Starcom MediaVest Group has been named both the most effective agency network and individual agency office at the 46th annual Effie Awards Gala, the first time a media agency has topped the North American Effie Index rankings since it was launched in 2011. SMG's parent company, Publicis Groupe, was named the most effective holding company.
For the fourth consecutive year, Procter & Gamble is the most effective marketer in North America. Unilever’s Dove is the most effective brand and Cramer-Krasselt is the most effective independent advertising agency.
Since 1968, Effie Worldwide has honored marketing ideas that work. 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. In order to be included in the Index, North American winning and finalist cases were rigorously evaluated by senior industry leaders over at least two rounds of judging.
"There are a number of familiar names in the winners list but what is striking, and exciting, is to see a media company at the top of the Effie Index. It's indicative of just how much our industry landscape has changed,” said Carl Johnson, Effie Worldwide Chairman and Founding Partner of Anomaly. “A brand’s success can be driven by any form of marketing communications executed with excellence, whether that be all things digital, PR, brand activations or even advertising!"
Other winners this year include Generation Know for Kimberly-Clark’s U by Kotex by Ogilvy & Mather New York (with Geometry Global, Organic, Inc., Marina Maher Communications and Mindshare); It's Not Complicated for AT&T by BBDO Atlanta and BBDO New York, (with FleishmanHillard); Pantene Weather Program for Procter & Gamble by Leo Burnett/Arc Worldwide and Starcom MediaVest Group (with Grey New York and DeVries Global); Pedophile Deterrence Program for Thorn by Goodby, Silverstein & Partners; Recalling 1993 for the New Museum by Droga5 and ZzzQuil Sleep-Aid Launch for Procter & Gamble by Publicis Kaplan Thaler, (with Starcom MediaVest Group).
The Peeps were also winners. Strategic and creative advertising boutique The Terri & Sandy Solution has been awarded a silver Effie in the Snacks/Desserts/Confections category for Peeps' "Express Your Peepsonality" campaign that helped to increase Peeps Easter sales by nearly 9%.
Finalists for the Effie Awards in Gold, Silver or Bronze categories were announced and celebrated at the 2014 North American Effie Gala on June 5, 2014 in New York City.
Looking forward, the Global Effie Effectiveness Index rankings will be announced in mid-June and will be featured on www.effie.org.