the world’s most prestigious ranking of effective marketing, and five years of data allows for a bigger picture to compare and contrast the trends in marketing. What’s more, by having access to the cases that led to success in the Effie Index, marketers can study best in class examples of effective marketing from around the globe,” said Effie Worldwide president and CEO Neal Davies.

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The 2015 Effie Effectiveness Index is compiled from 3,136 finalists and winning entries from worldwide Effie Award competitions between 1 January, 2014 – 31 December, 2014. This is the first time the Effie Index rankings were calculated using a January-December qualifying period, which will provide marketers with a better understanding of their success over a single calendar year. Previous rankings were tabulated over a June-June eligibility time period.

 

Effie Index Global Rankings:

 

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The top five most effective marketers in the world are: The Coca-Cola Company, Unilever, Procter & Gamble, Mondelēz and PepsiCo.

 

The top five most effective brands in the world are: Coca-Cola, Vodafone, McDonald’s, Pepsi and Movistar.

 

The top five most effective agency holding groups are: WPP Group, Omnicom, Interpublic (IPG), Publicis Groupe and Havas.

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The top five most effective agency networks are: BBDO Worldwide, McCann Worldgroup, Ogilvy & Mather, Lowe & Partners and Young & Rubicam.

 

The top five most effective individual agency offices are: Sancho BBDO (Bogota), FP7/DXB (Dubai), Lowe Lintas (Mumbai), Ogilvy & Mather (Mumbai) and FCB New Zealand (Auckland).

 

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The top five most effective independent agencies are: Banda Agency (Kiev), MINT (Dubai), thjnk (Hamburg), ACG Advertising Agency (Budapest) and Barnes, Catmur & Friends (Auckland).

 

The Index can also be analyzed by region and the companies that ranked highest in each region in 2015 are:

 

Asia Pacific

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Unilever (marketer), Coca-Cola (brand), WPP Group (agency holding group), Ogilvy & Mather (agency network), Lowe Lintas – Mumbai (agency) and Barnes, Catmur & Friends – Auckland (independent agency).

 

Europe

Unilever (marketer), Coca-Cola (brand), WPP Group (agency holding group), McCann Worldgroup (agency network), Adler, Chomsky & Warshavsky Grey in Tel Aviv (agency) and Banda Agency in Kiev (independent agency).

 

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Latin America

The Coca-Cola Company (marketer), Movistar (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO – Bogotá (agency) and a tie between Madre Buenos Aires and Beat (Bogota) (independent agency).

 

Middle East & Africa

Unilever (marketer), Coca-Cola (brand), Interpublic (IPG) (agency holding group), McCann Worldgroup (agency network), FP7/DXB – Dubai (agency) and MINT – Dubai (independent agency)

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North America

Procter & Gamble (marketer), Dove (brand), Publicis Groupe (agency holding group), Starcom MediaVest Group (agency network), Starcom MediaVest Group, Chicago (agency) and Cramer-Krasselt, Chicago (independent agency).

 

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Brands

Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Brands

Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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