In rude good health: DraftFCB and MOH revel in Effie domination—UPDATED

  • Advertising
  • October 6, 2011
  • Ben Fahy
In rude good health: DraftFCB and MOH revel in Effie domination—UPDATED

DraftFCB and the Ministry of Health are a pretty bloody good team, as evidenced by the numerous awards the duo has won in recent years. And, after it was beaten by Colenso's supreme award-winning catfood campaign for Whiskas last year, they've managed to wipe away those salty tears and make amends by taking out a fair swag of the big gongs at this year's Effies at SkyCity, including most effective agency and most effective client. 

“DraftFCB’s eight EFFIE awards, including five golds, reflect an enduring partnership approach and focus on campaign results for its clients,” says Paul Head, chief executive of CAANZ.

MOH took the most effective client of the year for the second consecutive year for its collaboration on the National Depression Initiative, which included the brilliant e-therapy course 'The Journal' and 'Getting through Depression' campaigns.

“The fact the Ministry of Health has won this category for this campaign a second year in a row demonstrates how great communication campaigns can evolve to keep at the forefront,” says Head.


This year, more than 150 judges from the advertising, marketing and research professions spent almost 1000 hours reviewing the 207 entries (almost double the number of the previous year) and of those, the judges awarded a total of just 33 Effies (eight gold, nine silver and 16 bronze). In addition to DraftFCB's haul, last year's most effective agency Colenso BBDO earned two golds for DB Export's Beer: The Untold Story and Frucor's V in the sustained success category, as well as three silvers and three bronzes.

Republik was the only other agency to pick up a gold for its Fuji Xerox Fujikistan campaign in the low budget category (the same campaign also picked up a silver in the new product or service category). DDB, despite getting 14 finalist nods, had to be content with one silver and seven bronze. .99 for Air New Zealand and Sugar for Honda were the only other silver winners, while Saatchi & Saatchi, GSL Network, Barnes, Catmur & Friends, Strategy Design and Advertising and Publicis Mojo all picked up one bronze each.

“We must continuously strive to raise the bar," says Head. "Proving to clients' senior management that the work our industry does has a demonstrable and measurable impact on the bottom line of their business is a key step on the journey to being seen as a true strategic partner. That’s why the Effie Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver.

“Judges were particularly interested to see clear proof that the results were the outcome of the campaign. Those entries that didn’t make their case, didn’t make the cut," says Head. “It’s getting harder to win an Effie—and that’s a good thing."

The international guest judge was Gareth Kay, director of brand strategy and associate partner at Goodby Silverstein and Partners, San Francisco. He brought an international perspective and a high degree of rigour to the final round of judging. And his view was that the gold winners were genuinely word class.

MAJOR WINNERS: 

Most Effective Campaign of the Year

Agency: DraftFCB

Client: Ministry of Health

Campaign Title: The Journal: sooner, better, more convenient treatment for depression

 

Most Effective Agency of the Year

Winner: DraftFCB

 

Most Effective Client of the Year

Winner: Ministry of Health

Agency: DraftFCB

 

GOLD EFFIE AWARD WINNERS

Category: Social Marketing/Public Service

Agency: DraftFCB

Client: Alcohol Advisory Council of New Zealand (ALAC)

Campaign Title: Influencers

 

Category: Social Marketing/Public Service

Agency: DraftFCB

Client: Ministry of Health

Campaign Title: The Journal: sooner, better, more convenient treatment for depression

 

Category: Sustained Success

Agency: DraftFCB

Client: Ministry of Health

Campaign Title: Getting through Depression

 

Category: Sustained Success

Agency: Colenso BBDO

Client: Frucor Beverages NZ

Campaign Title: V The Energy to do Extraordinary Things

 

Category: Most Effective Integrated Campaign

Agency: Colenso BBDO

Client: DB Breweries

Campaign Title: Beer – The Untold Story

 

Category: Limited Budget: Less than $300k

Agency: Republik

Client: Fuji Xerox

Campaign Title: Fujikistan

 

Category: Most Effective Digital or Social Media Campaign

Agency: DraftFCB

Client: Ministry of Health

Campaign Title: The Journal: sooner, better, more convenient treatment for depression

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