Effie Award Winners Announced For 2018

CHE Proximity has been named Effective Agency of the Year at the 2018 Australian Effie Awards last night, scooping one gold and five silver awards across two clients, Swann Insurance and Velocity Frequent Flyer.

Two Golds were presented to Richards Rose for Mitsubishi Motors campaign “Moving from #6 to #3: How Mitsubishi is having the time of its life”.

Two golds were also presented to Ogilvy Australia for Kimberly Clark Australia campaign “Let’s Move On”.

One gold went to Host/Havas for Defence Force Recruitment campaign “How transforming the Defence Force’s approach to recruitment delivered record returns”, which also went on to claim the coveted Grand Effie.

The judges commented that the Host/Havas campaign stepped beyond the traditional model and positioned the Australian Defence Force as a 21st Century employer through an “exceptionally impressive and well told story”.

“It’s so hard to change a person’s mindset, let alone get tangible behaviour or action, such as enlisting, and yet this campaign has done that,” the judges said.

The ceremony, which took place at ICC’s Parkside Ballroom in Darling Harbour in Sydney delivered a further 14 silver and 14 bronze awards. This brings the total number of agencies awarded for outstanding measurable results to 16 and the number of clients to 21.

Additional Gold winners included:

• TBWA\Sydney for M.J.Bale campaign “Coolest Suit on the Planet”
• The Works for Optus campaign “Bolt, a marathon story: a long term strategy for a world class network
• The Monkeys for Beam Suntory campaign “How questioning the unquestionable breathed new life into Canadian Club
• The Monkeys for Meat & Livestock Australia campaign “How bringing people together delivered record profits for Lamb
• CHE Proximity for Swann Insurance campaign “Inconvenience Stores – Turning an everyday errand, into another reason to ride”

Commenting on the Effective Advertiser Award, which was presented to ALDI Australia, the judges said: “ALDI is a very impressive example of effectiveness through total alignment of purpose. It’s very clear that the organisation is totally aligned with their marketing department and that the marketing department is totally aligned with their agency.”

Mark Green, chair of The Communications Council, said that each year, the quality of the cases raises the bar for creatives and strategic thinkers, and delivers increasing value to clients’ businesses.

Green added: “One decade on, the Effies remain one of the most important dates in our industry’s calendar. These awards have one of the most rigorous judging processes, so even to become an Effie finalist is a huge achievement. Congratulations to all our winners and finalists.”

The full list of Gold Effie Winners by Category is as follows:

Retail / Etail
TBWA\Sydney – M.J.Bale – Coolest Suit on the Planet

Other Consumer Goods
Richards Rose – Mitsubishi Motors – Moving from #6 to #3: How Mitsubishi is having the time of its life

Health and Wellbeing
Ogilvy Australia – Kimberly Clark Australia – Let’s Move On

Other Services
The Works – Optus – Bolt, a marathon story: a long term strategy for a world class network

Return on Investment
Richards Rose – Mitsubishi Motors – Moving from #6 to #3: How Mitsubishi is having the time of its life

The Monkeys – Beam Suntory – How questioning the unquestionable breathed new life into Canadian Club

Insight & Strategic Thinking
Ogilvy Australia – Kimberly Clark Australia – Let’s Move On

Marketing Solutions Other Than Advertising & PR
CHE Proximity – Swann Insurance – Inconvenience Stores – Turning an everyday errand, into another reason to ride

Long Term Effects
Host/Havas – Defence Force Recruitment – How transforming the Defence Force’s approach to recruitment delivered record returns

The Monkeys – Meat & Livestock Australia – How bringing people together delivered record profits for Lamb

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