The Monkeys has been named Effective Agency of
the Year at the 2016 Australian Effie Awards at a ceremony held tonight
at Doltone House, Jones Bay Wharf, in
Sydney, scooping one Gold for Blackmore's case: 'The power of knowledge:
How an 80-year-old reclaimed thought leadership', and three Golds for
Meat & Livestock Australia's '
Operation Boomerang' - a case which also won the coveted Grand Effie.
Described
as Meat & Livestock Australia's most successful Australia Day Lamb
campaign to date,'Operation Boomerang' was awarded for demonstrating a
very compelling and clear business case, with a high degree of
difficulty; judges said the strategy was bold, disruptive, and extremely
effective.
The remaining two Gold awards were presented to Affinity for the
Narellan Pools case, '
Diving into data for Narellan Pools', and
Whybin\TBWA Group Melbourne for the entry, 'Owning the First Job
Trigger' for ANZ.
Says
Luke Brown, CEO, Affinity: "Its been a great week for Affinity and
Narellan Pools with recognition for our innovative data-driven campaign
from the UKs IPA and now the Australian Effies. Both are judged
rigorously and are highly coveted as a result. We are hugely proud of
the work we have done for Narellan, which demonstrates Affinity has been
able to cut through the big data hyperbole and actually deliver
outstanding sales results for our clients."
The ceremony delivered a further 13 silver and 20 bronze awards,
bringing the total number of agencies awarded for outstanding measurable
results to 27 and the number of clients to 23.
The Effective
Advertiser of the Year award was presented to Officeworks. The jury said
the Officeworks marketing team not only have a very impressive case
history and set of results, but a great argument for the science and art
of marketing over simple merchandising. The team was praised for their
consistent approach and focus on effectiveness; a long term commitment
to their agency partners; and, processes that give everyone the best
chance of success, internally and externally.
Says Anthony Freedman (left), chairman of The Australian Effie Awards: "Now in their eighth
year, the Effies have become one of the most important dates in our
industry's calendar. Each year, the quality of the cases raises the bar
for great creative and strategic thinking that delivers real value to
clients businesses. These awards have one of the most rigorous judging
processes, led by Chairman of Judges Colin Wilson-Brown through three
stages of judging with 170 agency and marketing leaders, so even to
become an Effies finalist is a huge achievement - to take home metal is
outstanding. Congratulations to all of our winners and finalists.
"I'd also like to thank effectiveness expert and consultant,
Peter Field, for speaking at the Awards ceremony last night, and our
marquee sponsor, research driven, marketing and technology development
company, Think TV, for their support."
Gold Effies: Food, Confectionery & Snacks
● The Monkeys - Meat & Livestock Australia - Operation Boomerang
Health & Wellbeing
● The Monkeys - Blackmores - The power of knowledge: How an 80-year-old reclaimed thought leadership
Financial Services
● Whybin\TBWA Group Melbourne - ANZ - Owning The First Job Trigger
Short Term Effects
● The Monkeys - Meat & Livestock Australia - Operation Boomerang
Most Original Thinking
● The Monkeys - Meat & Livestock Australia - Operation Boomerang
Use of Data
● AFFINITY - Narellan Pools - Diving into Data for Narellan Pools
All case studies are online at
www.effies.com.au.
The
Communications Council acknowledges its sponsors and supporters
for their generous support, including: Marquee Sponsor Think TV,
B&T, Healthcare Communications Council, Shootsta, The Monkeys
Cobbler, and UnLtd.
VIEW THE FULL LIST OF WINNERS -
2016 Effie Award winners.xlsx (4).xlsx