EFFIE 2011: Tally sheet

What happened at Effie 2011

It was yet another glittering evening at the Turf Club as the advertising fraternity set new benchmarks for marketing effectiveness at the Effie Awards 2011. Over 16 agencies had participated comprising FCB Ulka, Interface, Creativeland Asia, BBDO, Mudra Group, Lowe Lintas, Ogilvy, Taproot, JWT, McCann et al. But the evening clearly belonged to Ogilvy & Mather which was crowned Agency of the Year with an enormous tally of 195 with JWT strutting behind at 65 points and DDB Mudra Group with 45.

The energy was rampant as the evening saw some great work being rewarded its due and the usual Industry stalwarts hobnobbing around. This year saw some brilliant cases from Cadbury’s Dairy Milk (Kuch Meetha Ho Jaaye and Subh Aarambh), Vodafone (A Blackberry for Everyone), Gillette (Shavesutra), Pepsi (Change the Game) and Nike (Bleed Blue) taking the lead. With most awards being credited to its campaigns, Cadbury won the Client of the Year Award.

Here’s a quick look at the total tally and the entry list:

EFFIE 2011 TALLY SHEET: CLIENT OF THE YEAR
Sr.No. CLIENT NAME Gold
Pts.15
Silver
Pts.10
Bronze
Pts.5
Grand Effie
Pts.25
Total Points
1 Cadbury India Limited 4 2     80
2 Vodafone India Limited 2 1 1   45
3 Hindustan Unilever Limited 1   4   35
4 Pepsi Foods Pvt. Ltd.   1   1 35
5 Ceat Limited 1 1     25
6 Idea Cellular Limited 1 1     25
7 Hero MotoCorp. Ltd.   2     20
8 Marico Limited   1 2   20
9 Volkswagen India Private Ltd.   2     20
10 Audi India Ltd.   1 1   15
11 Birla Sun Life Insurance Co. Ltd. 1       15
12 Dr. Reddy's Laboratories Limited 1       15
13 Frito Lay India Pvt. Ltd. 1       15
14 Multi Screen India Pvt. Ltd. 1       15
15 Nestle India Ltd.   1 1   15
16 Nike India Pvt. Ltd. 1       15
17 P & G / Gillete 1       15
18 Titan Industries Ltd     3   15
19 Asian Paints Ltd.   1     10
20 Aviva Life Insurance Co. India   1     10
21 Coca-Cola India Pvt. Ltd.     2   10
22 Emirates Airlines   1     10
23 Future General India Life Insurance Ltd   1     10
24 Hardcastle Restaurants Pvt. Ltd.     2   10
25 Madhya Pradesh State Tourism Development Corporation Ltd.   1     10
26 Marvel Reltors and Developers Ltd.   1     10
27 Tata Sky Limited   1     10
28 Apollo Munich Health Insurance Ltd.     1   5
29 Godrej Security Solutions     1   5
30 HDFC Life Insurance     1   5
31 IDBI Federal Life Insurance Co. Ltd.     1   5
32 Jagaran Prakashan Ltd.     1   5
33 P & G International Operations Pte.Ltd.SA Singapore Branch     1   5
34 Tata Teleservices Ltd.     1   5
35 TVS MOTOR Company     1   5
  TOTAL METALS= 60 15 20 24 1  


EFFIE 2011 TALLY SHEET: AGENCY OF THE YEAR
Sr.No. CLIENT NAME Gold
Pts.15
Silver
Pts.10
Bronze
Pts.5
Grand Effie
Pts.25
Total Points
1 Ogilvy & Mather 7 6 6   195
2 JWT 3 1 2   65
3 DDB Mudra Group 1 3 0   45
4 Lowe Lintas 1 1 4   45
5 Taproot India   1   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 Advertising Pvt. Ltd.   1 1   15
11 Creativeland Asia Pvt. Ltd.   1 1   15
12 BBH Communications India Pvt. Ltd   1 1   15
13 BBDO Proximity India   1     10
14 Interface Communications Pvt. Ltd.   1     10
15 TBWA \ India   1     10
16 Sapient Corporation Pvt. Ltd.     1   5
    15 20 24 1

Of these, the BBDO Shave Sutra campaign was honoured with the Brand Equity Bravery Award for its bold and clever advertising strategy.

Taproot changed the game for Pepsi in this World Cup when they capitalised on some insights like the unique shots which 7 of the Indian players play, and created a complete campaign around it.

But the robust client-agency relationship seemed ‘meetha’ than ever as the evening saw Ogilvy make a clean sweep of the awards and Cadbury’s awarded the “Client of the Year metal.” Simply proves how important a good client is for a good agency to dish out some brilliant advertising work.

As they say, to the victor belong the spoils. And Ogilvy is spoilt all right.

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