AUCKLAND, Thursday: Of the 17 Golds awarded at the Effies in Shed 10 last night, DDB won eight of them for their work with two clients. PHD won three, Ogilvy two and Clemenger BBDO, BC&F Dentsu, Saatchi & Saatchi and Track won one Gold apiece.
DDB’s The World’s Most Unhelpful Chatbot campaign with Netsafe won five, including Limited Budget, Best Strategic Thinking, and Most Progressive Campaign. Netsafe was also awarded Most Effective Client of the Year.
DDB Group’s gold run continued with two Golds for the Imagine campaign for Lotto, which also took out the major prize of the night, the Grand Effie. With the haul of golds, DDB Group were also crowned Most Effective Agency of the Year.
“We’re really proud to have been recognised as the most effective agency in NZ,” said DDB ceo Justin Mowday after the show.
“We tell our clients that our business is to grow their business, so this recognition is testament to that commitment. We’re grateful to have fantastic clients that share that belief and who’ve backed us to deliver innovative campaigns, that have now gone on to deliver tangible business results.
“It’s particularly satisfying to see a wide range of our clients, five in total, recognised at Effies.
“I also want to call out the 200 plus exceptional people across the DDB Group who have had an outstanding year. You’re producing work that would hold up anywhere in the world and you deserve to be very, very proud.”
Clemenger’s Hardest Challenge
It was also a great night for Clemenger BBDO and the Human Rights Commission for their work Give nothing to racism which netted a Gold in the Most Effective Social Campaign category and then was unanimously awarded the Hardest Challenge by the exec judges.
Ogilvy also got to walk up the purple carpet for Golds in both PR/Experiential and most Effective Social category for the NZ Police’s Most Entertaining Recruitment Video.
“An Effie illustrates the deep connections brands can make with consumers when the minds of agency and client are aligned.”
PHD hard on the carpet
PHD wore the carpet out collecting three Golds for Skinny’s Best Freekend weekend ever in Consumer Services, Integrated and the new category, Short-Term Success. PHD also picked up a couple of Silvers for their work around the election with MediaWorks.
Track, BC&F Dentsu, Saatchi
Track got to take the stage with their data focused work Playback for Westpac winning a Gold; and BC&F Dentsu had a lot to celebrate with a Gold in Limited Budget and three Silvers for the most likeable campaign Movember – The Face of Change.
Saatchi & Saatchi got a well-deserved Gold for their follow-on campaign for Bay Audiology.
Rachel Ellerm, GM Marketing at Goodman Fielder, won the most Effective Marketer of the Year Award for 2018.
David McIndoe, head of strategy at Saatchi & Saatchi and Effie’s Convenor for 2018, says those entries deserving of an Effie illustrate the deep connections that brands can make with consumers when the minds of agency and client are aligned.
“Brands and the ideas that power them are business assets. To be effective, a vision needs to be built and deliberately maintained, jealously guarded, and leveraged with care. The value of being truly effective will pay back over many years to come. Tonight, we celebrate world-class thinking from New Zealand.”
Comms Council ceo Paul Head, said Marketer of the Year for 2018 recognises someone that has demonstrated authentic, values-based leadership in a very tough FMCG sector.
“Rachel had clearly created a step-change in ways of working with agency partners across 13 brands and 28 segments,” he said. “Despite relatively small budgets, this led not only to award winning campaigns but to strong volume growth across all supported brands, underpinned by a mantra of up the brave which challenged both their organisation and their agency partners to push boundaries.”
For a full list of winners and finalists please head to the Comms Council website, or the PDF (scroll down).
Gold entry papers will be online at www.commscouncil.nz next week.
NOTE: The 2018 Effie NZ Awards were presented by The Comms Council in association with commercial partner TVNZ. Comms Council also wishes to thank commercial partner NZME and sponsors Nielsen, Adshel, Bauer Media, Google, TRB and Soar Print.
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