IPG’s Mullen Lowe and American Greetings Win the Grand Effie
Effie Index Reveals that Procter & Gamble, IBM, WPP, Ogilvy & Mather and Droga5 are the Most Effective Marketers in North America
New York (June 4, 2015) – Winners of the 2015 North American Effie Awards and rankings for the North American Effie Effectiveness Index (Effie Index) were revealed tonight at the 47th annual Effie Awards Gala in New York. The World’s Toughest Job campaign from Mullen Lowe and American Greetings was revealed as the North American Grand Effie winner (best in show). Since 1968, the Effie Awards have honored marketing ideas that work.
According to the Effie Index, Procter & Gamble is the most effective marketer in North America for the 5th consecutive year. The top five most effective companies in the Effie Index include: IBM (brand), WPP (holding group), Ogilvy & Mather (agency network), Ogilvy & Mather New York (agency office) and Droga5 (independent agency).
According to the Grand Effie winner’s entry, Mullen Lowe’s challenge was to persuade people to make their mom a Mother’s Day card using the American Greetings Cardstore. A significant challenge when data shows only 50% of people actually buys Mom a card. The Effie-winning work shook the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased American Greetings Cardstore orders by 20%, user base by 40% and met sales goals for the entire year, not just the Mothers Day period for which it was designed.
“The American Greetings possessed what I feel the very best ideas have in common, inevitability and surprise,” said Todd Waterbury, Chief Creative Officer of Target Corporation, and member of the 2015 Grand Effie Jury. “It found a completely original way of inspiring gratitude through reframing the experience and human truth of Motherhood that provoked emotion – and action.”
The North American Effie Grand Award winner was debated hours before the Effie Awards ceremony by the Jury du Grand Effie. Grand Effie Finalists (the top scoring Gold Effie Award winners) included the Grand Effie winner, along with:
• Big Heart Pet Brands and FCB/RED for Milk-Bone Brushing Chews Shopper Marketing Launch Campaign
• British Airways and Ogilvy & Mather for “Visit Mum”
• Newcastle Brown Ale, Heineken USA and Droga5 (with contributing agency Fast Horse) for “If We Made It”
• NBC Sports Group and The Brooklyn Brothers (with contributing agencies Maxus, Ignited and Civic Entertainment Group) for “NBC Sports Network: Barclays Premier League”
• Procter & Gamble’s Always and Starcom MediaVest Group and Leo Burnett (with contributing agency MSLGROUP for “#LikeAGirl”
• Procter & Gamble’s Old Spice and Wieden+Kennedy (with contributing agency Citizen Relations) for “Smellcome to Manhood”
The Effie Index identifies and ranks the marketing communications industry’s most effective agencies, marketers and brands by analyzing finalist and winner data from worldwide Effie Award competitions.
Topline Results of the North American Effie Index:
Les spécialistes du marketing les plus efficaces : Procter & Gamble was followed by IBM (who moved up three spots in the rankings), Kimberly-Clark, Wal-Mart and American Greetings (the last two breaking into the top five for the first time).
Les marques les plus efficaces : IBM returned as the top ranked Brand in North America primarily behind the success of its “#IBMFoodTruck” and “Made with IBM” campaigns. (IBM was last ranked #1 in North America in 2012). Always broke into the top five along with newcomers American Greetings, Newcastle Brown Ale and Samsung.
Most Effective Agency Holding Groups: WPP Group is the most effective Holding Group for the second time in four years. Publicis Groupe dropped one spot, while Omnicom, Interpublic, and MDC Partners ranked third, fourth and fifth respectively.
Les réseaux d’agences les plus efficaces : Ogilvy & Mather, regained its title as the most effective network in North America (the third time in five years), followed by last year’s top ranked agency network, Starcom MediaVest Group. Leo Burnett Worldwide, BBDO Worldwide and Mullen Lowe Group respectively are ranked the third, fourth and fifth most effective agency networks.
Les bureaux d'agence les plus efficaces : Ogilvy & Mather New York topped the Most Effective Agency Office rankings in North America (for the third time in five years). Independent agency Droga5 (New York) jumped to second, while Leo Burnett/ Arc (Chicago) retained its third place ranking, followed by Starcom MediaVest Chicago and Grey New York.
Les agences indépendantes les plus efficaces : Droga5 is also the Most Effective Independent Agency in North America behind its overwhelming success for Newcastle Brown Ale and Honey Maid. Wieden+Kennedy’s Portland office is ranked at number two, with Minneapolis-based Fast Horse breaking into the top five for the first time ever at number three. Wieden+Kennedy’s New York office and Los Angeles-based CAA Marketing round out the top five.
"The Effie Effectiveness Index is the most important measure of marketing communications effectiveness we have in the industry,” said Carolyn Everson, Vice President, Global Marketing Solutions, Facebook and Effie Worldwide Chair. “The Effie Awards celebrate the art of storytelling combined with the science of business results, and this year in North America we saw outstanding work that not only resonated with consumers, but also had a material impact on companies’ bottom lines.”
Afin d’être inclus dans l’Index, les cas gagnants et finalistes nord-américains ont été rigoureusement évalués par des leaders de l’industrie au cours d’au moins deux cycles de jugement.
The complete list of Gold, Silver and Bronze winners for the North American Effie Awards, as well as the opportunity to read the winning case studies, is available on www.effie.org.
Download the full winners list
À propos d'Effie Worldwide
Effie Worldwide est une organisation à but non lucratif 501 (c)(3) qui défend la pratique et les praticiens de l'efficacité marketing. Effie Worldwide met en lumière les idées marketing qui fonctionnent et encourage un dialogue réfléchi autour des moteurs de l'efficacité marketing. Le réseau Effie travaille avec certaines des meilleures organisations de recherche et de médias du monde entier pour apporter à son public des informations pertinentes sur une stratégie marketing efficace. Les prix Effie sont connus par les annonceurs et les agences du monde entier comme la récompense la plus importante du secteur et récompensent toutes les formes de communication marketing qui contribuent au succès d'une marque. Depuis 1968, gagner un prix Effie est devenu un symbole mondial de réussite. Aujourd'hui, Effie célèbre l'efficacité dans le monde entier avec plus de 40 programmes mondiaux, régionaux et nationaux en Asie-Pacifique, en Europe, en Amérique latine, au Moyen-Orient/Afrique du Nord et en Amérique du Nord. Les initiatives d'Effie comprennent l'indice d'efficacité Effie, qui classe les entreprises et les marques les plus efficaces au niveau mondial, ainsi que la base de données de cas Effie. Pour plus de détails, visitez www.effie.org. Suivez @effieawards sur Twitter pour des mises à jour sur les informations, les programmes et les actualités d'Effie.
Contact:
Rebecca Sullivan
pour Effie Worldwide
rebecca@rsullivanpr.com
617-501-4010
