MUMBAI: Racing ahead of competition by a humungous margin of 215 points, Ogilvy and Mather retained its title as Agency of the Year for the fourth consecutive time at the Effie 2012 awards. It also landed with the coveted award, the Grand Effie.
Ogilvy India‘s final scorecard read: nine gold, 11 silver, three bronze metals and the Grand Effie. Led again by Piyush Pandey, creative director, South Asia, Ogilvy India, the agency totaled 280 points, bettering its last year record of 195 points with seven gold, six silver and six bronze.
Also retaining its position on the leaderboard, Ogilvy‘s Cadbury India was adjudged the Client of the Year at this year’s awards with 85 points.
O&M won the Marico Uncommon Sense for its campaign ‘Satyamev Jayate – Managing a Billion Expectations‘ for Star India’s Aamir Khan show on social causes. It also won the Lenovo Tech-Doers Award for ‘The Photographs Case‘ campaign it created for Star India’s Fox Crime.
The campaign for Satyamev Jayate won in the Services and Integrated Advertising category, while ‘The Photographs Case‘ bagged the honour in the Digital Advertising and Integrated Advertising category. The Undumb India campaign created for The Hindu won in the Services category. The other gold metal winners were: Vodafone India’s ‘Drive Into the Big League‘ campaign (B2B Advertising), Madhya Pradesh Tourism’s ‘How Madhya Pradesh became Incredible in Incredible India‘ campaign (Best On-going Campaign), Asian Paints Apex’s ‘Yeh Badhiya Hai‘ campaign (Best On-going Campaign) and Fevicol’s ‘The Ultimate Bond – 20 Years and Still Going Strong‘ campaign (Best On-going Campaign).
The agency’s 11 silver Effies came from ‘Have You Felt Silk Lately?‘ for Cadbury India Dairy Milk Silk (Beverages, Drinks, Confectionaries and Food); ‘Tayyari ki Jeet‘ for Bournvita (Beverages, Drinks, Confectionaries and Food); ‘As Aamir Steals Light, Titan Steals a March Over Competition‘ (Consumer Products – Others); ‘Chalta Nahin Daudta Hai‘ for Bajaj Discover (Automobiles, Autoparts, Two Wheelers and Auto related); ‘Aapke Sachce Advisors‘ for Max Life Insurance (Financial Services); ‘Poochne Mein Kya Jaata hai‘ for Tata Sky (Services – Others); ‘The Date Fillum‘ for Cadbury 5 Star (Digital Advertising); ‘Loving ‘em Back‘ for Mumbai Indians (Digital Advertising); ‘The Photographs Case‘ for Fox Crime (David v/s Goliath); ‘Drive into the Big League‘ for Vodafone (Integrated Advertising Campaign); and ‘Seedhi Baat No Bakwaas, Freshology‘ for Sprite (Best On-Going Campaign).
O&M won bronze Effies for its work on the Cadbury Bournville’s ‘Have You Earned It?‘ campaign (Services and Integrated Advertising); Hindustan Unilever’s ‘Swasthya Chetna‘ campaign (Rural Advertising); and Bosch and Siemens Home Appliances’ ‘Bosch: Genetically German‘ campaign (David v/s Goliath).
Second spot winner McCann Worldgroup won three Silver and seven Bronze metals with a total of 65 points. It had to go home without a gold. McCann‘s performance this year was far better as it improved upon its previous year‘s ranking of No. 7 with 30 points.
Lowe Lintas and Partners followed close with 60 points. The agency won three silver and six bronze Effies. Taproot India stood fourth with three gold Effies. Leo Burnett raked in eight bronze metals to stand fifth in the metals tally.
This year the Effies saw the addition of two categories – Direct Marketing and Digital Advertising. This also was the first year when the entire judging process took place online.
