DraftFCB dominates 2011 CAANZ EFFIE Awards - Most Effective Agency of Year + 5 Gold EFFIEs; Ministry of Health Most Effective Client of the Year
The best marketing and communications campaigns of the past year were recognised at the 2011 CAANZ EFFIE Awards held at Skycity Convention Centre in Auckland last night.
DraftFCB dominated the major awards crowned the Most Effective Agency of the Year in recognition of the most significant contribution made by an agency to the success of its clients.
The Ministry of Health was awarded the Most Effective Client of the Year for the second consecutive year for its collaboration with agency DraftFCB on the long term National Depression Initiative. This work includes "The Journal: sooner, better, more convenient treatment for depression" and "Getting through Depression" campaigns.
This year, the judges awarded eight Gold - five going to DraftFCB, two to Colenso BBDO and one top Republic - plus nine Silver and 16 Bronze EFFIEs.
The international guest judge was Gareth Kay, chief strategy officer and associate partner at Goodby Silverstein and Partners, San Francisco. Kay brought an international perspective and a high degree of rigour to the final round of judging. His view was that the gold winners were genuinely word class.
CAANZ CEO, Paul Head, says the EFFIE Awards are the pinnacle event to showcase the most effective marketing and communications campaigns: "As such, we must continuously strive to raise the bar. Proving to client's senior management that the work our industry does has a demonstrable and measurable impact on the bottom line of their business is a key step on the journey to being seen as a true strategic partner.
"That's why the EFFIE Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver," says Head.
This year, more than 150 judges from the advertising, marketing and research professions spent almost 1000 hours reviewing the 207 entries.
"Judges were particularly interested to see clear proof that the results were the outcome of the campaign. Those entries that didn't make their case, didn't make the cut" says Head.
"It's getting harder to win an EFFIE - and that's a good thing," he says.
"DraftFCB's eight EFFIE awards, including five golds, reflect an enduring partnership approach and focus on campaign results for its clients," says Head.
"The fact the Ministry of Health has won this category for this campaign a second year in a row, demonstrates how great communication campaigns can evolve to keep at the forefront."
MAJOR EFFIE AWARD WINNERS
Most Effective Campaign of the Year
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: The Journal: sooner, better, more convenient treatment for depression
Most Effective Agency of the Year
Winner: DraftFCB
Most Effective Client of the Year
Winner: Ministry of Health
Agency: DraftFCB
GOLD EFFIE AWARD WINNERS
Category: Social Marketing/Public Service
Agency: DraftFCB
Client: Alcohol Advisory Council of New Zealand (ALAC)
Titel: Influencers
Category: Social Marketing/Public Service
Agency: DraftFCB
Client: Ministry of Health
Title: The Journal: sooner, better, more convenient treatment for depression
Category: Sustained Success
Agency: DraftFCB
Client: Ministry of Health
Title: Getting through Depression
Category: Sustained Success
Agency: Colenso BBDO
Client: Frucor Beverages NZ
Title: V The Energy to do Extraordinary Things
Category: Most Effective Integrated Campaign
Agency: Colenso BBDO
Client: DB Breweries
Title: Beer - The Untold Story
Category: Limited Budget: Less than $300k
Agency: Republik
Client: Fuji Xerox
Title: Fujikistan
Category: Most Effective Digital or Social Media Campaign
Agency: DraftFCB
Client: Ministry of Health
Title: The Journal: sooner, better, more convenient treatment for depression
AXIS, now EFFIES awards all the tin to one or two agencies for one or two campaigns. Is the rest of work in this country really that bad? Or is the juding just a little lazy? Minisrty of Health - yep. DB's Untold Story - balls.
I think you'll find that DraftFCB won EFFIES for more than just the one campaign.
And yes I do work at DraftFCB.
You are right. I believe you also won some for your ALAC work too? From memory a Silver and Bronze?
But I think the point "Yawn" was making is that there were a lot of finalists, and a lot of entrants that never made it to finalists, but only 1 or 2 campaigns were awarded. Which begs the question, was all the other advertising produced over the past 12 months really that ineffective?
It would appear the answer, according the judges at least, is yes.
Seems the effies is becoming less about effectiveness and business results from what I could see. Not sure if hard results were actually what was being judged. Maybe CAANZ need to look at the place of these awards against the others.
The Journal entry was excellent and deserves everything it collected, but for so few entrants to dominate means you're left with a fairly dull beauty pagent. Actual work for actual businesses seems not to be a priority - which bodes ill for the industry. But what do you expect when the majority of judges are adland hacks.
Having govt clients gives an advantage, as they are better researched before + after than any other client. other entries will never be able to back up results as well.