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Effie 2011: Ogilvy is crowned Agency of the Year

With 97 case studies from 20 agencies, Effies 2011 was a night to watch out for. While O&M walked off with a handful of metals, JWT also put up a strong performance

Surbhi Chawla | Delhi | December 15, 2011

The evening of December 14 was a little special for the Indian advertising fraternity as they all gathered at the Royal Western India Turn Club at the Mahalaxmi Race Course in Mumbia to witness the much-awaited Effie 2011 awards. Organised by the Ad Club Bombay, there were a total of 97 case studies shortlisted for this year’s Effies from 20 agencies, which was higher than the 81 case studies shortlisted (from 14 agencies) in 2010.

Ogilvy & Mather won the coveted ‘Agency of the Year’ Effie yet again this year, while the award for the client of the year went to Cadbury India.

Taproot India on the other hand walked away with the big one -- the Grand Effie -- for its ‘Change the Game’ campaign for PepsiCo.

Out of the six case studies received for the Consumer products (others) category, JWT was awarded the Gold for its ‘Nike Bleed Blue’ campaign for Nike India. While there were four Bronzes that were awarded, two of which went to Lowe Lintas, Ogilvy and Leo Burnett bagged one each for the ‘Titan goes Purple and Tommy, Esprit, Guess go green with envy’ for Titan Industries and ‘Tide Collars’ campaign for P&G, respectively.

It was raining Gold in the Consumer products (Beverages/Drink, Confectionary and Food) category with a total of five golds being awarded. Of these, Ogilvy got two, while Contract, Taproot and JWT got one each. The Silver Effie was awarded to Interface Communications. There were two Bronze Effies too, which were bagged by McCann Worldgroup and Ogilvy.

The Brand Equity Bravery Award was bagged by BBDO India for its ‘Gillette Shave Sutra’ campaign. The Marico Uncommon Sense Award was awarded by Ogilvy for its ‘Vodafone - BB for everyone’ campaign.

In the Consumer Products (Cosmetics & Toiletries) category, there were a total of five case studies shortlisted: BBDO’s ‘Gillette Shave Sutra’ campaign for P&G, Marico’s ‘Recommended by Sufferers’ campaign by BBH, Pond’s ‘Walking the tightrope’ by Ogilvy, Dove’s ‘Ambush the Ambush’ by Ogilvy, and Clear Anti Dandruff Shampoo’s ‘Sar pe Haath - I Swear’ campaign by Lowe Lintas. Ogilvy and BBDO won a gold each, while the silver went to BBH and the bronze again went to Ogilvy.

The Integrated Advertising campaign category had eight shortlisted case studies. There were two Gold Effies, both lapped up by Oglivy. The four silver awards were bagged by Taproot India, McCann Worldgroup, Ogilvy and Contract Advertising.

In the Retail Advertising category, there bronzes were awarded.  Leo Burnett got its hands on two for its McDonald's campaigns -- ‘How Spicy is McSpicy?’ and ‘Shukra Hai, McDonald's Hai’.  Lowe Lintas got a bronze for its Tanishq campaign.

DDB Mudra got a Gold Effie in the Health Advertising category for its Dr Reddy's Laboratories’ ‘The joys of motherhood’ campaign. In the Regional Advertising segment, Ogilvy and BBH were awarded a bronze metal each. Ogilvy also bagged a Gold Effie for Tata Sky’s ‘Tru Choice’ campaign in the Consumer Durables (Electronic Goods) category along with two more in Consumer Durables (Auto, 2-wheeler and related) category -- for Ceat Grip and Bajaj Pulsar. The silvers in this were won by DDB Mudra, JWT and Draftfcb Ulka. The Bronze Effie went to Creativeland Asia for its Audi A8 L campaign and McCann got it for the ‘TVS Scooty Pep+’ campaign.

Out of the total nine case studies in the Financial Services category, three bronze metals were awarded to Ogilvy, Leo Burnett and JWT, while the silver went to Ogilvy, and JWT picked up the Gold Effie. The Services (Others) category had five case studies and three of them were awarded a Silver Effie, which went to Ogilvy, TBWA and DDB Mudra. The gold in this category was won by Leo Burnett.

In the Services (Telecom and related products) category, Ogilvy again picked up a Gold Effie for its Vodafone campaign along with Lowe Lintas which got the honour for the work done on Idea Cellular. The silver Effie for this category too went to both these agencies, while the bronze Effie was given to Draftfcb Ulka and Ogilvy.

In the Consumer Durables (Other) category, Ogilvy picked up a silver and JWT got a bronze for Godrej Security Solutions.

Creativeland Asia got Silver Effie for its Audi 24-hour Le Mans Race in the Digital Advertising (Online & mobile) segment.

In the Corporate Advertising (Social Causes) segment, the Aviva campaign 'The Great Wall of Education' helped BBDO Proximity to bag a Silver Effie and the bronze went to McCann Worldgroup for its Saffola ‘World Heart Day’ campaign. The Corporate Reputation category had two case studies – Dainik Jagran and Volkswagen. DDB Mudra won a silver for its Volkswagen campaign while McCann’s work on Dainik Jagran got a bronze.

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