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Effie 2012: Ogilvy picks agency of the year award with maximum 24 medals

McCann stood second with 10 medals followed by Lowe Lintas and Partners with 9 medals. Taproot India won 3 Gold medals

Shachi Tapiawala | Mumbai | December 5, 2012

79 medals from 128 finalists and 4 special awards including 'Agency of the year', 'Client of the year', 'Grand Effie' and Uncommon Sense Award'. This was the final result of Effie 2012 held in Mumbai yesterday. Given to the most effective communication and campaigns, Effie uses four criteria to judge the effectiveness of a campaign. They are: ‘What is the strategic objective’, ‘What is the big idea’, ‘How the idea has been brought to life’ and ‘What are the results’.

Organised by The Advertising Club, Effie had attracted 357 entries in its 12th year from 50 agencies out of which there were 128 shortlists from 27 agencies.

Yesterday evening saw Ogilvy & Mather walking away with Agency of the Year award while Client of the Year was Cadbury India. Ogilvy also won the Grand Effie for Cadbury Dairy Milk Kuchh Meetha Ho Jaye. Besides, Ogilvy was also given Marico Uncommon Sense Award for Satyamev Jayate campaign for Star India. Ogilvy also won 24 more medals with maximum 9 Gold, 10 Silver and 4 Bronze and a Lenovo Tech Doers Award. In total, the agency bagged 27 honours.

McCann Worldwide stood second with 10 medals followed by Lowe Lintas and Partners with 9 medals. Taproot India won 3 Gold medals for its campaign for Bharti Airtel.

AGENCY TALLY (On the basis of No. of total medals won)
Agency Gold Silver  Bronze Total
Ogilvy & Mather 9 10 4 24*
McCann Worldgroup 0 3 7 10
Lowe Lintas and Partners 0 3 6 9
Leo Burnett 0 0 8 8
JWT 0 1 3 4
Taproot India Communication Pvt. Ltd 3 0 0 3
Mindshare 0 0 3 3
Jubilant Foodworks Ltd 1 1 0 2
ABP One 0 2 0 2
BBH India 0 1 1 2
DRAFTFCB Ulka 0 1 1 2
DDB Mudra 0 0 2 2
Meridian Communications 1 0 0 1
Happy Creative Services 1 0 0 1
Contract Advertising India Pvt. Ltd 0 1 0 1
Rediffusion Dentsu Young & Rubicam Pvt.Ltd. 0 1 0 1
Saatchi & Saatchi Pvt. Ltd. 0 1 0 1
Jack in the Box Worldwide 0 0 1 1
BBDO India Pvt. Ltd. 0 0 1 1
Interface Communications 0 0 1 1
Total 79

*One Lenovo Tech Doers Award included in Ogilvy's tally of 24.

EFFIE 2012 - WINNERS
Agency of The Year - Ogilvy & Mather
Client of The Year - Cadbury India
Grand EFFIE to Ogilve and Cadbury India for Kuchh Meetha Ho Jaye
CONSUMER PRODUCTS : A. COSMETICS AND TOILETRIES 
No. Campaign Title Name of Agency Client Brand Medal
1 Vaseline- The Voice Of a nation BBH Communications India Pvt. Ltd Hindustan Unilever Ltd Vaseline Silver
2 Making Body The New Face McCann Worldgroup Marico Limited Parachute Advanced Body Lotion Bronze
3 MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH Mindshare Hindustan Unilever Ltd Axe Shower Gel Bronze
CONSUMER PRODUCTS : C. OTHERS  
1 WASTE TIME - Because you will never be young again JWT Timex Helix Bronze
2 As Aamir steals light, Titan steals a march over competition Ogilvy & Mather Titan Titan Silver
CONSUMER PRODUCTS : B. BEVERAGES / DRINK, CONFECTIONARY AND FOOD
1 Iss Diwali aap kisse kush karenge? Contract Advertising India Pvt. Ltd Cadbury Cadbury Celebrations Silver
2 Har Mausam Aam Leo Burnett Coca-Cola Maaza Bronze
3 Kissanpur Lowe Lintas and Partners Hindustan Unilever Ltd Kissan Bronze
4 When we made Anna take on Dhoni to win the teen Battle McCann Worldgroup Coca-Cola Coca-Cola Bronze
5 Have you earned it? Ogilvy & Mather Cadbury Cadbury Borunville Bronze
6 Tayyari Jeet Ki Ogilvy & Mather Cadbury Bournvita Silver
7 Have you felt Silk lately? Ogilvy & Mather Cadbury Cadbury Dairy Milk Silk Silver
SERVICES : A. TELECOM AND RELATED PRODUCTS
1 Fair always DRAFTFCB Ulka Tata Teleservices Tata Docomo Silver
2 Baat sirf paison ki nahin hain JWT Bharti Airtel Airtel Money Silver
3 Har Ek Friend Zaroori Hota Hai Taproot India Communication Pvt. Ltd Bharti Airtel Airtel Gold
SERVICES : B. FINANCIAL SERVICES  
1 Kotak Mahindra Bank Subbu 6% Cartwheel Creative Consultancy Pvt. Ltd. Kotak Mahindra Bank Kotak Mahindra Bank Silver
2 Even Gods can feel insecure JWT Birla Sun Life Insurance Birla Sun Life Insurance Bronze
3 Life Insurance in Just 10 Minutes Lowe Lintas and Partners ICICI Prudential Insurance ICICI Prudential Insurance Bronze
4 Aapke sachche Advisors Ogilvy & Mather Max Life Insurance Max Life Insurance Silver
SERVICES : C. OTHERS
1 Koi Bhi Insaan Chhota Nahi Hota Leo Burnett Sony Entertainment Television KBC Bronze
2 Har Idol Ke Peeche Hote Najaane Kitne Idols Leo Burnett Multi Screen Media Indian Idol Bronze
3 Satyamava Jayate- Managing A Billion Expectation Ogilvy & Mather Star India Satyamev Jayate Gold
4 'Undumb India' Ogilvy & Mather The Hindu The Hindu Gold
5 Poochne Main Kya Jata Hai Ogilvy & Mather Tata Sky Tata Sky Silver
DIGITAL ADVERTISING (ONLINE/MOBILE COMMUNICATION) 
1 Being Bond DDB Mudra Group Star India Star Movies Bronze
2 Why this Kolavari Di Jack in the Box Worldwide Sony Music Kolaveri Di Bronze
3 Online ordering Jubilant Foodworks Ltd Jubliant Foodworks Ltd Dominos Silver
4 The Photographs Case Ogilvy & Mather Star India Fox Crime Gold
5 The Date Fillum Ogilvy & Mather Cadbury 5 Star Silver
6 'Loving 'em Back" Ogilvy & Mather Indiawin Sports Mumbai Indians Bronze
7 Har ek Friend Zaroori Hota Hai Taproot India Communication Pvt. Ltd Bharti Airtel Airtel Gold
HEALTHCARE 
1 The Sweetest Thing You Can Tell A Diabetic Lowe Lintas and Partners Britannia Industries Britannia Nutrichoice Silver
B2B ADVERTISING 
1 Drive into the Big League Ogilvy & Mather Vodafone India Vodafone India Gold
DIRECT MARKETING 
1 The World's Youngest Job Applicant BBDO India Pvt. Ltd. Plan India Plan India Bronze
2 Pizza Signs Jubilant Foodworks Ltd Jubilant Foodworks Ltd Domino's Gold
3 The Day You Were Born Mindshare HSBC India HSBC Bank Bronze
DAVID V/S GOLIATH 
1 Putting Some Body Back Into Body Care McCann Worldgroup Marico Limited Parachute Advanced Body Lotion Bronze
2 The Photographs Case Ogilvy & Mather Star India Fox Crime Silver
3 Bosch : Genetically German Ogilvy & Mather BSH Household Appliances Bosch and Siemens Home Appliances Bronze
BEST ON-GOING CAMPAIGN 
1 Jaago Re! Lowe Lintas and Partners Tata Global Beverages Tata Tea Silver
2 The First 7 Step McCann Worldgroup Marico Limited Saffola Silver
4 Seedhi Baat No Bakwaas, Freshology- First Drink Then Think & Rasta Clear Hai Ogilvy & Mather Coca-Cola Sprite Silver
5 Yeh Badhiya hai Ogilvy & Mather Asian Paints Asian Paints Apex Gold
6 How Madhya Pradesh became Incredible In Incredible India Ogilvy & Mather Madhya Pradesh State Tourism Madhya Pradesh  Tourism Gold
7 The Ultimatebond- 20 years and Still Going Strong Ogilvy & Mather Pidilite Fevicol Gold
LENOVO TECH-DOERS AWARD 
1 The Photographs Case Ogilvy & Mather Star India Fox Crime Winner
CONSUMER DURABLES : A. AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED
1 LUV Lowe Lintas and Partners Maruti Suzuki Maruti Suzuki Ertiga Bronze
2 Chalta Nahin Daudta Hai Ogilvy & Mather Bajaj Auto Discover Silver
3 The Power of the Fourth Wheel Rediffusion Dentsu Young & Rubicam Pvt.Ltd. Tata Motors Tata Ace Zip Silver
CONSUMER DURABLES : B. ELECTRONICS GOODS
1 Voltas All Weather AC Meridian Communications Voltas Limited Voltas Gold
CORPORATE ADVERTISING : SOCIAL CAUSE
1 Marks for Sports DDB Mudra Group Nirmal Lifestyle Nirmal Bronze
2 You Read They Learn Lowe Lintas and Partners Hindustan Times You Read They Learn Bronze
3 Gifting India a Young Heart McCann Worldgroup Marico Limited Saffola Bronze
4 Vanquishing death by befriending life McCann Worldgroup Maitri Foundation Maitri Foundation Silver
5 Women for Women McCann Worldgroup Johnson & Johnson Stayfree Woman for change Bronze
6 Springwel Sleep Exchange Offer Saatchi & Saatchi Pvt. Ltd. Springwel Mattresses Springwel Silver
INTEGRATED ADVERTISING CAMPAIGN - A (1-25)
1 Cadbury Mishti Shera Shrishti ABP One Cadbury Cadbury Dairy Milk Silver
2 No Getting Away DRAFTFCB Ulka Tata Teleservices Tata Docomo Bronze
3 Taking on the religion called cricket JWT Pepsico India Pepsi Bronze
4 Kill Mosquitoes. Kill Malaria. Lowe Lintas and Partners Godrej Industries Godrej Hit Bronze
5 Making Body The New Face McCann Worldgroup Marico Limited Parachute Advanced Body Lotion Silver
6 Satyameva jayate - Managing A Billion Expectations Ogilvy & Mather Star India Satyamev Jayate Gold
7 THE PHOTOGRAPHS CASE Ogilvy & Mather Star India Fox Crime Gold
8 Drive into The Big League Ogilvy & Mather Vodafone India Vodafone India Silver
9 Har Ek Friend Zaroori Hota Hai Taproot India Communication Pvt. Ltd Bharti Airtel Airtel Gold
10 Putting the Break in Lunch Break Leo Burnett Hardcastle Restaurants McDonalds Bronze
11 Go Sleeveless Nivea Whitening Deodrant Interface Communications Nivea India Bronze
12 MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH Mindshare HUL Axe Shower Gel Bronze
CONSUMER DURABLES : C. OTHERS
1 DULUX : WHEN COLORS GOT AN ATTITUDE McCann Worldgroup AkzoNobel Dulux Bronze
RETAIL ADVERTISING
1 No Kidding. No Worries. Happy Creative Services Flipkart India Flipkart.com Gold
2 Putting the Break in Lunch Break Leo Burnett Hardcastle Restaurants McDonalds Bronze
3 Making the Happy Price Menu Happier Leo Burnett Hardcastle Restaurants McDonalds Bronze
4 Open up a World of Spices Leo Burnett Hardcastle Restaurants McDonalds Bronze
5 Taking the Fast out of Fast food Leo Burnett Hardcastle Restaurants McDonalds Bronze
6 Diamonds Are Man's Best Friend Lowe Lintas and Partners Titan Industries Ltd Tanishq Silver
CORPORATE ADVERTISING : A. CORPORATE REPUTATION
1 Winning Dispit Loosing the Star Lowe Lintas and Partners MCCS ABP News Bronze
RURAL ADVERTISING
1 Pyaar se Suljhaye, Sar Na Khujlaye BBH Communications India Pvt. Ltd Marico Limited Medikar Bronze
2 Project "Swasthya Chetna" (Quest for Health) Ogilvy & Mather HUL Corporate Multibrand Bronze
REGIONAL ADVERTISING
1 Cadbury Mishti Shera Shrishti ABP One Cadbury Cadbury Dairy Milk Silver
2 when NESCAFE Sunrise owned the most momentous morning of the year in tamil nadu McCann Worldgroup Nestle India Nescafe Sunrise Bronze
MARICO UNCOMMONSENSE AWARD
1 Satyameva jayate - Managing A Billion Expectations Ogilvy & Mather Star India Satyamev Jayate Winner

Shachi@BestMediaInfo.com

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