Most effective advertisers in Europe 2024

Published by
Julia Faria,
Apr 23, 2025

In 2024, Unilever ranked as the leading advertiser in Europe in terms of effectiveness. The British holding had a score of 453.9 points. Anheuser-Busch InBev was the second most effective advertiser from a European country, with 286.2 points, followed by Reckitt, which scored 129 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 2024. Additionally, the country had a representative among the top three most effective media agencies on the European continent that year.

Best advertising campaign in Europe

The top-ranked advertising campaign in Europe in 2024 was "A Piece of Me" by the Dutch telecommunications holding KPN. It resulted from a joint effort of Dentsu Creative Amsterdam, Wefilm Amsterdam, and Mindshare Amsterdam.

Most effective advertisers in Europe in 2024 (index score)

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Release date

March 2025

Region

Europe

Survey time period

2024

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Overview

6

Digital overview

6

United Kingdom

5

Germany

5

France

5

Italy

5

Spain

5

Further related statistics

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Advertising in EuropeAdvertising worldwideTrust in media in EuropeDigital advertising in EuropeMedia usage in Europe
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