DDB continues to dominate ad effectiveness awards

The agency took home the most effective agency of the year award, as well as two golds, three silvers and eight bronzes.

Award season in ad-land has come to a close with DDB topping the effectiveness awards.

The agency took home the most effective agency of the year award, as well as two golds, three silvers and eight bronzes.

DDB is proving to be the master of effectiveness, despite a lacklustre showing at the local Axis creative awards. It took home an effectiveness Lion this year at Cannes for Steinlager white can. It also took home the most gold Effies at last year's awards evening. 

Earlier this week DDB chief executive Justin Mowday told NBR ONLINE the Effies are the most important of the local shows to DDB, but while award shows are interesting they are not DDB’s focus.

The perception that all agencies care about is awards is outdated, and it hasn’t been that way for years, he said.

“Most agencies - and certainly ourselves - are interested in overall effectiveness for a client and that is what we are here to do.”

DraftFCB took home the Grand Effie for its work for with the Health Promotion agency, as well as several for client Mitre Ten. Despite winning creative awards in swathes for Driving Dogs for SPCA/Mini the campaign did not feature in this year’s awards ceremony.

M&C Saatchi punched well above its weight with two golds and one silver award for longtime client NZ Police. 

Boundary Road Brewery was awarded the most effective client. It works with Barnes, Catmur & Friends.

Major Winners:

Hardest Challenge: M&C Saatchi for NZ Police

Most Effective Client of the Year: Boundary Road Brewery

Most Effective Agency of the Year: DDB Group

Grand Effie: DraftFCB for New Zealand Health Promotion Agency

For the full agency points table, see Friday's print edition of NBR.