CHE Proximity crowned Effective Agency of the Year and wins six other Effies at the 2018 Awards
Clemenger Group’s CHE Proximity has been named Effective Agency of the Year at the 2018 Effie Awards.
The full service agency, led by CEO Chris Howatson, also scored one Gold Effie for its ‘Inconvenience Stores’ campaign for Swann Insurance and managed to take home five other Silver Effies.
CHE Proximity took home seven Effie’s altogether
CHE Proximity won a Gold Effie in the Marketing Solutions Other Than Advertising and PR category and Silver Effie’s for Financial Services; Travel, Leisure and Media; Most Original Thinking; Small Budget and Digitally Led Ideas.
Another big winner of the night was Host/Havas – which launched in October after agencies Host and Havas merged – taking home the Grand Effie for its client Defence Force Recruiting.
The judges labeled the campaign as “exceptionally impressive and well-told story”.
“It’s so hard to change a person’s mindset, let alone get tangible behaviour or action, such as enlisting, and yet this campaign has done that,” the judges said.
Host/Havas also scored a Gold Effie in the Long-Term effects category for the same campaign.
Independent agency Richards Rose also won two Gold Effies for Mitsubishi Motors.
Two Golds were also presented to Ogilvy Australia for Kimberly Clark Australia’s ‘Let’s Move On’.
Accenture’s The Monkeys also accepted two Gold Effies for Beam Suntory and Meat and Livestock Australia.
Meanwhile one Gold went to TBWA/Sydney for its ‘Coolest Suit on the Plane’ campaign, and The Works for its Optus ‘Bolt, A Marathon Story’ campaign.
Later in the evening, discount supermarket Aldi, and its creative agency BMF, managed to win the Effective Advertiser Award.
“Aldi is a very impressive example of effectiveness through total alignment of purpose. It’s very clear that the organisation is totally aligned with their marketing department and that the marketing department is totally aligned with their agency,” the judges added.
Mark Green, chair of the Communications Council, added: “One decade on, the Effies remain one of the most important dates in our industry’s calendar. These awards have one of the most rigorous judging processes, so even to become an Effie finalist is a huge achievement. Congratulations to all our winners and finalists.”
Other agencies to win an Effie included JWT Melbourne, Clemenger BBDO Melbourne, Y&R New Zealand, Bashful, AJF Partnership, WhiteGrey and BWM Dentsu.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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