Despite an undeniably tough year, the Commercial Communications Council decided it was paramount to celebrate New Zealand’s most effective marketing campaigns through The 2020 Live Virtual Effie Awards, in association with TVNZ.
Simon Lendrum, this year’s Convenor of Judges, says: “It’s been fantastic to see so many entries from organisations and brands that demonstrate the concrete value that great marketing campaigns deliver back to New Zealand business. In tough times, the Effies clearly illustrate the impact of creativity on business results.”
The Most Effective Marketer for 2020 was awarded to Craig Baldie from Lion Breweries for work on multiple campaigns across two years.
Of the 10 Golds awarded on the night, two were taken home by TBWA for their work with 2degrees on “Fighting our Way to our Most Profitable Year Ever” in the Consumer Services category, and “How a Nature-Powered Ram Led the Charge to a Complete Market Share Turnaround” for ANZ Bank, in the Most Effective Integrated Campaign category.
Special Group also took home a Gold in the Most Effective Social Campaign category, for their work with Tourism New Zealand on “Good Morning World”.
In the end however, it was DDB Aotearoa’s night, for their work across six different campaigns. “Lost Ticket” and “Imagine” with Lotto NZ scored them Golds in the Most Progressive Campaign and Sustained Success categories. Both “19 for 19” with KidsCan and “Return of the Mac(ca’s)” with McDonald’s scored them Golds in the Topical Marketing category.
Track Aotearoa also took home a Gold for Most Effective Use of Digital Technology, for their work on “From Pocket to Profits: How Data Powered Digital Delivered Growth for Macca’s” with McDonald’s.
But the standout campaign of the night was “Speight’s – The Dance” with Lion Breweries, which not only won DDB two Golds in the FMCG and Best Strategic Thinking categories, but also went on to win the Hardest Challenge Award sponsored by oOh!media, as well as the Grand Effie sponsored by TVNZ. DDB Aotearoa then went on to win Most Effective Agency of the Year Award, sponsored by NZME.
Justin Mowday, CEO DDB Group Aotearoa, says: “Approaching the end of a challenging year, it’s incredibly gratifying for DDB to be acknowledged as Aotearoa’s most effective agency. Our mission to grow clients’ businesses has never been more important, and these awards are all about demonstrating the undeniable link between effective creativity and business growth.
“I want to thank the amazing people we have at DDB who have been undaunted, unreasonably optimistic and passionate throughout this tough year. I also want to thank our fantastic clients, and make a special acknowledgement of Craig Baldie, a world-class marketer whose recognition last night couldn’t be more deserved.”
This year’s Most Effective Advertiser of the Year Award, sponsored by Google, went to ANZ Bank.
For a full list of winners and finalists, head to the Comms Council website.