Lowe Lintas India, Lifebuoy get India's first Global Effie

MUMBAI: Lowe Lintas and Partners India‘s campaign for ‘Lifebuoy Super-Fast Handwash‘ was declared the 2012 Global Effies Bronze winner at New York.

The Global Effies had called for entries of globally effective campaigns across the world, and the Lifebuoy entry was shortlisted earlier in the month along with brands like Nike, Google and X- box.

The 2012 North American Effie Effectiveness Index rankings were revealed at the 44th annual Effie Awards Gala in New York City.

On the win, Lifebuoy global planning director Saji Abraham and global business director Virat Tandon said, "Lifebuoy ‘Superfast‘ Hand-wash is a liquid handwash formulation that kills 99.9 per cent germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea - that children are in a hurry when it comes to hand-washing; and so if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer focused at the same time."

Lowe Lintas and Partners- India CEO Joseph George added, "As an agency, we take the Effies seriously. And so winning, not just the Lowe & Partners Worldwide Network‘s but also India‘s first ever Global Effies is hugely satisfying and encouraging."

Based on the analysis of Effie Awards competition finalist and winner data from the past year, Procter & Gamble is the most effective advertiser in North America (for the second year in a row), IBM is the most effective brand, WPP is the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network.

Meanwhile, Ogilvy & Mather‘s New York office is the most effective individual agency office, while McKinney, based in Durham, North Carolina, is the most effective independently held advertising agency.

Wieden+Kennedy and Chrysler‘s Imported from Detroit is the Grand Effie winner for the 2012 Effie Awards.

The top three most effective advertising holding companies in North America are: WPP, Publicis Groupe and Omnicom, while the top five most effective agency networks are Ogilvy & Mather, Leo Burnett Worldwide, Starcom MediaVest Group, BBDO Worldwide and Saatchi & Saatchi. Also, the top five most effective independent agencies in North America are McKinney, Wieden+Kennedy, BBH New York, Droga5 and SYPartners.

"The Effie Effectiveness Index has put a spotlight on the industry‘s top performers, and created a learning tool to help all of us become better marketers," IPG Mediabrands global CEO and Effie Worldwide chairman of the board Matt Seiler said.

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