The industry will this week again be raising a glass to the most effective advertising in the country at the Effie Awards. But this year, the event takes place in slightly more inhospitable conditions, with many questioning what marketing success even means anymore. Is it about ROI? Is it about long-term or short-term results? And if it is about long-term results, then why do we have awards events every year? This year’s international judge Chris Baker answers the big questions swirling around the Effies.
Ad industry award nights are, by their very nature, self-congratulatory. But CAANZ has added a charitable element to tonight's Effie celebrations, with two Vespas featuring designs from Dick Frizzell and Trelise Cooper going up for auction to raise funds for Breast Cancer Cure. So whether you want a more stylish commute, or you feel the need to increase the cool factor in your agency office with a piece of mechanical art, the bids will be for a good cause.
The Effies Worldwide Index was released last week and, after tallying up the points earned through finalists and winners in the local Effie awards shows, FCB New Zealand and Colenso BBDO were ranked fifth and eighth respectively in the individual agency rankings, with Barnes Catmur fifth in the independent agency rankings. PLUS: all the Kiwi wins from the Asia Pacific Effies.
As the gongs from the recent Cannes award nights get cleaned of their champagne and finally take their place in agency and client boardrooms across the country and a new round of New Zealand awards begins, Mark Pickering offers some tips on putting together an award-winning experiential entry. PLUS: three of his favourite experiential campaigns.
This new year we’ve again gathered together a family of campaigns that represent something of a high water mark of achievement in our industry. To be judged Gold at Cannes and then Gold at the Effies is evidence of an advertising idea that is beyond reproach, both in terms of the commercial or behavioural impact it creates for its client and the way it moves our industry forward through sheer imagination and innovation. And in 2013, 12 campaigns achieved this remarkable distinction.
DDB and DraftFCB continued their winning ways at the Effie Awards last night, with DDB holding on to the most effective agency crown and DraftFCB taking the supreme Effie for its work on the Health Promotion Agency's depression initiative.
Whybin\TBWA’s ‘Results Don’t Lie’ campaign for the 2013 New Zealand Effie Awards put a few creative big-wigs from New Zealand’s advertising industry in a dark room, gave them lie detector tests and asked them about the legitimacy of their most awarded campaigns. The results have been comical and controversial in equal measure and, with awards night looming, the agency has stepped it up a notch, announcing that one of its own—chief creative officer Toby Talbot—will take to the stage for a live polygraph test as part of the evening's proceedings.
The 2013 Global Effie Effectiveness Index has just been released, with Colenso BBDO maintaining its position as the fifth most effective agency in the world based on 2012's award haul and Barnes, Catmur & Friends punching well above its weight to be recognised as the fifth best independent agency in the world and the leading independent agency in the Asia Pacific.
There are many people in this world who assume those who work in the field of advertising are basically paid liars. But are they really? As part of a campaign to drum up interest in the Effies, TBWA\ has attempted to find out by filming a host of senior agency folk taking a lie detector test. And, as you’d expect, the results make for very entertaining and enlightening viewing.
There's been plenty of spy-related news recently after the Edward Snowden leak. So it's pretty good timing for the launch of CAANZ and TBWA\'s Effies call for entries campaign, which taps into the shadowy world of blacked out documents, lie-detection. and subterfuge. Perhaps they know more than they're letting on?
After last year's Axis Awards, shit hit fans when two of the country's best campaigns—NZTA's Ghost Chips and Steinlager's 'We Believe'—were largely snubbed. Since then, CAANZ, the CAANZ board and a collection of the country's executive creative directors have been working together to make sure it doesn't happen again. And a few important changes were announced at an event last night at The Bluestone Room in Auckland.
As a guest contributor for The Gunn Report, Y&R NZ's managing director James Hurman looked for the campaigns that had hit the 'high water mark of human achievement in creative communications' by winning both Cannes and Effie golds. And just nine campaigns joined this exclusive club in 2012.