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
7
65
Lowe Lintas and Partners
6
60
Taproot India
45
Leo Burnett
8
40
Jubilant Foodworks
25
JWT
ABP One
2
20
Happy Creative Services
15
Meridian Communications
BBH Communications
Draftfcb Ulka Advertising
Mindshare
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
CONSUMER PRODUCTS : A. COSMETICS AND TOILETRIES
Metal
Campaign Title
Name of Agency
Client
Vaseline - The Voice Of a nation
BBH Communications India Pvt. Ltd
Hindustan Unilever
Making Body The New Face
Marico
MTV VJ KIDNAPPED FOR AXE SHOWER GEL LAUNCH
CONSUMER PRODUCTS : C. OTHERS
As Aamir steals light, Titan steals a march over competition
Titan Industries
WASTE TIME - Because you will never be young again
Timex Group
CONSUMER PRODUCTS : B. BEVERAGES / DRINK, CONFECTIONARY AND FOOD
Tayyari Jeet Ki
Cadbury India
Have you felt Silk lately?
Iss Diwali aap kisse kush karenge?
Contract Advertising India Pvt. Ltd
Har Mausam Aam
Coca-Cola India
Kissanpur
When we made Anna take on Dhoni to win the teen Battle
Have you earned it?
SERVICES : A. TELECOM AND RELATED PRODUCTS
Har Ek Friend Zaroori Hota Hai
Taproot India Communication Pvt. Ltd
Bharti Airtel
Fair Always
DRAFTFCB Ulka
Tata Teleservices
Baat sirf paison ki nahin hain
SERVICES : B. FINANCIAL SERVICES
Aapke sachche Advisors
Max Life Insurance Company
Kotak Mahindra Bank Subbu 6%
Cartwheel Creative Consultancy Pvt. Ltd.
Kotak Mahindra Bank
Even Gods can feel insecure
Birla SunLife Insurance
Life Insurance in Just 10 Minutes
ICICI Prudential Life Insurance
SERVICES : C. OTHERS
Satyameva Jayate- Managing A Billion Expectation
Star India
'Undumb India'
The Hindu
Poochne Main Kya Jata Hai
Tata Sky
Koi Bhi Insaan Chhota Nahi Hota
Sony Entertainment Television
Har Idol Ke Peeche Hote Najaane Kitne Idols
Multi Screen India
DIGITAL ADVERTISING (ONLINE/MOBILE COMMUNICATION)
Har ek Friend Zaroori Hota Hai
The Photographs Case
The Date Fillum
Online ordering
'Loving 'em Back"
Indiawin Sports
Being Bond
DDB Mudra Group
Why this Kolavari Di
Jack in the Box Worldwide
Sony Music Entertainment India
HEALTHCARE
The Sweetest Thing You Can Tell A Diabetic
Britannia Industries
B2B ADVERTISING
Drive into the Big League
Vodafone India
DIRECT MARKETING
Pizza Signs
The World's Youngest Job Applicant
BBDO India
Plan India
The Day When You Were Born
HSBC India
DAVID V/S GOLIATH
Putting Some Body Back Into Body Care
Bosch : Genetically German
BSH Household Manufacturing
BEST ON-GOING CAMPAIGN
Yeh Badhiya hai
Asian Paints
How Madhya Pradesh became Incredible In Incredible India
Madhya Pradesh State Tourism Development Corporation
The Ultimatebond- 20 years and Still Going Strong
Pidilite Industries
Jaago Re!
Tata Global Beverages
The First 7 Steps
Seedhi Baat No Bakwaas, Freshology- First Drink Then Think & Rasta Clear Hai
LENOVO TECH-DOERS AWARD
CONSUMER DURABLES : A. AUTOMOBILES AND AUTO PARTS, TWO WHEELERS AND AUTO RELATED
Chalta Nahin Daudta Hai
Bajaj Auto
The Power of the Fourth Wheel
Rediffusion Dentsu Young & Rubicam Pvt.Ltd.
Tata Motors - Commercial Vehicle Unit
LUV
Maruti Suzuki India
CONSUMER DURABLES : B. ELECTRONICS GOODS
Voltas All Weather AC
Voltas
CORPORATE ADVERTISING : SOCIAL CAUSE
Springwel Sleep Exchange Offer
Saatchi & Saatchi Pvt. Ltd.
Springwel Mattresses
Vanquishing death by befriending life
Maitri Foundation
Marks for Sports
Nirmal Lifestyle
You Read They Learn
HT Media
Gifting India a Young Heart
Women for Women
Johnson & Johnson
INTEGRATED ADVERTISING CAMPAIGN
Satyameva jayate - Managing A Billion Expectations
THE PHOTOGRAPHS CASE
Drive into The Big League
Cadbury Mishti Shera Shrishti
No Getting Away
Go Sleeveless
Interface Communications (Draft FCB)
Nivea India
Taking on the religion called cricket
PepsiCo India
Putting the Break in Lunch Break
HardCastle Restaurants
Kill Mosquitoes. Kill Malaria.
Godrej Industries
MTV VJ Jose Kidnapped for Axe Shower Gel Launch
CONSUMER DURABLES : C. OTHERS
DULUX : WHEN COLORS GOT AN ATTITUDE
AkzoNobel India
RETAIL ADVERTISING
No Kidding, No worries
Flipkart India
Diamonds Are Man's Best Friend
Making the Happy Price Menu Happier
Open up a World of Spices
Taking the Fast out of Fast food
CORPORATE ADVERTISING : A. CORPORATE REPUTATION
Winning Despite Loosing the Star
MCCS
RURAL ADVERTISING
Pyaar se Suljhaye, Sar Na Khujlaye
Project "Swasthya Chetna" (Quest for Health)
REGIONAL ADVERTISING
When NESCAFE Sunrise owned the most momentous morning of the year in Tamil Nadu
Nestle India
MARICO UNCOMMON SENSE AWARD
Satyameva Jayate
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