O&M took the title ‘Effie Agency of the Year’ away from last year’s winner Lowe Lintas. Soho Square won the Grand Effie for the campaign ‘The Political campaign that Created History’. Hindustan Unilever was ‘Client of the Year’
Sarmistha Neogy | Mumbai | January 19, 2015
The Effie 2014, organised by the Advertising Club, was indeed a star studded night with advertising agencies and clients coming together to celebrate the success of their work in the year gone by. It was held in Mumbai on the evening of January 16, 2015, and was attended by the who’s who of media, marketing and advertising.
This year, the number of entries shot up to 465 compared to 419 in 2013. Around 60 agencies participated and 214 judges scrutinised their work. Winners were announced amidst hoots, cheers and applause.
The various categories in Effie 2014 were Consumer Products - Cosmetics and Toiletries, Personal Hygiene, Beverages and Drinks, Confectionary and Food & others; Consumer Durables - Automobiles and Auto parts, Two-Wheelers and auto related, Electronic goods & others; Services - Telecom and Related products; Financial Services, Media & Entertainment; Corporate Advertising/Reputation; Retail; Healthcare; B2B; Digital (Online/Mobile Communication); Rural Marketing; Regional; Direct Marketing; Experiential Marketing / Brand Experience; Effie for Good, David Vs. Goliath, Integrated advertising campaign; Best on-going campaign and Grand Effie.
Ogilvy & India was back in the game this year as the ‘Effie Agency of the Year’ with a total of 173 points, which includes two Gold, eight Silver and 16 Bronze metals. ‘Tayyari Jeet ki (Preparation to Win) campaign for Mondelez India (Bournvita) and ‘Google Reunion’ campaign for Google India fetched the agency the only two Gold Effies this year.
Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy Mumbai, said, “It is always great to be part of ‘Agency of the year’, because it represents the breadth of work done across brands. Not only niche brands, but also mainstream brands like Star and others; these are the brands which get us lots of money and they are also the ones which are harder to make an impact, because so much is at stake. Thankfully, we have nailed it.”
Chattopadhyay further said, “This year we have won a Silver for Pond’s, which, if you consider as a brand, is very difficult to win an award for. So, I have learned that if you put your mind to it, anything is possible.”
Lowe Lintas + Partners came in at second place with 142 points, with seven Gold, six Silver and eight Bronze medals. The Gold winning campaigns were ‘Respect Women’ for Havells India, ‘No Ullu Banaoing’ for Idea Cellular, ‘Remarriage’ for Titan, ‘Jaago Re’ for Tata Global Beverages and ‘An Idea can Change your Life’ for Idea Cellular. Its campaign ‘Kan Khajura Tesan - From Dark to Connectivity’ for HUL won two Golds in the category of David Vs Goliath and Integrated Advertising Campaign.
We asked Arun Iyer, National Creative Director, Lowe Lintas + Partners as to what drives him to perform well and excel each year. He said, “I don’t think it is the award show ever, it is always the attempt to keep putting out a body of work that you really believe in, and you think it really makes a difference to the business. This is a bonus night which comes and goes.”
McCann Worldgroup India came in at the third spot with 90 points, which included two Gold, five Silver and eight Bronze. The campaign ‘Tukdon pe Jeena Chhodo’ (Don’t live in bits & pieces) for Marico (Saffola Masala Oats) won two Gold Effies in the category of Consumer Products (Confectionary & food) and Integrated Advertising.
There was a tie for the fourth place between JWT and Soho Square, who bagged 34 points each. JWT finished with two Silver and four Bronze; Soho Square got the Grand Effie, three Silver and one Bronze. The Grand Effie was for the campaign ‘The Political campaign that Created History’ for Bharatiya Janata Party.
Anuraag Khandelwal, ECD and Creative Head, Soho Square, commented, “This is beyond any dream for me; and I feel Ogilvy partnering us in this process has really shown the bigness of the agency and how it can create things. I give full marks to Soho Square and all the team members for making it possible. We were quoted as the ‘lesser known agency of Ogilvy’ before the BJP campaign, and the fact that today we are at No. 4 is called awesomeness!”
The Effie 2014 ‘Client of the Year’ was awarded to Hindustan Unilever which won a total of 64 points from two Gold, four Silver and four Bronze metals. Mondelez India and Star India both finished with 32 points. Mondelez got one Gold, one Silver and three Bronze, while Star took home three Silver and two Bronze.