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Colenso, DraftFCB and DDB in upper effectiveness echelons, as BC&F pushes send on call for Effie entries

The creative gang have had their fun at AXIS and Cannes, so the focus
now shifts to effectiveness awards. And, in addition to the local call
for entries for the 2012 Effies going live, Effie Worldwide have
announced the results of its second ever effectiveness index, with Colenso BBDO, DraftFCB and DDB ranked in the top 20 most effective agencies in the world.

The index identifies and ranks the industry’s most effective
companies by analysing finalist and winner data from 40 worldwide Effie
Award competitions and adding up the points (last week, CAANZ requested
the list not be published until Effie Worldwide added in some data after
a local agency was not recognised, but chief executive Paul Head says
that has been rectified. Click here for an explanation of the points system used for the index).

Overall, Colenso was up to fifth place from eighth in 2011, DraftFCB was ranked eighth, up one place from 2011, and DDB NZ was the big mover, up 666 places to 16th equal.

As
for the specific categories, Colenso was top of the pops in drinks and
beverages for DB Export Gold, V, Mountain Dew and Pepsi (Frucor was
ranked as the 12th most effective brand), 13th in household and domestic
for Haier and 15th in wearing apparel for Levi’s.

DraftFCB was
named as the world’s most effective agency office in the government and
non-profit category for the second successive year on the back of its
work for ALAC, The Ministry of Health (14th equal in the brands
category) and Family Violence.

DDB was ranked as the number one
retail agency for its work on Cadbury, VW and NZ Lotteries and tenth in
terms of financial services for ANZ and .99 was the number one in
travel, transport and tourism for its work on Air New Zealand.

Special
Group was fifth in media and publishing for its work on Four, Republik
was ranked fifth in the business and industrial category on the strength
of its Fuji Xerox campaign, SparkPHD was ranked fifth in retail for NZ
Lotteries, TBWA\ tied for 14th in the telco sector for 2degrees and Sugar was 19th most effective agency in automotive for its Honda work.

Globally,
Unilever was the most effective advertiser, McDonald’s was the most
effective brand for the second year in a row, WPP Group was the most
effective advertising holding company and Ogilvy & Mather was the
most effective advertising agency network. Ogilvy & Mather (Mumbai)
was top on the most effective individual agency office list and McKinney
(Durham, NC, USA) is the most effective independently held advertising
agency.

Rankings can be filtered for region and there are also separate independent agency rankings.

As
for the local Effie campaign, this year’s ‘Whatever works, works’
creative has been done by Barnes, Catmur & Friends (good to see
another asterisk and some mangled English). And there are some minor
changes to report for this year’s awards, in line with the changes CAANZ
has implemented to its awards programme (download the entry form here).

Categories and Entry Forms

1. Each
campaign is restricted to being entered in only one of the 6 core
categories (Charity; Social; Retail; FMCG; Consumer Durables, Consumer
Services). E.g. a campaign entered in Retail/etail) cannot also be
entered in FMCG.  Obviously, an entry in one of these 6 categories can
be entered in a number of “non-core” categories e.g. Best Strategic
Thinking or Best Small Budget etc.

2. In addition, an entry in the New Product or Service category cannot be entered in one of the 6 core categories above.

3. We
have made some minor changes to the scoring weightings of the entry
form for the Best Strategic Thinking category. The strategic thinking
question has been increased from 15% of marks to 25% to better reflect
what this category is looking to recognise and reward.

4. The
Hardest Challenge category can no longer be entered. Instead it will be a
judge’s award, awarded by the Executive judging panel.

5. On all entry forms we have moved the 90 word summary to the beginning to enable judges to get a sense of the entry up-front

6. We have deleted the question asking “What did you learn?”

7. We are renaming Best in Show as Grand Effie in line with global Effie practice

8. Finally we have sharpened some of the wording on category descriptors, entry forms and the author guide to reduce ambiguity.

Judging

9. We
are adding a judging session in Wellington to ensure broader
representation at preliminary judging and to reduce the significant
workload for Auckland based judges. This will broaden the judging pool
and will mean judges have time to give each entry more detailed
consideration.

10. We have also enhanced the review process after
preliminary judging to further ensure consistency of scoring before
confirming finalists

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