New Zealand's advertising and marketing industry
professionals gathered at Shed 10 in Auckland last night to recognise
and celebrate the country's most effective marketing campaigns at the
2018 NZ Effie Awards, organised by the Commercial Communications Council
in association with TVNZ.
MC Pax Assadi presided over the
evening, which was themed 'The EFFIE Effect' - a reference to the fact
that winning an Effie has a positive effect for both agencies and their
clients. The Effie Awards has been run by the Comms Council in NZ for 16
years and with more than 50 Effie programmes around the world, winning
an Effie is recognised globally by advertisers and agencies as the
industry's pre-eminent award, representing the pinnacle in advertising
Of the 17 Golds awarded on the night, DDB New Zealand won 8 of them for
its work with two clients. The 'The World's Most Unhelpful Chatbot
campaign with Netsafe won 5, including Limited Budget, Best Strategic
Thinking, and Most Progressive Campaign. Netsafe was also awarded Most
Effective Client of the Year. DDB Group's gold
run continued with two
Golds for the 'Imagine
' campaign for Lotto New Zealand, with Lotto NZ
"Imagine" also winning the major prize of the night, the coveted Grand
Effie. With the haul of golds, DDB Group were also crowned Most
Effective Agency of the Year.
Mowday, CEO, DDB NZ: "We're really proud to have been recognised as the
most effective agency in NZ. We tell our clients that our business is to
grow their business, so this recognition is testament to that
commitment. We're grateful to have fantastic clients that share that
belief and who've backed us to deliver innovative campaigns, that have
now gone on to deliver tangible business results. It's particularly
satisfying to see a wide range of our clients, five in total, recognised
"I also want to call out the 200 plus exceptional
people across the DDB Group who have had an outstanding year. You're
producing work that would hold up anywhere in the world and you deserve
to be very, very proud."
David McIndoe, head of strategy at
Saatchi & Saatchi and Effie's convenor for 2018, says those entries
deserving of an Effie illustrate the deep connections that brands can
make with consumers when the minds of agency and client are aligned.
Says McIndoe: "Brands and the ideas that power them are business assets. To be
effective, a vision needs to be built and deliberately maintained,
jealously guarded, and leveraged with care. The value of being truly
effective will pay back over many years to come. Tonight, we celebrate
world-class thinking from New Zealand."
It was also a great night
for Clemenger BBDO and the Human Rights Commission for its work "Give
nothing to racism
" which netted a Gold in the Most Effective Social
Campaign category and then was unanimously awarded
the Hardest Challenge
by the exec judges.
Ogilvy also got to walk up the purple
carpet for Gold in both PR/Experiential and most Effective Social
category for the NZ Police's 'Most Entertaining Recruitment Video
wore the carpet out collecting three Golds for Skinny's "Best Freekend
" in Consumer Services, Integrated and the new category,
Short-Term Success. PHD also picked up a couple of Silvers for its work around the election with MediaWorks.
Regan Grafton, chief creative officer, Ogilvy about the NZ Police
campaign: "It's great to be recognised for a campaign that is truly
making a difference to New Zealand. We feel very privileged to work with
such a trusting and progressive client as New Zealand Police."
in late November 2017, the campaign was designed to attract a more
diverse variety of applicants to the New Zealand Police industry.
a week of its release, it reached 91.8 million people, saw a month's
worth of enquiries in the first 24 hours, was the number 1 trending
video on YouTube and Facebook, received a 31,422% return on media spend
and saw an 898% increase of visits to newcops.co.nz. But most
importantly it saw a 615% increase in diverse profiles created, and the
largest number of female recruits, ever.
Helen Flannery, senior marketing advisor, NZ Police: "New Zealand
Police are ecstatic to have been honoured with a number of Effie Awards
for 'World's Most Successful Recruitment Video. We have a strong
collaborative partnership with our agency Ogilvy and together we have
delivered a recruitment campaign like no other. 2017/2018 provided the
highest number of applications to join New Zealand Police ever."
TRACK got to take the
stage with their data focused work "Playback" for Westpac winning a
Gold; and BC&F Dentsu had a lot to celebrate with 1 Gold in Limited
Budget and 3 Silvers for the most likeable campaign Movember - The Face
Saatchi & Saatchi got a well-deserved Gold for its follow-on campaign for Bay Audiology.
Ellerm, GM marketing at Goodman Fielder, won the most Effective
Marketer of the Year Award for 2018. This award recognises a marketing
client who led their agencies in the
marketing of a brand that has
clearly excelled in the last 12 months and beyond - someone who really
understood their business issues, had clear objectives and inspired
their agencies to even greater heights over the longer term.
Comms Council CEO, Paul Head, said Marketer of the Year for 2018
recognises someone that has demonstrated authentic, values-based
leadership in a very tough FMCG sector.
Says Head: "Rachel
had clearly created a
step-change in ways of working with agency
partners across 13 brands and 28 segments. Despite relatively small
budgets, this led not only to award winning campaigns but to strong
volume growth across all supported brands, underpinned by a mantra of
"up the brave" which challenged both their organisation and their agency
partners to push boundaries."
The Commercial Communications
Council congratulates all the finalists and winners at the 2018 Effie
Awards 2018 in association with TVNZ.