Saatchi & Saatchi takes home Grand Effie
CHEP Network, BMF, and The Monkeys, part of Accenture Song, dominated at the 2023 Australian Effie Awards, taking home seven or more awards each, while Saatchi & Saatchi won the Grand Effie.
Mumbrella’s 2023 Full Service Agency of the Year, CHEP Network, has been named the Effective Agency of the Year while also taking home one Gold, three Silvers and four Bronzes.
The agency’s work across three clients – Samsung, Nutricia and Curing Homesickness – was recognised at the annual gala dinner. It took home Gold for the Samsung ‘Flipvertising’ campaign.
The judges noted that the campaign was “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.”
Tony Hale, CEO of the Advertising Council Australia (ACA), said: “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.”
BMF also won a Gold award for its Tourism Tasmania campaign – ‘The Off-Season’. The agency took home multiple awards for it’s Aldi Christmas campaign, as well as its work for the Department of Social Services.
On BMF’s Gold win, the judges said: “This case is a great demonstration of how marketing can influence both 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.”
Four Bronze and two Silver Effies were awarded to The Monkeys, part of Accenture Song, across four clients – Beam Suntory, Meat & Livestock Australia, The Government of Tuvalu and Telstra.
The agency also took home a new award – the Colin Wilson-Brown Chairman’s Award for its multi-award winning campaign for the Government of Tuvalu.
The new award was created in Wilson-Brown’s honour, as an acknowledgement of his lifetime of achievement and dedication to effectiveness.
Colin Wilson-Brown (right) with The Monkeys, part of Accenture Song
Saatchi & Saatchi won Gold in the Food and Beverage Brands category for it’s work with Arnott’s. The agency also won the Grand Effie for the campaign.
Toby Aldred, GM of Saatchi & Saatchi and chief client officer of The Neighbourhood, the agency’s connected platform built for Arnott’s, said: “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.”
M&C Saatchi took out the Gold in the Long-Term Effects category for ‘revitalising Big W by celebrating the real every day of modern families’, as well as Silver in the Brand Value category.
Ogilvy Australia won the Effie Effective Advertiser award, with 5 other wins under its belt.
Adelaide-based agency Showpony won Best Smaller State Campaign, as well as a Bronze in the Small Budget and Food and Beverage categories for it’s ‘Go a Moe’s’ campaign.
“Australia’s ad agencies and marketers have again adhered to highly held standards, ensuring every advertising dollar translates into outstanding commercial success,” Hale said.
“Congratulations to everyone who walked away with a trophy,” he concluded.
The full 2023 Australian Effie Awards winners list (also available here):
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Advertising
Australian Effie Awards
BMF
CHEP Network
Effies
M&C Saatchi
Ogilvy
Saatchi & Saatchi
The Monkeys
Tony Hale
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