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Lowe Lintas is Agency of the Year at Effie 2013
Lowe Lintas topped the chart with a total of 165 points. Effie Client of the Year award went to Hindustan Unilever. Grand Effie was picked up by Ogilvy & Mather
Sohini Sen | Mumbai | January 20, 2014
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Team Lowe Lintas and Partners with Agency of the year award at Effie 2013. Click on the image to enlarge.At the Effie 2013 Awards held yesterday evening in Mumbai, Lowe Lintas & Partners was declared Agency of the Year. Effie Client of the Year award went to Hindustan Unilever. Ogilvy & Mather won the Grand Effie for Lifebuoy Roti campaign. A total of 71 awards were given out of 177 shortlisted case studies for their effectiveness in marketing and advertising.
Lowe Lintas & Partners topped with 165 points won from a total of 16 medals including 6 Gold, 5 Silver and 5 Bronze Effies. Ogilvy & Mather with a total of 14 medals including a Grand Effie, 3 Gold, 3 Silver and 7 Bronze Effies notched up 130 points to be the second-most awarded agency.
McCann Worldgroup came in at No. 3 with 60 points earned from 1 Gold, 2 Silver and 5 Bronze medals. JWT was the fourth most awarded agency with 40 points from 3 Silver and 2 Bronze medals. JWT was closely followed by Publicis with 35 points from 3 Silver and a Bronze. Grey earned 30 points from 1 Gold, 1 Silver and 1 Bronze. DDB Mudra and Contract Advertising won 20 points each while there was a tie between BBH and BBDO with 15 points each.
Seven agencies – Global Team Ford, ABP One, IBS, Interface Communications, Happy Creative Services, Creativeland Asia and Leo Burnett – won 10 points each. Soho Square earned 5 points for a solitary Bronze.
From the client side, Marico, which had sent in an entry in the Rural Marketing category, picked up a Bronze and 5 points.
This year, the Effie Awards had received the highest number of entries in its 13-year history. The Ad Club started running the Effies in 2001 in this part of the world. Last year The Ad Club received 357 entries, the highest number then. This year it surpassed that tally with 419 entries.
Effie is the most coveted showcase for effectiveness in marketing and advertising. The Effies are the only awards that are given not only to the agency but also to the client, and winning an Effie demonstrates the highest level of leadership in brand communication.
Agency-wise tally | |||||
| Agency | Grand Effie (Pts. 20) | Gold (Pts. 15) | Silver (Pts. 10) | Bronze (Pts. 5) | Total points |
| Lowe Lintas | 0 | 6 | 5 | 5 | 165 |
| Ogilvy | 1 | 3 | 3 | 7 | 130 |
| McCann | 0 | 1 | 2 | 5 | 60 |
| JWT | 0 | 0 | 3 | 2 | 40 |
| Publicis | 0 | 0 | 3 | 1 | 35 |
| Grey | 0 | 1 | 1 | 1 | 30 |
| DDB Mudra | 0 | 0 | 1 | 2 | 20 |
| Contract Advertising | 0 | 0 | 1 | 2 | 20 |
| BBH | 0 | 0 | 1 | 1 | 15 |
| BBDO | 0 | 0 | 3 | 15 | |
| IBS | 0 | 0 | 1 | 0 | 10 |
| ABP One | 0 | 0 | 1 | 0 | 10 |
| Global Team Ford | 0 | 0 | 1 | 0 | 10 |
| Happy Creative Services | 0 | 0 | 1 | 0 | 10 |
| Leo Burnett | 0 | 0 | 1 | 0 | 10 |
| CLA | 0 | 0 | 1 | 0 | 10 |
| Interface | 0 | 0 | 0 | 2 | 10 |
| Soho Square | 0 | 0 | 0 | 1 | 5 |
| Marico | 0 | 0 | 0 | 1 | 5 |
| Total (71 metals) | 1 | 11 | 26 | 33 | |
Complete list of winners at Effie 2013:
| Agency | Brand | Campaign | Client | Award |
Consumer Products - Cosmetics and toiletries, personal hygiene | ||||
| BBDO India | Johnson's Baby | Share the Language of Love | Johnson & Johnson | Bronze |
| BBDO India | Gillette | Soldier for Women | P&G/ Gillette India | Bronze |
| Lowe Lintas and Partners | Lifebuoy Colour Changing Handwash | The Hulk of Handwashes | HUL | Bronze |
| Lowe Lintas and Partners | Lifebuoy | Help A Child Reach 5 | HUL | Gold |
| Creativeland Asia | Cinthol | The Alive Is Awesome Campaign | Godrej Consumer Products | Silver |
| BBH India | Parachute Advansed Ayurvedic | Recommended By Those Who Care About You | Marico | Silver |
Consumer Products - Beverages and drinks | ||||
| SohoSquare | Bisleri | Kiss To Drink | Bisleri International | Bronze |
| Ogilvy & Mather | Cadbury Bournvita | Aadat | Cadbury India | Gold |
| McCann Worldgroup | Coca-Cola | Coca-Cola : Adding Fizz To The Indian Family Mealtime | Coca-Cola | Silver |
| McCann Worldgroup | Nescafe Classic | Nescafe Morning Band - 'Kick-starting' India's morning | Nestle India | Silver |
| McCann Worldgroup | Coca-Cola | How Coca-Cola Won The Battle For Indian Teens | Coca-Cola | Gold |
Consumer Products - Confectionary and food | ||||
| Lowe Lintas and Partners | Kissan | Changing Kissan's Roll | HUL | Silver |
| Ogilvy & Mather | Parle-G | A biscuit that transformed classrooms : Parle-G | Parle Biscuits | Bronze |
| Publicis | Nestle MAGGI | Do Minute Mein Khushiyan (Happiness in 2 Minutes) | Nestle India | Silver |
| Publicis | McVitie's | What's inside your biscuit | United Biscuits | Silver |
| Interface Communications | Oreo Choco Crème | Breaking into the fortress of Chocolate Cream Biscuits | Mondelez India | Bronze |
Consumer Products - Others | ||||
| Grey Worldwide | Killer Jeans | Killer Jeans: Making an environmental cause a fashion statement | Kewal Kiran Clothing | Silver |
| Lowe Lintas and Partners | Tanishq | Love has no price tag | Titan | Silver |
| Lowe Lintas and Partners | HIT | Cockroach Kills Cockroach | Godrej Consumer Products | Bronze |
Consumer Durables - Electronic goods | ||||
| JWT | Windows from Microsoft | Microsoft - Turning middle class homemakers into PC evangelists | Microsoft Corporation | Bronze |
Services - Telecom and related products | ||||
| Lowe Lintas and Partners | !dea | Telephone Exchange | Idea Cellular | Silver |
| Lowe Lintas and Partners | !dea | !dea Honey Bunny | Idea Cellular | Gold |
| Ogilvy & Mather | Vodafone | Vodafone - Made for You | Vodafone | Bronze |
Services - Financial Services | ||||
| Lowe Lintas and Partners | ICICI Prudential Life Insurance | Bande Achche Hain (The Good Guys) | ICICI Prudential Life Insurance | Silver |
| JWT | Birla Sun Life Insurance (BSLI) | Even Gods Can Feel Insecure | Birla Sun Life Insurance | Bronze |
Services - Media & Entertainment | ||||
| Leo Burnett | Kaun Banega Crorepati on Sony Entertainment Television | Knowledge Gives You Your Right! | Sony Entertainment Television | Silver |
| JWT | Indian Premier League (IPL) - SET MAX | Jumping Jhapang | Multi Screen Media | Silver |
Corporate Advertising / Reputation | ||||
| McCann Worldgroup | Dainik Jagran | Can A Newspaper Preserve A Nation's Future? | Jagran Prakashan | Bronze |
Retail | ||||
| Happy Creative Services | Flipkart.com | Shopping ka Naya Address | FlipKart Internet | Silver |
| Contract Advertising | Domino's Pizza | Domino's Pizza Yeh Hai Rishton Ka Time | Jubilant FoodWorks | Bronze |
| Contract Advertising | Domino's Pizza | Pizza Mania : Pehli Kamai | Jubilant FoodWorks | Silver |
| Lowe Lintas and Partners | Tanishq | Because Diwali Should Be Recession Proof | Titan | Bronze |
| Lowe Lintas and Partners | Tanishq | One Love | Titan | Silver |
| DDB Mudra Group | Big Bazaar | Power to the people | Future Value Retail | Bronze |
| DDB Mudra Group | Big Bazaar | From Grocery to Gift | Future Value Retail | Bronze |
B2B | ||||
| Ogilvy & Mather | Vodafone Business Services | Drive into the Big League-2 | Vodafone | Bronze |
Digital (Online / Mobile Communication) | ||||
| Interface Communications | Cadbury Oreo | 300 Briefs, 300 Ads in 3 days- 'The Oreo Dunkathon' | Mondelez India | Bronze |
| ibs | Tata Docomo | Hyper Personalization - The World's first CRM Powered Digital Media Campaign | Tata Docomo | Silver |
Rural Marketing | ||||
| Ogilvy & Mather | Multi-Brand Project | Khushiyon Ki Doli | HUL | Silver |
| Marico Limited | Mediker | Mediker's Journey from Lice Negative to Life Positive in Rural India | Marico | Bronze |
Regional | ||||
| JWT | Univercell | Bridging the Great Aadi Divide | Univercell Telecommunications | Silver |
| Ogilvy & Mather | Bru Instant | Discover Something New | HUL | Bronze |
| Lowe Lintas and Partners | Tanishq | Tanishq And Sridevi - Coming Back Home | Titan | Gold |
| Publicis | Nescafe Sunrise Strong | “There is a New Sunrise In Andhra Pradesh” | Nestle India | Silver |
Direct Marketing | ||||
| McCann Worldgroup | Dainik Jagran | 'Creating A Newspaper For The Future, By The Future' | Jagran Prakashan | Bronze |
Experiential Marketing / Brand Experience | ||||
| ABP One | Cadbury Dairy Milk | Cadbury Mishti Shera Shrishti | Cadbury India | Silver |
| Global Team Ford | Ford EcoSport | Ford EcoSport Urban Discoveries | Ford India | Silver |
| Grey Worldwide | Sensodyne | Winning With A Glass Of Chilled Water | Glaxo SmithKline | Gold |
| Lowe Lintas and Partners | Kissan | 100% Natural. Seeded. | HUL | Gold |
| Ogilvy & Mather | Vodafone | Vodafone - Ear Muffs | Vodafone | Gold |
| JWT | Indian Premier League (IPL) - SET MAX | Sirf Dekhneka Nahin (Don't Just Watch It) | Multi Screen Media | Silver |
| DDB Mudra Group | Neutrogena | Beauty's a Little Personal | Johnson & Johnson Limited | Silver |
EFFIE for Good | ||||
| Ogilvy & Mather | Akanksha Foundation | Classroom Mumbai | Akanksha Foundation | Silver |
Integrated Advertising Campaign | ||||
| Grey Worldwide | Killer Jeans | Turning the product into a medium - How to make an environmental cause fashionable for Indian Youth | Kewal Kiran Clothing | Bronze |
| BBDO India | Gillette | Soldier for Women | P&G/ Gillette India | Bronze |
| Lowe Lintas and Partners | !dea | !dea Honey Bunny | Idea Cellular | Gold |
| Lowe Lintas and Partners | Lifebuoy | Help A Child Reach 5 | HUL | Gold |
| McCann Worldgroup | Coca-Cola | Coca-Cola: Adding fizz to the Indian Family Meal Time | Coca-Cola | Bronze |
| McCann Worldgroup | Nescafe Classic | Nescafe Morning Band - 'Kick-starting' India's morning | Nestle India | Bronze |
| Ogilvy & Mather | Vodafone | Vodafone - Made For You | Vodafone | Gold |
| Publicis | Nestle Maggi | Do Minute Mein Khushiyan (Happiness in 2 Minutes) | Nestle India | Bronze |
| McCann Worldgroup | UNICEF | Quit India Movement Part 2 - India's Fight Against Malnutrition | Unicef India | Bronze |
| BBH India | Parachute Advansed Ayurvedic | Recommended By Those Who Care About You | Marico | Bronze |
Best On-going Campaign | ||||
| Contract Advertising | Cadbury Celebrations | Iss Diwali app Kisse Khush Karenge? | Cadbury India | Bronze |
| Ogilvy & Mather | Bournvita | Tayyari Jeet Ki | Cadbury India | Silver |
| Ogilvy & Mather | Ceat Two Wheeler Tyres | Superior Grip | Ceat | Bronze |
| Ogilvy & Mather | Cadbury Dairy Milk Silk | How we got People to pay ten times the price of a CDM for CDM | Cadbury India | Bronze |
| Lowe Lintas and Partners | !dea | What An !dea | Idea Cellular | Bronze |
| Lowe Lintas and Partners | Fastrack | 'Move On' | Titan | Bronze |
| Ogilvy & Mather | Vodafone | Vodafone Zoozoos | Vodafone | Bronze |