P&G Tops List Of Most Effective U.S. Advertisers

 In International

Procter & Gamble tops the list of the most effective U.S. advertisers, according to the 2012 North American Effie Effectiveness Index.

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IBM and Microsoft, tied with EA, come in at No. 2 and No. 3, respectively.

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"Effectiveness" is defined as success based on a mix of brand-specific metrics and goals including ROI, sales growth, brand awareness, and spurred action, as assessed by Effie jurors.

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Common among the top 10 most effective advertisers? "Each of the advertisers at the top of the ranking had multiple winners across categories," said Matt Seiler, CEO of IPG Mediabrands and Effie Worldwide chairman of the board. And what unites the winners, he said, is that they "had really compelling stories that got the audiences to feel like they were involved. There is either a passive or active participation that is common throughout," he said. "They respected the audience, they were made to feel like they were a part of the story. The most important thing from a marketer’s perspective is to be genuine, to treat people with respect. That’s what has always been true of great storytelling and of great marketing, which is that emotional connection, the desire to get involed, but the means by which people can get involved has changed." Forbes – Read more…
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