The Elements of Effectiveness - Effie Awards 2016 in association with TVNZ
Posted 21 October 2016.
2016 Effie Awards were proudly brought to you by CAANZ in association with TVNZ our Commercial Partner.
We also thank Commercial Partner, NZME and sponsors: Nielsen, Facebook, The Radio Bureau and Soar Print.
“Showcasing your science” was the theme of the evening enjoyed by 500 advertising and marketing industry professionals last night’s at the CAANZ New Zealand Effie Awards, in association with TVNZ. The Effie awards were MC’ed by Tim Wilson (TVNZ) and held at The Langham Hotel in Auckland where the industry was out in force to celebrate those awarded as NZ’s most effective marketing campaigns.
DB Breweries and Colenso BBDO took the show this year with the Brewtroleum campaign that won metal across many categories, including Gold in the Most Progressive Campaign and Gold in the Most Effective PR and Experiential Campaign categories. The Executive panel went on to award this the Grand Effie, DB Breweries the Most Effective Client of the Year and Colenso BBDO the Most Effective Agency of the year with a swag of bronze, silver and gold across all categories.
Merry Baskin the International Guest Judge from Baskin Shark, UK who attended and presented at the gala dinner commented…“Brewtroleum
was a really strong idea. An “out of the boundary” piece of creative work that has become globally famous. In a declining category and a changing market, this campaign managed to turn sales and they even got another company to come on board and help with this task.”
Merry told the crowd however, that the Grand Effie was a 2 horse race and that The Heart Attack Foundation and Barnes Catmur and Friends Dentsu, were actually only a nose behind, and were awarded a newly minted award “Highly Commended for the Grand Effie” with “Heart Attack Act”. The Heart Foundation and Barnes Catmur and Friends Dentsu also won a Gold in the Charity/Not for profit category, a Gold in Limited Budget: Less than $300,000 category and a Gold in the most highly contested category of Most Effective Strategic Thinking.
The NZ Police and Ogilvy & Mather also had a great night, winning not only Gold in the PR and Experiential Category and Silver in the Limited Budget category for their “Do you care enough to be a cop?” campaign but also won a Gold in the Executive Judge Category, where the contenders are selected by the Category Judges - Hardest Challenge. International Judge, Merry Baskin said of the campaign, “The winning work was both authentic and powerfully moving, which was key to its successful response”.
Also sharing in the 7 Golds awarded by the Category Judges and Executive Jury was a “beautifully simple” campaign with some good strategic thinking by Ziera and .99 with their perception shifting campaign “Fashion as it should be”. 17 excellent campaigns were also awarded Silver on the night for Agencies - FCB (who didn’t managed to get across the gold line but earned 7 silvers), DDB, TBWA and bcg2 who all did a short walk to the stage to pick-up silver and took home a clutch of bronzes for a variety of Clients. True, Future Brand and J Walter Thompson also carried home metal in the bronze categories.
Jodi Williams, GM of Global Brand at Air New Zealand won the Individual Marketer of the Year Award for 2016. The Individual Marketer of the Year award recognised a marketing client who led their agencies in the marketing of a brand which has clearly excelled in the last 12 months. Someone who really understood their business problem, had clear objectives and inspired their Agencies to even greater heights over the longer term. CAANZ CEO Paul Head said that “Jodie Williams had aligned the entire business behind a consistent and unified consumer face, taken a long term approach to brand building and as a result had optimistically helped to define and represent our national identity.” A deserved winner of the inaugural EFFIE Marketer of the Year award.
Paul Head summed up the evening by saying that “Effie is a most coveted award due to its rigorous judging and international credibility. To win an award of any metal colour is a significant achievement that proves the value that communication agencies add to their clients business.”
Congratulations to all the finalists and winners.