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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

Team Lowe Lintas and Partners with Agency of the year award at Effie 2013. Click on the image to enlarge.

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

Also read: Behind the scenes at the Effies 2013

Sohini.Sen@BestMediaInfo.com

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