Cadbury & O&M top Effies 2011 honours

15 Dec,2011



By A Correspondent


On an exhilarating race day, at a place where horses would be galloping and competing their way for a finish to the top, yesterday it was the turn of the advertising fraternity to trot the turf and vie for their prized silverware. Mahalaxmi Racecourse in Mumbai was host to Effies 2011, the only awards show of its kind that recognizes effective advertising by creative agencies.


Having finished as the agency with the highest number of shortlists, Ogilvy & Mather didn’t disappoint as it swooped a bagful of awards – 19 metals in all – leading it to be pronounced the Effie Agency of the Year for 2011. With a tally of 195 points – 7 Golds, 6 Silvers and 6 Bronzes, Ogilvy thumped its nearest rival JWT by almost thrice the number of metals, a milestone that has been a regular affair at the awards. JWT came a distant second with 65 points – 3 Golds, 1 Silver, 2 Bronzes, while DDB Mudra and Lowe Lintas were tied for the third spot with 45 points each.


The icing on the cake for O&M was when its coveted client Cadbury was declared the Effie Client of the Year. With 4 Golds and 2 Silvers, Cadbury edged out Vodafone India – an Ogilvy client as well – which occupied the second spot with 2 Golds, 1 Silver and 1 Bronze. HUL came third with a single Gold and 4 Bronzes.


Flagging off the awards ceremony, Shashi Sinha, President of the Bombay Ad Club welcomed the gathering by stating that it had been a stellar an experience for the organising committee and the judges who managed to sieve and rummage through a bundle of noteworthy entries. Apart from the big number of entries and new additions the event managed to attract, Sinha said that the awards was different from the others, as it was run on international guidelines and was importantly, controversy-free.


Lavishing praises on the event, Chairperson – Effie Committee and fellow-member, Ajay Kakar began by citing an anecdote. “During my early days as an executive in an ad agency, I used to often hear marketers say that half the money I spent on advertising is wasted and the trouble is, which half was wasted was not known. But with the instituting of the Effies, that perception has changed. In fact, it is the only awards show where both the client and the ad agency walk together to collect the awards.”


According to Kakar, it was truly a remarkable experience for the organising committee this year as there were more categories – 12 in all, which saw around 300 entries and the 80 judges had the arduous task of shortlisting the best.


Winning stance

Elated with another super showing, Abhijit Avasthi, NCD, Ogilvy India remarked: “We are absolutely thrilled, given that Effies is a culmination of the year’s efforts and that it is the right balance between creativity and effectiveness in the marketplace. What’s more reassuring and satisfying is that the wins are across a lot of categories and clients.”


When asked to comment on his client bagging the Client of the Year award Avasthi said: “Though we are happy that Cadbury has bagged the Client of the Year award, we have been supported phenomenally well by our other clients too.”


Not disheartened by the performance of his agency, Colvyn Harris, CEO, JWT India, which came in second, said: “Every year, around this time, we review the works that we do for our clients and given our standing at the Effies this year, we hope to start 2012 with a brand new team so as to compete closely with the No 1.”


On Effies being a great creative platform for agencies, Colvyn said: “I think Effies is a great platform for one to showcase their work, because finally, creativity may be everything but this is as important, if not more important, from a client’s point of view. If you are not successful in the marketplace, then nothing else matters. So my ambition is obviously to do well at the Effies and back that up with a good creative showing as well.”


It was a night of thrilling proportions for Agnello Dias and Santosh Padhi from Taproot India as they bagged the envious Grand Effie award. Sharing his initial reaction on the win, Agnello Dias, co-founder, Taproot India said: “It keeps getting better. When I won for Lead India, I thought this is it; I won’t get another Grand Effie. Then Teach India happened and this year I won a Grand Effie again. So it keeps getting better. It’s even more satisfying that we are doing it outside of a large network agency and we are doing it on our own.” On the hopes for next year, Aggie said that he aimed to continue the feat with Airtel and maybe also Pepsi.


Enumerating on their win, Santosh Padhi, co-founder of Taproot India said: “We had sent four entries, of which three were shortlisted, while two bagged awards. So I guess it was a pretty good showing. Considering the size of our agency – we have around 30 people, versus other big agencies that have 3,000 people, or more. Competing with them and coming fifth is an outstanding achievement for us. This shows that it is not numbers that matter but the power of an idea that is important.”


Joseph George, CEO, Lowe Lintas, which tied for the third spot, said: “I think we could have done much better because Effies are the only awards that we seriously participate in. Actually, we were a bit disappointed with the shortlist itself considering we had sent more than 20 entries. But no worries, we will try harder and do better next year. What is important is that the No 1 tag is never to be taken for granted and the same goes for No 2 and 3. So we hope to be back next year, bigger and stronger.”


The other commendable awards for the night included Marico Uncommon Sense Award that was bagged by O&M for Vodafone’s ‘Blackberry for Everyone’ and Brand Equity Bravery Award that was bagged by BBDO India for Gillette Mach3 Turbo – Shavesutra.




Effie Client tally:

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