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O&M shines bright at Effie Awards 2011

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MUMBAI: Piyush Pandey led Ogilvy & Mather (O&M) has done it once again as the agency swept away Effie Agency of the Year Award 2011, third time in a row. O&M registered 195 points with seven Gold, six Silver and six Bronze metals.

Meanwhile, from the client‘s side, Cadbury India with 80 points took home Effie Client of the Year Award.

Taproot India won the Grand Effie for Pepsi- Change the Game campaign.

Effie Agency of the Year tally-

Rank Agency Name Gold Silver Bronze Total Points
1 OO&M 7 6 6 195
2 JWT 3 1 2 65
3 DDB Mudra Group 1 3 - 45
4 Lowe Lintas 1 1 4 45
5 Taproot India - 1 - 35
6 Leo Burnett 1 - 4 35
7 McCann Worldgroup - 1 4 30
8 Contract Advertising India Pvt Ltd 1 1 - 25
9 BBDO India Pvt Ltd 1 - - 15
10 DraftFCB Ulka - 1 1 15

O&M also won the Marico Uncommon Sense Award for ‘Blackberry for everyone‘ campaign for the client Vodafone.

The campaigns for which it bagged Golds were ‘Ambush the Ambush‘ for Dove (category- consumer products-cosmetics and toiletries), ‘Shubh Aarambh‘ for Cadbury Dairy Milk (category- consumer products-beverages/drink, confectionary and food), ‘Meal time Meetha!‘ for Cadbury Dairy Milk (consumer products-beverages/drink, confectionary and food category), ‘Be Idiot Safe With Ceat Bike Tyres‘ for Ceat Gripp (category- consumer durables-automobiles and auto parts, two wheelers and auto related), ‘Blackberry for Everyone‘ for Vodafone (category- Services-telecom and related products), ‘Shubh Aarambh‘ for Cadbury dairy milk (category-integrated advertising campaign) and ‘Blackberry for Everyone‘ for Vodafone (category- integrated advertising campaign).The six Silver Effies of the leading agency came from ‘Nahi Bhaiya‘ for Asian Paints (category- consumer durables-others), ‘True Choice‘ for Tata sky (category- consumer durables-electronic goods), ‘Vodafone Super zoozoo-coming from behind‘ for Vodafone (category-services-telecom and related products), ‘Future Generali insurance Week‘ for Future Generali India Life (category- services-financial services), ‘MP Ajab Hai, sabse Gajab Hai‘ for Madhya Pradesh State Tourism (category- Services-others) and ‘Be Idiot Safe With Ceat Bike Tyres‘ for Ceat Gripp (category-integrated advertising campaign).

The agency won Bronze awards for ‘3 Roses Believers (Fans) v/s Non-believers (Hero)‘ for Brooke Bond 3 Roses (category- regional advertising), ‘Walking the tight rope‘ for Pond‘s Dreamflower Talc (category- consumer products-cosmetics and toiletries), ‘Sprite University of Freshology‘ for Sprite (category- consumer products-beverages/drink, confectionary and food), ‘Titan goes Purple and Tommy, esprit, guess go green with envy‘ for Titan Purple (category- consumer products-Others), ‘Vodafone-winning the Indian mobile number portability battle‘ for Vodafone (category- Services-telecom and related products) and ‘Apne nahi suna?‘ for IDBI Federal (category- services-financial services).

O&M executive chairman and creative director (Ogilvy South Asia) Piyush Pandey said, "Ogilvy India has made me feel on top of the world. It is young talent that is making this happen and I do believe that this spirit will continue in the future. At the end of the day we work towards finding great creative solutions that do wonders for our clients."

He added, "In David Ogilvy‘s centenary year, this is Ogilvy India‘s tribute to him and his belief in, "We sell or else."

O&M NCD Abhijit Avasthi said, "We are lucky people who have worked with fabulous clients. The client deserves good work. We have got phenomenal talents and great culture. Be it the planning people, or creative people, they all are aligned to do what they want to and that‘s what works for us."

The second spot winner, JWT collected 3 Golds for ‘Lay‘s Flavor World Cup‘ for Lay‘s (category- consumer products-beverages/drink, confectionary and food), ‘Nike Bleed Blue‘ for Nike (category- consumer products-Others), and ‘Children‘s Future Solutions‘ for Birla Sun Life Insurance (category- services-financial services). The agency won a Silver for ‘The Friendship Bike‘ (Oct-Nov 2010 & Marc-Apr 2011)‘ for Splendor NXG (category- consumer durables-automobiles and auto parts, two wheelers and auto related). It bagged two bronze metals for ‘Musibat Bata kar Nahi Aati‘ for Godrej security solutions and ‘Making Time to Pause‘ for Apollo Munich Health Insurance (category- services-financial services).

On claiming the second spot, JWT CEO Colvyn Harris said, "Coming No.2 is always like you have lost something so we would definitely like to be No.1 next year."

Third in the place is DDB Mudra, which won Gold for ‘The joys of motherhood‘ for Velocit (Dr.reddy‘s) (category-Healthcare). It collected Silvers for ‘How tears and weepy engineers brought down the mighty Honda City‘ for Volkswagen Vento (category- consumer durables-automobiles and auto parts, two wheelers and auto related), ‘A Tale of Innovations‘ for Volkswagen (category-corporate advertising-corporate reputation) and ‘Guess Where, Fly There‘ for Emirates (Category-services-others).

Lowe Lintas got a Gold for ‘No Idea, get Idea-MNP‘ for Idea cellular (category-services-telecom and related products) and Silver for ‘Languages‘ for Idea Cellular in the same category. It collected bronze metals for ‘Lifebuoy Superfast Handwash‘ for Lifebuoy (category-consumer products-Others), ‘Jammy Art‘ for Kissan Jammy (category-digital advertising [online/mobile communication]), ‘Tanishq-Diamond Jewelry‘ for Tanishq (category-retail advertising) and ‘Fastrack Bags‘ for Fastrack (category-consumer products- others).

Lowe Lintas CEO Joseph George said, "It could have been better. Some of our brands were not shortlisted but it was exciting to be a part of this evening. The year was really good for us but we will focus towards the betterment next year which is a challenge for us."

The number five agency and Grand Effie winner, Taproot India also won Silver for the campaign ‘Change the Game‘ for Pepsi.

Taproot India chairman and co-founder Agnello Dias said, "After starting something of our own, it‘s great to achieve something like this."

Taproot India chief creative officer Santosh Padhi added, "I think its quite motivating for any agency or anyone because we are 30 people competing with one of the best and oldest creative agencies of India."

Commenting on the Effies 2011 and the overall process, Leo Burnett NCD KV Sridhar (Pops) said, "I think this year is a landmark year in Effies for putting up the fantastic judging process. This year 50 per cent jury members are clients and others are planning heads of different agencies and there were no creative guys judging, which was how it should be. Therefore, one can see them patiently going through all the data, questioning the validity of data and then finally rewarding those pieces of work which is backed with great data and market results which is of great interest to clients. Creativity and efficiency go hand in hand and it is only a myth that creativity is only for the ego of creative guys to build businesses."

Incidentally, there were no winners for David v/s Goliath, B2B Advertising and Rural advertising categories.

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