CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

October 12 2023, 11:00 pm | BY Ricki Green | 4 Comments
CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

CHEP Network has been named Effective Agency of the Year at the 2023 Australian Effie Awards, scooping one Gold, three Silvers and four Bronze across three clients – Curing Homesickness, Nutricia and Samsung.

 

The agency was awarded gold for its Samsung Flipvertising campaign, a genuinely innovative and compelling case with strong commercial results. The evidence was clearly presented, with the use of independent mix-modelling isolating the effects of the work and defining its impact.

CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

Saatchi & Saatchi, part of The Neighbourhood, was awarded The Grand Effie for its entry ‘How little moments made big bickies for Arnott’s’. According to the judging panel, this textbook case showed how Arnott’s comprehensive marketing, media and creative strategies combined to deliver an impressive return on investment in a difficult and competitive sector. The case was succinctly written, with data that clearly highlighted the power of emotive brand advertising to drive sales in a price-sensitive sector.

Says Toby Aldred, GM of Saatchi & Saatchi and chief client officer for The Neighbourhood: “This is a fantastic story of Saatchi & Saatchi creativity and Spark Foundry media smarts giving an Australian business an unfair advantage, and we are bloody delighted for Arnott’s and extremely proud of our team. It’s an exciting example of The Neighbourhood, our Publicis Groupe connected platform built for Arnott’s.”

CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

A Gold Effie was also awarded to BMF for its entry ‘How anti-ordinary thinking drove anti-ordinary results for Tasmania’s ‘off season’, for Tourism Tasmania.

The judges said: “This case is a great demonstration of how marketing can influence attitudes and behaviour when well-thought-through strategy leads to authentic and compelling creative. It’s great to see a brand continuing to find insights to unlock business solutions and deliver impressive ROI.”

Says Sarah Clark, CEO, Tourism Tasmania: “We are incredibly excited to win not only one, but two marketing awards of the highest calibre for our Off Season campaign.

“The campaign has been brought to life in unexpected places and innovative ways designed to appeal to peoples’ needs for escape and enrichment, particularly those in urban environments.

“Tasmania is a destination synonymous with art, culture and nature, and the campaign engages in ways more aligned with a culture or lifestyle brand than a travel or tourism brand.

“It’s wonderful to see the Off Season resonating with our audiences and look forward to evolving the campaign over the coming years to continue driving visitation to Tasmania during winter.”

Says Thomasine Burnap, group planning director, BMF: “To win an Effie is awesome. But winning Gold, if I may say, is even better. And Tourism Tasmania deserves that. Come Down for Air and its offspring, The Off Season, is more than a communication idea, it packages up the culture and identity of a whole state.

“Aussies have a doona culture when it comes to even mild winters, wanting to sleep it away or escape it. So, we reframed Tassie’s wild and weird winter experience as a wake up that smacks you in the face. In a good way. And they came in droves. I’m so proud that our incredible client and our BMF team were recognised for this work.”

CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

The judges also congratulated M&C Saatchi for taking home a Gold for ‘Every day’s a big day’ for Big W in a very competitive and challenging category: “The campaign has proven to be a big platform that stretches across multiple retail occasions and with continued investment, has delivered a solid discount retail ROI.”

KFC Australia scooped the Effective Advertiser of The Year Award, for numerous campaigns with Ogilvy Australia over a three-year period. The judges unanimously voted for its ‘brave creativity that works’, with the case demonstrating a clear link between creativity and effectiveness. With ROI foremost in the success criteria, the organisation’s culture clearly enshrines effectiveness within its marketing team and agency partners.

This year, the judges also honoured Arnott’s Group and Saatchi & Saatchi, part of The Neighborhood, and Beam Suntory and The Monkeys, part of Accenture Song, with highly commended for Effective Advertiser.

CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

The industry came together to thank Effies chair Colin Wilson-Brown for a lifetime of achievement and dedication to effectiveness. A new award was created in his honour – the Colin Wilson-Brown Chairman’s Award, which was presented to The Monkeys, part of Accenture Song for the Government of Tuvalu entry ‘How can a country exist without land?’

The Effie Awards dinner and show was held tonight at Sydney’s Doltone House, hosted by comedian Tom Gleeson and delivering five special awards, four gold, 14 Silver and 25 Bronze awards, bringing the total number of agencies awarded for outstanding, measurable results to 14 and the number of clients to 25.

Says Tony Hale, CEO, ACA: “The Australian Effie Awards are known to represent the highest standard of any marketing effectiveness award program in the world, demonstrating just how deserving all of this year’s winners are.

“Australia’s ad agencies and marketers have again adhered to highly held standards, ensuring every advertising dollar translates into outstanding commercial success. Congratulations to everyone who walked away with a trophy.”

CHEP Network named Effective Agency of the Year at the 2023 Australian Effie Awards; Saatchi & Saatchi, part of The Neighbourhood wins Grand Effie for Arnott’s campaign

The full list of Gold Effie winners by category is as follows:

Saatchi & Saatchi, part of The Neighbourhood
Gold – Arnott’s ‘How little moments made big bickies for Arnott’s’ – Food and Beverage Brands

CHEP Network
Gold – Samsung ‘From Hunted to Hunter: How ‘Flipvertising’ Revolutionised a Digital Advertising Adventure and Captured Gen Z’s Attention’ – Innovative Media or Channel Solutions

BMF
Gold – Tourism Tasmania ‘How anti-ordinary thinking drove anti-ordinary results for Tasmania’s off season’ – Insight & Strategic Thinking

M&C Saatchi
Gold – BIG W ‘Revitalising BIG W by celebrating the real every day of modern families’ – Long-Term Effects

Advertising Council Australia would like to thank all of its sponsors and supporters for their generous support, including Marquee Sponsor Think TV, Ad Standards, Google, UnLtd and YouTube.

VIEW THE FULL LIST OF WINNERS