At the Effie Awards for creative effectiveness, by The Advertising Club, Ogilvy & Mather (O&M) won the agency of the year award beating Lowe Lintas, the last year winners. Also, Hindustan Unilever (HUL) bagged the Client of the Year prominent trophy for the second time consecutively.
Notably, Ogilvy & Mather regained the top spot after bagging numerous trophies for brands such as Tata Sky, Bournvita and Star TV. Also, Sister agency Soho Square received the Grand Effie award for the campaigning of Narendra Modi campaign for BJP. Regarding O&M’s performance, its Chairman and Chief Creative Officer, Piyush Pandey claimed that the 49 shortlists are the best and that they are going to continue doing good work for their clients.
Also, the agency’s National Creative Director (NCD), Abhijit Avasthi added that the lot of their works that were rewarded here also received their internal award called Envies. He claimed that it proves that one can do great creative work that leads to effectiveness.
When it comes to Hindustan Unilever Limited (HUL), it won Gold for Kan Khajura Tesan the mobile radio platform and also for the performance of Pond’s, Red Label and Fair & Lovely. Regarding this, Priya Nair, Executive Director, Home Care, HUL added that they are delighted as these are awards proving their effectiveness.
Lowe Lintas, the runner up was a preferred one with many sections of the crowd. Though the agency did not make it before O&M, it won seven astounding Gold trophies for brands such as HUL, Tanishq and Havell’s. Regarding this, the National Creative Director (NCD) of Lowe Lintas, Arun Iyer claimed that he was satisfied with the performance as they made changes in the calculation and included some points for the finalist entries as well. He added that the one who played the game well won the awards.
It is stated that giving points to finalists helped O&M gain an edge and win the awards. Though it came out as a clear winner after tallying the points, it did so only with a smaller margin. While O&M is the winner, the second runner up McCann-Erickson proved that is could be a strong player at the third position with winning brands such as Coca-Cola, Nestle and Perfetti.