Colenso BBDO crowned Most Effective Agency of the Year and wins Best in Show at NZ EFFIES
ColensoBBDO Auckland was awarded the Most Effective Agency of the Year for thesecond consecutive year as well as Best of Show at the 2010 CAANZ EFFIEAwards held at the Sky City Convention Centre in Auckland last night. Judgesawarded 12 Gold, 15 Silver and 12 Bronze EFFIEs.
The Ministry of Health was awarded the Most EffectiveClient of the Year award for its campaign work with agency DraftFCB onthe National Depression Initiative – The Journal.
Presented annually by the Communication Agencies Association of NewZealand (CAANZ) the EFFIE’s are awarded in recognition of the year’smarketing communications campaigns that have delivered superior results.
CAANZCEO, Rick Osborne, was impressed with the quality of entries fromagencies, with winners needing to convince a panel of industry leadersincluding this year’s international judge Tim Broadbent, Ogilvy’sBeijing-based Effectiveness Director.
“If agencies are torealise the CAANZ vision of being viewed as strategic partners toclients they must convince CFOs and CEOs -and not just marketers- thatthey have the ability to make a positive impact on the goals andprofitability of organisations.
There is no better way toconvey this vision than by winning an award that has effectiveness atits core. The EFFIES are the awards that celebrate the nirvana wherecreative ideas drive measureable results.”
Commenting on theClient of the Year award Osborne said, The Ministry of Health’s “TheJournal” is a world first in healthcare that takes depression suffererson a journey to recovery. Testament to The Journal’s effectiveness isthe Ministry’s decisions to give it the same medical status asanti-depressant drugs.
TBWA\Tequila provided outstanding business results for new entrant telecommunications company 2degrees Mobile Ltd.
Colenso BBDO is the only agency in the history of the New Zealand EFFIEAwards to win Most Effective Agency of the Year two years in a row, andthe only agency to win Most Effective Agency of the Year and Best inShow in the same year.
Says Nick Garrett, managing director, Colenso BBDO: “We are thrilledwith the result because it means that the work we are producing worksand it is a great example of how powerful creative thinking can be usedas a business tool.”
Adds James Hurman, planning director, Colenso BBDO: “The thing I mostlove about this place is how passionate everybody is about making thework great. It’s a delight to have again won Agency of the Year, whichfor me reflects the spirit of the entire Colenso team in producinggreat work and great results across our family of clients.”
Colenso’s Best in Show Whiskas Dry re-launch campaign for Mars NewZealand resulted in double digit growth, despite a price lift andreduction in distribution, reversing a six-year share decline andoutperforming the category by a factor of five.
It’s V Rocket Pack campaign for Frucor (which picked up four awards)recorded Colmar Brunton’s highest ever scores on multiplecommunications measures, creating market share domination in the energyshot category and delivering double digit growth to the V family.
THE ‘BIG’ EFFIE® AWARD WINNERS
Best in Show
Agency: Colenso BBDO
Client: Mars New Zealand
Campaign Title: Whiskas: Love Your Cat
Most Effective Agency of the Year
Winner: Colenso BBDO
Most Effective Client of the Year
Winner: Ministry of Health
Agency: DraftFCB
GOLD EFFIE® AWARD WINNERS
Category: Social Marketing/Public Service
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: National Depression Initiative – The Journal
Category: FMCG
Agency: Colenso BBDO
Client: Frucor Beverages New Zealand Ltd
Campaign Title: Rocket Man – V Pocket Rocket
Category: Consumer Durables
Agency: DraftFCB
Client: BMW Group New Zealand
Campaign Title: MINI Soho – Is this your number?
Category: Consumer Services
Agency: TBWA\Tequila
Client: 2degrees Mobile Ltd
Campaign Title: 2degrees Launch
Category: New Product/Service Introductions
Agency: Colenso BBDO
Client: Fonterra Brands (Tip Top) Limited
Campaign Title: Kapiti On A Stick
Category: New Product/Service Introductions
Agency: TBWA\Tequila
Client: 2degrees Mobile Ltd
Campaign Title: 2degrees Launch
Category: Return on Investment
Agency: Affinity ID
Client: Onecard mySpecials
Campaign Title: Progressive Enterprises
Category: Return on Investment
Agency: Colenso BBDO
Client: Mars New Zealand
Campaign Title: Whiskas: Love Your Cat
Category: Most Integrated Campaign
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: National Depression Initiative – The Journal
The full list of winners at: www.caanz.co.nz