The Monkeys named Effective Agency of the Year at the 2022 Australian Effie Awards; Special scores Grand Effie for Uber Eats ‘Tonight, I’ll be eating’
The Monkeys has been named Effective Agency of the Year at the 2022 Australian Effie Awards for the third consecutive year, scooping one Gold, four Silvers and one Bronze across two clients, Beam Suntory and Telstra.
Special Australia was awarded The Grand Effie for its entry ‘Tonight I’ll be eating… for Uber Eats Australia’ along with two Golds and one Silver for the agency’s Uber Eats campaigns.
According to the judging panel, Special Australia’s entry had a tight strategy with highly creative and executional rigour seen throughout the campaign: “‘Tonight I’ll be eating…’ was clearly very successful, evidenced by its success in Australia and other markets,” they said.
“This is a brilliant case study that proves everything the textbooks tell us. From the mass reach and distinctive assets of Byron Sharp to the long and short of Binet and Field.”
A Gold Effie was also awarded to M&C Saatchi for its ‘Thrive by Five’ campaign for The Minderoo Foundation. Leo Burnett Australia also took home a Gold for its ‘One House to Save Many’ campaign for Suncorp.
Uber Eats Australia also scooped the Effective Advertiser of The Year Award, with the judges commenting that: “Uber Eats’ advertising has captured the public’s imagination, with demonstrable success in Australia and around the world, serving as a great case for the power of creativity to drive brand success.
“It has dominated the OFD market as well as consumer hearts and minds.
“The commitment to creativity and a test-and-learn culture has ensured the company’s multi-channel advertising remains fresh in consumers’ minds and continues to drive measurable outcomes. It is truly effective work.”
The Effie Awards dinner and show was held on Wednesday evening at Doltone House, Jones Bay Wharf hosted by comedian Cal Wilson, delivering a further 12 Silver, 18 Bronze awards, bringing the total number of agencies awarded for outstanding, measurable results to 14 agencies and the number of clients to 17.
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,” he said.
The full list of Gold Effie winners by category is as follows:
Most Original Thinking
Leo Burnett Australia – Suncorp – One House to Save Many
Positive Change
M&C Saatchi – The Minderoo Foundation – Thrive by Five
Other Services
Special Australia – Uber Eats Australia – ‘Tonight I’ll be eating …. with the Grey Wiggle’
Long Term Effects
Special Australia – Uber Eats Australia – ‘Tonight I’ll be eating ….’
New Product or Service
The Monkeys Australia – Beam Suntory – Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever.
The 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
10 Comments
is the effectiveness of this work judged?
Read an Effie paper, you donkey.
Go Tara and The Monkeys!
Well done to all the Monkeys who truly worked on these winning projects. Big win.
Aussie Effies hate Ogilvy. Most Effective Network in ALL the internationals and when it comes to Australian Effies, Zilch.
@What? The scoring is totally different. APAC give something like double the points for creative and they don’t require an ROI calculation.
Why would I do that when it’s much easier and quicker to ask for a brief overview
Why you so angry anyway?
It’s almost like they knew they had it in the bag when they were lunching at Hotel Centennial on Wednesday.
I always find it weird when something wins big yet the creative work was never PR’d. Monkeys seem to do that a lot. Are they embarrassed by the creative? Would love to see the -196 work that contributed to the win. Can someone share?
Go Amanda and The Monkees! Always such great work…..