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Community Corner

EACA Euro Effies Celebrates 20 Years

O&M EMEA is Agency of the Year; occasion marked with report revealing essence of effective advertising

EACA Euro Effies Celebrates 20 Years

The 2016 Euro Effie Awards are celebrating their 20th anniversary. Since their inception there have been over 300 winning case studies of how communications have added commercial benefit to business in Europe. 

At the gala celebration on 18th October at the Cercle de Lorraine in Brussels, 18 campaigns from seven countries across Europe were awarded 26 trophies. The winners were selected by an international jury of senior agency and client representatives chaired by Dan Burdett, Head of eBay Labs EMEA. The United Kingdom won 15 awards, Germany and Ireland three each and France two. Agencies from Denmark, Slovakia and Spain walked away with one Euro Effie Award apiece.  

The Brooklyn Brothers won the Grand Prix for their campaign Ask Guðmundur, developed with Icelandic agency Íslenska. This is the second time that The Brooklyn Brothers & Íslenska have won the Grand Prix for their work for the sovereign state of Iceland.  Ask Guðmundur is the latest phase of the agencies’ ‘Inspired by Iceland’ campaign which aims to expand tourism beyond the capital and the popular tourist areas. Working together, the two agencies developed a unique content-driven communication strategy in the form of a human character based on the most popular name in Iceland - Guðmundur. It was launched as the world’s first human search engine, harnessing the power of people throughout Iceland. Not only did the activity achieve every one of its objectives, increasing tourism growth in the regions by over 55% and revenue growth by 114%, the campaign paid for itself 20 times over. 





The Ask Guðmundur team

The Effectiveness Agency of the Year was a close contest between Grey and Ogilvy, with Ogilvy taking the title for the first time with seven awards for Ulster Bank, The UK Cabinet Office, UPS, Huawei and Gold for Kofola (by Slovakian partner agency, Zaraguza). Brian McCarter, Ogilvy EMEA’s Head of Planning, explained that his agency was intent on providing evidence of the commercial success of communications to help their clients prove to their boards that marketing investment is money well spent. 

Paul O'Donnell, Chairman & CEO of Ogilvy & Mather EMEA, commented: "Our ambition as an agency is simple - to ascend the 'twin peaks' of creativity and effectiveness. Of course, they are actually two faces of the same mountain. Ultimately, as David Ogilvy said: 'We sell or else'. In the spirit of this, to be Euro Effies Agency of the Year, after our outstanding performance at Cannes this year, is very, very gratifying. We thank the jury and everyone at EACA for this endorsement on the 20th Anniversary of the Euro Effies."



Ogilvy & Mather accepting Agency of the Year

Grey, last year’s winner of the title, maintained another strong showing with Gold for Volvo LifePaint and wins for Sensodyne, Bolia and Febreze. Other Gold winning agencies were Kemmler Kemmler (Germany) and Buzzman from France. 

The 2016 Jury was chaired by Dan Burdett, former Global Brand VP at Mars, recently appointed Head of eBay Labs EMEA. The jury also included several senior marketers including P&G’s David Grebert and Dario Giustini, Senior Manager Marketing Communications at Toyota Motor Europe. From the agency side the UK-based contingent included Harjot Singh, CSO McCann EMEA; Matthew Gladstone, planning partner Grey London; Neil Godber, head of strategy at JWT London and John Clark from CB+P. 

As Jury Chair, Burdett was impressed by the high standard of ideas and the broad range of brands and companies. He talked about necessity being the mother of all invention, which is probably why there were as many great submissions from governments and countries as from some of the world’s biggest brands.

He revealed that he had his own favourite campaigns: “Some of them I’m glad won, some I was disappointed showed too little evidence of their effectiveness and we could not put these forward. I especially liked the campaigns which had had to be really creative with a modest budget and one of my favourites was Ask Guðmundur: not only was it a lovely idea, it was a brilliant story that promoted the people as much as the place, told brilliantly through social media. It was also a beautiful pastiche on search, suggesting you ask the people rather than Google, if you really want to get to know Iceland. Fantastic”. 

David Grebert of P&G echoed his sentiments by saying that he liked the Iceland campaign because it felt like an idea born from the character of the country itself and seemed deeply authentic.

The campaign that stood out most for Burdett was the Gold-winning campaign #whereveryouare for Zalando by Kemmler Kemmler. He explained: “The challenge was how to tell people that Zalando was delivering Topshop products all over Europe with free shipping and returns, which didn’t on the face of it sound like the most inspiring of briefs. The insight, that a teenager living in the countryside was doomed to be a fashion failure, no doubt inspired the idea. Queue a brilliant partnership between London cult Fashion Brand Topshop and Zalando to deliver their product across Europe #whereveryouare. The short videos featuring Cara Delevingne comically mispronouncing all, (and I mean all) of the places to which Zalando delivers across Europe allowed them to create over 60,000 bespoke video messages for every tiny town and village in Europe which were then sent out via Facebook using geo-referencing so that people received videos that referenced their home town. Not only did it get great coverage, it also delivered 54% more sales for Topshop”. 

For the second time, the Euro Effie Awards presented the FEPE International Out Of Home Award, this year to WPP Team Huawei / Ogilvy for their Touch. Made Powerful campaign, in recognition of their exceptional use of Out of Home to drive image and so create the sense of a big world class technology brand.

EACA also recently collaborated with Kantar Millward Brown on the Euro Effie Report, revealing the essence of effective marketing communications. Check more out about that here.