2010 Effie Awards: Clemenger BBDO Proximity Melbourne wins Effective Agency of the Year, Grand Effie to JWT Sydney for Allen’s campaign
The top prize at the second Australian EffieAwards has been won by JWT for its ‘How Allen’s regained its categorycrown by using fresh insight to put the smiles back into Jellies’ campaign onbehalf of Nestlé. The 17 gold, 15 silvers and 18 bronze Effies were announcedat a gala dinner in Sydney last night attended by 500 guests.
Thejudges said the Grand Effie winner JWT faced a daunting challenge. It was a strong case, from beginning to end, withoutstanding quantified results in a tough environment which created long termsustainability for an iconic brand. Clemenger BBDO Proximity Melbourne picked upthe inaugural “Effective Agency of the Year” award, winning six Effies.
Click here for the full list of winners:
McDonald’s ‘The burgers aren’t better at HungryJack’s’ campaign via DDB Sydney won two gold Effies as did the Qantas ‘Time to Choose’ by M&C Saatchiand Football Federation Australia‘s ‘The Great Christmas Gift Swindle’by Lowe Sydney. FBI Radio’s ‘AskRichard (Branson)’ campaign by Naked Communications, Sydney took out two gold awardsand one silver.
The Effie Awards, recognising effectiveness in marketingcommunications, are jointly staged by the Communications Council,and the AANA in association with Telstra.
Chairman of the Australian Effie Awards,Matthew Melhuish, says that this year‘s record entries and the big turnout for this year‘s gala evening was a huge vote ofconfidence: “It is great to see that our industry is socommitted to justifying and proving their campaigns‟ worth to clients,” he said.
The second Australian EFFIE awards saw 154entries and 102 finalists, which is impressive, added chairman of judges, ColinWilson-Brown. “The judges were very pleased with the qualityof entries, which shows there are plenty of marketing and advertisingcommunications centring on effective ideas. The winning entries truly reflect the breadthand depth of our current industry,” he said.
GOLD EFFIES
Food Confectionary and Snacks
· JWT (Nestle) “How Allen‟s Regained Its Category Crown byUsing Fresh
Insight to Put the Smiles Back Into Jellies”
· Naked Communications (George Weston Foods)”How the Ministry of
Muffins revived the fortunes of Little Bites ofCake”
Beverages
· AJF Partnership (National Foods – Farmers Union Iced Coffee 750ml
Stubby) “Fading brand legend gets FUICed andwins 9.5% growth”
· Clemenger BBDO Proximity, Melbourne (CUB)’Dry Dreams’ – “How
liberating Gen Y’ers useless dreams made thefickle commit”
Healthcare
· Ward6 (Valeant Pharmaceuticals), “UVTriplegard’s case for avoiding the
sea of sameness”
Consumer Services
· M&C Saatchi / Mark (Qantas FrequentFlyer), “Time to Choose”
· BMF /The White Agency/ IKON Communications(Commonwealth Bank),
“Home Loans Online Marketing Programme”
Government, Corporate and Social Services
· The Campaign Palace (Cancer Institute NSW),”The Dark Side of Tanning”
Return onInvestment
· M&C Saatchi / Mark (Qantas FrequentFlyer), “Time to Choose”
Long Term Effects
· Belgiovane Williams Mackay (Telstra BigPond),”The Power of Belonging”
Most Original Thinking
· Lowe Sydney (Football Federation Australia),”The Great Christmas Gift
Wrapping Swindle”
· Naked Communications (FBi Radio) “How to savean iconic Australian
radio station: Ask Richard (Branson)”
New Product or Service
· DDB Sydney (McDonald’s), “The burgers aren’tbetter at Hungry Jack’s!”
Small Budget under $500K
· Lowe Sydney (Football Federation Australia),”The Great Christmas Gift
Wrapping Swindle”
· Naked Communications (FBi Radio) “How to savean iconic Australian
radio station: Ask Richard (Branson)”
Small Budget Between $500K – $1 Million
· DDB and phdcreative (McDonald’s Australia andRonald McDonald House
Charities (RMHC) Australia) “How a little’Hope, Love and Courage’
revitalised one of Australia’s longest standingcharity fundraisers”
Best State Campaign
· The Brand Agency (Curtin University ofTechnology) “The Box”
24 Comments
great work fraizer!
why put effectiveness award info on this blog?
all us junior creatives care about is the other kind of awards…you know, the ones given out by overweight, millionaire art directors who have lost touch on reality.
As just another creative it’s disappointing to see an average ad that was blatantly lifted from an existing video being rewarded.
But again that’s just part of our industry. So regardless, well done on winning the Grand Effie.
Congratulations to all the winners.
Great news.
Look forward to all the jealous, negative comments.
We know who you are 9.35 – it’s an inside job.
My kids think she’s creepy.
‘Retained its category crown’?…what a joke.
WHAT?! Bammercise didn’t get a nomination? This industry’s fucked…
congrats Luke and the JWT crew
Well done Naked. Three gold. You guys done good. Long live FBi Radiocyz892
So two thirds of all entries got finalist? Could be a bit more selective…
Good lord, the Palace did pretty well
JWT fires their ECD and then proudly announces their EFFIE win. No wonder they grow smaller every year.
Has Angus Hannah been fired already?
BOS, JASON, JOHNNY…. WELL DONE BOYS. WELL DESERVED.
Apparently Bos single-handedly boosted sales of jellies by 20%
Maybe there should be an award for the longest and most pretentious entry title.
FBi radio lives. Effective indeed
Effective really? is it measurable? what were the results?
seriously?
10.53 all winners papers can be found at http://effies.com.au/effies/winners-.aspx they have measures, results, seriously. That’s the purpose of the awards?!?
Here’s my dead horse. Where’s my Effie?
Jealousy isn’t pretty, insiders!
10.52, S come back when you’ve won an Award of any kind!
That giant doll ad is the creepiest thing I’ve seen on this blog.