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DDB dominated last night's Effie awards, winning seven trophies including Most Effective Agency of the year and the Grand Effie.
The Communication Agencies Association awards recognise an advertising agency’s contribution to a company’s bottom line, rather than focusing on how creative their ads are.
DDB’s Believe campaign, about an All Blacks fan who saves a white can of Steinlager while waiting for a world cup win, won four awards.
The campaign was led by a TV commercial and followed up with the re-release of the Steinlager Classic white cans.
DDB also took out awards for its work on the Yellow Toolbox campaign and its relaunch of Volkswagon in New Zealand.
‘Ghost chips’ a hit
Clemenger BBDO’s work for New Zealand Transport Agency won the hardest challenge award for Legend.
The ad cost the taxpayer $466,000 in development and production. NZTA spent $1.75 million in media buys in the year of the campaign.
However, the success of the ad, famed for its “ghost chips” catchphrase, allowed it to gain free media coverage.
It had 1.5 million YouTube views in the first month and has several parodies, spoof ads and t-shirts made in tribute.
The ad showed a shift of tactic for drink-driving advertising, which traditionally relies on shock tactics to relay messages.
TBWA digital arts network won an award for sustained success for 2degrees, winning the most effective client award.
Indie agency Barnes Catmur and friends were successful with its Pizza Roulette campaign for Hell Pizza and its launch work for Boundary Road Brewery.
DraftFCB, which cleaned up at the last year’s ceremony – winning eight awards – was a disappointment.
The agency, which had 16 nominations, was widely tipped to be a big success.
The “change agency” has indeed done just that, slipping from five golds to a total of zero this year. It won four bronzes and one silver.
Even having DraftFCB planning director David Thomason as chairman did not help.
DDB wants change
DDB managing director Justin Mowday had plenty to say about the awards setup.
Earlier in the week he told NBR ONLINE they were too focused on ads alone and criteria for judging needed to change.
“Five years ago advertising agencies did just ads. Now an agency might come up with a whole new product or marketing idea. The value an agency offers is beyond ads.
“Maybe it’s time to look at other areas of the Effie’s and broaden it out to other areas an agency brings to the party.”
Mr Mowday says he will probably take this up with CAANZ post-Effies.
Grand Effie: DDB for Steinlager – Believe (Lion Breweries)
Most effective client of the year: 2degrees Mobile
Most effective agency of the year: DDB
Hardest challenge: Clemenger BBDO for Legend (NZTA)