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DraftFCB and MOH dominate Effies

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 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.

John Kirwan in The Journal“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.