Effies: Allen’s ad wins top effectiveness gong; Clems is effective agency of the year; Naked wins most gold
A JWT campaign for Nestle’s confectionery brand Allen’s won the top prize at last night’s Effies awards for advertising effectiveness.
The case study won the Grand Effie.
Menawhile, Clemenger BBDO Proximity Melbourne won the inaugural “Effective Agency of the Year” award, while Naked Communications won the most golds.
The effies is organised by The Communications Council and supported by the Australian Association of National Advertisers.
Awards chairman Matthew Melhuish of BMF said: “It is great to see that our industry is so committed to justifying and proving their campaigns’ worth to clients.”
Judign chairman Colin Wilson-Brown said: “The judges were very pleased with the quality of entries. The winning entries truly reflect the breadth and depth of our current industry.”
The gold winners:
Food Confectionary and Snacks
- JWT (Nestle) “How Allen‟s Regained Its Category Crown by Using 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 of Cake”
Beverages
- AJF Partnership (National Foods – Farmers Union Iced Coffee 750ml Stubby) “Fading brand legend gets FUICed and wins 9.5% growth”
- Clemenger BBDO Proximity, Melbourne (CUB) ‘Dry Dreams’ – “How liberating Gen Y’ers useless dreams made the fickle commit”
Healthcare
- Ward6 (Valeant Pharmaceuticals), “UV Triplegard’s case for avoiding the sea of sameness”
Consumer Services
- M&C Saatchi / Mark (Qantas Frequent Flyer), “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 on Investment
- M&C Saatchi / Mark (Qantas Frequent Flyer), “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 save an iconic Australian radio station: Ask Richard (Branson)”
New Product or Service
- DDB Sydney (McDonald’s), “The burgers aren’t better 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 save an iconic Australian radio station: Ask Richard (Branson)”
Small Budget Between $500K – $1 Million
- DDB and phdcreative (McDonald’s Australia and Ronald McDonald House Charities (RMHC) Australia) “How a little ‘Hope, Love and Courage’ revitalised one of Australia’s longest standing charity fundraisers”
Best State Campaign
- The Brand Agency (Curtin University of Technology) “The Box”
In addition to the 17 gold Effies, 15 silvers and 18 bronzes were also awarded. The full list of winners can be found on the Australian Effie Awards website
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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topics
AANA
Advertising
AJF Partnership
Allen's
Australian Association of National Advertisers
Belgiovane Williams Mackay
BMF
Brand Agency
BWM
Campaign Palace
Clemenger BBDO Proximity
Colin Wilson-Brown
DDB
effectiveness
Effies
Ikon
JWT
Lowe
M&C Saatchi
Matthew Melhuish
Naked Communications
Nestle
Ward6
White Agency
Nice work all. Head hurts. Must stop typing.
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Well deserved for all, especially Naked.
🙂
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Thanks Tom
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The Allens spot scares my daughter
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