Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

Auckland’s Shed 10 was taken over by advertising and marketing folk last night, excited to celebrate the country’s most effective marketing campaigns at the 2018 NZ Effie Awards organised by the Commercial Communications Council in association with TVNZ.

Entries had been whittled down to 100 finalists across the 17 categories before the best of the best were invited to the stage to collect their bronze, silver or gold.

The night was MC’d by comedian Pax Assadi who, while keeping the audience entertained, saw his doppelgänger in the crowd and got him on stage.

The theme of the night was ‘The Effie Effect’, referenced to by Louise Bond, CEO of PHD Group and president of CAANZ, in her welcome to attendees.

“This encapsulates the halo effect that winning an Effie has on individuals, the agency and the clients. The prestige and mana of winning an Effie has a tangible impact on business performance… it has become the award to win both in New Zealand and 24 countries around the world,” said Bond.

Bond also launched ‘Why Aren’t we Doing This? How long-term brand building drives profitability’, a book written by UK strategist, Peter Field, released by the Comms Council. The author appeared on-screen explaining who he is and what the book is about. 

There were 17 gold gongs handed out throughout the night  – alongside 27 silver and 28 bronze – which made for lots of celebrating throughout the ceremony, and meant excitement was high for the announcement of the Grand Effie winner.

This was taken out by Lotto New Zealand and DDB Group for Imagine. The Imagine Campaign also took home three golds.  

With DDB and Netsafe taking home five golds for ‘Re:Scam – The World’s Most Unhelpful Chatbot’, it was no surprise that Netsafe were called up for Most Effective Client of the Year.

And with the impressive haul of eight golds, four silvers and several bronzes, DDB Group was crowned Most Effective Agency of the Year.

DDB Group

Justin Mowday, DDB New Zealand chief executive, says the team are really proud to have been recognised as the most effective agency in New Zealand.

“We tell our clients that our business is to grow their business, so this recognition is testament to that commitment. We’re grateful to have fantastic clients that share that belief and who’ve backed us to deliver innovative campaigns, that have now gone on to deliver tangible business results.”

Mowday added that he also wanted to call out the 200 plus exceptional people across the DDB Group who have had an outstanding year.

“You’re producing work that would hold up anywhere in the world and you deserve to be very, very proud.”

PHD and Skinny will be celebrating having taking home three golds and one silver for ‘The best “Freekend” Christmas ever’, and the New Zealand police and Ogilvy won two golds and two silver for ‘The World’s Most Entertaining Recruitment Video’

It was a good night for Clemenger BBDO and the Human Rights Commission for their work ‘Give nothing to racism” which netted a gold and then was unanimously awarded the Hardest Challenge by the executive judges.

Saatchi & Saatchi took home a gold for its work with Amplifon – Bay Audiology’s campaign ‘After the Emotional Hearing Test’. BC&F Denstu also grabbed a gold for Movember Foundation’s ‘The Face of Change’, as well as three silvers. Track New Zealand also won a gold for its work with Westpac Playback, for best use of data.

Rachel Ellerm, general manager marketing at Goodman Fielder, won the most Effective Marketer of the Year Award for 2018.

Rachel Ellerm

The award recognises a marketing client who led their agencies in the marketing of a brand that has clearly excelled in the last 12 months and beyond – someone who really understood their business issues, had clear objectives and inspired their agencies to even greater heights over the longer term.

Speaking about the decision to choose Ellerm, Communications Council chief executive, Paul Head, said Marketer of the Year for 2018 recognised someone that has demonstrated authentic, values-based leadership in a very tough FMCG sector.

And with the awards over and Labour weekend looking to be a sunny affair for most, it will be a nice chance for industry folk to kick back and refresh before gearing up for another big year of work. 

To view the full list of winners, visit here. 

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