Una nueva edición de los Effie Awards se celebró en Nueva York. Durante la gala, se conoció cuáles fueron los anunciantes y agencias más destacados del último año, entre las que se destacó una agencia latinoamericana: Ogilvy Brasil, por Dove real beauty sketches – winning back Dove love, que recibió el Gran Effie de la noche.

La nómina de los premiados también incluyó a Starcom MediaVest Group, que recibió el premio por ser la más efectiva tanto entre las redes como entre las oficinas individuales. A la vez, Publicis Groupe fue destacado como el holding más efectivo.

Además, los líderes de las demás categorías fueron: Procter & Gamble, como marketer, seguido por Kimberly-Clark y Unilever; Dove, como marca, por encima de Kotex e IBM; y Cramer-Krasselt como agencia independiente.

Lista de ganadores de los Effie North America

Grand Effie

Dove real beauty sketches – winning back Dove love, de Ogilvy Brasil/ Edelman/ PHD UK/ Mindshare para Dove, de Unilever.

Red: Starcom MediaVest Group.

Oficina Individual: Starcom MediaVest Group.

Holding: Publicis Groupe.

Marketer: Procter & Gamble.

Marca: Dove.

Agencia Independiente: Cramer-Krasselt.

Global Effies

Global

Oro: Land of Quattro, de Thjnk AG/ MediaCom/ Verba/ Lintas China/ Razorfish GmbH para Audi AG.

Bronce: Evian Baby&Me, de BETC/ Havas Media Paris para Evian.

Health Effies

Educación y Conocimiento de la Enfermedad

Plata: Make health last, de Lowe Roche Advertising Ltd para Heart & Stroke Fundation of Canada.

Bronce: Tips form former smokers, de Arnold Worldwide para US Centers for Disease Control and Prevention (CDC).

Cuidado de la Salud – Venta Libre

Oro: ZzzQuil Sleep-Aid Launch, de Publicis Kaplan Thaler/ Starcom MediaVest Group para ZzzQuil, de Procter & Gamble.

Bronce: Muddle No More, de JWT New York para Zyrtec, de McNeil Consumer Healthcare.

Cuidado de la Salud – Venta Bajo Receta

Oro: At the corner of Happy and Healthy, de GSD&M/ Starcom MediaVest Group/ Design186 para Walgreens.

Bronce: No such things as a little flu, de HealthWork powered by BBDO &CDMI/ Pathway Omnicom Media Group/ Havas Worldwide/ FleishmanHillard/ Greater Than One para Tamilu, de Genentech Inc.

Servicios de Cuidado de la Salud

Bronce: Let’s do this together, de PARTNERS+simons/ EditBar/ Homestead Films/ Rock Salt Songwriters para Blue Cross Blue Shield of Rhode Island.

Media Effies

Idea en Medios

Gold: #dontgohome, de Bartle Bogle Hegarty/ Deep Focus/ PGR/ TH Productions/ Unit 9 para Cole Haan.

Plata: Beercade, de McKinney para Big Boss Brewing, de Big Boss Brewing Company.

Bronce: Undercover color: dare to share, de Starcom MediaVest Group/ 360i/ Weber Shandwick/ The Martin Agency para HanesBrands Inc.

Innovación en Medios                                           

Plata: How the moon helped Corona find its beach in NYC, de Cramer-Krasselt para Corona Extra, de Crown Imports LLC.

Activación de Compañía de Medios

Plata: Helping Women Combat Everyday Stress, de Starcom MediaVest Group/ Leo Burnett-Arc Worldwide/ Marina Maher Communications/ OWN: Oprah Winfrey Network.

Shopper Marketing Effies

Fabricante: Conocimiento – Prueba

Oro: Pantene weather program, de Leo Burnett-Arc Worldwide/ Starcom MediaVest Group/ Grey New York/ DeVries Global para Pantene, de Procter & Gamble.

Bronce: Cloud 10 – Revitalizing the Airport as an acquisition channel, de Ogilvy & Mather/ High Road Communications/ Greater Toronto Airport Authority/ Mindshare para American Express Bank of Canada.

Bronce: Cottonelle – Better Together, de Geometry Global/ Tris3ct/ Ketchum/ Mindshare/ Biggs-Gilmore para Cottonelle, de Kimberly-Clark.

Fabricante: Soluciones Shopper Multimarca

Oro: A healthier you starts with a healthier smile, de Saatchi & Saatchi X para Crest Pro Health Toothpaste & Oral B Power Toothbrushes, de Procter & Gamble, y Walmart.

Bronce: Effortless meals by Coke and Walmart, de FCB-RED para Coca-Cola.

Fabricante: Introducción de Nuevo Producto-Servicio

Bronce: Tide Pods Innovation at Walmart Shelf, de Saatchi & Saatchi X para Tide, de Procter & Gamble, y Walmart.

Bronce: ZzzQuil Sleep-Aid, de Leo Burnett-Arc Worldwide para Vicks de Procter & Gamble.

Fabricante: Despliegue en un Único Retailer

Oro: Effortless Meals by Coke and Walmart, de FCB-RED para Coca-Cola.

Plata: Amp Energy PowerDash, de Mekanism para AMP Energy, de PepsiCo.

Minorista: Estacional-Evento

Oro: Target back to college after-hours shopping events, de Periscope para Target, de Target Corporation.

Plata: Walgreens/P&G People’s Choice Awards program, de Leo Burnett-Arc Worldwide/ One Three Media/ Blue Chip Marketing Worldwide para Procter & Gamble y Walgreens.

Afroamericano

Bronce: Curl Power, de Publicis Kaplan Thaler/ Bratskeir & Company para Dark and Lovely Au Naturale, de SoftSheen-Carson.

Agricultura, indsutria y construcción

Plata: Making toilets matter, de 22squared para American Standard.

Automotriz – Accesorios

Plata: Keep your Toyota a Toyota, de Saatchi & Saatchi LA para Toyota Parts and Service, de Toyota Motor Sales.

Bronce: A return of the armor all viking, de DDB California/ Soure Marketing/ OMD para Armor All, de Armored AutoGroup.

Bronce: Drive a Firestone, de Leo Burnett-Arc Worldwide/ Oprimedia/ Razorfish para Firestone, de Brdgestone Americas Tire Operations.

Automotriz – Vehículos

Oro: Cadillac ATS vs the World, de Fallon/ Carat para Cadillac.

Plata: Moving cars and changing minds on Instagram, de Razorfish para Mercedes-Benz.

Plata: Tundra Endeavour, de Saatchi & Saatchi LA/ Toyota PR/ GolinHarris para Toyota, de Toyota Motor Sales.

Bronce:  Take the C-MAX hybrid challenge, de Team Detroit para Ford, de Ford Motor Company.

Belleza

Bronce: Pantene weather program, de Leo Burnett-Arc Worldwide/ Starcom MediaVest Group/ The Weather Company/ Grey New York/ DeVires Global para Pantene, de Procter & Gamble.

Bevidas – Con Alcohol

Plata: Tonight we tanqueray, de Mother NY/ Carat/ MKTG/ Lush Life para Tanqueray, de Diageo.

Bebidas – Sin Alcohol

Plata: MiO, de TAXI Canada Ltd/ Starcom MediaVest Group para MiO, de Karat Canada Inc.

Bronce: Upgrading America’s everyday cup of joe, de TAXI Inc/ Starcom MediaVest Group/ Shopper Arts Network/ Trapeze para Gevalia Kaffe, de Kraft Foods.

Brand Experience

Oro: Dove real beauty sketches – winning back Dove love, de Ogilvy Brasil/ Edelman/ PHD UK/ Mindshare para Dove, de Unilever.

Plata: A boy and his atom, de Ogilvy & Mather para IBM.

Alimentos para desalluno

Bronce: The protein effect, de Leo Burnett-Arc Worldwide/ Starcom MediaVest Group/ Razorfish/ Krisp Communications para Kellogg’s Special K, de The Kellogg Company.

Business-to-Business

Plata: SpaceX, de Ogilvy & Mather para Siemens USA.

Reputación corporativa/ Servicios Profesionales

Oro: The battle to win back New York, de Publicis Kaplan Thaler para Citi.

Bronce: New World if investing, de Ogilvy & Mather/ MEC para BlackRock.

Bronce: A boy and his atom, de Ogilvy & Mather para IBM.

Cultura y Artes

Oro: Recalling 1993, de Droga5 para New Museum.

Plata: Art Series, de DDB New York para New York City Ballet.

Electrónica

Plata: iPad mini launch, de TBWA-Media Arts Lab/ OMD para Apple, de Apple Inc.

Productos y Servicios energía – nutrición

Oro: Becoming Yourself, de Solve Branding LLC/ The Medias Exchange para Medifast.

Bronce: MiO Sport, de TAXI Canada Inc/ Starcom MediaVest Group para MiO Sport, de Kraft Canada Inc.

Engaged Community

Oro: Generation Know, de Ogilvy & Mather/ Geometry Global/ Organic Inc/ Marina Maher Communications/ Mindshare para U by Kotex, de Kimberly-Clark.

Plata: The walking dead chop shop, de INNOCEAN USA/ Bossa/ Skybound Entertainment/ Initiative/ Future US Inc para Hyundai.

Bronce: Macy’s presents: “Yes, Virginia the musical”, de JWT New York para Macy’s.

Deporte y entretenimiento

Oro: Madden Forever, de Heat/ Wieden+Kennedy para Madden NFL 13, de EA Sports.

Oro: Halo 4: an ancient evil awakens, de twofifteenmccann/ Starcom MediaVest Group para Microsoft Xbox, de Microsoft.

Bronce: Welcoming Beyonce th the World’s biggest stage, de Mekanism para Pepsi, de Pepsico.

Moda – Estilo

Oro: #thereturn, de 180LA/ Carat/ Roundarch Isobar para Adidas.

Plata: #dontgohome, de Bartle Bogle Hegarty/ Deep Focus/ PGR para Cole Haan.

Tarjetas Financieras

Gold: Do you #smallenfreuden?, de BBDO Toronto/ Proximity Canada para Visa.

Productos y Servicios Financieros

Plata: Face retirement, de Starcom MediaVest Group para Bank of America Merrill Edge.

Goodworks – Brands

Plata: The battle to win back New York, de Publicis Kaplan Thaler para Citi.

Bronce: Generation Know, de Ogilvy & Mather/ Gemoetry Global/ Organic Inc/ Marina Maher Communications/ Mindshare para U by Kotex, de Kimberly-Clark.

Goodworks – Sin Fines de Lucro

Oro: Milk Carton 2.0, de Grey Canada para Missing Children Society of Canada.

Oro: Pedophile Deterrence Program, de Goodby, Silverstein & Partners para Thorn.

Plata: Making Los Angeles a “no-kill” city, de TBWA-Chial-Day Los Angeles para Best Friends Animal Society.

Bronce: “Social Fuel”, de VML para Minddrive.

Gobierno – Institucional – Reclutamiento

Oro: Quit the Denial, de BBDO Tornoto/ Proximity Canada para Ontario Ministry of Health and Long-Term Care.

Bronce: Powerball: believe in something bigger, de David&Goliath/ Initiative para California State Lottery.

Hispano

Oro: Bedtime stories, de Grupo Gallegos para California Milk Processor Board (CMPB).

Plata: Mala suerte in pop cultura, de Leo Burnett-Lapiz/ Starcom MediaVest Group para Allstate Insurance Company.

Insumos y servicios para el Hogar

Plata: Cottonelle-Test Your Cleaning Logic, de TRIS3CT/ Mindshare/ Ogilvy Action/ Ketchum/ Biggs-Gilmore para Cotonelle, de Kimberly-Clark.

Bronce: The miracle stain, de Saatchi & Saatchi/ Starcom MediaVest Group/ DeVires Public Relations/ Riber Sports Marketing Group/ DigitasLBi para Tilde, de Procter & Gamble.

Influenciadores

Plata: Once you’ve got it, you get it, de McCann New York/ R/GA/ Zenith/ MRM Worldwide para Verizon FiOS.

Bronce: Johnsonville Brattender Campaign, de Cramer-Krasselt/ Tech by Design/ SOSH para Johnson Sausage.

Bronce: It’s time for gun sense, de Grey Canada para Moms Demand Action.

Seguros

Plata: Happier than II, de The Martin Agency/ Horizon Media para Gieco.

Internet – Telecomunicaciones

Oro: It’s not complicated, de BBDO Atlanta/ BBDO New York/ FleishmanHillard para AT&T.

Plata: Un-leash with the Un-Carrier, de Publicis Seattle/ Hal Riney/ Optimedia/ Wong, Doody, Crandall, Wiener/ Big Fuel para T-Mobile, de T-Mobile USA.

Bronce: Football on your phone, de Grey New York/ Butter/ Hungry Man/ Cosmo Street-Switch/ Trollback para DIRECTV.

Bronce: Google Fiber in Kansas City: 100 times the possibilities, de Venables Bell & Partners/ Omnicom Media Group/ Enso/ Essence/ Digital/ Wolff Olins para Google Fiber, de Google Inc.

Productos y Servicios de Ocio

Oro: The replacer, de 72andSunny/ SapientNitro/ Edelman/ The Ant Farm/ OMD para Call of Duty, de Activision Publishing.

Plata: ESPN fantasy football. It’s good to be commissioner, de Wieden+Kennedy/ Starcom MediaVest Group/ MacDonald Media/ RED Interactive para ESPN.

Compañías de Medios

Bronce: People Love People, de The Terri & Sandy Solution/ IN Marketing Services/ CrossMedia/ DigitasLBi/ The Integer Group para People Magazine, de Time Warner Retail Sales & Marketing.

Nuevo Product o Servicio

Plata: Introducing JUMP! Only from T-Mobile, de Hal Riney/ Publicis Seattle/ Big Fuel/ Optimedia/ Jack Morton Worldwide para T-Mobile, de T-Mobile USA.

Bronce: A breakfast revelation, de Leo Burnett-Arc Worldwide/ Starcom MediaVest Group/ Razorfish para Kellog’s Special K, de The Kellog Company.

Alimentos Empaquetados

Oro: From mystery meat to meat you can trust, de TAXI Inc/ Swellshark/ Station Film para Applegate.

Plata: Johnsville Brattender Campaign¸de Cramet-Krasselt/ Tech by Design/ SOSH para Johnsville Sausage.

Cuidado Personal

Oro: Dove real beauty sketches – winning back Dove love, de Ogilvy Brasil/ Edelman/ PHD UK/ Mindshare para Dove, de Unilever.

Plata: Old Spice muscule music, de Wieden+Kennedy/ Citizen Relations/ MJZ/ Vimeo para Old Spice, de Procter & Gamble.

Plata:  Oral-B: power of dad’s smile, de Publicis Kaplan Thaler/ MSL Group/ Starcom MediaVest Group para Oral-B de Procter & Gamble.

Bronce: Guard Your Manhood, de Ogilvy & Mather/ Geometry Global/ Organic Inc/ Marina Maher Communications/ Mindshare para Depend, de Kimberly-Clark.

Real Estate:

Bronce: Find your way home, de Deutsch LA/ TwoNil/ Ipsos para Zillow, de Zillow Inc.

Restaurantes

Plata: The 4 to 9ers, de Content & Co/ MMB/ MediaCom/ Catalyst para Subway Restaurants, de Subway.

Retail

Oro: Ship my pants, de FCB Chikago/ Bob Industries para Kmart.

Plata: Harden soul – Music to Foot Locker’s ears, de BBDO New York para Foot Locker.

Bronce: Now’s the time to spring, de BBDO New York/ OMD para Lowe’s.

Bronce: Summer up, de 72andSunny/ Haworth/ Federated Media Publishing para Target.

Single Impact Engagement

Oro: A boy and his atom, de Ogilvy & Mather para IBM.

Oro: The Oreo superbowl tweet, de 360i para Oreo, de Mondelez International.

Plata: Magna carta Holy Grail, de 72 and Sunny/ R/GA/ Edelman Digital/ Starcom MediaVest Group/ Rosetta para Samsung Mobile USA.

Pequeños Presupuestos – Productos

Oro: Dove real beauty sketches – winning back Dove love, de Ogilvy Brasil/ Edelman/ PHD UK/ Mindshare para Dove, de Unilever.

Plata: Say it with bacon, de 360i/ Olson Engage/ Starcom MediaVest Group para Oscar Mayer, de Kraft Foods.

Pequeños Presupuestos – Servicios

Oro: Recalling 1993¸ de Droga5 para New Museum.

Plata: Art series, de DDB New York para New York City Ballet.

Snacks – Postres – Confites

Oro: OREO wonderfilled campaign, de The Martin Agency/ Starcom MediaVest Group/ 360i/ Weber Shanwick para Oreo, de Mondelez International.

Plata: Express your peepsonality, de The Terri & Sandy Solution/ e.PR/ Pipeline Interactive/ MediaWorx para Peeps, de Just Born.

Software

Plata: Metrics, not myths, de Goodby, Silverstein & Partners/ Edelman para Adobe.

Éxito Sostenido

Plata: Driving an 18 million dollar crusade for schools, de Team Detroit para Ford, de Ford Motor Company.

Bronce: Pure Michigan, de McCann Detroit/ Universal McCann/ Weber Shandwick/ MRM Worldwide para Michigan, de Michigan Economic Development Corporation.

Transporte

Plata: Election protection, de Mullen para JetBlue Airways.

Viaje – Turismo – Destinos

Oro: Zooglies: unleashing a chid’s imagination, de Bailey Lauerman para Lincoln Children’s Zoo.

Plata: Find yours, de 180LA para Expedia, de Expedia.com.

Bronce: Many happy returners, de The Concept Farm/ US International Media/ The Zimmerman Agency/ Ansira/ Blue Engine Marketing para Aruba Tourism Authority.

Categoría del tópico anual: Branded Utility

Silver: Budweiser Red Light: goals across Canada, de Anomaly Toronto/ Anomaly New York/ Buzz Products/ Universal McCann/ Veritas para Budweiser, de Labatt Breweries of Canada.

Bronce: Reality drop, de Arnold Worldwide/ Vermonster/ Fearless Cottage/ Skeptical Science para The Climate Reality Project.

Youth Marketing

Oro: Generation Know, de Ogilvy & Mather/ Geometry Global/ Organic Inc/ Marina Maher Communications/ Mindshare para U by Kotex, de Kimberly-Clark.

Plata: Ugly truth, de Arnold Worldwide y PHD para Truth, de Legacy for Health.

Bronce: I’d &*@! Me, de Ogilvy & Mather/ Havas Media/ One Voice/ Geometry Global/ Zocalo para Philips Norelco.