Saatchi & Saatchi Sydney wins Effective Agency of the Year title at 2015 Effie Awards; The Works Sydney takes out Grand Effie for Canadian Club

Saatchi & Saatchi Sydney has been named Effective Agency of the Year at the 2015 Australian Effie Awards, scooping two of the evening’s four gold awards and a further silver for Luxottica’s OPSM campaign, ‘The most important story you will ever read to your child’.

The remaining two gold awards were presented to Showpony Advertising for SA Health’s Aboriginal Immunisation campaign and to The Works, Sydney for Beam Suntory’s Canadian Club campaign ‘Keeping Australians ‘Over Beer’ for 5 years’ – which also went on to claim the coveted Grand Effie.

Positioning Canadian Club as a refreshing alternative to beer, this winning campaign for Beam Suntory consistently increased the Ready To Drink market by poaching beer drinkers to try the Canadian Club with a campaign built around an insight into “Beer Boredom”.

The ceremony, which took place at Doltone House, Jones Bay Wharf, Sydney tonight, delivered a further 10 silver and 18 bronze awards, bringing the total number of agencies awarded for outstanding measurable results to 22 and the number of clients to 24.

A new award this year, Effective Advertiser of the Year, was presented to Meat & Livestock Australia for the organisation’s long track record producing highly effective marketing and advertising campaigns which consistently create desire and ultimately demand for its products. Judges also praised the client’s long-term ‘partnership’ approach to agency relationships.

MLA central marketing general manager Lisa Sharp said the award celebrated MLA’s whole body of work to drive consumers to buy more beef and lamb, going beyond the impact of individual campaigns.

Says Sharp: “Our campaigns, including ‘You Never Lamb Alone (Richie’s BBQ)’ and ‘You’re better on Beef’, were recognised as part of the inaugural award but most importantly, it was the effectiveness of these campaigns to drive demand and deliver value back to producers, that impressed the judging panel.

“We continually look for improvements across all aspects of our marketing business. We do this because as a levy funded organisation we understand the importance of making the most of every dollar we invest in promoting red meat.

“This is a terrific outcome for MLA’s domestic marketing team and represents an area that we can celebrate tangible returns on investment to our stakeholders.”

Says Anthony Freedman, chairman of The Australian Effie Awards: “The Effies are important to clients and agencies because they recognise the result of commercial creativity. It is important that we celebrate the impact and therefore the value of our work, which has the power to transform client businesses as the winning cases tonight have demonstrated. Congratulations to all of winners and finalists.”

Gold Effies:

Healthcare

Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child

Most Original Thinking

Saatchi & Saatchi Sydney – Luxottica – The most important story you will ever read to your child

Small Budget

Showpony Advertising – SA Health – Aboriginal Immunisation

Long Term Effects

The Works – Canadian Club (Beam Suntory) – Keeping Australians  ‘Over Beer’ for 5 years

All case studies will be online at www.effies.com.au from tomorrow.

The Communications Council would like to acknowledge its sponsors and supporters for their generous support, including: Healthcare Communications Council, The Digital Edge, The Monkeys Cobbler, Trapdoor Productions, B&T, and Un Ltd.

VIEW THE FULL LIST OF WINNERS – The Australian Effie 2015 Winners.xlsx