For the second year in a row, fast food giant McDonald's was named the most effective brand in the Effie Effectiveness Index, which was released today.
The brand was also ranked No. 4 in the most effective global advertisers segment.
Launched in 2011 by Effie Worldwide and Warc, a global marketing intelligence service, the Effie Index recognizes the most effective marketing communications ideas from around the world.
"The 2012 Effie Index rankings, when compared with 2011's inaugural rankings, clearly demonstrate the global shifts in business performance over the past year," says Matt Seiler, Effie Worldwide chairman. "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."