DraftFCB and MOH dominate Effies
By Ben Fahy,
DraftFCB and the Ministry of Health are a pretty bloody good team, going by the numerous awards the duo has won in recent years – and, as of last night, taking out a fair swag of the big gongs at this year’s Effies.
“DraftFCB’s eight
EFFIE awards, including five golds, reflect an enduring partnership
approach and focus on campaign results for its clients,” said CAANZ chief executive Paul Head .
DraftFCB was named most effective agency while MOH took the most effective client of the year for the second consecutive year for a collaboration on the National Depression Initiative, which included the e-therapy course ‘The Journal’ and ‘Getting through Depression’ campaigns.
“The fact the Ministry of Health has won this category for this campaign a second year in a row demonstrates how great communication campaigns can evolve to keep at the forefront,” Head said.
This year, more than 150 judges from the advertising, marketing and research professions spent almost 1000 hours reviewing the 207 entries (almost double the number of the previous year) and of those, the judges awarded a total of just 33 Effies (eight gold, nine silver and 16 bronze).
In addition to DraftFCB’s haul, last year’s most effective agency Colenso BBDO earned two golds for DB Export’s Beer: The Untold Story and Frucor’s V in the sustained success category,.
Republik was the only other agency to pick up a gold for its Fuji Xerox Fujikistan campaign.
DDB, despite getting 14 finalist nods, had to be content with a few silvers and a host of bronze.
“We must continuously strive to raise the bar,” said Head.
“Proving to clients’ senior management that the work our industry does has a demonstrable and measurable impact on the bottom line of their business is a key step on the journey to being seen as a true strategic partner.
"That’s why the Effie Awards are so important for agencies and their clients alike. They aim to recognise, educate and encourage effectiveness among the marketing communications industry and clearly prove the value that effective creative ideas deliver."
He said judges were particularly interested to see clear proof that results were a direct outcome of campaigns. Entries that didn’t make their case didn’t make the cut.
“It’s getting harder to win an Effie – and that’s a good thing.”
MAJOR WINNERS:
Most Effective Campaign of the Year
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: The Journal: sooner, better, more convenient treatment for depression
Most Effective Agency of the Year
Winner: DraftFCB
Most Effective Client of the Year
Winner: Ministry of Health
Agency: DraftFCB
GOLD EFFIE AWARD WINNERS
Category: Social Marketing/Public Service
Agency: DraftFCB
Client: Alcohol Advisory Council of New Zealand (ALAC)
Campaign Title: Influencers
Category: Social Marketing/Public Service
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: The Journal: sooner, better, more convenient treatment for depression
Category: Sustained Success
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: Getting through Depression
Category: Sustained Success
Agency: Colenso BBDO
Client: Frucor Beverages NZ
Campaign Title: V The Energy to do Extraordinary Things
Category: Most Effective Integrated Campaign
Agency: Colenso BBDO
Client: DB Breweries
Campaign Title: Beer – The Untold Story
Category: Limited Budget: Less than $300k
Agency: Republik
Client: Fuji Xerox
Campaign Title: Fujikistan
Category: Most Effective Digital or Social Media Campaign
Agency: DraftFCB
Client: Ministry of Health
Campaign Title: The Journal: sooner, better, more convenient treatment for depression
This story originally appeared on StopPress.
Comments
Kaleb
Ok ok with that news it's probably understandable that a goooooood portion of DraftFCB may not turn up for work today. Fair play too!
Congrats guys and well done Ministry of Health for buying into the ideas.
Rebecca Caroe
I tried out the depression.co.nz website and it didn't work.. It promised to send SMS updates and email updates to remind you about your self-treatment to get over depression.
the SMS never worked.
a shame.
Simon Sievert
Thanks for giving it a go Rebecca, sorry to hear you didn't get the text reminder - they're very popular. We'll look into it. You can also contact the support team through the site to find out why.
Rebecca Caroe
Thanks Simon… pity the Idealog site doesn't send automatic email updates when someone comments on the same thread… reckon they could do with your assistance!
Hazel Phillips
We're getting there Rebecca! We have a long wishlist of stuff for the website, including a widget that gently wakes you up and makes you coffee in the morning and says, “My, you're looking smashing today”.
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