The Monkeys has been named Effective Agency of the Year at the 2021 Australian Effie Awards, scooping The Grand Effie, four Golds, two Silvers and one Bronze across three clients, Beam Suntory, Meat & Livestock Australia and NRMA Insurance.
According to the judging panel, The Grand Effie, which was awarded to The Monkey’s entry ‘How reinventing ‘HELP’ added record value to the NRMA Insurance brand’, was an excellent entry from start to finish from both content and story articulation perspectives.
The judges relayed that the entry “had a strong adherence to an evidence-based approach and measuring brand value – a great example of how advertising can drive brand value, and how to set up the metrics to evaluate this,” they said.
A Gold Effie was also awarded to CHE Proximity for it’s ‘Where babies come from’ entry for Genea.
The virtual Effie Awards show was held on Wednesday afternoon, delivering a further 17 Silver, 24 Bronze awards and one Highly Commended award, bringing the total number of agencies awarded for outstanding, measurable results to 20 agencies and the number of clients to 24.
Commenting on the Effective Advertiser Award, which was presented to NRMA Insurance, the judges said the company’s submission was outstanding.
“The results of NRMA’s campaigns have been applauded elsewhere, but they do not come from a leap in the dark,” the judges said.
“Behind the ‘HELP’ campaign is a four-year journey towards marketing excellence. Adoption of the theories of Binet & Field (Long and Short) and Byron Sharp (Mental Availability) and hard-wiring the best creative and effectiveness brains into the team has enabled Brent Smart, Chief Marketing Officer, to prove the power of advertising to the whole IAG organisation from the CEO down.
“This is best practice at work – and it works,” the judges concluded.
CEO of Advertising Council Australia, Tony Hale, said: “Once again we have seen how the power of great creative ideas can translate into outstanding commercial success stories.”
“Australia’s advertising agencies and marketers have continued to overcome the challenges thrown their way over the last year, and with zeal, adhering to highly held standards of advertising and marketing effectiveness and making sure every advertising dollar contributes to driving the bottom line,” he said.
“With that in mind, we applaud all of this year’s winners and finalists who deserve the industry’s congratulations.”
The full list of Gold Effie winners by category is as follows:
Insight & Strategic Thinking
CHE Proximity – Genea – Where babies come from
The Monkeys, UM & OGB – Meat & Livestock Australia – How Lamb reunited Australia after our most divided year ever
The Monkeys – NRMA Insurance – How reinventing ‘HELP’ added record value to the NRMA Insurance brand
Long Term Effects
The Monkeys – Beam Suntory – How long term brand building led to the three most successful years in Canadian Club history
The Monkeys – NRMA – How commitment to brand building drove one of the markets greatest comebacks.
The Advertising Council Australia would like to thank all of its sponsors and supporters for their generous support, including Marquee Sponsor Think TV, Ad Standards, Google, UnLtd and Youtube.
Please login with linkedin to commenteffie awards
For years, people have been able to play games, watch gaming videos and connect with fellow gamers on Facebook. But what if we could do more? Imagine a world where you didn’t just watch a gaming creator stream their play session, but instead, you could jump in and play with them live without needing to […]
CommBank has today released its Household Spending Intentions (HSI) Index for November 2021, signifying its highest spending level since December 2019 and significant post-pandemic recovery, particularly in travel. The index – which provides an in-depth gauge of Australian consumer spending – rose 2.1 per cent during November to 110.3, driven by solid gains in spending […]
On International Day of People with a Disability, Infosys (NYSE: INFY) a global leader in next-generation digital services and consulting has released a first of its kind report: Exploring digital accessibility priorities and investments in Australia and New Zealand organisations. The study assessed for the first time, how far 670 organisations across Australia (570) and […]
Independent Australian agency, Affinity has held its own against the world’s best in the prestigious WARC Effective 100, being named the second most effective Digital/Specialist agency in the world, and first across APAC. The recognition follows several wins in 2020 at global and local effectiveness awards across a range of clients, including Effies, New York […]
2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]
The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]
Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]
This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]