Effie 2012, the effectiveness awards organised by The Advertising Club, saw Ogilvy & Mather winning the coveted Agency of the Year title. The agency also managed to win the Grand Effie for ‘Kuch Meetha Ho Jaaye - Cadbury Dairy Milk's growth story from 2005-2012’.
Cadbury won the Client of the Year title at this year’s awards.
Ogilvy & Mather topped the table with 280 points. Besides the Grand Effie, the agency won 9 Gold, 11 Silver and 3 Bronze metals.
McCann Worldgroup was a distant second with 65 points. The agency bagged 3 Silver and 7 Bronze metals. Lowe Lintas and Partners, with their 3 Silver and 6 Bronze metals, stood third on the points table.
|
Agency Name |
Grand Effie |
Gold |
Silver |
Bronze |
Total Points |
|
Ogilvy & Mather |
1 |
9 |
11 |
3 |
280 |
|
McCann Worldgroup |
0 |
0 |
3 |
7 |
65 |
|
Lowe Lintas and Partners |
0 |
0 |
3 |
6 |
60 |
|
Taproot India |
0 |
3 |
0 |
0 |
45 |
|
Leo Burnett |
0 |
0 |
0 |
8 |
40 |
|
Jubilant Foodworks |
0 |
1 |
1 |
0 |
25 |
|
JWT |
0 |
0 |
1 |
3 |
25 |
|
ABP One |
0 |
0 |
2 |
0 |
20 |
|
Happy Creative Services |
0 |
1 |
0 |
0 |
15 |
|
Meridian Communications |
0 |
1 |
0 |
0 |
15 |
|
BBH Communications |
0 |
0 |
1 |
1 |
15 |
|
Draftfcb Ulka Advertising |
0 |
0 |
1 |
1 |
15 |
|
Mindshare |
0 |
0 |
0 |
3 |
15 |
Commenting on what worked for Ogilvy & Mather this year, Madhukar Sabnavis, country head - discovery and planning, Ogilvy & Mather, said, "At Ogilvy, what works best is the power of three. I call it 'The Trimurti'. It is the combined force of creative plus servicing plus planning."
Chandramouli Venkatesan, executive director chocolates and biscuits, Cadbury India, said, "What works for Cadbury is the entire ecosystem, and the creative agency is an integral part of the ecosystem."
On McCann Worldgroup India's performance at the awards, Prasoon Joshi, president, McCann Worldgroup South Asia, said, "It's been a good year and awards are always encouraging. However, it is also the time when you look back and see what could have been better."
Piyush Pandey, executive chairman and creative director South Asia, Ogilvy & Mather India, said, "We are blessed to have a great support system that includes some of the most amazing clients and a great team comprising of young talent. We need more of that."
|
EFFIE 2012 - WINNERS |
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CONSUMER PRODUCTS : A. COSMETICS AND TOILETRIES |
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
Vaseline - The Voice Of a nation |
BBH Communications India Pvt. Ltd |
Hindustan Unilever |
|
Bronze |
Making Body The New Face |
McCann Worldgroup |
Marico |
|
Bronze |
MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH |
Mindshare |
Hindustan Unilever |
|
|
|
|
|
|
CONSUMER PRODUCTS : C. OTHERS |
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|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
As Aamir steals light, Titan steals a march over competition |
Ogilvy & Mather |
Titan Industries |
|
Bronze |
WASTE TIME - Because you will never be young again |
JWT |
Timex Group |
|
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|
|
|
|
CONSUMER PRODUCTS : B. BEVERAGES / DRINK, CONFECTIONARY AND FOOD |
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|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
Tayyari Jeet Ki |
Ogilvy & Mather |
Cadbury India |
|
Silver |
Have you felt Silk lately? |
Ogilvy & Mather |
Cadbury India |
|
Silver |
Iss Diwali aap kisse kush karenge? |
Contract Advertising India Pvt. Ltd |
Cadbury India |
|
Bronze |
Har Mausam Aam |
Leo Burnett |
Coca-Cola India |
|
Bronze |
Kissanpur |
Lowe Lintas and Partners |
Hindustan Unilever |
|
Bronze |
When we made Anna take on Dhoni to win the teen Battle |
McCann Worldgroup |
Coca-Cola India |
|
Bronze |
Have you earned it? |
Ogilvy & Mather |
Cadbury India |
|
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|
|
|
|
SERVICES : A. TELECOM AND RELATED PRODUCTS |
|||
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Har Ek Friend Zaroori Hota Hai |
Taproot India Communication Pvt. Ltd |
Bharti Airtel |
|
Silver |
Fair Always |
DRAFTFCB Ulka |
Tata Teleservices |
|
Silver |
Baat sirf paison ki nahin hain |
JWT |
Bharti Airtel |
|
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|
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|
SERVICES : B. FINANCIAL SERVICES |
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|
|
|
|
Client |
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
Aapke sachche Advisors |
Ogilvy & Mather |
Max Life Insurance Company |
|
Silver |
Kotak Mahindra Bank Subbu 6% |
Cartwheel Creative Consultancy Pvt. Ltd. |
Kotak Mahindra Bank |
|
Bronze |
Even Gods can feel insecure |
JWT |
Birla SunLife Insurance |
|
Bronze |
Life Insurance in Just 10 Minutes |
Lowe Lintas and Partners |
ICICI Prudential Life Insurance |
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|
SERVICES : C. OTHERS |
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Satyameva Jayate- Managing A Billion Expectation |
Ogilvy & Mather |
Star India |
|
Gold |
'Undumb India' |
Ogilvy & Mather |
The Hindu |
|
Silver |
Poochne Main Kya Jata Hai |
Ogilvy & Mather |
Tata Sky |
|
Bronze |
Koi Bhi Insaan Chhota Nahi Hota |
Leo Burnett |
Sony Entertainment Television |
|
Bronze |
Har Idol Ke Peeche Hote Najaane Kitne Idols |
Leo Burnett |
Multi Screen India |
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|
DIGITAL ADVERTISING (ONLINE/MOBILE COMMUNICATION) |
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Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Har ek Friend Zaroori Hota Hai |
Taproot India Communication Pvt. Ltd |
Bharti Airtel |
|
Gold |
The Photographs Case |
Ogilvy & Mather |
Star India |
|
Silver |
The Date Fillum |
Ogilvy & Mather |
Cadbury India |
|
Silver |
Online ordering |
Jubilant Foodworks |
Jubilant Foodworks |
|
Silver |
'Loving 'em Back" |
Ogilvy & Mather |
Indiawin Sports |
|
Bronze |
Being Bond |
DDB Mudra Group |
Star India |
|
Bronze |
Why this Kolavari Di |
Jack in the Box Worldwide |
Sony Music Entertainment India |
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HEALTHCARE |
|||
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Metal |
Campaign Title |
Name of Agency |
Client |
|
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|
|
|
|
Silver |
The Sweetest Thing You Can Tell A Diabetic |
Lowe Lintas and Partners |
Britannia Industries |
|
|
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|
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B2B ADVERTISING |
|||
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|
|
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|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Drive into the Big League |
Ogilvy & Mather |
Vodafone India |
|
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|
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|
DIRECT MARKETING |
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|
|
|
|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Pizza Signs |
Jubilant Foodworks |
Jubilant Foodworks |
|
Bronze |
The World's Youngest Job Applicant |
BBDO India |
Plan India |
|
Bronze |
The Day When You Were Born |
Mindshare |
HSBC India |
|
|
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|
DAVID V/S GOLIATH |
|||
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
The Photographs Case |
Ogilvy & Mather |
Star India |
|
Bronze |
Putting Some Body Back Into Body Care |
McCann Worldgroup |
Marico |
|
Bronze |
Bosch : Genetically German |
Ogilvy & Mather |
BSH Household Manufacturing |
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|
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|
|
BEST ON-GOING CAMPAIGN |
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|
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Gold |
Yeh Badhiya hai |
Ogilvy & Mather |
Asian Paints |
|
Gold |
How Madhya Pradesh became Incredible In Incredible India |
Ogilvy & Mather |
Madhya Pradesh State Tourism Development Corporation |
|
Gold |
The Ultimatebond- 20 years and Still Going Strong |
Ogilvy & Mather |
Pidilite Industries |
|
Silver |
Jaago Re! |
Lowe Lintas and Partners |
Tata Global Beverages |
|
Silver |
The First 7 Steps |
McCann Worldgroup |
Marico |
|
Silver |
Seedhi Baat No Bakwaas, Freshology- First Drink Then Think & Rasta Clear Hai |
Ogilvy & Mather |
Coca-Cola India |
|
|
|
|
|
|
LENOVO TECH-DOERS AWARD |
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
|
The Photographs Case |
Ogilvy & Mather |
Star India |
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CONSUMER DURABLES : A. AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED |
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
|
|
|
|
|
Silver |
Chalta Nahin Daudta Hai |
Ogilvy & Mather |
Bajaj Auto |
|
Silver |
The Power of the Fourth Wheel |
Rediffusion Dentsu Young & Rubicam Pvt.Ltd. |
Tata Motors - Commercial Vehicle Unit |
|
Bronze |
LUV |
Lowe Lintas and Partners |
Maruti Suzuki India |
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|
CONSUMER DURABLES : B. ELECTRONICS GOODS |
|||
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|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
Gold |
Voltas All Weather AC |
Meridian Communications |
Voltas |
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|
CORPORATE ADVERTISING : SOCIAL CAUSE |
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|
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|
|
Metal |
Campaign Title |
Name of Agency |
Client |
|
Silver |
Springwel Sleep Exchange Offer |
Saatchi & Saatchi Pvt. Ltd. |
Springwel Mattresses |
|
Silver |
Vanquishing death by befriending life |
McCann Worldgroup |
Maitri Foundation |
|
Bronze |
Marks for Sports |
DDB Mudra Group |
Nirmal Lifestyle |
|
Bronze |
You Read They Learn |
Lowe Lintas and Partners |
HT Media |
|
Bronze |
Gifting India a Young Heart |
McCann Worldgroup |
Marico |
|
Bronze |
Women for Women |
McCann Worldgroup |
Johnson & Johnson |
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|
INTEGRATED ADVERTISING CAMPAIGN |
|||
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
Gold |
Har Ek Friend Zaroori Hota Hai |
Taproot India Communication Pvt. Ltd |
Bharti Airtel |
|
Gold |
Satyameva jayate - Managing A Billion Expectations |
Ogilvy & Mather |
Star India |
|
Gold |
THE PHOTOGRAPHS CASE |
Ogilvy & Mather |
Star India |
|
Silver |
Drive into The Big League |
Ogilvy & Mather |
Vodafone India |
|
Silver |
Making Body The New Face |
McCann Worldgroup |
Marico |
|
Silver |
Cadbury Mishti Shera Shrishti |
ABP One |
Cadbury India |
|
Bronze |
No Getting Away |
DRAFTFCB Ulka |
Tata Teleservices |
|
Bronze |
Go Sleeveless |
Interface Communications (Draft FCB) |
Nivea India |
|
Bronze |
Taking on the religion called cricket |
JWT |
PepsiCo India |
|
Bronze |
Putting the Break in Lunch Break |
Leo Burnett |
HardCastle Restaurants |
|
Bronze |
Kill Mosquitoes. Kill Malaria. |
Lowe Lintas and Partners |
Godrej Industries |
|
Bronze |
MTV VJ Jose Kidnapped for Axe Shower Gel Launch |
Mindshare |
Hindustan Unilever |
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|
|
|
|
CONSUMER DURABLES : C. OTHERS |
|||
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|
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|
Metal |
Campaign Title |
Name of Agency |
Client |
|
Bronze |
DULUX : WHEN COLORS GOT AN ATTITUDE |
McCann Worldgroup |
AkzoNobel India |
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|
|
|
|
|
RETAIL ADVERTISING |
|||
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Metal |
Campaign Title |
Name of Agency |
Client |
|
Gold |
No Kidding, No worries |
Happy Creative Services |
Flipkart India |
|
Silver |
Diamonds Are Man's Best Friend |
Lowe Lintas and Partners |
Titan Industries |
|
Bronze |
Putting the Break in Lunch Break |
Leo Burnett |
HardCastle Restaurants |
|
Bronze |
Making the Happy Price Menu Happier |
Leo Burnett |
HardCastle Restaurants |
|
Bronze |
Open up a World of Spices |
Leo Burnett |
HardCastle Restaurants |
|
Bronze |
Taking the Fast out of Fast food |
Leo Burnett |
HardCastle Restaurants |
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|
CORPORATE ADVERTISING : A. CORPORATE REPUTATION |
|||
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Metal |
Campaign Title |
Name of Agency |
Client |
|
Bronze |
Winning Despite Loosing the Star |
Lowe Lintas and Partners |
MCCS |
|
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|
RURAL ADVERTISING |
|||
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Metal |
Campaign Title |
Name of Agency |
Client |
|
Bronze |
Pyaar se Suljhaye, Sar Na Khujlaye |
BBH Communications India Pvt. Ltd |
Marico |
|
Bronze |
Project "Swasthya Chetna" (Quest for Health) |
Ogilvy & Mather |
Hindustan Unilever |
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|
|
|
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|
REGIONAL ADVERTISING |
|||
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Metal |
Campaign Title |
Name of Agency |
Client |
|
Silver |
Cadbury Mishti Shera Shrishti |
ABP One |
Cadbury India |
|
Bronze |
When NESCAFE Sunrise owned the most momentous morning of the year in Tamil Nadu |
McCann Worldgroup |
Nestle India |
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|
MARICO UNCOMMON SENSE AWARD |
|||
|
Campaign Title |
Name of Agency |
Client |
|
|
Satyameva Jayate |
Ogilvy & Mather |
Star India |
|
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