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In 2023, Anheuser-Busch InBev ranked as the leading advertiser in Europe in terms of effectiveness. The Belgium beverage company had a score of 476.5 points. Unilever was the second most effective advertiser from a European country, with 427.7 points, followed by Reckitt, which scored 99.5 points.

UK rules the European advertising market

The source's ranking measures effectiveness by tracking global advertising competitions and compiling the most awarded campaigns and companies. Following this methodology, the United Kingdom was named Europe's most effective advertising market in 2023. Additionally, the country had three representatives among the top 10 most effective media agencies in the European continent that year, with UM/ Manchester leading the ranking.

Best advertising campaign in Europe

The top-ranked advertising campaign in Europe in 2022 was "The Breakaway: the first eCycling team for prisoners" by the sports and activity retailer Decathlon. BBDO's campaign concept had six prisoners from Belgium's Oudenaarde Prison participating in a ride online with other cyclists to show how sport can change lives.

Most effective advertisers in Europe in 2023 (index score)

Advertisers (country of origin)	Location	Number of points
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Release date

May 2024

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Region

Europe

Survey time period

2023

Supplementary notes

The source provides the following information about the methodology: "The WARC Effective 100 is a ranking of the world’s most awarded campaigns and companies for effectiveness. It compiles the results of award shows that ran the year prior to its publication (e.g. the 2024 rankings reflect the results of award shows that ran in 2023)."
The release date is the date of access.

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