Coca-Cola has returned to the top of Effie’s Most Effective Brand rankings, unseating its primary competitor after a year in second place.

The 2019 Effie Index rankings was compiled based on the cumulative results from 46 national, regional and multi-national Effie Awards competitions in 2018. Juries of industry experts evaluated and judged case studies based on how the creative ideas addressed challenges and objectives – and, ultimately, delivered results.

Unlike programs like Cannes Lions, which recognize advertising solely based on creativity, Effies reward campaigns that drive core metrics like purchase intent and sales.

“Effies reward advertising that effectively straddles the worlds of business and creativity, and that links what’s relevant to the consumer with what’s uniquely relevant to the brand,” said Rodolfo Echeverria, VP, Global Creative, The Coca-Cola Company. “At Coca-Cola, we’re strive to creative campaigns that balance art and science – and ultimately build our brands and business.”

Coca-Cola, which has topped the annual Effie Index five times since 2011, climbed back to the No. 1 spot on the strength of more than 60 winning campaigns from around the world. The Coca-Cola Company also ranked No. 3 on the Effie Index of the most effective marketers, trailing only Unilever and Nestlé.