Effies 2015: Colenso crowned most effective agency, Clemenger snags Grand Effie

  • October 9, 2015
Effies 2015: Colenso crowned most effective agency, Clemenger snags Grand Effie

Last night, lint brushes were again run over suits and evening dresses as the over 500 communications industry professionals prepared for the 2015 edition of the CAANZ Effie Awards, widely regarded as one of the most important awards events due to the emphasis it places on the effectiveness of campaign from a business perspective. 

As the attendees took their seats at the Langham, the table occupied by Colenso BBDO employees carried the most expectation, with the agency's 24 shortlistings across categories making it the leader among the nominees. And Colenso BBDO didn't leave disappointed.

The Clemenger-owned agency consistently picked up metal throughout the night, and was eventually declared the most effective agency in New Zealand for 2015.   

"We’re delighted to have picked up Agency of the Year last night, and particularly happy that our work across six different brands was recognised by our peers," says Andy McLiesh, the head of planning at Colenso. "We’re lucky to have great clients who want to do great creative work, which gives us a good head start when it comes to effectiveness.”

As has been the case in previous years, agencies earned points for the number of awards and finalist spots secured. Agencies got 12 points for the Grand Effie, eight for a gold, six for a silver, four a bronze and two for a finalist spot (StopPress has requested the final points table from CAANZ). And after the numbers were tallied, Colenso was the clear winner on 78 points, followed by FCB in second place with 58 points. 

The title of the Most Effective Agency of the Year will now shift from FCB to Colenso BBDO, and this will no doubt lead to the updating of email signatures across both agencies. 

Colenso's comrades at Clemenger BBDO also enjoyed another good awards night, picking up the Grand Effie—awarded for the campaign of the year—for the ongoing success of the New Zealand Transport Agency's 'Legend' campaign.

 

The judges were unanimous on this decision, commenting that the paper was a joy to read, had a strong set-up, was strategically sound, creatively disruptive, delivered great success for NZTA and was backed by very strong results.

In addition to walking away with a snazzy trophy, Clemenger BBDO also won $100,000 of TVNZ airtime for its client.   

The NZTA campaign faced stiff competition from The Appliance Shed's 'Legit Brands, Legit Prices' campaign, which was developed by JWT. Described by international jugde Ali Bucknall "as near as dammit the perfect Effie paper”, this campaign won a highly commended award under the Grand Effie category.  

"We are absolutely thrilled for our clients The Transport Agency to have won Gold and the Grand Effie for the Legend (Ghost Chips) campaign," says Clemenger managing director Livia Esterhazy. "The team working together across The Transport Agency, Clemenger BBDO, OMD and the Sweet Shop push each other for work that is incredibly effective because as we know, successful work means keeping Kiwis safer on our roads. For this to be recognised through winning the Grand Effie is a fantastic achievement for all."

None of the award-winning campaigns would have been possible had it not been for the budgets and trust of clients who commission the work. And in keeping in its tradition of recognising clients, CAANZ last night handed out the Most Effective Client of the Year award to ASB. 

“This is outstanding recognition for ASB and all our partners that work tirelessly to bring these ideas to market,” says ASB general manager of marketing Shane Evans.

And while FCB had to relinquish its title as the most effective agency in New Zealand, the agency took to the stage to collect the coveted hardest challenge gong for its work on the 'Finding the Unfindable' campaign for Inland Revenue. 

This rounds off the major awards of the night, but there were also an additional seven golds distributed to agencies over the course of the evening. 

World Vision followed on from its recent win at TVNZ NZ Marketing Awards by winning the gold in the not-for-profit category for the Forgotten Millions campaign; Colenso BBDO won for the 'Must be Milk' campaign produced for Fonterra in the consumer services campaign; JWT won added a retail gold to its tally, also for the 'Legit Brands. Legit Prices' campaign; Y&R NZ landed a gold in the automotive category for the 'Love Story' campaign; ASB and Saatchi & Saatchi also won the judges' approval with the 'Snap Scholarships' campaign in the integrated category; and FCB and Inland Revenue enjoyed further success, picking up another gold in the digital/social media category (this campaign also performed well at the Beacons).

While the event was certainly a celebratory affair, there was also a more sombre moment as tribute was paid to industry legend Dave Walden, whose funeral was held earlier in the day. But in honour of Devo's eternal optimism, the party went on late into the night.  

Speaking on another successful event, CAANZ chief executive Paul Head congratulated all the winners.  

“Effie is the most coveted award of its kind in New Zealand due to its rigorous judging and international credibility," he said. "To win an award of any metal colour is a significant achievement that proves the value that communication agencies add to their clients business. Congratulations to all the finalists and winners.”

  • See the gold-winning case studies here.
  • See the full list of winners here:

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