Leading advertisers in Europe 2019

In 2019, the leading advertiser in Europe in terms of effectiveness was Unilever. The multi-national consumer goods company produces food, beverages, cleaning agents, and personal care products. They ranked first as the leading advertiser in Europe with 230.7 points. Worldwide, they are the fourth largest FMCG company in terms of sales.

Other top advertisers

After Unilever, the second-best ranked advertiser in Europe in 2019, with a score of 176.7, was the Dutch lager beer brand Heineken. In third place came Swiss company Nestlé with 163.2 points. Nestlé were the most successful FMCG company in the world based on net sales in 2018, outdoing the leading advertiser Unilever.

Best advertising campaigns in Europe

The top ranked advertising campaign in Europe in 2019 was “How L’Oréal Paris True Match climbed to No.1 by making everyone feel ‘Worth It’”. The campaign for the L'Oréal True Match make-up line was carried out by the London, Paris and Melbourne branches of American advertising agency McCann.